How Hong Kong Marketers Can Win Over Mainland Chinese Visitors on Xiaohongshu?
Introduction
With over 300 million monthly active users, Xiaohongshu (Little Red Book) has become a vital platform for Mainland Chinese visitors (MCVs) seeking travel, shopping, and lifestyle insights. More than half of Chinese travellers now use Xiaohongshu for destination recommendations, making it an essential tool for understanding MCV interests and preferences. (Source: DragonTrail | Foodie)
Hong Kong also sees significant engagement on Xiaohongshu, with over 200 million interactions on recent campaigns, particularly from millennials and Gen Z. For Hong Kong marketers, Xiaohongshu is more than just social media—it’s a gateway to connect directly with MCVs. (Source: Foodie )
A recent report from Social Power reveals key trends and consumer expectations that Hong Kong bank marketers can leverage to build brand loyalty among MCVs on Xiaohongshu. By tapping into these insights, marketers across industries can effectively align their strategies to engage this influential audience.
Key Highlights from the Report
Social Power’s analysis identifies four critical trends that all Hong Kong marketers in the banking industry should focus on to resonate with Mainland Chinese visitors:
HSBC Dominates the Conversation: Among Hong Kong-based banks, HSBC leads the discussion on Xiaohongshu, capturing 30% of mentions, followed closely by BOC (HK) with 25%. This trend suggests that MCVs value HSBC for its global reach and tailored services. Other brands can increase visibility by aligning their Xiaohongshu content with popular discussion points, such as customer-centric services and trusted reputation.
Account Opening as the Most Discussed Service: Among all banking services, account opening commands nearly half (47%) of conversations. MCVs prioritise:
Clear Requirements: Understanding steps and benefits for new users.
Efficient Processes: Simplified in-person applications that minimise wait times.
For Hong Kong marketers, focusing on user-friendly, accessible offerings with clear guidelines could attract more MCVs, especially regarding onboarding or new service registration.
Credit Cards as Status Symbols Credit cards in Hong Kong are perceived as symbols of social status among MCVs. This appeal can translate across industries:
Exclusivity: Products with high entry requirements attract attention.
Visual Appeal: Stylish, unique designs are highly valued and often shared on social media.
By highlighting exclusivity and visually appealing designs, marketers can enhance their brand’s aspirational value, appealing to MCVs’ desire for social validation and prestige.
Growing Preference for Digital and Online Services: Many MCVs favour digital convenience, whether for banking, shopping, or booking services. This shift suggests that Hong Kong brands can appeal to this digitally-minded audience by enhancing online options and promoting these features on Xiaohongshu.
Strategic Recommendations for Hong Kong Bank Marketers
To build brand presence and strengthen connections with MCVs on Xiaohongshu, Hong Kong bank marketers should consider the following:
Engaging Digitally: Be proactive on Xiaohongshu by offering clear, helpful information on products and services that interest MCVs. This tactic could range from step-by-step tutorials to answering common questions on social media, positioning the brand as accessible and trustworthy.
Highlighting Exclusivity and Prestige: Promote exclusive products or services with strong visual appeal to attract MCVs who value status. Showcasing these offerings' design and unique aspects can appeal to MCVs' aspirations, especially on an image-driven platform like Xiaohongshu.
Targeting "Promotion Seekers": Tailor campaigns to attract “promotion seekers” (薅羊毛) who actively look for deals. Hong Kong bank marketers can engage this savvy and cost-conscious audience by offering exclusive promotions or discounts.
Final Thoughts: The Value of Xiaohongshu for Hong Kong Marketers
The Social Power report highlights how the preferences of Mainland Chinese visitors on Xiaohongshu can guide Hong Kong marketers in crafting strategies that resonate with this demographic. With insights into what MCVs are discussing and prioritising, brands can adapt their messaging to serve this audience better.
By enhancing their presence on Xiaohongshu, Hong Kong marketers have a unique opportunity to shape their brand image, build loyalty, and establish stronger relationships with Mainland Chinese visitors who value digital convenience and social validation.
In a market where online engagement is becoming critical, marketers who actively engage with MCVs on Xiaohongshu will be better positioned to build trust and drive long-term loyalty.
For Hong Kong marketers, Xiaohongshu is more than just a social platform; it’s a powerful channel for connecting with a key customer base. By listening to and adapting based on these insights, brands can enhance relevance and build lasting relationships with Mainland Chinese visitors across industries.
If you want to access the original report or deepen your understanding of social listening, visit this link to request your copy from Social Power.