In an era where rational consumption is on the rise, and total social retail sales continue to grow year on year, consumers are increasingly inclined to pursue a higher quality of life and are willing to invest in their happiness. As the desire for improved life quality becomes more evident, questions of “how to buy” and “what to buy” have piqued the interest of fashion and luxury enthusiasts. To address this shift in consumer behavior, many brands are turning their attention to the art of “content seeding.”

Countless quality products hold the potential to succeed, but transforming them into market-defining “big hit products” requires strategic support. In partnership with ChinamindNEXT, we explore how luxury brands are leveraging Xiaohongshu, a platform with over 260 million monthly active users, to create their “big hit products” through a thriving content ecosystem and a high-potential luxury consumer base.

1. Online hub for high-potential luxury consumer groups

Xiaohongshu, as a platform where millions of users share real-life experiences, is evolving into an essential resource for consumers making purchasing decisions. With 70% of its user base coming from the post-90s generation and half residing in tier one and tier two cities, Xiaohongshu attracts well-educated, high-income individuals with a strong interest in fashion, beauty, and lifestyle. These consumers align perfectly with the potential customer profile of luxury brands. To connect with these consumers, luxury brands employ strategies like new product key promotion days and themed content to target potential user groups and sustain user engagement.

2. A thriving content ecology fosters new trends

Xiaohongshu is a breeding ground for new trends. Urban camping and “Citywalk” trends have gained popularity among urban young people, leading to a surge in content related to these themes. Brands like Longines have embraced these trends, collaborating with Xiaohongshu to create content that resonates with younger generations. Citywalk-related notes on Xiaohongshu increased by 270% from January to April, driving the sharing of urban travel outfit content.

3. Scenario design and value communication under style trends

Style trends have become increasingly prevalent, and consumers favor products that align with their values and preferences. Brands like Tod’s and Roger Vivier have harnessed Xiaohongshu’s platform to communicate their values within specific scenarios. Tod’s fused product characteristics with brand essence, while Roger Vivier associated its products with major life events, like weddings. These strategies effectively captured the attention of target customers and communicated brand image and values.

4. Achieving scientific content seeding across all scenarios and channels

Xiaohongshu’s “content seeding” ecosystem provides the ideal platform for luxury brands to reach their target audience precisely. By leveraging user-generated content and employing circle-breaking tactics such as the “reverse funnel model,” brands can anchor consumer sentiments and achieve word-of-mouth content accumulation. This approach creates a closed loop of “Xiaohongshu seeding, full-channel conversion.”

In the era of rational consumption, consumers yearn for authentic experiences and resonate with brands that share their values. Luxury brands have found in Xiaohongshu a vital platform for interacting with consumers, establishing resonance, and building trust. This platform allows luxury brands to communicate their brand tone and reach high-potential consumers, facilitating a deeper connection between products and users and enabling omni-channel “product seeding.”

The art of “seeding” extends beyond the dissemination of brand content—it is the creation of star products that open gateways to a brand’s unique universe. Xiaohongshu’s life-loving followers are guided by their curiosity and desire for beauty, making this platform an invaluable resource for luxury brands to cultivate their audiences and convey their brand image, tone, and value proposition.