Recommendation marketing of luxury brands on Xiaohongshu in China H1 2022

Published by
Lai Lin Thomala,
Jan 20, 2023
In the first half of 2022, Chanel was the most popular luxury brand mentioned in Xiaohongshu's "zhongcao" notes. Over 17,000 recommendation notes on the Chinese equivalent Instagram labelled Chanel.
"Zhongcao", a popular Chinese term meaning "planting grass" originally, describes the effect of recommendation-based marketing strategy as "to plant a seed in one's mind".

Number of "zhongcao" notes mentioning selected luxury brands and user interactions on Xiaohongshu in China in 1st half of 2022 (in 1,000s)

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Release date

July 2022

Region

China

Survey time period

January 1 to June 18, 2022

Supplementary notes

Only "zhongcao" notes mentioning the brand name were selected.

Interaction figures refer to the number of likes, shares, comments, and other responses generated by the Xiaohongshu notes.

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