New Marketing Strategy to Attract Chinese Tourists Using Xiaohongshu (RED)

Captivating Chinese Tourists: A New Approach Using Xiaohongshu (RED)

As Japan's inbound tourism rebounds to pre-COVID levels, the significance of attracting tourists from China remains crucial amidst a declining domestic market. Chinese visitors contribute approximately 20% to Japan's foreign tourism spending, making them one of the most affluent and essential visitor groups in Japan.

However, traditional social media channels, such as Instagram and Google Reviews, are inaccessible in mainland China due to internet regulations. Therefore, innovative marketing strategies utilizing unique Chinese social media platforms are vital for reaching this audience. Takpa Ltd., a company dedicated to enhancing marketing efforts targeted at Chinese inbound tourists, advocates leveraging Xiaohongshu (RED) and influencer marketing through KOCs (Key Opinion Consumers) and KOLs (Key Opinion Leaders).

Shift in Tourist Behavior: From Group Travel to Individualized Experiences

Historically, group travel dominated the preferences of Chinese tourists, yet there has been a marked shift towards individual travel and small group adventures. Particularly among the Z generation, the trend of traveling to places seen on social media is increasingly prevalent, sparking heightened interest not only in popular metropolitan areas but also in regional cities across Japan. This shift provides lucrative opportunities to attract Chinese tourists to local eateries, accommodations, and attractions.

Local governments, businesses, and tourism-related establishments are increasingly called upon to devise effective inbound strategies to capitalize on this phenomenon.

What is Xiaohongshu (RED)?

Xiaohongshu, known as RED, is a Chinese social media and review application boasting over 310 million monthly active users, primarily appealing to young, affluent urban dwellers. In China, it’s customary to explore and gain insights about destinations via Xiaohongshu prior to traveling. While companies like Don Quijote and Matsumoto Kiyoshi have already tapped into this channel's potential for drawing in inbound tourists, the number of participants remains limited, signifying a blue ocean market ripe for exploration.

Successful Cases of Chinese Tourists Using Xiaohongshu (RED)

There are numerous examples of how Chinese tourists utilize Xiaohongshu to enhance their travel experiences. Understanding these dynamics is crucial for brands aiming to connect with this market segment effectively.

Support Services Offered by Takpa

Takpa Ltd. specializes in SNS marketing centered around Xiaohongshu, operating between Japan and the UK. Leveraging local market insights and knowledge of inbound demand, they promote a synchronized engagement between Japan and global audiences. They provide integrated support from strategy development to operational execution and creative production for a diverse clientele that includes restaurants, accommodations, retail stores, and tourism operators.

Takpa’s approach includes a native Chinese-speaking team ready to implement influencer marketing strategies, manage official accounts, and respond to inquiries, all while ensuring that clients receive precise casting and relatable communication targeted at their demographic.

Personalized Support for Japanese Enterprises

With robust Japanese-language support and tailored communication channels, even businesses unfamiliar with the Chinese market can feel empowered to launch effective campaigns on Xiaohongshu without language barriers or operational fears. Takpa is committed to assisting companies needing guidance in this direction.

Takpa also conducts inbound seminars and social media training for local governments and businesses, fostering brand visibility and awareness across regions.

A Call for Action: Seize the Opportunity Now

Promotions using Xiaohongshu provide a strategic advantage, especially at this crucial time of recovery for inbound tourism. Given the limited entry by Japanese firms, this presents a significant opportunity for enterprises and local entities. Takpa aims to act as a bridge to communicate the allure of Japan to global audiences, urging businesses to reconsider and innovate their inbound strategies. Are you ready to share the finest experiences Japan has to offer with the world?

Inquiries for partnership or support are welcome at any time.