The social media platform revolutionising China

We profile Little Red Book, one of the most widely used social media platforms in Asia.

What is the Little Red Book?

Little Red Book is one of the most widely used social media platforms in China, with over 200 million registered users and at least half a million product related posts. The platform allows users to discover and review products, enabling them to share their shopping experiences. Users mostly consist of females aged between 18 and 35 years old.

How does Little Red Book impact brands, bloggers and consumers?

Little Red Book has recently launched a new brand partnership platform, boasting a wide portfolio consisting of over 3000 brands. This platform strives to allow bloggers, brands and content agencies to directly communicate with each other. The transparency of this platform enables brands to easily establish their ideal partnerships and collaboration.

How effective is Little Red Book’s new platform?

Although Little Red Book’s new platform provides data transparency related to basic information and interaction performance such as the partners’ accounts and notes, they could consider providing more comprehensive and practical data. For example, cross-comparison analysis could be introduced to help brands understand and leverage data more efficiently.

The platform partners with famous actresses in China, such as Fan Bingbing, where the products she recommends sell out instantaneously. Top luxury brands such as Chanel and Dior have generated over 2 million response mentions, gaining a large amount of brand exposure and affirming the platform’s effectiveness when promoting brands.

It is hard to deny the effectiveness of Little Red Book as it constantly innovates with new features and allows brands to engage with the Chinese market.

To learn more, request a copy of Kantar Media’s Trend Watch case study.