When working in marketing, knowing and understanding its trends is important. When deciding to hire a new employee, any employer wants to see both innovative and informed decisions regarding each market for a product or service. While China is one of the most progressive and technologically advanced markets, its social networks are an alternative to existing ones worldwide. In China, the so-called “closed internet” has been adopted, which implies a lack of access to popular social networks. However, in China, there are several popular social networks that are used in everyday life.
One popular network is the Little Red Book (Xiaohongshu), which has become a popular shopping platform at the same time serving as a social network. It has its own advantages that make it unique in relation to other existing resources for communication and shopping (Jianjia et al., 2020). Users present on this platform share their impressions with each other and can put likes or comments on the photos.
Thus, the content remains authentic and users trust each other in their choice of products. This could allow companies to sell products through influencers on platforms where influencers are the face of the product while creating unobtrusive marketing. For brands, their online reputation has become one of the key selling points in the twenty-first century. At the same time, the Little Red Book acts as a platform on which users share their impressions and the sale goes exactly through the word of mouse. The largest part of the audience of such a platform is women. I would no doubt suggest such an idea to any of the companies after hiring, creating an important and effective sales channel.
References
Jianjia, H., Lihua, C., Junxiang, L., & Shengmin, L. (2020). An empirical investigation of the online commentary behavior dynamics based on the marginal utility theory. International Journal of Enterprise Information Systems, 16(2), 92-106. Web.