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– Path digital and smart: Xiaohongshu and VOGUE Business reveal innovative lifestyle marketing ideas at Milan Summit
MILAN, September 30, 2024 /PRNewswire/ — As the exclusive strategic partner, Xiaohongshu partnered with VOGUE Business to host the summit The Digital Silk Road: Pioneering the Future of Luxury Lifestyles at the historic Palazzo Serbelloni in Milan from September 26 to 27, 2024. The event aimed to redefine marketing, product innovation and brand evolution through a human-centric perspective, fostering a more creative and vibrant for global brands.
The summit brought together marketing experts from prestigious global brands and senior executives from Xiaohongshu’s Beauty, Luxury & Apparel, Fast Moving Consumer Goods (FMCG) and Durable Goods departments. Together, they explored the cutting edge of digital marketing trends and pioneering lifestyle ecosystems within the luxury, beauty, wellness, beverage and home living domains of China.
A trend center for brands to gain popularity, Xiaohongshu has a broad base of young consumers and an ecosystem of high-quality content. With a deep understanding of industry trends and user preferences, it has become the leading marketing platform for brands seeking to forge emotional connections with Chinese consumers.
For those venturing into the Chinese market or seeking new growth opportunities, Xiaohongshu is not only an optimal community to reach target consumers, but also an essential partner to expand your presence in China. It serves as a crucial platform for business growth, so now is the best time to join this content community platform.
In the era of digital transformation, artificial intelligence (AI), social media and innovative business solutions are redefining modern lifestyles and enhancing human potential. The two-day event focused on cutting-edge digital marketing tools and emerging consumer trends, and Xiaohongshu presented human-centric marketing strategies spanning the luxury, wellness, beverage and lifestyle sectors. home.
In today’s digital landscape, public attention has become fragmented, giving rise to diverse circles of interest and personalized lifestyles. How can brands capture the attention and recognition of a broader audience? During a panel discussion titled “Leveraging Lifestyle Trends: The Microcultures That Drive Engagement,” Shawn LiGeneral Manager of Xiaohongshu Commercial Durable Consumer Division, exchanged insights on changing consumer behaviors with global leaders in fashion, home furnishings and beauty.
— Influencers now serve as messengers and amplifiers within specific circles of interest, emerging as a new means of communication and reconfiguring the communication dynamics within these communities;
— Younger consumers prioritize the combination of personal needs and aesthetic experiences, valuing emotional depth, sentimental value and individuality.
Health, a global trending topic in recent years, dominated the FMCG-Wellness breakfast session on September 27. The event, whose theme was “Navigating new tools for digital success”, featured the participation of Rex Zhanggeneral manager of Xiaohongshu fast-moving consumer goods (FMCG) industrial group division, and Jayden Wudirector of Xiaohongshu healthcare and wellness industry division. They analyzed the Chinese market trends for global wellness brands:
— The seamless integration of social media and e-commerce is transforming shopping habits and brand experiences, ushering in an unprecedented revolution in the healthcare sector.
—The young people of China They are embracing emerging wellness trends, incorporating traditional Chinese practices and unlocking substantial consumption potential.
Cynthia ZhongDirector of Luxury Industry Division at Xiaohongshu, introduced the theme “Xiaohongshu: The New Lifestyle Frontline Platform”, showcasing the platform’s unique approach to unleashing brand potential together with global brands of fashion, luxury and lifestyle.
— Xiaohongshu has cultivated a distinctive community ecosystem by leveraging its distinct community positioning and broad user base, fostering an atmosphere of trust and engagement.
— With premium user-generated content (UGC) as its cornerstone, Xiaohongshu enables brands to authentically share engaging and relevant content that features users’ genuine experiences, creating unique brand identities and enhancing brand appeal .
Human-Centered Marketing: Unlocking Marketing’s Potential
At the summit, Xiaohongshu unveiled his extensive knowledge on 20 demographic groups, with a focus on luxury through the introduction of the “Luxury Living” profile. This classification segmented luxury consumers based on their varied spiritual needs, highlighting four main motivators behind luxury spending and providing attendees with an illuminating insight into Xiaohongshu’s luxury consumer base. The diversity of the “Luxury Living” profile opens new avenues for brand-consumer interactions, aligning brand identity with consumer self-expression. It satisfies target consumers’ search for markers of self-identity and a sense of belonging, transcending conventional status symbols and instead embodying the essence of individuals, nurturing their evolving spiritual world and cultivating a deep and lasting emotional connection with the brands.
Furthermore, in the wellness space, health-conscious consumers of different age groups show different physical, experiential, and expressive desires in various usage scenarios. Based on health philosophies, consumption motivations and usage environments, Xiaohongshu identified eight key demographic groups as “fitness advocates” within the healthcare and wellness sector at the summit, including vitality enthusiasts , workplace efficiency seekers, slow living advocates, brilliant researchers, self-care enthusiasts, fitness buffs, endurance explorers, and silver-haired trendsetters.
This comprehensive segmentation underscores the growing health awareness among young generations, who are taking a proactive stance in managing their health and driving the health consumption landscape towards greater integration and daily diversity. Xiaohongshu helps brands reveal real-world consumption scenarios and cultivate a deep understanding of various pain points and purchasing preferences. Through a meticulous understanding of consumer wellness requirements, brands can enhance their offerings, emphasize core competencies and strengthen competitive advantages, ultimately expanding market reach for products that truly align with consumer demands. the users.
In the area of home life, Xiaohongshu identified four distinct characters: young nomads, young nesters, all-rounders, and home preservers. Through collaboration with Xiaohongshu, brands can tap into these unique consumer segments, anchored in the “People-Needs-Scenarios-Trends” framework. Encompassing home décor aesthetics, furniture and appliance efficiency, and emotional satisfaction, brands receive a holistic analysis of crucial growth trends within the home living sector. Together, they can create innovative avenues for user engagement and catalyze business expansion.
Innovative solutions: a win-win ecosystem for a shared future
Xiaohongshu brands have improved their marketing strategies and strengthened commercial value, streamlining the process from inspiration to purchase. Xiaohongshu, together with its partner brands, has introduced a novel marketing approach that caters to the preferences of the new generation by bridging the gap between online and offline channels. This strategy has further accelerated interaction and communication with consumers, providing a convenient, efficient and reassuring shopping experience.
For luxury brands, effectively communicating the brand mantra and proposition is vital to connecting with their target audience. The runway is the cornerstone of the brand’s history, acting as a bridge between luxury consumption scenarios and marketing initiatives. Xiaohongshu’s signature “See Now, Buy Now” model for luxury fashion shows presents an innovative solution. During the women’s fall collection show Louis Vuitton (LV), the brand debuted a hybrid livestream format at Xiaohongshu, showcasing both the runway and a preview event. Through this exclusive collaboration, LV paved an innovative marketing path, spanning from runway highlights and multi-faceted product previews to direct purchasing through its mini-app, achieving a seamless transition from the show’s exhibition. brand to sales conversion.
Meanwhile, Xiaohongshu continues to break new ground in innovative marketing. Leveraging its strong consumer engagement, the platform has established a unique KOS (Key Opinion Sales) ecosystem, which is critical for brands to expand their customer base. Currently, Xiaohongshu has more than 100,000 business sales accounts spanning all industries, with nearly 2 million content posts. The KOS ecosystem efficiently expands customer reach, streamlines ordering processes, and closes the communication gap with consumers. By leveraging various content formats and marketing strategies, it communicates brand identity and aesthetic propositions, accelerating the digital transformation of brands and achieving a seamless closed loop from inspiration to purchase.
Since its inception, Xiaohongshu has served as a bridge to connect users with premium products and real-life experiences in the commercial world. With a human-centric approach, Xiaohongshu offers a perfect solution for brands’ business growth and sales conversion. This is achieved through practical marketing strategies, diversified brand solutions and pioneering omnichannel conversion paths.
Looking ahead, Xiaohongshu remains committed to collaborating with brands to navigate the dynamic consumer market, fostering emotional resonance and value alignment with users, and driving lasting brand vitality.
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