China’s Xiaohongshu Influencers Are Coming — Are Luxury Brands Ready?

Xiaohongshu may be the one of the most disruptive platforms at the moment in China. The social commerce platform provides a marketplace for fashion, beauty and travel lovers to share and discover new products and services. Riding on this trend, a new breed of native fashion influencers is on the rise. But foreign brands seem to have little idea how to deal with them, as most of the companies are just getting to know about what myriad things WeChat and its mini-programs can do. “Brands’ local communication teams have been pushing very hard to get Xiaohongshu influencers to come to their events, but I don’t think their head offices know about their existence yet,” said a public relations manager whose company’s clients include Prada, Fendi, Loewe, Chloé, Valentino and Chanel. She asked to speak on the condition of anonymity due to company policy. Another top luxury brand’s China public relations manager said the company has actively involved top Xiaohongshu influencers to attend local events, but not yet invited any to their Paris fashion show as the communication with the head office explaining who they are will take a very long time and their strength is at sales conversation. “They can move a lipstick

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