Xiaohongshu Supercharges the Co-creation Economy in China小红书助力中国共创经济

Co-creation is an increasingly popular practice used by brands to get closer to consumers， and influencers can play a significant role in facilitating the interaction.

越来越多的品牌利用共创的手段来拉近与消费者的距离，而网红可在品牌和消费者的互动过程中起到重要的助燃作用。

In the Chinese market， the co-creation economy is evolving fast. However， rather than brands working solely with influencers， there is the opportunity to co-create with the consumers themselves. Xiaohongshu allows brands to leverage feedback from a wide range of consumers， in order to influence every-thing from marketing communications to product launches.

共创经济正在中国市场快速发展。然而，与以往只和网红合作不同，如今品牌有机会直接与消费者共创合作。小红书让品牌得以充分利用来自广大消费者的反馈数据，进而影响品牌从营销传播到新品发布的方方面面。

For the global luxury， fashion and beauty industries seeking success in China， co-creation with consumers in this way could be the way forward.

对于全球奢饰品、时尚和美妆产业来说，要想在中国市场取得成功，和消费者共创合作是大势所趋。

Going beyond marketing collabs

并未止步于营销合作

Brands operating in China are paying an increasing amount of attention to user-generated content on Xiaohongshu， which can offer genuine feedback that reflects the real needs of Chinese consumers， in turn helping brands to identify growth opportunities.

在中国运营的品牌越来越重视小红书平台上用户创作的内容。这些内容可以确切反映出中国消费者的真实需求，进而能帮助品牌发现发展机遇。

Xiaohongshu has allowed brands to leverage its vast user network and data analysis capabilities， giving them access to a variety of consumer insights and competitor intelligence—giving rise to innovative and unique ways to connect with their customer base.

小红书准许品牌利用其庞大的用户网络和强大的数据分析能力。这为品牌提供了洞察各种消费趋势，捕捉各种竞品动态的途径，从而让品牌能够以全新且独有的方式和目标消费群体互动。

For instance， cosmetics brand Bobbi Brown worked with Xiaohongshu to market its Vitamin Enriched Face Base， which was initially not a core product for the brand in the market. However， after Xiaohongshu analysed the content on its platform， it found that there is significant user demand for primers and cosmetics bases. It also found that the fragrance of this particular Bobbi Brown product was what left an impression on users， evidenced by the prevalent nickname “citrus cream”. Therefore， Xiaohongshu’s advice was for Bobbi Brown to market the product with the name “citrus cream”—simple to recall and set it apart from competitors. As a result of this marketing campaign， sales of the Vitamin Enriched Face Base product skyrocketed 900 per cent on Alibaba’s platforms according to the company.

譬如，美妆品牌芭比波朗曾与小红书合作推广妆前柔润底霜。这款底霜最初并不是芭比波朗在市场上的核心产品。然而，小红书通过分析自家平台上的内容，发现用户对妆前乳和底妆产品有很大的需求，还发现用户对芭比波朗这款底霜的香味印象深刻，平台上口口相传的昵称“橘子面霜”便是证据。因此，小红书建议芭比波朗趁势以“橘子面霜”之名来推广这款产品——既便于消费者记忆，也易与竞品区分开。芭比波朗称，通过这一营销策略，妆前柔润底霜在阿里巴巴各平台上的销量猛增900%。

Xiaohongshu has not stopped at brand marketing. The platform found that it could also have an impact on brands’ product development by providing consumer insights and suggestions on how to design a product that would resonate positively with consumers.

小红书并未止步于品牌营销。该平台发现，围绕如何设计出能与消费者积极共鸣的产品，平台可以为品牌提供消费动态和建议，这样便可影响品牌的新品研发。

In August 2022， Xiaohongshu kickstarted its first product co-creation collaboration with Chinese cosmetics company Colorkey， producing a new range of lip mud products， which sold out during the pre-sale phase and earned favourable reviews from customers.

2022年8月，小红书联手国货彩妆品牌珂拉琪，启动了第一个共创项目，研发出一系列唇泥产品。该系列产品在预售阶段便售空，还赢得了消费者的好评。

Colorkey is founded in 2018， pos-itioning itself as a “colour specialist” and joined Xiaohongshu in the second year of its operation in order to more directly engage with its customers.

珂拉琪创立于2018年，自我定位为“色彩专家”。成立的第2年，为了更加直接地和消费者互动，珂拉琪在小红书上开通了官方账号。

According to the director of Xiaohongshu Monetization Emerging Beauty Industry Group， “Xiaohongshu is a crucial platform for decision-making prior to consumer purchases. For brands to succeed in online commerce and beat rivals， they have to build a solid presence on Xiaohongshu.”

小红书货币化新兴美妆产业集团总监表示：“小红书是消费者购买前进行决策的重要平台。品牌要想在电商领域取得成功、打败对手，就必须在小红书筑牢地位。”

After being present on Xiaohongshu for more than three years， Colorkey has gained nearly 220，000 followers and 1.2 million likes; alongside product reviews， user guides， makeup tutorials and other content gaining more than 22.3 million views.

在小红书耕耘了3年多，珂拉琪的官方账号收获了接近22万粉丝，点赞量高达120万，发布在小红书上的产品测评、使用攻略、化妆教程等内容有高达2230万的浏览量。

Cici Lee， founder， CEO and chairperson of Meishang Group， which owns Colorkey， says： “In our everyday digital marketing matrix， Xiaohongshu typ-ically serves as a channel for product seeding and promotion. However， we discovered that the platform offers the opportunity of product co-creation， which is made possible by real users.”

珂拉琪母公司美尚集团的创始人、首席执行官、董事长李琴娅表示：“在我们日常的数字营销矩阵中，小红书通常承担孕育、推广产品的职能。不过，我们发现小红书提供了共创产品的机会，而这一机会由真实的用户促成。”

Harnessing the power of feedback

利用消费者反馈的力量

In China， the demand for lip mud products is growing， particularly among younger consumers. However， the market is occupied by early-mover brands that have established a strong presence. Xiaohongshu’s data analysis showed that the main competitor takes up more than 70 per cent of online searches on the platform. This meant Colorkey had to find innovative ways to break through and connect with Chinese consumers.