Researcher(s)
- Yifan Ding, Fashion Merchandising, University of Delaware
Faculty Mentor(s)
- Hye-Shin Kim, Fashion and Apparel Studies, University of Delaware
Abstract
Examining the Impact of Influencers in Shaping Chinese Consumer Opinions: Managing the Challenges and Opportunities of Xiaohongshu (Rednote)
Researcher(s)
Yifan Ding, Management Information Systems (Fashion Management Minor), University of Delaware
Faculty Mentor(s)
Hye-Shin Kim, Department of Fashion and Apparel Studies, University of Delaware
The purpose of the case study is to explore the social networking and e-commerce platform, Xiaohongshu (also known as the “Little Red Book” or “RedNote”), and the impact of its influencer culture. With the “TikTok refugee” phenomenon earlier this year, the Chinese speaking social commerce platform has attracted global attention as an international social media platform by reshaping global fashion strategies across every price point and brand size. The case study explores the unique characteristics of the influencer culture in Chinese-speaking consumer market segments, focusing on the roles of key opinion leaders (KOLs) and key opinion consumers (KOCs), and their ability to move products through authentic storytelling and peer-to-peer recommendations. The case study offers background information and key insights to (1) analyzing how the performance indicators (KPIs) and data sources can be used by fashion brands to measure the effectiveness of influencer marketing campaigns on Xiaohongshu, (2) assess how fashion brands should balance professionally curated influencer campaigns (KOLs) against organic user-generated content and reviews (KOCs), (3) compare the differences in fashion brands’ influencer strategies on Xiaohongshu versus Instagram, and (4) understand how global fashion brands can effectively engage with Xiaohongshu’s growing multilingual user base without harming the brand’s image. Finally, the case study offers tips on how to conduct research on Xiahongshu using primary and/or secondary data. Students can find many sources of information from industry reports and articles that are written in English and/or translated into their native language through library databases or web search engines. In addition, information on using the English language translation interface on Xiahonshu’s mobile app is offered.