If you're a British business looking to tap into the massive Chinese market, you need to be aware of the platforms that are shaping consumer behavior in the country. The most recent research by QIAN-GUA, a leading marketing data source in China, showed that 'Red' is a steady influencer marketing platform with an incredibly broad touch on all things lifestyle.
With 2 billion monthly active users, 72% among which born after 1990, 'Red' has become the go-to decision-making platform for millions of young Chinese consumers. This presents a huge opportunity for British brands to reach a vast and influential audience in China.
The six leading user groups Red is currently dominated by Gen Z, corporate workers, fashionistas, middle class singletons, mums, and experience seekers. They share an interest in new experiences, lifestyles, sharing, and are characterised by their strong buying power.
Rising proportion of male users The latest figures revealed that 30% of Red users were males who were mostly attracted to the platform by content on food, travel, digital products, and sports events. This presents an opportunity for British brands to reach a male audience in China, which can be challenging on other platforms.
Influencers’ followers’ profiles Among followers of active influencers on Red, over 80 % users sit in the age bracket of 18-34 years old; nearly 90% are female users; over 35% are based in the notably diverse and international locations of Guangdong, Shanghai and Beijing. (“Active influencers” are defined as accounts with over 5000 followers that had created at least one post during the data collection timeframe of January 1(st)-March 8(th) 2022)
The top three segments of active influencers' followers are fashion enthusiasts (14.20%), students aged 6-25 (7.96%), and makeup collectors (6.58%). The top ten most attractive topics are makeup, clothing, skincare, cooking, fitness, hairstyle, dining, photography, bodybuilding, and nail arts.
What we know now QIAN-GUA noted 'young' and 'strong buying power' as the defining characteristics of Red user. The strong consumer demand accompanied by diverse expectations of products across industries shown on the platform has attracted both established and novice brands to invest in Red marketing for effective and long lasting brand exposure. As of today, the platform is still expanding, and new opportunities await brands.
Moving on With its massive user base, diverse range of content, and strong influence on consumer behavior, 'Red' has become a key platform for British businesses and brands looking to build their presence in China. By leveraging these latest insights from QIAN-GUA, businesses can develop effective marketing strategies and tap into the vast potential of this dynamic and ever-expanding platform. So, if you're looking to grow your brand in China, 'Red' is definitely a platform you should be paying attention to.
In conclusion, if you're a British business eager to make a splash in the thriving Chinese market, you simply can't afford to overlook the power of 'Red'. With its staggering user base of 2 billion monthly active users, including influential segments like Gen Z, corporate professionals, fashionistas, and more, 'Red' offers an unparalleled opportunity to connect with millions of Chinese consumers who are ready to embrace your brand.
Now, you may be wondering how to navigate this dynamic platform and effectively engage with your target audience. That's where Wondergate Marketing Ltd comes in. Our team of experts specialises in cross-cultural marketing, and we possess an in-depth understanding of 'Red' and its ever-evolving landscape. We are uniquely positioned to help you harness the potential of this influential platform and create tailor-made, cost-effective digital marketing strategies.
Whether it's forging strategic partnerships with influential content creators, crafting compelling and targeted campaigns, or immersing your brand in the vibrant 'Red' community, Wondergate Marketing LTD has got you covered. Our track record speaks for itself, as we have successfully helped numerous brands penetrate the Chinese market and achieve remarkable results.
Don't miss out on this incredible opportunity to captivate the hearts and minds of Chinese consumers. Take the leap with Wondergate Marketing LTD, and let us guide you on this exhilarating journey of cross-cultural success. Get in touch with us today, and together, let's unlock the true potential of 'Red' for your brand.
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