Xiaohongshu in Action: How UK Brands Can Learn from a Leading Global Toy Brand to Win Over the Chinese Consumer

Xiaohongshu in Action: How UK Brands Can Learn from a Leading Global Toy Brand to Win Over the Chinese Consumer

Breaking into the Chinese market has never been easy—especially for UK brands competing in industries as vibrant and fast-changing as toys, fashion, or lifestyle. The preferences of Chinese consumers, particularly Gen Z and young families, evolve at lightning speed. One moment they’re obsessed with “cute culture,” the next they’re chasing immersive shopping experiences tied to travel and lifestyle.

Amid this shifting landscape, one social platform has quietly grown into a powerhouse for consumer influence: Xiaohongshu (小红书, also known as RED). With over 200 million monthly active users (and still rising), Xiaohongshu blends social media with e-commerce in a way few Western platforms have achieved. Think of it as part Instagram, part Pinterest, part TripAdvisor—with a heavy dash of product reviews and community-driven discovery.

So, how can UK brands tap into Xiaohongshu’s magic? A great example comes from a global toy retail giant that successfully reinvented its image in Southeast Asia by leveraging Xiaohongshu campaigns to win over Chinese-speaking consumers. Their journey holds crucial lessons for UK companies eyeing the lucrative Chinese market.

The Challenge: From Toy Store to Travel Destination

For years, this toy retailer was seen as a family-focused brand, catering mainly to parents and kids. But in markets like Singapore, Malaysia, and Thailand—where Chinese-speaking travelers flock in high numbers—the brand realized it needed to break free from that narrow image.

The goals were clear:

• Rebrand as more than just a toy seller.

• Expand its appeal to young travelers, not just families.

• Transform stores into destinations—places to explore, photograph, and share online.

In short, they needed to capture the attention of Gen Z, a group known for its adventurous spirit, love of “check-in” culture (打卡), and appetite for unique shopping-meets-travel experiences.

And Xiaohongshu, with its thriving community of explorers, lifestyle bloggers, and trend-conscious users, became the perfect launchpad.

The Strategy: Xiaohongshu as a Bridge

To reshape consumer perception, the brand rolled out a three-month Xiaohongshu campaign targeting Chinese-speaking audiences across Southeast Asia. Their approach was built on two core pillars:

1. Localized Souvenirs – Limited-edition toys inspired by local culture, positioned as must-buy travel gifts.

2. Experiential Stores – Retail spaces redesigned as “tourist spots,” complete with themed installations and photo-worthy areas.

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But here’s where Xiaohongshu made all the difference. Instead of traditional advertising, the campaign leaned on content-driven storytelling to spark organic buzz.

Key Content Angles That Worked

On Xiaohongshu, content is king. The toy brand’s team focused on four winning content strategies that UK brands can easily replicate:

1. Store Tours & Check-In MomentsInfluencers filmed themselves exploring the flagship stores, highlighting playful sections and “Instagrammable” displays. The goal? Position the store as a must-visit stop on any traveler’s itinerary.

2. Unboxing & Product ShowcasesCreators spotlighted region-exclusive toy sets, showing off details and packaging. Unboxing videos fed into the curiosity and “fear of missing out” (FOMO) that drives Xiaohongshu engagement.

3. Cultural Twists & Creative RemixesToys were woven into local cultural references—imagine figurines dressed in Thai silk or mascots eating Singaporean chili crab. This playful mix of global brand + local culture resonated deeply with both locals and tourists.

4. Travel-Shopping GuidesInstead of pushing pure product content, influencers presented the store as part of a bigger travel experience. Think “48 hours in Singapore with the ultimate toy store stop.” This integrated approach positioned the brand not as a shop, but as an experience worth sharing.

   
   

Localized Market Adaptation

The campaign wasn’t copy-paste across regions. Instead, it reflected the subtle differences in Chinese-speaking communities:

• Singapore & Malaysia → Focused on family-friendly narratives and souvenirs.

• Thailand → Broader appeal to young travelers, highlighting the toy store as a quirky sightseeing destination.

This differentiation gave the brand authenticity and made content more relatable. For UK brands, the lesson is clear: China is not one monolithic market. Even within Greater China or overseas Chinese communities, tailoring content to local lifestyles pays off.

The Results: Numbers Don’t Lie

In just three months, the campaign achieved:

• 900,000 total views

• 40,000+ interactions (likes, comments, shares)

• Engagement rates peaking at 7%—well above industry norms

More importantly, the brand’s image shifted. Suddenly, it wasn’t “just a toy store” anymore—it became a cultural landmark and travel destination.

For UK brands, this demonstrates the sheer power of well-crafted Xiaohongshu content paired with influencer strategy.

Five Key Lessons for UK Brands

So, what can UK retailers and lifestyle brands learn from this case study?

1. Content is the Core Driver

Don’t just advertise—tell stories. Use travel, lifestyle, and cultural mashups to make your brand share-worthy.

2. Choose the Right Influencers

Not all influencers are equal. Look for creators with:

• Healthy accounts (steady engagement, organic growth)

• Quality followers, not inflated numbers

• Relevant experience in your niche

• Cultural credibility, ideally living in or frequently visiting your target markets

3. Video Production Matters

Quick edits, upbeat pacing, and strong hooks keep viewers glued. Avoid long, slow intros; Xiaohongshu favors content that gets straight to the point.

4. Respect the Platform Rules

Xiaohongshu has strict algorithms and community guidelines. Avoid sensitive terms, follow trending formats, and lean into platform-native storytelling.

5. Blend Organic with Paid Push

Paid ads on Xiaohongshu amplify reach, but organic content builds trust. The sweet spot lies in strategic synergy between the two.

Why Xiaohongshu Should Be on Every UK Brand’s Radar

Here’s the reality:

• Xiaohongshu isn’t just a “Chinese Instagram.” It’s a discovery-first platform where consumers actively search for product reviews, travel tips, and lifestyle inspiration.

• Its audience is young, affluent, and trend-sensitive—exactly the group driving retail growth in China.

• Unlike platforms like WeChat or Weibo, Xiaohongshu thrives on authentic, community-driven narratives, making it ideal for foreign brands building credibility from scratch

For UK toy brands—or any consumer-facing business—this is a golden entry point to win the hearts (and wallets) of Chinese consumers.

Final Thoughts

The global toy retailer’s Xiaohongshu journey shows one thing clearly: winning in China requires more than translation—it requires transformation.

By turning retail stores into travel-worthy destinations, localizing product lines, and leveraging Xiaohongshu’s unique blend of storytelling and social commerce, they didn’t just enter the market—they captured imaginations.

For UK brands, the opportunity is wide open. Whether you’re in toys, fashion, beauty, or lifestyle, Xiaohongshu offers the perfect stage to reintroduce yourself to China’s next generation of consumers. The only question is: Are you ready to play the game differently?

FAQ: Xiaohongshu Marketing for UK Brands

Q1: What exactly is Xiaohongshu (RED)?

Xiaohongshu is a Chinese lifestyle platform combining social media and e-commerce. Users post content (like travel diaries, product reviews, or shopping tips) while also buying products directly through the app.

Q2: Why should UK brands consider Xiaohongshu?

Because it reaches China’s trendsetters—young, urban, high-spending consumers who love to discover, review, and recommend. Unlike traditional ads, Xiaohongshu content influences real purchase decisions.

Q3: What industries perform best on Xiaohongshu?

Fashion, beauty, lifestyle, travel, and food are the biggest categories. But case studies show even toys, education, and wellness brands can thrive if they use creative storytelling.

Q4: Do I need Chinese influencers to succeed?

Yes, ideally. Partnering with local Xiaohongshu KOLs (key opinion leaders) adds authenticity. But overseas influencers with strong ties to Chinese culture also work well.

Q5: How much does it cost to run a Xiaohongshu campaign?

Budgets vary widely. Micro-influencer campaigns may start in the low thousands (GBP), while large-scale activations with top influencers and ads can run into the six-figure range.

Q6: Can I repurpose my Instagram or TikTok content?

Not directly. Xiaohongshu has its own aesthetic and community norms. Content should feel authentic to the platform—localized captions, culturally relevant hooks, and polished yet relatable storytelling.

Q7: How quickly can I see results?

Brands often see traction within 1–3 months, especially with consistent posting and influencer partnerships. Long-term impact builds through trust and repeated exposure.