If you’re in the fashion industry or e-commerce in China, live-streaming on Little Red Book might just be the missing piece in your strategy to win over China’s millennial and Gen Z shoppers in 2024 and 2025. 🌍🛍️
Source: Live-streaming on Little Red Book
Originally launched as a platform for users to share their shopping finds and lifestyle tips, Little Red Book (some users call it also “RED” or “XiaoHongShu”) has evolved into a social commerce powerhouse—and it’s all about authenticity, community engagement, and yes, live-streaming! 📲✨
Why Live-Streaming on Little Red Book Is So Popular
Live-streaming on Little Red Book combines the influence of social media with the immediacy of e-commerce, allowing brands to showcase their products in real-time and influencers to build real connections with their audience. It’s a productive approach to build brand awareness and reach sales target simultaneously.
Fashion Brands Leading the Charge
Let’s dive into how some fashion brands are taking in this trend by storm, starting with below Italian footwear brand:
An Italian footwear brand worked with well-known influencer/celebrity on multiple live-streaming and generated about 184’000 USD GMV within 90 days, the majority of sales are contributed by 2 live-streaming events. These event have not only boosted sales but also cultivated a loyal community that eagerly awaits their next live-stream drop.
A Danish contemporary fashion brand worked with a matrix of influencers within 90 days, generated about 124’000 USD GMV in total. Their live-streaming campaigns on Little Red Book feature collaborations with well-known influencers that contributed over 52% sales, and Mid-tier influencers contributed over 18% sales. This approach creates a more relatable and trustworthy image.
Why Live-Streaming Works for Fashion Brands 💥
Fashion is a visual and tactile experience, so showcasing products live allows influencers to demonstrate how clothing and shoes fit, how colors appear under different lighting, and how accessories can be styled. It is no wonder that fashion brands are flocking to Little Red Book live-streaming as their next big marketing move! Here’s why it works so well:
- Instant Feedback: Influencers can respond to questions in real-time—whether about sizing, material, or how to style a piece—making the shopping experience more personalized.
- Building Trust: Viewers get to see products in action, not just as static images. They can witness honest reviews, which can greatly reduce buyer hesitation and encourage brand / product confirmation
- Community Engagement: Little Red Book has a tight-knit community where users rely on each other’s recommendations. Influencers with dedicated followings are often more trusted than big names with millions of fans, which is why brands are smart to work with niche influencers.
How brands can win from RedderUp’s experience:
- Work with the right influencers: Authenticity matters, and influencers who are aligned with a specific audience can drive meaningful engagement.In RedderUp, we maintain relationships with influencers in the fashion and luxury sector and evaluate their performances on different campaigns, like this, we ensure that we can support you in selecting and matching well-performed influencers for the long term success of the for brands.
- Plan ahead: Pre-promotion is key! Hype up your live-stream through teasers, countdowns, and giveaways to ensure maximum attendance.
- Engage in real-time: Don’t just sell—talk to your audience, answer their questions, and make them feel part of the experience.
- Build anticipation: Offer something beyond the product—whether it’s style advice, fashion tips, or exclusive behind-the-scenes content.
As live-streaming continues to grow in popularity, it’s clear that brands who embrace this format will be better positioned to connect with core consumers.
If your brand is looking to tap into the Chinese market, live-streaming on Little Red Book might just be your golden ticket. 🎟️🌟
Contact RedderUp with more customized solutions for launching your collaborations with influencer live-streaming on Little Red Book.