During Paris Fashion Week, Xiaohongshu, a major Chinese lifestyle and interest community, and WWD organized an inaugural luxury innovation summit in Paris. The event brought together global luxury CEOs and key figures to discuss digital opportunities and challenges in the luxury sector, with a strong emphasis on the Chinese market. A key takeaway highlighted that understanding Xiaohongshu is crucial for grasping the future of luxury in China, given its influence among Gen Z and trendsetting users who are highly engaged with luxury brands.
Shifting Consumer Dynamics in China
Lena Yang, Vice President of WWD China, noted that consumers increasingly use brands as extensions of their identity, expecting brands to genuinely understand their culture and personal stories. Johannes Neubacher, Content Director of WWD China, emphasized that China’s market has evolved rapidly, with Chinese buyers redefining how brands interact with culture, community, and creativity. This shift underscores the importance of cultural resonance in marketing strategies tailored for Chinese audiences.
Xiaohongshu’s Role in Luxury Marketing
Mi Yang, Director of the Luxury Marketing Department at Xiaohongshu, described the platform’s ‘planting’ concept as more than just content posting; it is a marketing engine driven by genuine user inspiration that boosts conversions and builds long-term brand value. Xiaohongshu facilitates a closed-loop consumer decision cycle through authentic sharing, active searching, and word-of-mouth recommendations, positioning it as a strategic partner for luxury brands in China. Martin Barthel, Managing Director and Partner at Boston Consulting Group, added that user-generated content serves as a vital source of insight and inspiration for brands, reflecting societal trends.
Strategies for Engaging Chinese Consumers
Allan Bahroun, Founder of Delect, stressed that success in China requires decoding consumer motivations, with Xiaohongshu’s user-centric approach breaking down one-way communication barriers. Suzi de Givenchy, an international model and creator, advocated for authenticity and optimism in brand interactions, noting that followers quickly discern genuineness. Barthel further explained that Gen Z is redefining luxury by prioritizing meaning and identity over price and rarity, aligning with trends like experiential value and cultural identity that flourish on Xiaohongshu.
Xiaohongshu has evolved into a key platform for luxury brands, driven by six native trends in its ecosystem: experiential value, cultural identity, reflective expression art, long-term focus, spatial art, and style scenarios. These trends are shaping the development of luxury in China, supported by Xiaohongshu’s pillars of a trust-based ecosystem, data-rich insights, and a seamless life-to-purchase cycle. As a result, Xiaohongshu is no longer just a media investment but a decoder of Chinese desires and a growth engine for luxury brands in the market.
