Last Updated on August 22, 2024
In 2023, sales from Xiaohongshu live streams experienced a notable surge. One obvious indication was its gross merchandise volume increasing 4.2 times based on year-on-year growth.
The shift from a typical UGC-dominated social media app to an e-commerce platform certainly helped Little Red Book solidify its place in China’s live-streaming business landscape.
In this post, you’ll learn how Xiaohongshu live-streaming works and the best strategies marketers can execute to maximize this feature.
How does Xiaohongshu Livestreaming work?
Xiaohongshu (Little Red Book) began testing its live-streaming features in 2019. At first, this real-time video function was meant to operate independently of the app’s community and commercial departments.
However, as brand merchants flock to Xiaohongshu, the live-stream feature quickly became more integrated into the platform. This is in line with the app’s introduction of its own video channel.
Not everyone can jump into live streaming on Xiaohongshu. The platform has established criteria to ensure that only users with a minimum of 500 followers and high engagement rates can access this feature.
Xiaohongshu’s e-commerce platform is integrated into these live-streaming features. Products featured in the real-time video content are usually linked directly to the brand’s virtual storefronts, allowing users to make purchases without leaving the live stream.
This live commerce integration reduces friction in the buying process. Unlike more aggressive sales tactics seen in other social commerce platforms, Xiaohongshu maintains a focus on high-quality, community-oriented content. Livestreams tend to be more relaxed and informative, often involving discussions around lifestyle and product use.
Live-streaming businesses on LRB employ different strategies when utilizing this feature, from live demonstrations and personal recommendations to real-time Q&A sessions. These methods help bridge the gap between online shopping and physical retail experiences, giving potential customers the chance to ask questions before purchasing anything.
5 Best Xiaohongshu Live-streaming Strategies for Your Brand in China
1. Product Launches
Live streaming is an ideal platform for launching new products, allowing brands to create excitement and engage directly with consumers. Louis Vuitton used the same strategy to debut on Xiaohongshu’s live-streaming landscape in 2020.
Although the real-time promotions only lasted an hour, they garnered more than 152,000 pageviews and hundreds of comments interested in the clothes the live streamers wore.
Louis Vuitton Summer Hour Live-stream (Source: Jing Daily)
In this live stream, the brand introduced its Summer Hour collection. The hosts discussed the best way to style LV bags and the fashion accessories that complement them.
During the event, they reminded the viewers that the products were available in their e-commerce stores, effectively linking the live stream session to direct sales conversions.
Why did this brand launch become successful compared to regular social media promotions? It’s because viewers feel like they are getting an insider’s look at new products, which can create a sense of exclusivity.
Live-streaming also allows for dynamic demonstrations that static images or videos cannot replicate, enhancing the product’s desirability.
Louis Vuitton’s Voyager Livestream Show on Xiaohongshu (Source: WWD)
2. Collaborations with Influencers
KOLs and KOCs are among the most sought-after live streamers in Xiaohongshu. Given their highly engaged follower base, it’s not surprising that these influencers often have higher success rates in live commerce campaigns.
Beyond amplifying your brand’s reach on this social e-commerce platform, these collaborations can also establish credibility and drive significant traffic to your live streams.
The power of KOLs and live-streaming is especially highlighted in Dong Jie’s live streams on Little Red Book last year. Her approach to the quiet live selling trend has led to an impressive viewer count of 2.2 million users and sales of approximately $4.1 million.
Xiaohongshu Live Streams by KOLs (Source: Jing Daily)
Following Dong’s success, Teresa Cheung launched an e-commerce live stream on the platform, introducing roughly 200 products to her audience. Within the broadcast’s 6-hour period, the real-time content attracted over 1 million viewers and exceeded over 50 million RMB in GMV.
The popularity of these influencers is a testament to what they can offer to your digital marketing campaigns on Xiaohongshu. Remember, the right KOC or KOL should resonate with your target users and embody your brand’s values.
3. Exclusive Offers on Official Xiaohongshu Store
Xiaohongshu store live-streaming sessions work exceptionally well when brands create a sense of urgency through limited-time offers and discounts. By offering exclusive deals during real-time broadcasts, you can encourage viewers to make immediate purchases.
This strategy is more focused on capturing the fear of missing out (FOMO) to drive viewers to take action before the offer expires. It’s highly effective during e-commerce festivals and local holidays, mainly because these events are often the height of consumerism in the country.
During the Singles’ Day Festival in 2023, around 21 influencers in Xiaohongshu generated 10 million yuan through live streaming.
These numbers are not yet comparable to the revenue generated by other platforms like Douyin or Taobao. However, LRB’s recent live commerce performance shows a promising outlook for brands intending to use this feature for the upcoming e-commerce festivals this year.
4. Storytelling and Brand Culture
In China’s digital ecosystem, live streaming is often associated with entertainment, e-commerce, and sales. However, if you want your business to experience further growth through this feature, the best approach is to use it to communicate your brand’s values and culture.
Rather than focusing solely on selling products, brands can craft narratives that resonate with their target demographic and community. For example, Chinese actress Dong Jie’s live streams focus on a more relaxed, intimate setting where she shares personal stories and experiences with the products she’s demonstrating.
This approach not only appeals to Xiaohongshu’s primarily Gen Z and Millennial consumers but also helps build a more authentic and relatable brand image.
Dong Jie Live-streaming Session on LRB (Source: Jing Daily)
Remember, compared to other social media channels, Little Red Book has a user base of educated and financially comfortable young adults. So, beyond seeking products, they want to patronize brands that align with their lifestyles and beliefs.
The storytelling approach helps build a long-lasting, authentic connection between the brand and its audience. For example, brands focusing on sustainability can use live streaming to showcase their eco-friendly practices, taking viewers behind the scenes to see how products are made.
This strategy informs and builds trust, as Chinese consumers are increasingly concerned about the ethical practices of the businesses they support.
5. Live Tutorials and Product Demos
In the highly competitive landscape of Chinese e-commerce, where platforms like Douyin and Taobao are known for their high-energy sales tactics, Xiaohongshu sets itself apart with a focus on high-quality, community-centric, and authentic content.
This distinction makes live tutorials and product demonstrations an exceptionally effective strategy for brands on this platform.
Xiaohongshu users value genuine, informative content over mere promotional gimmicks. They seek out brands that offer insightful, detailed presentations of their products, helping them make informed purchasing decisions. Live tutorials provide a perfect avenue for brands to meet this demand.
Beauty and skincare brands on Xiaohongshu often conduct live tutorials, demonstrating the application of products on real people. They explain each step and the science behind the ingredients.
Known brands like Perfect Diary and Winona have successfully employed this strategy, turning KOL live streams into valuable educational sessions that encourage viewers to make informed purchases.
Who are the consumers of Xiaohongshu Live Streams?
Before you launch any Xiaohongshu live-stream strategies we mentioned above, it’s important to get to know the type of audiences you need to attract. Here are some important pointers worth considering to achieve better campaign results:
- They are typically from first and second-tier cities in China, such as Beijing, Shanghai, and Guangzhou.
- These users tend to have higher disposable incomes, which makes them more inclined to invest in quality products.
- Most of Xiaohongshu’s users fall within the Gen Z and Millennial age groups.
- Xiaohongshu live-stream audiences are not passive consumers.
Your Trusted Xiaohongshu Marketing Partner in the Chinese Market!
Xiaohongshu’s community-centric features make the platform the perfect place to acquire potential consumers in the Chinese market. While it’s not like other live-streaming platforms, its diverse audience reach and dynamic interface open doors for international brands to boost local visibility and sales conversions.
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At Sekkei Digital Group, we understand the impact of live streaming on the overall consumer journey. With our team’s extensive experience handling digital marketing campaigns in China, we can help your brand maximize Little Red Book’s live commerce features.
Whether you’re looking for a live-streaming KOL to work with or planning to open a virtual storefront on Xiaohongshu, we have all the digital solutions you need. Get in touch with us today, and let’s get this collaboration started!
