Faced with a progressively saturated local market, a growing number of SMEs in Hong Kong are turning their attention to the vast potential of the Mainland market for survival and growth. However, how can businesses break through bottlenecks and successfully expand in this new terrain filled with both opportunities and challenges?
HONIK Biz’s recommendation: Selecting the appropriate promotion platform is undoubtedly the first key to unlocking the Mainland market.
Xiaohongshu: A Treasure Trove for Hong Kong Businesses’ Mainland Marketing
Xiaohongshu, an immensely popular social platform in Mainland China, attracts countless young users seeking engaging and valuable content. It offers a comprehensive range of topics, from fashion and beauty to enticing food travel guides, practical fitness tips, and life hacks. But for Hong Kong companies aspiring to expand into the Mainland market, Xiaohongshu is far more than just a social space; it’s a powerful marketing tool that facilitates direct and intimate interaction between brands and consumers.
● What is Xiaohongshu?
Launched in 2013, Xiaohongshu started as a community for sharing overseas shopping experiences. Over the years, it has evolved into a comprehensive content platform integrating lifestyle sharing, purchase decision-making, and social interaction. As of 2024, Xiaohongshu boasts over 300 million monthly active users, with 72% belonging to the vibrant Generation Z (born post-1990s and 2000s). Female users constitute over 70% of its user base. While it maintains a substantial user presence in tier-1 and tier-2 cities, user growth in tier-3 and lower-tier cities is remarkable, with an annual growth rate reaching 110%.
Notably, Xiaohongshu has become the primary starting point for young Mainland consumers’ purchase decisions. Over 87% of users search for product reviews and guides on Xiaohongshu before making a purchase. This shift has successfully transformed Xiaohongshu from a “sharing community” into a “decision-making engine” for consumption.
● Why is Xiaohongshu Recommended for Hong Kong Businesses?
The local Hong Kong market comprises approximately 7.47 million people. In contrast, Mainland China’s Z generation (born between 1995 and 2009) population stands at around 260 million, with a total annual disposable income reaching RMB 4 trillion. This stark data contrast not only highlights the significant difference in market scale but also explains why tapping into the Mainland’s young consumer market is crucial for Hong Kong businesses.
Furthermore, Hong Kong brands possess inherent advantages when entering the Mainland market. According to Xiaohongshu platform surveys, the primary perceptions of Hong Kong brands among young Mainland consumers are “reliable quality” (82%), “fashionable design” (76%), and “international perspective” (68%). This solid brand recognition foundation undoubtedly saves Hong Kong businesses significant market education costs.
Xiaohongshu Operation Strategy for Hong Kong Businesses: From Beginner to Pro
Step 1: Cultivate a Distinctive “Xiaohongshu Persona”
The primary task for Hong Kong businesses on Xiaohongshu is to avoid directly transplanting a “Hong Kong mindset.” Instead, deeply understand the platform’s ecosystem and meticulously craft an account persona that aligns with the aesthetics of Mainland youth.
For instance, a Hong Kong health brand should not merely emphasize “health,” but also connect with specific scenarios relevant to Mainland youth, such as “liver care after late nights” or “office wellness.” A Hong Kong fashion brand should focus not just on “design,” but integrate topics like “OOTD” (Outfit of the Day) or “commuter outfits.”
Balancing professionalism and approachability is crucial in account management. Overly professional accounts can create distance, while excessive casualness may undermine brand authority. Adopting a “professional knowledge + relatable expression” model is recommended. For example, a Hong Kong jewelry brand can showcase expertise in craftsmanship while incorporating life scenarios like love stories or workplace styling, enhancing brand affinity.
Step 2: Create High-Quality Content with Strong “Product Planting” Power
The core of Xiaohongshu content lies in the perfect blend of practical value and emotional resonance. Hong Kong businesses should avoid straightforward product promotion and instead skillfully integrate products into solutions. Here are three high-conversion content directions:
Hong Kong Characteristics + Mainland Demand: Connect Hong Kong products with the lives of Mainland youth. For example, combine Hong Kong pharmaceutical cosmetics with the needs of Mainland “skincare ingredient enthusiasts” by creating content analyzing ingredients and comparing products.
Professional Knowledge + Accessible Expression: Present the professional expertise of Hong Kong brands in an easy-to-understand manner. A Hong Kong watch brand could transform complex movement knowledge into a “3-minute guide to watch craftsmanship.”
Scenario Integration + Emotional Connection: Place products within specific usage scenarios and imbue them with emotional value. A Hong Kong aromatherapy brand could promote its products within scenarios like “healing moments for women living alone.”
Diversifying content formats is also essential. Xiaohongshu users are increasingly receptive to multi-image posts, videos, and live streams. Data shows that notes with GIFs or videos have a 42% higher interaction rate than image-text-only notes. Hong Kong businesses should prioritize video content, especially short videos under 1 minute, which align perfectly with young users’ fragmented reading habits.
Step 3: Community Interaction & KOL Collaboration
Xiaohongshu is fundamentally a community, not just a media channel. This means one-way communication has limited effect; building a two-way relationship between brand and users through interaction is necessary.
For KOL collaborations, Hong Kong businesses should adopt a pyramid structure: utilize top-tier KOLs (100k+ followers) for broad reach, mid-tier KOLs (10k-100k followers) for professional content, and nano-/micro-influencers (<10k followers) for authentic user experiences. This structure ensures both reach and authenticity.
Notably, collaborating with KOLs who are “knowledgeable about Hong Kong” can be particularly effective. These KOLs often have experience living in or frequently traveling to Hong Kong, possess a deeper understanding of Hong Kong brands, and can more naturally connect them with Mainland youth needs.
Step 4: Perfecting the Loop from “Awareness” to “Purchase”
While the ultimate goal is conversion, the platform strictly limits overtly promotional content. Therefore, Hong Kong businesses need to cleverly design conversion paths for “soft guidance.” Here are effective methods:
Xiaohongshu Store + Live Streaming: Open a store on Xiaohongshu and use live streams to showcase product features, ideal for FMCG like Hong Kong food and beauty products.
Offline Drainage: For Hong Kong businesses with physical stores in Hong Kong, publish “Hong Kong store exploration guides” on Xiaohongshu to attract Mainland tourists.
Pitfall Avoidance Guide: Common Mistakes & Solutions for Hong Kong Businesses
Direct Translation Ignoring Cultural Nuances
Mistake: Simply translating existing Hong Kong marketing materials, overlooking significant differences in cultural context, language habits, and social values between Mainland China and Hong Kong (e.g., local slang might be unfamiliar or misunderstood).
Solution: Gain deep market understanding, familiarize with the language and cultural context of Mainland youth, and adapt/create content specifically for the Mainland audience.
Overemphasizing “Hong Kong Brand,” Creating Distance
Mistake: Excessively highlighting the “Hong Kong brand” tag, frequently emphasizing the brand’s Hong Kong background, which can create a sense of distance for Mainland young users.
Solution: Downplay the geographical label. Focus on strengthening the connection between the brand’s value proposition and the lives of Mainland youth. Highlight how the brand’s products/services meet their specific needs and demonstrate integration into Mainland lifestyles.
Short-Term Focus, Prematurely Pushing for Sales
Mistake: Expecting quick sales results and launching large-scale promotional activities before establishing sufficient brand awareness and user trust.
Solution: Follow the rhythm of “building trust through content – deepening relationships via interaction – achieving conversion naturally.” First, help users understand the brand through quality content, then build rapport through active engagement, and finally introduce sales activities appropriately.
Blindly Following Trends, Losing Brand Identity
Mistake: Chasing short-term traffic by blindly following hot topics without considering alignment with the brand’s core values and identity.
Solution: Carefully select trends that align with brand values. For relevant trends, find creative ways to integrate them authentically.
While getting started on Xiaohongshu isn’t overly difficult, consistently producing high-quality original content, cultivating follower loyalty, and effectively driving sales through the platform often require significant effort and resources. HONIK Biz, in collaboration with HKWEB(https://hkweb.com.hk), has developed a comprehensive Xiaohongshu promotion strategy to help businesses effectively enhance brand awareness and strengthen user engagement. If you are considering expanding into the Mainland market or operating a Xiaohongshu account, please feel free to contact us directly!
