Chinese Marketing
Connecting Western Brands to China's Digital Consumers
Since its launch in 2014, rednote (xiaohongshu) has become one of the most influential lifestyle and consumer decision-making platforms in China — a market where social media penetration is exceptionally high, online engagement is long, and digital content directly shapes purchasing behavior. Whether through precise "seeding" on rednote or broad-scale outreach via WeChat and Weibo, China offers immense growth opportunities for international brands.
China is home to the world's largest online population, with over one billion active internet users spanning virtually every age and income group. Consumers rely heavily on digital channels for product discovery and decision-making — in fact, over 90% review social media content, authentic user reviews, and experience sharing before making a purchase. More than 65% of high-spending consumers are concentrated in Tier-1 and Tier-2 cities, where they actively pursue quality, international lifestyles, and personalized experiences, and are willing to pay a premium for trusted brands. Shopping in China has evolved into a fully integrated online-offline model: from product discovery on social platforms, to mobile purchasing, to in-store experience. This high-efficiency, high-conversion loop offers international brands an unprecedented entry window.
Chinese Marketing — a dual-platform solution tailored for Western brands across China and Australia.
In today's digital and globalized economy, Australia has emerged as the ideal test market for Western brands preparing to enter China. The driving force is the large, affluent Chinese community in Australia: over 1.3 million permanent residents (5%+ of the population), 160,000 Chinese students, and a growing number of high-net-worth tourists. Research shows that in Sydney, Melbourne, and Brisbane, the Chinese community's consumption share far exceeds its population ratio, with exceptional purchasing power across beauty, health supplements, mother & baby, fashion, dining, and premium lifestyle categories. For Western brands, this is not simply an "ethnic group," but a strategic consumer segment with amplified influence on trends, purchasing decisions, and word-of-mouth.
This leads to the key question: Which platforms do Chinese consumers in Australia rely on most to discover products and brands?
The answer is rednote (xiaohongshu)
As China's most powerful lifestyle and consumer decision-making platform, rednote's user base centers on young, high-spending consumers aged 18–35. In Australia, the platform already has close to one million registered users, largely Chinese women, international students, and new immigrants.
Their behavior closely mirrors that of consumers in mainland China: they search rednote for product reputation, read authentic reviews, and use posts, short videos, and UGC content as the basis for purchase decisions. In short, rednote has become the "consumption compass" for the Chinese community in Australia, and the most direct entry point for Western brands to understand and connect with Chinese consumer logic.
For Western brands looking ahead to the Chinese market, the combination of Australia's Chinese community and rednote represents a strategic golden opportunity. Running marketing campaigns on rednote in Australia delivers a low-cost, high-return data loop within just 4–6 weeks — covering reach, engagement, search visibility, and conversion. At the same time, brands can build cross-cultural reputation assets that extend beyond Australia. Most importantly, these insights and results can be seamlessly scaled into China, giving brands a first-mover advantage in one of the world's most competitive markets.
In short: If Australia's Chinese community is the most overlooked yet high-potential consumer force for Western brands, then rednote is the most powerful bridge to connect with them.
Four Key Advantages of Chinese Marketing
Discover how our unique approach sets us apart in the competitive Chinese digital marketing landscape
Cross-Cultural Insights Driving Strategy
Our approach goes far beyond translation or simple content adaptation. Drawing on years of experience serving brands across both Western and Chinese markets, we offer deep insights into Chinese consumer psychology, cultural symbols, and emerging trends. Before developing a strategy, we combine industry-specific characteristics with cultural context to ensure that brand messaging taps precisely into the psychological touchpoints of the target audience.
Localized Content Creation that Bridges Cultural Gaps
Our Australia–China team has a nuanced understanding of cross-cultural differences, enabling us to seamlessly adapt brand identity into content that resonates with Chinese consumer aesthetics and social media habits. From copywriting to visual design, every detail undergoes cultural alignment, preserving the brand's original essence while creating authentic emotional connections with Chinese audiences.
Dual-Creative Team: Western Perspective + Chinese Execution
Unlike teams that understand only the Chinese or the Western market, our creative force consists of local Chinese marketing experts with years of experience in Australia. This ensures the brand can tell a consistent story across both cultures. Our unique "bilingual, bicultural" creative model allows brands to retain an international tone while naturally integrating into the Chinese cultural context.
Agile Execution and Real-Time Optimization
China's social media landscape evolves at lightning speed, with short-lived trends and rapidly shifting attention. Our team can deliver content ideation, approval, and publishing within hours, and make real-time adjustments based on data feedback. This speed and flexibility empower brands to capture trending traffic at the very first moment.