National influencing app in China, under the leadership of Wang, is now building comprehensive products’ word-of-mouth marketing mechanism to tackle pain points for brands.
BRAND HEALTH CHECK: Born as a UGC platform a decade ago, Red (Xiaohongshu) is now chasing business opportunities from ecommerce to live streaming for brands and content creators in China and overseas markets.
Ebiquity's new study indicates that leading brands in China steered more KOL advertising to Douyin and Red but less on WeChat and Weibo.
PR services that were under Havas Health & You and Havas Creative have been combined into one network under Red Havas, which now expands to China and other markets.
CHINESE PLATFORM SPOTLIGHT: A user-generated content community and a sharing and shopping app for young Chinese women, industry experts analyse the popularity of Red and its attractiveness for marketers.
Company says its partnerships will help it target specific audiences and unlock the power of younger demographics in China.
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