代表作 Vol.038: What New Trends Are Hidden Behind Xiaohongshu's Replacement of Slogan?

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📝 PODCAST INFORMATION

  • Content Type: Podcast Episode
  • Title: 代表作 Vol.038: What New Trends Are Hidden Behind Xiaohongshu’s Replacement of Slogan?
  • Creator(s): CC (Interviewee, Founder of Zhuo’er Shuke), Judy (Host, 代表作)
  • Publication/Platform: 代表作 (Representative Works) / Xiaoyuzhou FM / Apple Podcasts
  • Duration: Approximately 60 minutes
  • Link: Xiaoyuzhou FM
  • E-E-A-T Assessment:
    • Experience: CC brings extensive hands-on experience working with over 6,000 brands on Xiaohongshu as the founder of Zhuo’er Shuke, a marketing agency specializing in the platform
    • Expertise: Deep knowledge of Xiaohongshu’s marketing ecosystem, from the four levels of brand strategy to emerging trends like employee advocacy (KS) and human-feeling marketing (人感营销)
    • Authoritativeness: CC is recognized as a top Xiaohongshu strategist whose frameworks and insights are sought after by brands ranging from startups to enterprises exceeding 5 billion RMB in revenue
    • Trust: CC provides specific, actionable advice rather than vague platitudes, and emphasizes that there is no single “magic formula”, strategies must be matched to a brand’s specific lifecycle stage

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Xiaohongshu changed its slogan from “Your Life Guide” to “Your Life Interest Community”, but the real story isn’t the words, it’s the fundamental shift in how brands, creators, and consumers connect in China’s most influential social commerce platform.

💡 ONE-SENTENCE TAKEAWAY

Xiaohongshu’s evolution toward community co-creation and human-feeling marketing, combined with the rise of employee advocacy as a channel, reveals new opportunities for brands of all sizes who understand that authentic connection matters more than reach.

📖 SUMMARY

In this episode of 代表作 (Representative Works), host Judy interviews CC, founder of Zhuo’er Shuke and a top strategist who has worked with over 6,000 brands, to decode the significance behind Xiaohongshu’s recent slogan change from “Your Life Guide” to “Your Life Interest Community.” The conversation explores how this shift reflects deeper changes in the platform’s direction and what it means for brands, creators, and businesses looking to succeed on Xiaohongshu in 2025.

CC breaks down the four levels of brand marketing strategies on the platform, introduces the concept of “human-feeling marketing” (人感营销), and reveals emerging trends including the rise of employee advocacy (KS, Key Staff) as a powerful marketing channel. The discussion highlights three fast-growing sectors: children’s outdoor clothing, crystal and jewelry accessories, and life services for local businesses.

Throughout the episode, CC emphasizes that there’s no single “magic formula” for success on Xiaohongshu, but rather a need for brands to match their strategies to their specific lifecycle stage and competitive advantages. She shares the 2025 success formula of combining good products, good content, and good bloggers, while stressing the importance of starting small and gaining hands-on experience rather than remaining on the sidelines.

🔍 INSIGHTS

  • The Significance of Slogan Evolution: Xiaohongshu’s change from “Your Life Guide” to “Your Life Interest Community” signals a fundamental shift toward creating a more participatory, co-creative platform where users are active contributors rather than passive consumers.

  • The Power of Human-Feeling Marketing: CC emphasizes that successful Xiaohongshu marketing moves beyond product features to create emotional resonance through authentic human experiences. The baby blanket advertisement example (focusing on a mother’s concern for her child rather than technical specifications), demonstrates how emotional storytelling drives deeper engagement.

  • The Rise of Employee Advocacy (KS): One of the most significant trends is the emergence of Key Staff as a marketing channel. Unlike traditional influencers, KS leverages employees’ authentic knowledge and passion, creating more credible content while reducing marketing costs.

  • Emerging Business Opportunities for 2025: Three fast-growing sectors present significant opportunities: children’s outdoor clothing, crystal and jewelry accessories, and life services for local businesses.

  • The Death of the “Magic Formula”: Success on Xiaohongshu requires customized strategies based on a brand’s lifecycle stage, competitive advantages, and target audience.

  • The Importance of Starting Small: Local restaurants spending just 10,000-20,000 RMB can see meaningful returns. Businesses don’t need massive budgets to succeed.

  • The Shift from Quantity to Quality: Marketing focus has shifted from reaching the largest possible audience to creating deeper connections with specific segments.

🛠️ FRAMEWORKS & MODELS

The Four Levels of Brand Marketing on Xiaohongshu

CC’s strategic framework for brands at different growth stages.

  • Components: Level 1.0 (Seed Awareness, organic content), Level 2.0 (Amplified Reach, paid traffic), Level 3.0 (Segmented Strategy, differentiated content), Level 4.0 (Co-creation, community-driven innovation)
  • How it works: Brands match their approach to their revenue stage, from startups creating quality content to enterprises beyond 5 billion RMB co-creating with users
  • Significance: Provides a clear roadmap for evolving marketing strategy as a brand grows

The Human-Feeling Marketing Model

CC’s approach to creating emotionally resonant content.

  • Components: Scene integration, emotional connection, authentic storytelling, sensory engagement
  • How it works: Embedding products in realistic life scenarios, tapping into emotional needs, using genuine narratives, and engaging multiple senses
  • Significance: Reframes marketing from product promotion to emotional connection

The Three K’s Marketing Framework

The evolution of influencer marketing on Xiaohongshu.

  • Components: KLS (Key Opinion Leaders, traditional influencers), KLC (Key Opinion Consumers, regular users), KS (Key Staff, employee advocates)
  • How it works: Brands leverage all three tiers, with KS being the most underutilized and potentially powerful channel
  • Significance: Expands the marketing toolkit beyond traditional influencer partnerships

The 2025 Success Formula

CC’s framework for capturing remaining traffic dividends on Xiaohongshu.

  • Components: Good product, good content, good blogger
  • How it works: All three elements must work together: quality foundation, compelling presentation, and authentic voices
  • Significance: Simplifies success into three actionable pillars

💬 QUOTES

“Interest community is more about equal interaction. Because I’m interested in pets, or interested in daily chemicals, or interested in beauty, we share and find people with the same interests, then communicate and co-create here.” On Xiaohongshu’s evolution

“Cold, factual narration doesn’t interest anyone. Only scenes with a sense of human presence can truly stimulate people’s desire to buy or connect.”

“KS is still in its red phase. Many companies spend money on KLS and KLC but overlook that their employees are their most important advocates.”

“It’s difficult to have a one-size-fits-all approach. You need to match your strategy to your enterprise’s lifecycle stage and competitive advantages.”

“Good product plus good content plus good blogger is our opportunity to capture the remaining traffic dividends in 2025 or 2026.”

“Every business can be redone. As long as you innovate in product power and细分 audience interest points, there are opportunities.”

“When you’re out in the world, you first have to come out. If you’re always observing Xiaohongshu marketing or all media platform marketing, you’ll never have opportunities.”

⚡ APPLICATIONS & HABITS

  • Practice Human-Feeling Marketing: Create content that focuses on authentic life scenarios and emotional needs rather than product features. Use storytelling that reflects real user experiences.

  • Implement Employee Advocacy Programs: Identify passionate employees, provide training and guidelines, create incentive structures, and build systems for content review and amplification.

  • Adopt Lifecycle-Based Marketing: Assess your current revenue stage, identify competitive advantages, and select the appropriate marketing level (1.0-4.0) that matches your brand’s maturity.

  • Focus on Niche Market Opportunities: Identify large categories with proven demand, research emerging consumer interests, and develop specialized products for specific user segments.

  • Start Small and Experiment: Begin with manageable budgets to test approaches. Monitor results, iterate based on feedback, and gradually scale successful strategies.

  • Engage in Community Co-creation: Monitor community discussions, encourage user-generated content, and create opportunities for users to contribute to product development.

📚 REFERENCES

Primary Source

Key People

  • CC: Founder of Zhuo’er Shuke, top Xiaohongshu strategist, worked with 6,000+ brands

  • Judy: Host of 代表作 (Representative Works) podcast

Key Concepts

  • Xiaohongshu: China’s leading social commerce and lifestyle platform
  • Human-Feeling Marketing (人感营销): Emotionally resonant marketing approach
  • The Three K’s: KLS (Key Opinion Leaders), KLC (Key Opinion Consumers), KS (Key Staff)
  • Zhuo’er Shuke: CC’s marketing agency specializing in Xiaohongshu strategies

Crepi il lupo! 🐺