Amid a global wave of digital transformation, China’s consumer landscape is undergoing a profound shift in consumption logic. For international brands, understanding the evolving behaviors of Chinese consumers—especially the core role of content-driven social platforms in purchase decisions—has become critical to market entry. As China’s leading lifestyle-sharing platform, rednote is redefining the brand-consumer connection through its ecosystem of 300 million monthly active users, a comprehensive content matrix covering all lifestyle scenarios, and a deep decision-making path anchored in “search + browse.” More than just a “shopping guide” for young people, rednote has become a must-win platform for localized marketing success in China.
01 China’s Market Has Entered the Era of Content-Driven Consumption
As Gen Z becomes the dominant consumer force, China’s marketing logic is shifting from brand monologues to active user participation. Reflecting on the evolution of marketing: the 1.0 era was characterized by one-way brand advertising (e.g., TVCs, key visuals), the 2.0 era moved toward branded IP placements (e.g., integrations in film and TV), the 3.0 era leveraged social media virality (e.g., trending topics on Weibo, KOL reviews), and today’s 4.0 era is defined by native content marketing, led by platforms like rednote, where user-generated notes, reviews, and lifestyle posts foster deep brand-consumer engagement.
The marketing transformation of electric bike brand Yadea is particularly illustrative. By shifting away from traditional hard-sell advertising, Yadea launched a “100-Person Test Ride Challenge” on rednote, inviting users from various professions and age groups to share their riding experiences. Integrating product performance into everyday contexts like city commuting and weekend outings, the brand effectively transitioned from a “brand-centered” to a “consumer-centered” narrative, boosting content conversion and driving purchase decisions through native content.
02 Rednote Has Become a “Lifestyle Companion” and “Shopping Guide” for Users
Within rednote’s ecosystem of 300 million monthly active users, a complete loop of “search – browse – share” is established. Users turn to the platform for makeup tutorials, travel tips, and home decor ideas, and also contribute by posting their own content. The platform spans 29 primary categories and 107 subcategories, ranging from beauty and fashion to tech, parenting, wellness, and professional advice, meeting virtually all pre-purchase information needs.
Take the wellness brand Swisse, for example. When users share “Health Checklists for Your 20s” on rednote, they often compare the ingredients, flavor, and user experience of different products. Such authentic content drives conversions more effectively than traditional high-exposure advertising. Similarly, a national tourism board successfully drove a surge in search volume by promoting a mix of KOL and everyday user travel journals—blending scenic visuals with detailed guides. rednote has become the go-to platform for consumers in China: “Search for answers, share your experiences.”
03 Rednote Covers the Full Lifestyle Spectrum for Young Consumers, Offering Practical and Professional Guidance
Rednote’s influence on purchasing intent is clearly measurable: 81% of users report developing purchase intent after browsing product or service-related content on the platform. The top five user scenarios revolve around “discovery”:
- 40% search for specific products or topics
- 40% browse peer reviews out of interest
- 36% explore trends
- 33% seek inspiration
- 30% discover products through others’ shared posts
This comprehensive influence from initial exploration to final conversion creates a highly effective and lasting marketing environment. Compared to entertainment-driven platforms that focus on impulse buys, rednote more precisely and sustainably influences consumer decisions.
Rednote’s unique strength lies in the combination of comprehensive lifestyle coverage and expert-driven depth. In the fashion category, users not only share OOTDs but also analyze fabrics and brand heritage. In the food category, posts range from restaurant reviews to grocery shopping tips. In travel and hospitality, detailed content includes hotel experiences, itinerary planning, transportation comparisons, and even “what to avoid” advice. This blend of professionalism and practicality has shaped a user habit: “Check rednote before making any decision.”
04 From Browsing to Search: How Rednote’s Authentic Posts Influence Decision-Making
User behavior on rednote follows a “dual-stage conversion” pattern: more than half of users discover new brands through the content feed, and nearly half go on to actively search for target products, forming a logical path of immersive browsing → in-depth searching → purchase decision.
For example, a user might be drawn to a post like “Sunset Citywalk Outfit Ideas” or “Shanghai Citywalk Must-Sees,” and then follow up by searching for reviews of a specific dress brand or hiking shoes and ultimately completing a purchase.
05 Compared to Douyin, Rednote Offers Deeper Decision-Making Influence and Stronger Conversion Power
There are fundamental differences between rednote and Douyin (AKA. TikTok in China) in terms of user behavior and marketing logic. As a lifestyle-sharing platform, rednote focuses on image and text content centered around consumer decision-making scenarios. Users tend to search and compare products with a clear purpose. The platform’s user base is 73% female, with 64% aged 25–35, and 65% residing in Tier 1–2 cities, making it a group with high purchasing power and strong decision-making rationality.
In contrast, Douyin, a broad entertainment platform dominated by video content, has a younger demographic (40% aged 18–24), and its user base in lower-tier cities is growing rapidly (42% YoY in Tier 3–4). It’s more aligned with leisure and casual browsing.
In luxury marketing, for example, when GUCCI publishes a spring show breakdown on rednote, users are likely to search for “where to buy the runway look.” In contrast, similar content on Douyin is often edited into music-synced clips aimed at entertainment rather than purchase intent. Rednote’s combination of “professional content + search functionality” makes it more suitable for building long-term brand equity.
06 Global Brands Are Accelerating Their Investment in Rednote, Unlocking New Opportunities in the Chinese Market
From luxury to tourism and hospitality, global brands are leveraging rednote to build localized marketing ecosystems. In the luxury space, Louis Vuitton launched an official account and published content series like “Ouyang Nana’s Life Soundtrack,” linking products with themes like “the art of travel” and “musical aesthetics” with some posts receiving nearly 4,000 likes.
In tourism, VisitBritain launched the “Shine On Britain” hashtag campaign, inviting creators to share hidden gems like Cornwall’s magical coast, driving increased visa inquiries. In hospitality, Rosewood Hotels promoted its “A Sense of Place” concept through collaborations with both influencers and everyday users, sharing vacation content from various destinations and significantly boosting brand search volume.
07 Rednote as the Content Infrastructure for Global Brands Entering China
In today’s marketing era where “content is traffic, and traffic is business”, rednote’s ecosystem of authentic content, deep search, and trust-based conversion has become a digital bridge between global brands and Chinese consumers.
To win in this competitive landscape, brands must embrace rednote’s native content environment and embed their products into users’ everyday lives. Only by doing so can they capture consumer mindshare and achieve full-funnel commercial success from awareness to growth.
If you’d like to learn more about how to build marketing strategies on rednote and how it connects with the broader omnichannel ecosystem in China, feel free to reach out: marketing@yoyi.com.cn. Our rednote marketing specialists are here to help.
Source of featured image: By YOYI TECH
