Xiaohongshu marketing
Content on Xiaohongshu that makes your Turkish brand trusted, searched and shared
Xiaohongshu is the lifestyle platform where Chinese consumers research before they buy. Yeni İpekyolu runs brand accounts, Chinese note content, keyword strategy and user recommendation campaigns for Turkish brands.
Xiaohongshu marketing: winning Chinese consumers' trust through notes
Why Xiaohongshu works like a search engine
Xiaohongshu is a lifestyle community where users share “notes” with photos and short videos. But Chinese consumers, especially young urban women, use it as much as a search engine as a social network: before buying a new cream, planning a trip or choosing a home product, they search on Xiaohongshu and read real user experiences. Being visible here therefore means being present at the most critical moment of the purchase decision. For Turkish brands, it is a chance to explain sincerely why the product is different.
That is why a Xiaohongshu strategy starts with keywords. Chinese users search for things like “how to make Turkish coffee”, “what to buy in Istanbul” or “olive oil soap reviews”. At Yeni İpekyolu we study the search terms in your category, the title and cover structure of popular notes and how competitors are positioned. We then identify which questions your brand should answer and build the content plan around those searches. This way your notes are not seen once and forgotten, but keep appearing in search results for months.
Brand account, content tone and visual language
Brands usually appear on Xiaohongshu with a verified brand or professional account; because account types, verification documents and shop linking can change with platform policy, we confirm the current requirements together. The brand account acts as the brand's official voice, sharing product information, usage tips, the brand story and campaign announcements. On this platform, however, the tone of a friend's recommendation works far better than advertising language. Our Chinese editors write your notes in a natural, warm and informative style.
Visual aesthetics are decisive on Xiaohongshu. The cover photo, title and first image determine whether a user opens the note. For Turkish brands, product photos shot in natural light, scenes set against familiar landscapes such as Cappadocia or the Bosphorus, and step-by-step usage visuals can work very well. We prepare the shooting brief to match the aesthetics Chinese users like and share it with your team or photographer in Türkiye. If needed, we also have visuals produced in China and design the cover text in Chinese.
User recommendations, transparent collaborations and the bridge to sales
Xiaohongshu's power comes from many real users sharing their experience. Alongside the brand account, recommendation campaigns with small and mid-sized creators and ordinary users who try and share the product are therefore important. The platform expects paid collaborations to run through official channels and be clearly disclosed; we follow the rules as they currently stand and set up campaigns accordingly. At Yeni İpekyolu we manage creator selection, sample shipping, briefs and approvals on your behalf.
The real value appears when recommendation content turns into sales. We plan a path that directs interest on Xiaohongshu to the in-platform shop, to your Tmall Global or JD store, or to booking channels for tourism brands. We track which notes, keywords and creators bring the most engagement and sales, and report the results in Turkish. Xiaohongshu thus becomes a channel that builds both reputation and measurable demand for your brand.
Who is Xiaohongshu the right channel for?
Cosmetics and personal care brands
Xiaohongshu is one of the most researched platforms for beauty and care products, where natural Turkish products can stand out through genuine experience sharing.
Tourism, hotel and experience brands
Chinese travellers research routes and stays on Xiaohongshu before trips, making it a strong visibility channel for hotels, restaurants and tours in Türkiye.
Food, fashion and home living products
Products with a story, like Turkish delight, coffee, handmade ceramics, home textiles and accessories, attract interest through aesthetic notes, and gift and souvenir themes work well.
What we do in our Xiaohongshu service
Keyword and competitor research
We analyse searches, popular notes and competing brands in your category and base the content plan on that data.
Brand account setup
We handle account verification, profile design and brand introduction texts, confirming current verification requirements with the platform.
Note content production
We produce regular notes with titles, covers, copy and tags, and adapt visuals from Türkiye to local aesthetics with shooting briefs.
Recommendation campaigns
We select suitable creators and users, manage samples and briefs, and run collaborations in line with platform rules.
Community management and reporting
We reply to comments and questions in Chinese, gather user feedback and deliver a monthly performance report in Turkish.
Service summary and requirements
| Platform | Xiaohongshu (RED) |
|---|---|
| Delivered by | Our Chinese editors and content team, coordinated from Istanbul |
| Pricing | Monthly package, campaign budget separate |
| Service languages | Turkish · Chinese · English |
| Cities served | Guangzhou · Shenzhen · Yiwu · Shanghai · Hangzhou · Beijing (coordinated from our Istanbul office) |
The final price and timeline depend on the scope; we send you a clear quote promptly.
What you need to provide
- Brand story, product information and key features
- Product samples for campaigns
- High-quality photos and videos, or the possibility to shoot
- Company and trademark documents for account verification
Steps to becoming visible on Xiaohongshu
- 1
Research
Category, keyword and competitor analysis is carried out, and we define your brand's positioning together.
- 2
Account and content plan
The brand account is set up, content pillars and a monthly calendar are prepared and a visual guide is created.
- 3
Publishing and recommendation campaign
Regular notes are published, the first creator campaign is launched and engagement is closely monitored.
- 4
Driving to sales
Interest is linked to store or booking channels, and winning content and keywords are reinforced.
- 5
Review
We review results together in a monthly report and update the next period's plan based on data.
Frequently asked questions
Is Xiaohongshu similar to Instagram?
It is similar in being visual, but Xiaohongshu is used more as a recommendation and search platform where users research before buying or travelling. The strategy is therefore more informative and search-led.
Does a brand account need a company in China?
Account types and verification requirements can change with platform policy, and there may be options for overseas companies. We confirm the current rules before applying and choose the right route for you.
Who writes the notes?
Notes are written by our native Chinese editors who know the platform's language and culture well. We send content for your approval with a Turkish summary before publishing, so you are confident about your brand message.
How are paid collaborations handled?
The platform expects paid collaborations to go through official channels and be clearly disclosed. We set up campaigns according to current rules and manage creator selection and approvals.
Is Xiaohongshu useful if my product isn't sold in China yet?
Yes, especially for brand awareness and testing demand. It also creates direct value for tourism brands or shops selling to Chinese visitors in Türkiye, and accumulated interest can be converted quickly once a sales channel opens.
What happens if negative comments appear?
We monitor comments regularly and reply to questions and complaints promptly and politely in Chinese. We report recurring feedback and suggest product or communication improvements, since a transparent, constructive approach builds trust.
How do you measure results?
We track note views, likes, saves, comments, follower growth, keyword rankings and traffic directed to sales channels, presenting them with our recommendations in a monthly Turkish report.
Tell us what you need in China
Our consultant reviews your needs for free and gives you a clear price and timeline.
