MILAN, Sept. 30, 2024 /PRNewswire/ -- From
September 26 to 27, Xiaohongshu
partnered with VOGUE Business to host the Digital Silk Road:
Pioneering the Future of Luxury
Lifestyle summit in Milan, Italy. As the exclusive strategic
partner, Xiaohongshu gathered global industry leaders
on the international stage to explore digital branding strategies
and innovative marketing ecosystems in the Chinese
market.
At the core of the summit, Xiaohongshu moderated a
roundtable discussion on emerging consumer trends in healthcare and
wellness, showcasing the evolution of China's health industry and providing
forward-thinking marketing solutions for brands aiming to navigate
the sector.
Today, Xiaohongshu has established itself as a hub for
sharing healthy lifestyles and a comprehensive resource
for wellness enthusiasts. With a vibrant
community of over 150 million health-conscious users,
the social media platform has become a catalyst for trending topics
such as skin brightening and anti-aging, healthy weight
loss, hair care, nutritional balance, therapeutic exploration, and
stress relief, underscoring the shift towards healthy
lifestyles and health management, as well as new business
opportunities fueled by changing health
habits.
At the roundtable titled Navigating the new tools for digital
success, Rex Zhang, General Manager
of the Commercial Fast Moving Consumer Goods (FMCG) Industry Group
Divison at Xiaohongshu and Jayden
Wu, Head of the Healthcare and Wellness Industry Division at
Xiaohongshu, analyzed industry trends and market expectations,
highlighting the platform's underlying business logic—Target
Audience x Specific Scenarios x Product Benefits.
Consumers across different age groups have varying needs and
preferences, each with its physical, experiential, and expressive
desires. At the summit, Xiaohongshu identified eight key
demographic groups as "Physique Care Advocates" within the
healthcare and wellness domain: Vitality Chargers, Workplace
Efficiency Seekers, Slow Living Advocates, Glow-Up Researchers,
Self-Care Enthusiasts, Fitness Fanatics, Endurance Explorers, and
Silver-Haired Trendsetters.
Xiaohongshu unlocks genuine consumer scenarios, empowering
brands to understand their target audiences' pain points and
preferences, helping to refine product positioning and benefits to
align seamlessly with consumer expectations.
In the increasingly sophisticated content ecosystem, healthcare
and wellness brands have successfully revamped their marketing
approaches, solidifying their business value. This transition has
seamlessly created a path when the buzz generated around a product
or service can lead to a sale. By integrating online and
offline channels, Xiaohongshu has collaborated with brands to
innovate marketing strategies that resonate with modern
health-conscious shoppers. This enables brands to introduce fresh
offerings and aesthetics, streamlining the consumer journey from
discovery to engagement, ultimately delivering a revolutionary
shopping experience.
Jayden Wu also gave a
presentation on Xiaohongshu's unique KOS (Key Opinion
Sales) ecosystem. The powerful tool helps brands expand their
reach, drive sales, enhance customer engagement, and
accelerate digital transformation, providing a seamless journey
from inspiration to purchase.
As Xiaohongshu helps healthcare and wellness brands achieve
success, its unique marketing IP portfolio provides new
avenues for brand growth through multi-step content strategies.
Wellness-themed IPs like "Mini Classroom" and "My Top Ten
Healthy Habits" find a home in health niches, amplifying their
exposure and gaining traction among new audiences. Mind-nourishing
IPs like "Slow-Life Festival" broaden user engagement, targeting
new audiences and increasing sales conversions. Culture-focused IPs
such as "The Rhythm of Nature" and "Discover China" aim to give
Chinese audience a role in setting international standards, while,
at the same time, enhancing brand loyalty and deepening brand
connections.
This time, Xiaohongshu has put the spotlight on global health
issues in Milan, providing brands
with a novel marketing approach that combines external aesthetics
with inner nourishment. Looking ahead, Xiaohongshu aims to champion
a healthier and more energetic lifestyle, capturing
emerging health trends and promoting modern health concepts.
Additionally, it will collaborate with brands to uncover untapped
opportunities, fueling industry growth and writing a new chapter in
the healthcare and wellness sector.
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