4 November 2021


While China ’s ecommerce industry is predicted to be worth $1.8 trillion Yuan by 2022, especially thanks to the fashion & luxury industries, following the example of Hermès which overpassed the before pandemic sales objectives, brands struggle to decode and emerge on RED.

Launched in 2014 in Shanghai,  the social media platform grew up very quickly to reach about 300 millions users in 2021, mainly young women (18-34yo) seeking for fashion, makeup and entertainment tips & advice. Originally to discover and review beauty and health products that can be hard to find in China, now RED is becoming a real advertising platform for any brands eager to be visible in China, which is a very strategic market.

Not really working as a shopping platform but more like a Pinterest board, The Social Wire gives you four golden rules to penetrate this social media and become a real player!

1️⃣ Optimise the keywords and use eye-catching titles. Brands should do research about content with the highest engagement and top-performing post titles.
2️⃣ Making use of ‘Lucky draw’ to bring traffic. Lucky draw is when brands offer to their users who engage with the brand’s post by following the account, liking and commenting on the posts.
3️⃣ Just like the other social media platform, the cover picture is an important choice.
4️⃣ Output integrated content and collect related content to help readers organize relevant information.

Best advice ➡️ comment & sign up for our LRB for business webinar next month👇

Don’t forget to follow The Social Wire on RED!

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