#France #marketing #Cannes #Xiaohongshu #Seeding

Real People, Real Influence: Xiaohongshu's 'Seeding' at Cannes Lions

On June 18, 2025, Xiaohongshu's Chief Marketing Officer, Zhiheng (Yajuan Wang), made a powerful statement at the Cannes Lions International Festival of Creativity by presenting the brand's innovative marketing model known as "seeding." This marked the first time Xiaohongshu's unique approach was featured on a global stage, highlighting its significant impact on brand communication and consumer engagement in China.

Zhiheng elaborated on how the 'seeding' model thrives within Xiaohongshu's vibrant community, where users share their genuine experiences and recommendations. These organic interactions cultivate strong consumer interest and influence purchasing decisions, leading many to regard Xiaohongshu as a reliable source for lifestyle advice and personal connections. According to Zhiheng, the platform serves as a "digital best friend" for users and acts as an "encyclopedia for life" for younger audiences. This underscores Xiaohongshu's role as an essential hub for youth culture and interests in China.

Over its 12-year journey, Xiaohongshu has integrated three strategic choices that fuel its growth. Firstly, the platform enhances user-generated content (UGC) by directing over 50% of its traffic to everyday users rather than influencers with larger followings. Secondly, the dual-column feed format empowers users to discover content organically, differing from the typical single-column, algorithm-driven feeds. Finally, the platform emphasizes a community spirit prioritizing genuine exchanges over rapid growth, as seen when they collaborated with users to create community guidelines aimed at fostering an environment of authentic engagement.

This unique community-focused ecosystem is the foundation of the 'seeding' model, driving the growth of over 3,000 interest-based content verticals. Xiaohongshu has become a trend incubator, with many Chinese internet trends emerging from its platform. Users increasingly turn to Xiaohongshu for informed consumer decision-making, making it a vital space for brands seeking to connect with young consumers.

Zhiheng illustrated the effectiveness of the 'seeding' strategy with a case study involving the Chinese furniture brand KUKA, which successfully tailored its marketing approach based on different audiences. By focusing on real-life applications of their products, KUKA improved click-through rates and converted over 20,000 units of their Hertz sofa in just nine months, with nearly 70% of buyers having engaged with relevant content on Xiaohongshu beforehand.

Another example showcased the transformation of the secondhand marketplace app Zhuanzhuan, which adopted a refined 'seeding' strategy through targeted content aimed at specific audience segments. By analyzing data, they could effectively engage music enthusiasts interested in secondhand guitars before widening their scope to other products, leading to impressive user growth.

Zhiheng identified five core pillars that underpin effective seeding on Xiaohongshu:
1. High-Quality Products/Services: The success of seeding relies on strong offerings that encourage organic word-of-mouth promotion within the community.
2. Deep User Insights: Utilizing the community's diverse expressions to uncover niche opportunities for brands.
3. Precise Audience Targeting: Understanding user lifestyles and values to craft relevant marketing messages.
4. Content with High CTR: Effectively communicating motivations behind purchases through engaging content.
5. Authentic Creators: With over 100 million contributors, Xiaohongshu amplifies its impact through personal stories and trusted endorsements.

Zhiheng emphasized that seeding is about recognizing and addressing the needs of real individuals with authentic messaging. This strategy extends to a wide range of sectors, from consumer goods to local services, demonstrating that the Xiaohongshu ecosystem effectively supports the concept of seeding in various contexts.

Furthermore, successful seeding strategies exhibit durability. Brands that excel in this space often maintain growth momentum lasting from 30 to 60 days or even longer, propelled by sustained engagement from user-generated content.

In conclusion, Zhiheng underscored the broader implications of 'seeding' within Xiaohongshu, where communal sharing leads to genuine influence, allowing real individuals to shape brand perceptions. By positioning itself as a blend of discovery, search, and community trust, Xiaohongshu empowers users to make informed choices and helps businesses cater to their needs effectively.

At the Cannes Lions festival, Xiaohongshu debuted an interactive booth themed "A Global Village from China," which encapsulated the brand's community values, fostering connections through cultural exchange and digital engagement. This initiative epitomizes Xiaohongshu's commitment to connecting users globally while promoting authentic sharing and cultural appreciation.

As Xiaohongshu continues to innovate and lead in digital marketing, its influence and strategies promise to reshape not just consumer behavior in China, but potentially on a global scale as well.