European brands looking to make themselves known to Chinese consumers need a solid digital visibility and marketing strategy. For SMEs with limited resources, choosing the right platforms and understanding how to use them effectively are essential to building brand awareness and reaching potential customers.
On 26 November, we invite European SMEs to explore the practical dimensions of using RedNote, known in China as Xiaohongshu, one of the country’s leading social media platforms. This session will cover:
What Xiaohongshu is and who its audience is today — the demographics, the geography, and how the platform has evolved.
Which sectors are most likely to benefit from exposure on Xiaohongshu, and for which sectors it is probably not the right tool.
How to design an ideal campaign, and what a realistic campaign with a tight budget looks like — including how to be seen and how to engage in a very crowded space.
How to develop synergies between Xiaohongshu activity and an SME e-store on TMall Global or JD Worldwide.
Whether the available (Chinese) AI tools currently cover Xiaohongshu content, and how they can be used.
Whether written posts with pictures are more efficient, commercially speaking, than videos, and what content SMEs should prioritise.
The difference between organic posts and paid ads in terms of cost and efficiency.
This session will be conducted in English. It is open, free of charge, to all SMEs, business support organisations and other stakeholders from EU Member States and countries participating in the Single Market Programme.
Agenda
Thursday 26 November (Brussels Time – CET)
9:00–9:05
Opening remarks Keyu Zhou, Events Coordinator, EU SME Centre
9:05–9:45
RedNote (Xiaohongshu) for European Brands Ting Zheng, Founder, RedderUp
16:45–17:00
Q&A session
About the speaker
Ting Zheng
Founder, RedderUp
Ting is a consultant and strategist, the founder of a boutique agency and China growth partner RedderUp, based in Beijing, China. Ting has cultivated a truly global perspective through her work and studies across Beijing, Antwerp, Milan and Madrid. Her diverse experience spans over Europe and China, blending the world of fashion and lifestyle industry, digital marketing, and Ecommerce with a sharp strategy edge. RedderUp, as an official RedNote partner, is deeply committed to supporting global brands and companies for breakthrough success in China.
