Ask Chinese travellers what their leading platform is for purchases, both domestically and internationally, and they will point at the Xiaohongshu, or Little Red Book, as it is called in English. It offers a lead against competitors like Douyin and is a leading source for travellers, although only available in Chinese. “Xiaohongshu wants you deep in niche rabbit holes with people who care about the same weird stuff you do. “This isn’t just a slogan change,” says branding expert Ashley Dudarenok in Campaign Asia, “it’s Xiaohongshu cementing its moat against rivals like Douyin.”
Campaign Asia:
Chinese lifestyle app Xiaohongshu, also known as RedNote, has rolled out a brand refresh, launching a new slogan, ‘Your Lifestyle Interest Community’. The update, along with a revised opening screen, went live on July 8. The new tagline is a literal translation of the Chinese “你的生活兴趣社区, and replaces the 2022 version, ‘Your Lifestyle Guide’. The new positioning nudges users to focus more on shared interests and community, rather than simply using the platform as a recommendation tool…
Industry watchers tell Campaign Asia-Pacific that the move is more than a superficial tweak. Ashley Dudarenok, founder of ChoZan and Alarice, called it “an important step in platform evolution”. “It crystallises its transformation from a product-review hub into China’s definitive ‘interest-based social ecosystem’,” she said. “A move validated by its 2025 Q1 financials showing 70% year-on-year daily active user growth in niche communities like outdoor sports and vintage fashion.”…
Dudarenok noted the repositioning helps Xiaohongshu stand out in an increasingly competitive space. “This isn’t just a slogan change – it’s Xiaohongshu cementing its moat against rivals like Douyin,” she said. “Where others focus on short-form entertainment and quantity, Xiaohongshu dominates ‘lifestyle scaffolding’—guiding Chinese netizens from inspiration to action within trusted micro-communities.”…
“First, hyper-personalised discovery. Algorithms now prioritise community-driven interests over generic trends, making recommendations more relevant. Think ‘Hanfu Restoration’ or ‘Balcony Gardening’ circles,” she said. She also pointed out that focusing on real user content helps restore trust. “By doubling down on authentic UGC within vertical communities, Xiaohongshu counters influencer saturation—a pain point for 68% of its Gen-Z users, as per a recent survey.” And from a brand perspective? “Self-segmented, high-intent audiences turn casual browsing into potential conversion,” she added.
Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.
Are you looking for more branding experts at the China Speakers Bureau? Do check out this list.
