PARIS, Oct. 15, 2025 /PRNewswire/ — As China’s future and pursuits network, Xiaohongshu has considered one of the arena’s maximum luxury-obsessed customers, anchored by way of Gen-Z and first-tier cool-hunters. Right here, “seeding” isn’t simply hype. It’s the funnel that transforms 5 mins of fever into 5 years of name fairness.
Mi Yang, Head of Luxurious, Commercialization Segment, Xiaohongshu
From left to proper: Johannes Neubacher, Leading Content material Officer, WWD China; Martin Barthel, Managing Director & Spouse, Boston Consulting Staff; Allan Bahroun, Founder & Analysis Director, Delect; Suzi de Givenchy, World Style
On 2d October, amid Paris Style Hour, Xiaohongshu and WWD introduced in combination international luxurious CEOs and gear gamers for the inaugural Luxurious Innovation Peak. They exchanged insights on electronic alternatives and demanding situations and sketched the then curve of enlargement. The important thing takeaway resonated around the town that invented luxurious itself. If you happen to don’t perceive Xiaohongshu, you don’t perceive the presen luxurious in China.
“Consumers now wear brands as part of themselves,” mentioned Lena Yang, Vice Chairman of WWD China. “They expect brands to truly understand them—their culture and the personal stories they carry. Cultural resonance isn’t a slogan. It’s creative work that begins with acknowledging a human being and the culture that shaped them.”
Johannes Neubacher, Leading Content material Officer of WWD China, famous that few markets have pivoted as temporarily—or as profoundly—as China. Chinese language customers aren’t simply early adopters. They’re redefining the foundations of ways manufacturers have interaction with tradition, network, and creativity.
Mi Yang, Head of Luxurious, Commercialization Segment, Xiaohongshu, put it this fashion: “‘Seeding’ is far more than a simple content drop. It’s a product-marketing engine fueled by genuine user inspiration. It drives conversions today while compounding brand equity for tomorrow. Xiaohongshu begins with authentic sharing and continues through active search. It culminates in word-of-mouth seeding—generating fresh luxury sales and establishing long-term growth partnerships with brands. These three steps form a closed consumer-decision loop and showcase the platform’s unique value as a strategic partner.”
Martin Barthel, Managing Director & Spouse at Boston Consulting Staff, mentioned, “UGC is a living mirror of what society is thinking. It has to be the prime source of insight and inspiration for every brand.”
Allan Bahroun, Founding father of Delect, added, “To ‘crack’ China, you must decode why people act. Xiaohongshu’s user-centric interaction smashes the one-way broadcast wall and reinvents the conversation between brands and Chinese consumers.”
World model-turned-creator Suzi de Givenchy were given immediately to the purpose: “Keep it real, keep it upbeat, and never betray your own code—followers spot the truth in a heartbeat.”
As Martin Barthel, BCG Managing Director & Spouse, places it, “Gen-Z is redrafting the luxury brief—away from price and rarity to meaning and identity.”
Constructed for a digital-first, culture-obsessed, and community-driven marketplace, Xiaohongshu has turn into each the radar and rendezvous level for luxurious. Six local developments now bloom inside of its ecosystem—Experiential Worth, Cultural Id, The Artwork of Considerate Voice, Lengthy-Termism, Spatial Artistry and The Taste Level. In combination, they’re charting a fresh path for the improvement of luxurious in China.
In that overhaul, Xiaohongshu is now not only a media purchase. In lieu, this can be a decoder ring that interprets Chinese language want, an incubator that turns sentiment into fairness, and an engine that assists in keeping compounding it.
Its moat rests on 3 pillars: a trust-first ecosystem grounded in lived enjoy, data-rich insights that support technique, and a frictionless “life-to-purchase” loop that assists in keeping the money sign up buzzing. Born from day by day future and reinvested into day by day future, Xiaohongshu is the enlargement spouse luxurious manufacturers have in China.
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