Ask Chinese consumers 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.”Read More →