PARIS, Oct. 15, 2025 /PRNewswire/ — As China’s eminent pace and pursuits network, Xiaohongshu has one in all the arena’s maximum luxury-obsessed customers, anchored via 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 Area, Xiaohongshu
From left to proper: Johannes Neubacher, Important Content material Officer, WWD China; Martin Barthel, Managing Director & Spouse, Boston Consulting Crew; Allan Bahroun, Founder & Analysis Director, Delect; Suzi de Givenchy, Global Type
On 2d October, amid Paris Model Moment, Xiaohongshu and WWD introduced in combination world luxurious CEOs and gear gamers for the inaugural Luxurious Innovation Top. They exchanged insights on electronic alternatives and demanding situations and sketched the after curve of expansion. 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 day 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, Important Content material Officer of WWD China, famous that few markets have pivoted as temporarily—or as profoundly—as China. Chinese language consumers aren’t simply early adopters. They’re redefining the principles of the way manufacturers interact with tradition, network, and creativity.
Mi Yang, Head of Luxurious, Commercialization Area, Xiaohongshu, put it this manner: “‘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 Crew, 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.”
Global 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 develop into each the radar and rendezvous level for luxurious. Six local traits now bloom within its ecosystem—Experiential Worth, Cultural Id, The Artwork of Considerate Tone, Lengthy-Termism, Spatial Artistry and The Taste Degree. In combination, they’re charting a unused route for the improvement of luxurious in China.
In that overhaul, Xiaohongshu is not only a media purchase. In lieu, this can be a decoder ring that interprets Chinese language need, an incubator that turns sentiment into fairness, and an engine that helps to keep compounding it.
Its moat rests on 3 pillars: a trust-first ecosystem grounded in lived revel in, data-rich insights that make stronger technique, and a frictionless “life-to-purchase” loop that helps to keep the money sign up buzzing. Born from day by day pace and reinvested into day by day pace, Xiaohongshu is the expansion spouse luxurious manufacturers have in China.
SOURCE WWD
