Xiaohongshu rebrands as a life-style curiosity group

Xiaohongshu refreshes its identification with a marketing campaign that places private pursuits on the core

Xiaohongshu, China’s influential way of life platform recognized internationally as RED, is leaning laborious into a brand new identification: “Your Lifestyle Interest Community.”

Previously positioned as “Your Lifestyle Guide”—the place customers found magnificence routines, journey ideas, and product suggestions—RED is now signaling a shift towards community-driven discovery. That’s greater than a slogan—it’s a sign that RED desires to reshape how customers and entrepreneurs take into consideration social discovery, from inspiration to interplay.

The platform, which boasts over 200 million month-to-month lively customers, has launched a marketing campaign titled A History of Interests to usher within the rebrand. It’s tongue-in-cheek, however the message is critical: shared pursuits, not simply way of life ideas, are what deliver individuals collectively.

This article explores Xiaohongshu’s model refresh, the strategic shift from curated way of life to natural curiosity teams, and what it means for entrepreneurs aiming to faucet into China’s most community-driven platform.

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What modified: from curated way of life to interest-first discovery

Xiaohongshu’s announcement clarifies its evolving position: now not a information to “what’s trending,” however a dynamic house the place customers form the tradition by shared passions.

To help the rebrand, the platform unveiled a refreshed app structure and marketing campaign that reframes consumer conduct by a brand new lens. The video spot visualizes this shift by showcasing humorous what-if situations—just like the Trojan Horse being only a huge figurine posted by a collector, or historical DIY decorators pioneering cave aesthetics.

Beyond the rebrand, RED’s Hong Kong enlargement has been strategic. Daily lively customers there grew 50% year-on-year to over 1.13 million as of April 2023. The firm additionally launched a campus recruitment drive, signaling curiosity in constructing native relevance and creator pipelines .

Why this pivot issues for entrepreneurs

Marketers who’ve historically relied on Xiaohongshu as a life-style endorsement engine ought to recalibrate. The platform’s transfer towards “interest circles” means campaigns will must be extra community-driven and topic-specific.

Instead of aspirational product placements, anticipate extra engagement round subcultures: whether or not that’s DIY, perfume layering, historic cosplay, or cave-decorating (apparently). RED is doubling down on consumer ardour—and entrepreneurs want to satisfy customers the place they’re geeking out, not simply the place they’re searching.

There are three key shifts to contemplate:

1. From aspiration to resonance

The new identification reframes RED not as a spot to comply with tendencies, however to join over shared pursuits. Marketers ought to search for methods to affix curiosity circles slightly than broadcast one-size-fits-all messages. This requires content material that resonates emotionally and culturally with area of interest teams.

2. Algorithmic benefit for area of interest content material

As Xiaohongshu encourages deeper engagement inside micro-communities, area of interest content material is more likely to profit from elevated visibility. This is a cue for manufacturers to lean into verticals like wellness rituals, craft hobbies, and even hyperlocal way of life habits with creator partnerships that replicate genuine ardour factors.

Brands can construct lasting affinity by supporting the social infrastructure round hobbies and pursuits. Think much less about influencer attain, extra about subject possession—internet hosting interest-based challenges or producing content material sequence that encourage group participation.

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Key takeaway for entrepreneurs

Here’s how one can align with Xiaohongshu’s new path:

• Local creators stay key: Leverage RED’s presence in Hong Kong and different Chinese-speaking areas by creators who embody area of interest pursuits.
• Content ≠ marketing campaign: Focus on constructing “conversational assets” that spark interplay inside curiosity teams, not simply polished model content material.
• Follow the verticals: Monitor which micro-communities are gaining traction—comparable to dwelling décor DIY, retro trend, or wellness meals rituals—and align campaigns accordingly.

Xiaohongshu’s new identification isn’t only a visible replace—it’s a strategic transfer to deepen consumer engagement by ardour factors.

For entrepreneurs, this implies embracing specificity over scale, group over clout. RED doesn’t need to inform customers what’s fashionable; it desires them to seek out one another.

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