China’s digital landscape is dominated by two powerhouse platforms: Xiaohongshu (RedNote) and Douyin (China’s TikTok). Both platforms offer unique opportunities for overseas brands to connect with Chinese consumers, but they cater to different audiences and serve distinct purposes. For brands in the health supplements, food, and beverage industries, understanding the nuances of these platforms is critical to crafting an effective cross-border e-commerce strategy.
Why American TikTokers Chose Xiaohongshu Over Douyin
When TikTok faced regulatory challenges in the U.S., many American TikTokers looked to China’s digital ecosystem for new opportunities. Interestingly, many chose Xiaohongshu over Douyin, despite Douyin being TikTok’s Chinese counterpart. Here’s why:
1. Content Style and Audience Fit:
Xiaohongshu is known for its lifestyle-focused, long-form content, which aligns more closely with the type of content many American TikTokers were already creating. Its user base—primarily young, urban, and affluent women—values high-quality, authentic content about health, wellness, beauty, and travel. This audience is highly receptive to international brands, making Xiaohongshu a natural fit for American influencers.
In contrast, Douyin is more entertainment-driven, with short, fast-paced videos that often prioritize viral trends and challenges. While Douyin has a massive user base, its content style can be less conducive to the in-depth storytelling and product education that many American TikTokers excel at.
2. E-Commerce Integration:
Xiaohongshu’s seamless integration of social media and e-commerce allows influencers to directly link their content to product sales. This feature is particularly appealing for influencers who want to monetize their content effectively. Douyin, while also offering e-commerce capabilities, is more focused on entertainment, making it harder for influencers to drive direct sales.
3. Brand Safety and Authenticity:
Xiaohongshu’s community-driven approach emphasizes authenticity and trust, which resonates with American TikTokers who built their followings on genuine, relatable content. Douyin’s algorithm-driven, trend-focused environment can sometimes feel less personal and more transactional.
Leveraging Xiaohongshu and Douyin for Cross-Border E-Commerce
For overseas brands, both Xiaohongshu and Douyin offer unique advantages. Here’s how brands can leverage each platform to build awareness and drive sales in China:
Xiaohongshu: The Platform for Trust and Education
Xiaohongshu is ideal for brands that want to establish trust and educate consumers about their products. Its user base is highly engaged and actively seeks out recommendations for premium, international products.
– Strategy:
Focus on creating authentic, educational content that highlights your product’s unique benefits. Collaborate with KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) to generate user reviews, tutorials, and lifestyle content.
Example: A health supplement brand could partner with fitness influencers to demonstrate how their products support a healthy lifestyle.
– Actionable Tip:
Use Xiaohongshu’s e-commerce store to offer exclusive bundles or discounts, incentivizing users to make their first purchase.
Douyin: The Platform for Viral Reach and Entertainment
Douyin is perfect for brands looking to achieve viral reach and tap into China’s massive entertainment-driven audience. Its short-form video format is ideal for creating engaging, trend-driven content.
– Strategy:
Leverage Douyin’s trending challenges, hashtags, and effects to create fun, shareable content. Use livestreaming to host interactive product demonstrations and flash sales.
Example: A beverage brand could create a viral challenge around a new product launch, encouraging users to share videos of themselves enjoying the drink.
– Actionable Tip:
Partner with Douyin’s top livestreamers to host live shopping events, where you can showcase your products and offer limited-time discounts.
Combining Both Platforms for Maximum Impact
To maximize your cross-border e-commerce success, consider integrating both Xiaohongshu and Douyin into your marketing strategy:
1. Awareness on Douyin, Conversion on Xiaohongshu:
Use Douyin to generate buzz and reach a broad audience with entertaining content. Then, direct users to Xiaohongshu for in-depth product education and seamless purchasing.
2. Cross-Promotion:
Repurpose content across both platforms while tailoring it to each platform’s unique audience. For example, a short, catchy video on Douyin can be expanded into a detailed review or tutorial on Xiaohongshu.
3. Data-Driven Optimization:
Use analytics tools on both platforms to monitor performance and refine your strategy. Pay attention to trending topics, hashtags, and consumer feedback to stay relevant.
Conclusion
Xiaohongshu and Douyin are complementary platforms that offer distinct advantages for overseas brands entering China’s cross-border e-commerce market. Xiaohongshu excels at building trust and driving conversions through authentic, educational content, while Douyin is unmatched in its ability to generate viral reach and entertainment-driven engagement.
By understanding the strengths of each platform and crafting a tailored strategy, brands can effectively connect with Chinese consumers, build brand awareness, and drive sales. Whether you’re a health supplement brand, a healthy food producer, or a beverage company, leveraging both Xiaohongshu and Douyin will position you for success in China’s dynamic digital marketplace.
Speak to our cross-border e-commerce experts for more information.
