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BLOG: Louis Vuitton Debuts on China’s Xiaohongshu (“Red”)

Posted by in China, Communications, Digital, Inspiration, Latest News, Marketing, Trends

In early May 2019, the world’s largest luxury brand, Louis Vuitton (LV), has partnered with the Chinese social media platform, Xiaohongshu (or called “Little Red Book” or “Red”), to launch its official account. The French fashion house is the first luxury brand to have an official presence on this female-led platform, and  mainly covers beauty trends, shopping guides and all aspects of lifestyle.

So far, LV has posted thirteen pictures and twelve videos, and amassed over 47.8k followers and 37.8k likes and collections. It has featured Chinese influencer, Mr.Bags, talking about the New Wave Chain Pochette, as well as pictures of celebrities including Junyan Jiao, an actress; Mengyao Xi, a Victoria’s Secret model, who displays  jewellery in a video; and Chengcheng Fan, the little brother of Fanbingbing, a Chinese actress.

This latest digital wonder has 200 million-plus users, 60 percent of whom are from tier-one and tier-two cities, and more than 70 percent are China’s post-Nineties generation or young Millennials. This platform has attracted a large number of popular celebrities such as Yun Lin, Bingbing Fan and Yuqi Zhang. These celebrities have been sharing their reviews of skincare products and recommending clothes and accessories, which offers guidance to consumers and also provides new promotional approaches for brands. It is reported that Xiaohongshu is expected to double its revenue to $2.9 billion next year. More luxury brands are expected to join the platform.

Therefore, getting on with Xiaohongshu is undoubtedly a wise step for Louis Vuitton, and it has increased the exposure of this fashion brand. When searching the keyword “LV” in Xiaohongshu, more than 182,000 posts come up, which shows that this brand has been a trending topic.

According to the latest report of Guotai Junan Securities, the market of Chinese female consumer has reached 670 billion dollars. In the past five years, the total expenditure of female consumers in China has increased by 81%, of which 55% comes from online, far exceeding the overall proportion of online shopping from all consumers. The rise of “She Economy” has also driven high-end luxury goods to speed up the distribution of online channels. For example, Sandro, Maje and MOSCHINO settled in Jingdong; Givenchy and Armani launched flagship stores in Tmall; Bally also officially partnered with Luxury Pavilion, an exclusive luxury platform.

According to statistics, in 2025, Chinese consumers, of whom the post-Eighties and post-Nineties generations are a significant portion, will account for 40% of global luxury consumption. In terms of specific purchase decisions, they relied more on the social media and e-commerce platforms. 54% of the young respondents said they would refer to buyers’ comments, while only one-third of the post-Seventies would do this. This means that social media such as Xiaohongshu and Weibo, as well as e-commerce platforms such as Jingdong and Tmall, are becoming important drivers of consumers’ luxury purchases.

If you want some advice on your Chinese social and digital media strategy, talk to us today:

The article was written by Chong Peng.

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Sally Maier-Yip is the MD and Founder at 11K. She is a seasoned cross-cultural Public Relations Strategist with a mission to help ambitious companies grow in China, Hong Kong and the UK.

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