RedNote.
CHINA'S MOST POWERFUL SUPER APP
What is RedNote (Xiaohongshu) and Why Does It Matter for Australian Brands?
RedNote — known in China as Xiaohongshu (literally ‘Little Red Book’) — is China’s most trusted lifestyle and discovery platform, with over 300 million active users. It sits between Instagram and Google: users come to discover products, read reviews, watch how-to content, and make purchase decisions. For Australian food, beauty, wellness, and lifestyle brands, it is the single most important platform to establish a presence on first.
Unlike Douyin where entertainment drives content, RedNote is intent-driven — users actively search for product recommendations, brand stories, and authentic reviews. A well-managed RedNote account builds the kind of trust that converts browsers into buyers.
What Content Works on RedNote?
RedNote supports two primary content formats — Photo and Text posts, and Video. Within those, the highest-performing content types for Australian brands are:
- Product Unboxing and Review — authentic first-impression content that builds trust
- Top Favourite Products — curated list-style posts that drive discovery
- Tips and How-To — educational content that establishes brand authority
- Store Check-In — location-based content connecting offline and online presence
- Event Coverage — behind-the-scenes and event content that builds brand personality
Case Studies — Real Results on Chinese Platforms.
WeChat is far more than a messaging platform. It is a complete digital operating environment — and understanding how all its parts work together is what separates brands that grow from brands that get ignored.
Ping An Insurance
Listed company — Jiangsu Ping An Property Insurance Health and Wellness Lecture Series.
Hengshun Group
Listed company — three consecutive years of online livestream campaigns for their soy sauce product line.
Automotive Industry
Average of 1 to 2 enquiries per day, with a peak of 23 enquiries in a single day
Clients include 3M automotive, used car dealer, BMW specialist, and service centres.
Local Merchant Revenue Growth
Since launching online operations in 2024, overall performance doubled in 2025. Total revenue: 40.41 million (2023) → 53.9 million (2024) → 80.08 million (2025)
Growth rate: 2.33% → 33.38% → 48.57%
Ready to Build Your Brand
on RedNote?
Whether you’re starting from scratch or looking to scale an existing presence, our team manages everything — content creation, community management, compliance monitoring, and performance reporting.
