Learner Guide- Marketing on Xiao Hong Shu

Learner’s Guide
Marketing on Xiao Hong Shu
LEARNER‘S GUIDE
FirstCom Academy Pte. Ltd.
COURSE TITLE Marketing on Xiao Hong Shu
TSC SKILL TITLE International Marketing Programmes Management
TSC CODE RET-PCM-4004-1.1
© 2023, FirstCom Academy Pte. Ltd. Version 1.0 Page 1 of 1

Marketing on Xiao Hong Shu
Ice Breaker
● Your Name
● Your Profession
● What your company does
● Any experience in Xiao Hong Shu or

digital marketing?
1
Assessment
Written Case Study

Assessment Assessment
60 mins 60 mins
(4 Questions) (6 Questions)
Introduction – What is Xiao Hong Shu?

• Xiao Hong Shu, also known as Little Red Book, is a popular Chinese social media
platform that was founded in 2013. The platform has become widely popular
among young Chinese consumers, with a focus on fashion, beauty, travel, and
lifestyle content.
• Xiao Hong Shu allows users to share their experiences, reviews, and
recommendations on a variety of topics, including products, destinations, and
experiences. Users can create and follow interest-based communities, discover
new products, and engage with other users through comments, likes, and shares.
• The platform has a unique community-driven approach that emphasizes

authenticity and trust. Unlike other social media platforms, Xiao Hong Shu places
a strong emphasis on quality content and user engagement, rather than just the
number of followers or likes.
• Xiao Hong Shu has become an important destination for brands looking to
connect with Chinese consumers, particularly in the areas of fashion, beauty, and
travel. The platform has a highly engaged user base that is receptive to new
products and experiences, and its emphasis on trust and authenticity has made it
a valuable tool for brands looking to build a loyal customer base.
5
5
2
Introduction – What is Xiao Hong Shu?
Consumers are using Xiao Hong Shu for several reasons, including:
1. Discovering new products: Xiao Hong Shu provides a platform for Chinese consumers to
discover new and unique products from both domestic and international brands.
2. Shopping with confidence: The platform has a strong focus on user-generated content,
including product reviews, photos, and videos, which allows users to make informed
purchasing decisions and shop with confidence.
3. Following influencers: Many users follow influencers on the platform, who provide product
recommendations and share their personal experiences with different brands and products.
4. Participating in a community: Xiao Hong Shu has built a strong community of users who
share a common interest in beauty, fashion, lifestyle, and other related topics. Users can
engage with each other through comments, likes, and shares, creating a sense of
community and belonging.
5. Taking advantage of exclusive deals: Xiao Hong Shu offers exclusive deals and discounts to
its users, providing an added incentive for consumers to shop on the platform.
By providing a platform that emphasizes user-generated content, influencer marketing, and
social commerce, Xiao Hong Shu has built a loyal following among Chinese consumers who are
looking for an authentic and community-driven shopping experience.
Learning Unit 1
Trends and Development

of Global Market and
International Marketing
Programmes
3
Learning Unit 1: Trends and Development of Global Market and
International Marketing Programmes
Learning Outcome 1
Learning Outcome 1
The learner will be able to analyse trends and development of global market and
international marketing programmes to forecast international business needs.
Learning Outcome 2
The learner will be able to identify and analyse social and cultural factors that can
impact the international marketing programmes.
Learning Unit 1: Trends and Development of Global Market and

International Marketing Programmes
Topics
● Trends and Development of Global and International Marketing

Programmes
● Key Factors that can Impact International Marketing

Programmes
4
Topic
Topic: Trends and Development

of Global
Trends andand International of
Development
Marketing Programmes
Global and International
10
10
10
Topic: Trends and Development of Global and International

To Cover:
K6
K1 Trends of international marketing programmes
A1 Monitor and evaluate global market trends and developments to

forecast international business needs
11
11
11
5
Trends and Development of Global and International
Global and international marketing programmes have been shaped

by a number of trends and developments over the years. Some of the
key trends and developments are as follows:
1. Globalization: The trend towards globalization has been one of the

key drivers of global and international marketing programmes. As
companies have expanded their operations into new markets
around the world, they have needed to develop marketing
strategies that can be adapted to different cultural, social, and
economic environments.
2. Digitalization: The rise of digital technologies has had a profound
impact on global and international marketing programmes. With
the increasing use of social media, mobile devices, and other
digital channels, companies are now able to reach customers in
new and innovative ways.
12
12
12

1. 1
2. 2
3. Cross-cultural communication: As companies expand into new
markets, they need to develop effective strategies for communicating
with customers from different cultural backgrounds. This has led to
an increased focus on cross-cultural communication and the
development of marketing programmes that are tailored to the
needs and preferences of different cultural groups.
4. Sustainability: In recent years, there has been a growing emphasis

on sustainability in global and international marketing programmes.
This has led to the development of marketing strategies that take into
account the environmental and social impact of products and
services.
5. Personalization: Another key trend in global and international

marketing programmes is the trend towards personalization. With the
increasing availability of data and analytics, companies are now able
to develop marketing strategies that are tailored to the individual
needs and preferences of customers.
13
13
13
6
• Xiao Hong Shu, also known as Little Red Book, is a popular Chinese social media and e-commerce platform that has
gained significant popularity in recent years. The platform is known for its community-driven approach, user-
generated content, and seamless integration of social media and e-commerce.
• With respect to trends and developments in global and international marketing programmes, Xiao Hong Shu has
several unique characteristics that set it apart from other platforms. Some of these include:
User-Generated Influencer
Social Commerce
Content Marketing
Localization Data Analytics

14
14
14
Social Commerce
● Social commerce involves the integration of social media and e-

commerce, allowing users to discover and purchase products within the
same platform. This seamless integration has made it easier for
consumers to shop online, and has provided brands with new
opportunities to engage with consumers and drive sales.
● Xiao Hong Shu has been a leader in social commerce in China, providing
a platform that allows users to discover and purchase products from a
wide range of brands. The app's social features, such as user-generated
content and community groups, have made it a popular destination for
consumers looking for product recommendations and reviews from
other users.
15
15
15
7
Social Commerce
● The platform's approach to social commerce is unique in that it

emphasizes authenticity and trust. Brands on Xiao Hong Shu are often
boutique and specialized, and they leverage the platform's community-
driven approach to build relationships with consumers based on shared
interests and values. This has created a highly engaged user base that is
receptive to new products and experiences, and has made Xiao Hong
Shu a valuable platform for brands looking to build a loyal customer base
in China.
● Xiao Hong Shu has also developed a range of tools and features to help
brands succeed on the platform. These include advertising options, data
analytics, and influencer marketing programs. By leveraging these tools,
brands can better understand their customers, reach new audiences, and
drive sales on the platform.
16
16
16
User-Generated Content
● UGC refers to content that is created by users, rather than brands, and
can include product reviews, photos, videos, and other forms of content.
UGC is often seen as more authentic and trustworthy than brand-
generated content, making it an important tool for building brand
awareness and driving sales.
● Xiao Hong Shu has made UGC a central part of its platform, relying heavily
on user-generated content to drive engagement and sales. The platform's
users share their experiences, reviews, and recommendations on a
variety of topics, including products, destinations, and experiences.
Brands on Xiao Hong Shu often leverage UGC to showcase their products
and build brand awareness, encouraging users to share their experiences
and reviews on the platform.
● The platform's community-driven approach has made it an ideal

environment for UGC, with users often relying on each other for advice
and recommendations. Brands on Xiao Hong Shu are able to build
relationships with consumers based on shared interests and values,
creating a highly engaged user base that is receptive to new products
and experiences.
17
17
17
8
Influencer Marketing
● Influencer marketing involves partnering with individuals who have a
large following on social media to promote products and services to
their followers. Influencers are often seen as more authentic and
trustworthy than traditional advertising, making them an effective way to
reach new audiences and drive sales.
● Xiao Hong Shu has a large and active influencer community, with many of
the platform's top users becoming influencers in their own right. These
influencers have built large followings on the platform, often through
the creation of high-quality, user-generated content that resonates
with their followers. Brands on Xiao Hong Shu often partner with these
influencers to promote their products and services, leveraging their
existing following and influence to drive sales.
● Influencer marketing on Xiao Hong Shu is unique in that it often involves

long-term partnerships between brands and influencers, rather than
one-off promotions. This allows brands to build relationships with
influencers and leverage their influence over time, creating a more
sustainable and effective marketing strategy. 18
18
18
Influencer Marketing
● Influencers on Xiao Hong Shu are often highly engaged with their
followers, providing valuable feedback and insights to brands looking to
understand their target audience.
● Xiao Hong Shu has developed a range of tools and features to help
brands succeed in influencer marketing on the platform. These include
influencer discovery tools, campaign management tools, and analytics
tools to help brands measure the success of their campaigns. By
leveraging these tools, brands can better understand their target
audience, identify the most effective influencers to partner with, and drive
sales through influencer marketing.
19
19
19
9
Localization
● Localization refers to the process of adapting marketing strategies to

local markets, taking into account cultural, social, and economic
differences. By developing localized marketing strategies, brands can
better engage with local consumers, build brand awareness, and drive
sales.
● As a Chinese platform, Xiao Hong Shu has a deep understanding of

Chinese culture and consumer behavior. This has allowed the platform to
develop marketing strategies that resonate with Chinese consumers,
making it an ideal environment for brands looking to succeed in the
Chinese market. Xiao Hong Shu has a highly engaged user base that is
receptive to new products and experiences, making it a valuable platform
for brands looking to build a loyal customer base in China.
20
20
20
Localization
● Xiao Hong Shu's focus on localization is reflected in its community-driven

approach. The platform's users share their experiences, reviews, and
recommendations on a variety of topics, including products, destinations,
and experiences. Brands on Xiao Hong Shu often leverage the platform's
community features to build relationships with consumers based on
shared interests and values. This has created a highly engaged user
base that is receptive to new products and experiences, providing brands
with new opportunities to build brand awareness and drive sales.
● Xiao Hong Shu's focus on localization has also led to the development of
marketing strategies that take into account the unique characteristics of
the Chinese market. For example, the platform has developed marketing
strategies that are tailored to the needs and preferences of Chinese
millennials, who are a key target audience for many brands in China.
These strategies often emphasize authenticity, trust, and community,
reflecting the values of Chinese millennials and the importance of social
relationships in Chinese culture.
21
21
21
10
Data Analytics
● Data analytics involves the use of data and statistical analysis to inform
marketing strategies, allowing brands to make more informed
decisions about their marketing campaigns.
● Xiao Hong Shu has developed sophisticated analytics tools that allow
brands to track the performance of their campaigns and make data-
driven decisions about their marketing strategies. The platform provides
detailed analytics on a range of metrics, including engagement, reach,
and sales, allowing brands to understand how their campaigns are
performing and make adjustments as needed.
● Xiao Hong Shu's analytics tools are particularly valuable for brands
looking to succeed in China, as they provide valuable insights into the
preferences and behavior of Chinese consumers. By analyzing user data,
brands can better understand their target audience, identify trends and
patterns, and develop marketing strategies that are tailored to the needs
and preferences of local consumers.
● Xiao Hong Shu has also developed a range of advertising options that
allow brands to reach new audiences and drive sales on the platform.
These advertising options are often data-driven, allowing brands to target
specific demographics and reach audiences that are most likely to
engage with their products.
22
22
22
Monitor and Evaluate

Global Market Trends to Target
the Chinese Consumers on
Xiao Hong Shu
23
23
23
11
How to Monitor and Evaluate Global Market Trends
to Target the Chinese consumers on Xiao Hong Shu
To monitor and evaluate global market trends and forecast international business needs to target
Chinese consumers on Xiao Hong Shu, a brand can use the following ways:
Analyze User Monitor Chinese Conduct Market

Data Market Trends Research in China
Leverage
Engage With Xiao Hong Shu’s
Chinese Influencers Advertising Options
24
24
24
Analyse User Data

● Brands can use data analytics tools provided by the platform to analyze
user data and identify trends in Chinese consumer behavior and
preferences. By doing so, brands can gain valuable insights that can
inform their marketing strategies and help them forecast international
business needs.
● Xiao Hong Shu provides a range of data analytics tools that allow brands
to track user behavior, monitor sales, and evaluate the performance of
their marketing campaigns. These tools can be used to track a range of
metrics, including user engagement, reach, and conversion rates. By
analyzing this data, brands can gain insights into the needs and
preferences of Chinese consumers, including which products are
popular, which marketing strategies are most effective, and which
trends are emerging in the Chinese market.
● For example, if a brand notices that a particular type of product or
marketing message is resonating with Chinese consumers on Xiao
Hong Shu, they can use this information to forecast international
business needs and adjust their marketing strategies accordingly. By
leveraging user data, brands can develop a deeper understanding of the
Chinese market, anticipate changes in consumer behavior, and stay
ahead of the competition.
25
25
25
12
Monitor Chinese Market Trends
● Brands can monitor Chinese market trends by tracking local social media,
industry publications, and other sources of information. By doing so,
brands can stay up-to-date on emerging trends and adapt their
marketing strategies accordingly to effectively target Chinese
consumers on Xiao Hong Shu.
● Tracking local social media platforms like WeChat, Weibo, and Xiao Hong
Shu itself can provide valuable insights into the latest trends and hot
topics in the Chinese market. Brands can monitor user-generated
content and engagement levels to identify emerging trends and
popular products. By doing so, they can adapt their marketing strategies
and product offerings to better meet the needs and preferences of
Chinese consumers.
● Industry publications and trade shows are another valuable source of
information for monitoring Chinese market trends. Brands can keep an
eye on the latest news and developments in their industry and use this
information to identify new market opportunities and emerging trends. By
attending trade shows and conferences, brands can network with
industry professionals and gain a better understanding of the latest
trends and technologies in their sector.
26
26
26
Conduct Market Research in China

● By conducting market research, brands can gain a deeper understanding of
the needs and preferences of Chinese consumers and develop marketing
strategies and product offerings that effectively cater to the Chinese market.
● Market research in China can take many forms, including surveys, focus
groups, and other research activities. Surveys can be used to gather data on
consumer behavior, attitudes, and preferences, while focus groups can
provide qualitative insights into consumer behavior and opinions.
● When conducting market research, it is important to consider the cultural
differences and nuances of the Chinese market. For example, Chinese
consumers may have different expectations and preferences when it comes
to product packaging, pricing, and marketing strategies. By conducting
market research specific to the Chinese market, brands can gain insights into
these cultural differences and develop marketing strategies that effectively
cater to Chinese consumers.
● Furthermore, Xiao Hong Shu itself can be a valuable source of data for
conducting market research. Brands can monitor user-generated content on
the platform to gain insights into consumer behavior and preferences. By
analyzing the feedback and engagement levels on product reviews and
other content, brands can gain insights into consumer preferences and
adjust their marketing strategies accordingly.
27
27
27
13
Engage with Chinese Influencers
● Influencers on the platform have a large following and a significant impact
on consumer purchasing decisions, making them valuable partners for
brands looking to grow their business in China.
● By working with influencers, brands can leverage their reach and influence to
gain exposure to their target audience and drive engagement and sales.
Influencers can also provide valuable feedback on new products and services,
helping brands to forecast international business needs and adjust their
marketing strategies accordingly.
● Furthermore, influencers on Xiao Hong Shu often have a deep understanding
of the Chinese market and the needs and preferences of Chinese
consumers. They can provide valuable insights into emerging trends and hot
topics, helping brands to develop marketing strategies and product offerings
that resonate with Chinese consumers on the platform.
● When working with influencers on Xiao Hong Shu, it is important for brands to
establish a strong and authentic partnership. This means developing
relationships with influencers that are based on shared values and a
genuine interest in the brand's products and services. By working with
influencers in an authentic and transparent manner, brands can build trust
with their target audience and drive long-term growth on the platform.
28
28
28
Leverage Xiao Hong Shu’s

Advertising Options
● The platform provides a range of advertising options that allow brands to
target specific demographics and reach audiences that are most likely to
engage with their products.
● One of the most popular advertising options on Xiao Hong Shu is sponsored
content, where brands can partner with influencers and create content that
promotes their products and services. This content is then shared on the
influencer's account and promoted to their followers, reaching a highly
engaged and targeted audience.
● Xiao Hong Shu also provides advertising options that allow brands to target
specific demographics based on factors like age, location, and interests. By
targeting specific demographics, brands can ensure that their advertising
is reaching the most relevant and engaged audience, increasing the
effectiveness of their marketing campaigns.
● Furthermore, Xiao Hong Shu provides a range of performance tracking tools
that allow brands to monitor the effectiveness of their advertising
campaigns. This can include data on user engagement, reach, and
conversion rates, providing valuable insights into the success of marketing
campaigns and helping brands to forecast international business needs.
29
29
29
14
Learning Activity 1: Group Discussion
K1 Trends of international marketing programmes
A1 Monitor and evaluate global market trends and to forecast international business needs
● Get into groups of 4 or 5
● Select an organization in your group
● Discuss the following:
Identify 1 market trend and development of global and international marketing

programmes and discuss how the organization can monitor and evaluate this trend
and development to target their ideal customer in Xiao Hong Shu.
● Share your discussion with the class
30
30
30
Topic

of Global
Key and International
Factors that can
Impact International
31
31
31
15
Topic: Key Factors that can Impact International Marketing
Programmes
To Cover:
K6
K2 Impact of social and cultural factors on international marketing efforts
and approaches
A2 Identify and analyse key factors that impact international marketing

programmes
32
32
32
Social and Cultural Factors on

Using Xiao Hong Shu
Social and cultural factors play a significant role in shaping international marketing efforts and approaches when
using Xiao Hong Shu to target Chinese consumers. Here are some of the social and cultural factors to consider:
Language Cultural Values Beauty and

and Beliefs Fashion Trends
Social Media Regulatory and

Behavior Legal Requirements
33
33
33
16
Language
● Singapore is a multicultural society where the population includes people from
various ethnic and linguistic backgrounds. Chinese consumers in Singapore
may have varying levels of proficiency in English, and may prefer to
communicate in Mandarin.
● Therefore, brands should ensure that their content is provided in both English
and Mandarin to cater to their target audience. By providing content in both
languages, brands can effectively communicate with a wider audience and
ensure that their message is clearly understood by their target audience.
● Moreover, providing content in both English and Mandarin can help to build trust
and credibility with the target audience. It shows that the brand is aware of the
language preferences of Chinese consumers in Singapore and is making an
effort to engage with them on their terms. This can help to build a positive brand
image and enhance the overall customer experience.
● Xiao Hong Shu offers a range of language settings that brands can leverage to
ensure that their content is effectively reaching their target audience. For
instance, brands can use the platform's translation feature to automatically
translate their content into Mandarin, or they can create separate posts for
their English and Mandarin-speaking audiences. By doing so, brands can
effectively cater to the language preferences of Chinese consumers in Singapore
and increase their engagement and sales on the platform.
34
34
34
Cultural Values and Beliefs

● Singapore has a significant Chinese population, and it is essential for brands
to understand the cultural values and beliefs of this audience to effectively
engage with them.
● Chinese consumers value family, community, and tradition. They prioritize
family relationships and tend to make purchasing decisions that benefit their
family and community. Therefore, when creating messaging and content for
Chinese consumers in Singapore, it is crucial for brands to emphasize the
importance of family and community in their content. Brands can highlight
the social and cultural benefits of their products and services, showing how
they can benefit the wider community.
● Tradition plays an important role in Chinese culture. Chinese consumers tend
to value products and services that are aligned with traditional values and
beliefs. For example, brands can highlight the history and heritage of their
products and services, emphasizing their traditional roots.
● Other cultural factors such as the role of superstition, the importance of
symbolism, and the significance of certain colors and numbers are
important to consider when targeting Chinese consumers on Xiao Hong Shu.
Brands should be aware of these cultural nuances and tailor their content
accordingly.
35
35
35
17
Beauty and Fashion Trends
● Chinese consumers in Singapore may have different beauty and fashion
preferences than those in China due to differences in climate, lifestyle, and
cultural influences. Therefore, brands should conduct market research to
identify the most popular beauty and fashion trends among Chinese
consumers in Singapore and create content that is aligned with these trends.
● To effectively engage with Chinese consumers in Singapore, brands should be

aware of the beauty and fashion trends that are most popular among this
audience. For instance, Singapore's tropical climate may influence the beauty
and fashion preferences of Chinese consumers. They may prioritize skincare
products that provide protection against the sun and humidity, and fashion
trends that are comfortable and lightweight.
● Cultural influences can also impact beauty and fashion preferences. For
instance, Singapore has a significant Malay and Indian population, and their
cultural influences may shape the beauty and fashion preferences of Chinese
consumers. For example, traditional Indian clothing styles such as the saree
may influence the fashion preferences of Chinese consumers in Singapore.
36
36
36
Social Media Behavior

● Chinese consumers in Singapore may have different social media behavior and
preferences than those in China. Therefore, brands should be aware of the types of
content that are most popular on Xiao Hong Shu in Singapore and tailor their
marketing efforts to the platform's unique characteristics.
● Xiao Hong Shu is a social commerce platform that combines e-commerce with
user-generated content. Chinese consumers in Singapore use the platform to
discover and purchase products, as well as to share their experiences and
opinions with others. Brands should be aware of the types of content that are most
popular on the platform, such as product reviews, how-to videos, and lifestyle
content.
● Chinese consumers in Singapore may have different preferences in terms of the

types of products and services that they are interested in. For example, Singapore's
food culture is diverse and unique, and Chinese consumers in Singapore may be
interested in food-related products and services. Brands should be aware of these
preferences and create content that is aligned with their interests.
● Brands should be aware of the unique features of Xiao Hong Shu that can be used to
engage with Chinese consumers in Singapore. For instance, the platform's KOL (Key
Opinion Leader) and influencer community can be leveraged to effectively reach
and engage with the target audience. Brands can collaborate with KOLs and
influencers to promote their products and services, and to create authentic and
engaging content that resonates with their target audience.
37
37
37
18
Regulatory and Legal Requirements
● Brands should be aware of the regulatory and legal requirements in
Singapore when using Xiao Hong Shu for marketing purposes to ensure that
their marketing efforts are compliant with local laws and regulations.
● Singapore has strict regulations around the promotion and advertising of
certain products, including alcohol, tobacco, and pharmaceuticals. Brands
should ensure that their marketing efforts on Xiao Hong Shu do not violate
these regulations. Moreover, brands should ensure that their marketing efforts
comply with the local laws related to e-commerce, consumer protection, and
data privacy.
● Brands should be aware of the platform's terms of use and community
guidelines to ensure that their marketing efforts do not violate any policies or
guidelines set by Xiao Hong Shu. Violating these guidelines can result in a
suspension or termination of the brand's account, leading to a loss of
engagement and sales on the platform.
● To ensure compliance with local laws and regulations, brands should work
with legal professionals who are familiar with the regulatory and legal
requirements in Singapore. They should also regularly review and update
their marketing strategies to ensure compliance with any new or updated
regulations.
38
38
38
Identifying and Analyzing

Key Factors that Impact a
Marketing Program on
Xiao Hong Shu
39
39
39
19
Identifying and Analyzing Key Factors that Impact
a Marketing Program on Xiao Hong Shu
Identifying and analyzing key factors that impact a marketing program that uses Xiao Hong
Shu is crucial for the success of the marketing campaign. Here are some reasons why it is
important to identify and analyze these factors:
1. Understanding the target audience: Identifying and analyzing key factors can help brands
gain a deeper understanding of their target audience. This includes understanding their
preferences, behavior, and cultural values, which can help brands create content that
resonates with their audience and drives engagement and sales.
2. Developing an effective marketing strategy: Analyzing key factors can help brands
develop an effective marketing strategy that effectively targets their audience on Xiao Hong
Shu. This includes creating content that aligns with the preferences of the target audience
and leveraging the unique features of the platform to effectively engage with the audience.
40
40
40
Identifying and Analyzing Key Factors that Impact

a Marketing Program on Xiao Hong Shu
1. Avoiding legal issues: Identifying and analyzing the regulatory and legal requirements of the
target market can help brands avoid legal issues that can negatively impact their business. This
includes ensuring compliance with local laws and regulations related to e-commerce, consumer
protection, and data privacy.
2. Gaining a competitive advantage: Analyzing the competition on Xiao Hong Shu can help
brands gain a competitive advantage by identifying the strengths and weaknesses of their
competitors and creating a strategy that effectively differentiates their brand from the
competition.
3. Measuring the success of the marketing campaign: Identifying and analyzing key factors can
help brands track the performance of their marketing campaign on Xiao Hong Shu, including
engagement, conversion rates, and sales. This can help brands make data-driven decisions
about their marketing strategy and make adjustments as needed.
41
41
41
20
5 Steps to Identify and Analyze Key
Factors that Impact a Marketing Program on
Xiao Hong Shu
Step 1:
Define Target
Audience
Step 5:
Step 2:
Develop A
Identify Local
Marketing
Cultural Factors
Strategy
Step 3: Step 4:
Analyze The Understand the
Competition Platform Features
42
42
42
Step 1 Define Target Audience

● Defining the target audience involves identifying and understanding the
preferences, behavior, and cultural values of the target audience. By
understanding the target audience, brands can create content that resonates with
their audience and effectively engages with them on the platform.
● To define the target audience, it is important to consider demographic factors such

as age, gender, income level, and education level. Brands should also consider the
psychographic factors that influence the target audience, such as lifestyle,
interests, and values. This includes understanding the types of products and
services that are most popular among the target audience and the specific features
that are most attractive to them.
● When targeting Chinese consumers in Singapore on Xiao Hong Shu, it is crucial to

understand their behavior and preferences. For instance, Chinese consumers in
Singapore may have different preferences than those in China due to the local
cultural factors that influence their behavior. This includes understanding their
preferences for specific products and services, as well as their preferred methods of
engagement on Xiao Hong Shu.
● Cultural values and beliefs also play a critical role in defining the target audience.
Brands should consider how cultural factors such as family, community, and
tradition impact the preferences and behavior of Chinese consumers in
Singapore. By taking into account these cultural factors, brands can create content
and campaigns that resonate with the target audience and drive engagement and
sales.
43
43
43
21
Step 2 Identify Local Cultural Factors
● Identifying local cultural factors involves analyzing the cultural values,
beliefs, and social behavior of the target audience, and understanding the
local customs, traditions, and social norms that can impact the brand's
marketing strategy.
● Culture can have a significant impact on consumer behavior, and it is
important for brands to understand how cultural factors can influence the
preferences and behavior of Chinese consumers in Singapore. This includes
understanding the cultural values and beliefs that are important to the target
audience, such as family, community, and tradition.
● For instance, family is an important value in Chinese culture, and brands
that emphasize the importance of family in their marketing messaging may
be more successful in engaging with Chinese consumers in Singapore.
Similarly, community is an important aspect of Chinese culture, and brands
that demonstrate a commitment to community-building and social
responsibility may be more successful in engaging with the target audience.
● It is also important to understand the local customs, traditions, and social
norms that impact the target audience. This includes understanding the
types of holidays and celebrations that are important to the target audience,
as well as the types of food, clothing, and music that are popular.
44
44
44
Step 3 Analyze the Competition

● To analyze the competition on Xiao Hong Shu, brands can start by
identifying the key competitors in their industry or product category. This
involves researching the types of products and services that are most popular
among the target audience and identifying the brands that are most
successful in engaging with their audience on the platform.
● Once the key competitors have been identified, brands can analyze their
marketing strategies to understand what is working well and what can be
improved. This includes understanding the types of content and products that
are most popular among their target audience, as well as identifying their
strengths and weaknesses.
● For instance, brands can analyze the types of content that their competitors
are creating and identify the most engaging types of content on the
platform. This includes understanding the use of visuals, user-generated
content, and influencer marketing in their marketing strategies.
● Brands can identify the strengths and weaknesses of their competitors in
terms of product quality, pricing, and customer service. This can help them
understand what aspects of their own product or service offering can be
improved to better meet the needs of the target audience.
45
45
45
22
Step 4 Understand the Platform Features
● Understanding the platform's features is an important step in developing a
successful marketing program that uses Xiao Hong Shu to target Chinese
consumers in Singapore. By analyzing the unique features of the platform,
brands can leverage them to effectively engage with the target audience and
create a marketing strategy that resonates with them.
● Xiao Hong Shu has several unique features that can be leveraged in a marketing
strategy. One of the key features is user-generated content, which includes
product reviews, photos, and videos created by users on the platform. Brands
can analyze the user-generated content on the platform to understand the
preferences and behavior of the target audience and create content that
resonates with them.
● Another important feature is the platform's influencer community. Many of the

top users on Xiao Hong Shu have become influencers in their own right, with
large followings and the ability to drive sales through their recommendations.
Brands can engage with these influencers to promote their products and
services to the target audience and leverage their influence to drive engagement
and sales.
● Xiao Hong Shu's social commerce features allow users to discover and
purchase products directly within the app. Brands can leverage these features
to create a seamless shopping experience for the target audience and drive
sales through the platform.
46
46
46
Step 5 Develop a Marketing Strategy

● To develop an effective marketing strategy for Xiao Hong Shu, brands should start by
identifying the key objectives of their campaign. These objectives could be to increase
brand awareness, drive engagement and sales, or to build a strong online community.
Once the objectives have been identified, the brand can develop a detailed plan for content
creation, influencer engagement, and social commerce.
● Content creation is a critical component of a successful marketing strategy on Xiao Hong
Shu. The brand should create content that is tailored to the preferences and behavior of
the target audience, and which emphasizes the brand's unique value proposition. The
content should be visually appealing, engaging, and aligned with the local culture and
trends.
● Influencer engagement is another key aspect of the marketing strategy on Xiao Hong Shu.
The brand should identify the most influential users on the platform and engage with
them to promote their products and services. Influencers can help drive engagement and
sales and create a strong online community around the brand.
● Social commerce is an important feature of Xiao Hong Shu, and brands should develop a
strategy to leverage this feature to drive sales. This could include creating an online store
within the platform, creating targeted ads, or running promotions to incentivize users to
purchase products on the platform.
● Brands should ensure that their marketing strategy is compliant with local laws and
regulations. This could include understanding the advertising guidelines and regulations in
Singapore, ensuring that user-generated content is authentic and compliant with local
laws, and ensuring that products and services are compliant with local regulations.
47
47
47
23
Comparing Xiao Hong Shu
Against Other Chinese
Social Media Platforms
48
48
48
Comparing Xiao Hong Shu Against

Other Chinese Social Media Platforms
49
49
49
24
Comparing Xiao Hong Shu Against WeChat
• WeChat is primarily a messaging app that also offers a wide range of features,
including social networking, e-commerce, mobile payments, and more. WeChat is a
"super app" that allows users to do everything from messaging friends to booking flights
and ordering food. WeChat has over 1 billion monthly active users and is one of the
most popular apps in China.
• Xiao Hong Shu, on the other hand, is a social e-commerce platform that is focused on
user-generated content and shopping. The platform has a strong emphasis on beauty
and fashion, and users can discover and purchase products directly within the app.
Xiao Hong Shu has over 300 million registered users, with a significant portion of its user
base being female.
• While both platforms offer some similar features, such as social networking and e-
commerce, they have different areas of focus. WeChat is a more general-purpose app
that aims to be an all-in-one solution for users' needs, while Xiao Hong Shu is more
narrowly focused on beauty, fashion, and shopping.
• Xiao Hong Shu and WeChat are both popular social media platforms in China, but they
have different features and focus. WeChat is a "super app" that offers a wide range of
features, while Xiao Hong Shu is a social e-commerce platform that emphasizes user-
generated content and shopping, with a focus on beauty and fashion.
50
50
50
Comparing Xiao Hong Shu Against TikTok

• TikTok is a short-form video app that allows users to create and share 15-second videos
with music, filters, and other effects. The platform has gained immense popularity in
recent years, with over 1 billion monthly active users worldwide. TikTok is a platform that
caters to a wide range of interests and is used by people of all ages.
• Xiao Hong Shu, on the other hand, is a social e-commerce platform that is focused on
user-generated content and shopping. The platform has a strong emphasis on beauty
and fashion, and users can discover and purchase products directly within the app.
Xiao Hong Shu has over 300 million registered users, with a significant portion of its user
base being female.
• While both platforms are social media apps, they differ in terms of their content and
user base. TikTok is focused on short-form videos and offers a broader range of
content, while Xiao Hong Shu is focused on user-generated content and e-commerce,
with a focus on beauty and fashion.
• TikTok is a platform for short-form videos that is used by people of all ages and
interests, while Xiao Hong Shu is a social e-commerce platform that emphasizes user-
generated content and shopping, with a focus on beauty and fashion.
51
51
51
25
Comparing Xiao Hong Shu Against Weibo
• Weibo is a microblogging platform that allows users to post short messages,
images, and videos to their followers. Weibo has over 500 million registered users
and is used by people of all ages and interests, but it is particularly popular among
celebrities and influencers.
• Xiao Hong Shu, on the other hand, is a social e-commerce platform that is focused
on user-generated content and shopping. The platform has a strong emphasis on
beauty and fashion, and users can discover and purchase products directly within
the app. Xiao Hong Shu has over 300 million registered users, with a significant
portion of its user base being female.
• While both platforms are social media apps, they differ in terms of their content and
user base. Weibo is focused on microblogging and offers a broad range of content,
while Xiao Hong Shu is focused on user-generated content and e-commerce, with a
focus on beauty and fashion.
52
52
52

K2 Impact of social and cultural factors on international marketing efforts and approaches
A2 Identify and analyse key factors that impact international marketing programmes

• Identify 1 social and cultural factor on using Xiao Hong Shu
• Discuss how the organization can use the 5 steps to identify and analyse the key
factors that impact a marketing program on Xiao Hong Shu
• Why the organization should use Xiao Hong Shu instead of other popular
Chinese social media platforms
● Share your discussion with the class 53
53
53
26
Learning Unit 2
Develop and
Oversee International
54
54
Learning Unit 2: Develop and Oversee International

Learning Outcome 1
Learning Outcome 3
The learner will be able to develop plans for international marketing programmes
implementation with budget considerations.
Learning Outcome 4
The learner will be able to monitor international marketing programmes to meet key
performance indicators.
55
55
55
27
Learning Unit 2: Develop and Oversee International
Topics
● Develop Plans for International Marketing Programmes
● Overseeing International Marketing Programmes
56
56
56
Topic

ofDevelop
Global andPlans
International
for
Programmes
57
57
57
28
Topic: Develop Plans for International Marketing Programmes
To Cover:
K6
K3 Implications of budgets on international marketing programmes
A3 Develop detailed plans for international marketing programmes

implementation
58
58
58
Develop Plans for International Marketing Programmes
Developing a marketing plan on Xiao Hong Shu is important for several reasons:
1. Targeting Chinese consumers: Xiao Hong Shu is a popular social e-commerce platform in China,
and it is an effective way to target Chinese consumers who are interested in your products or
services.
2. Increasing brand awareness: By developing a marketing plan on Xiao Hong Shu, you can
increase your brand awareness and visibility among a Chinese audience.
3. Driving engagement: Marketing on Xiao Hong Shu can help you drive engagement and interest
in your brand or products among Chinese consumers.
4. Driving sales: With the social commerce features of Xiao Hong Shu, you can sell your products
directly to Chinese consumers, increasing sales and revenue.
5. Staying competitive: As more and more brands begin to recognize the potential of Xiao Hong
Shu as a marketing platform, it's important to develop a marketing plan to stay competitive and
engage with your target audience effectively.
By developing a marketing plan on Xiao Hong Shu, organizations can effectively engage with
Chinese consumers, increase brand awareness, drive engagement and sales, and stay competitive
in a rapidly evolving digital marketplace.
59
59
59
29
6 Steps to Develop Plans for International
Marketing Programmes on Xiao Hong Shu
Step 1: Define Your Target Step 2: Identify Your Step 3: Develop a Content
Audience Marketing Goals Strategy
Step 6: Track and Analyze Step 5: Allocate Budget Step 4: Engage with
Results Influencers
60
60
60
Step 1 Define Target Audience

● Understanding the demographics and preferences of your target audience will
help you create content that resonates with them and increases the chances of
them engaging with your brand.
● To define your target audience on Xiao Hong Shu, you can start by analyzing the
user data available on the platform. Xiao Hong Shu provides analytics tools that
can help you identify the age range, gender, location, and other demographics
of your target audience.
● You can also conduct market research to gain deeper insights into your target
audience's preferences, behavior, and cultural values. This can involve surveys,
focus groups, or other research activities that provide insight into consumer
behavior and market trends specific to your target audience.
● By understanding your target audience's preferences and behavior, you can

tailor your content to their interests and create a more engaging and effective
marketing plan. For example, if your target audience is young Chinese women
interested in beauty products, you can create content that showcases the latest
beauty trends in China and how your products can help them achieve those
looks.
61
61
61
30
Step 2 Identify Your Marketing Goals
● By setting specific and measurable goals, you can track the effectiveness of
your marketing efforts and make data-driven decisions about your strategy.
● When setting your marketing goals, it's important to consider your overall
business objectives and how they align with your marketing efforts on Xiao
Hong Shu. For example, if your business objective is to increase sales, your
marketing goal may be to drive more traffic to your e-commerce store on the
platform or increase the number of product purchases.
● Other common marketing goals on Xiao Hong Shu may include increasing
brand awareness, building a loyal following, or driving user engagement.
● To set specific goals for your marketing efforts, you can use SMART goals
framework, which stands for Specific, Measurable, Achievable, Relevant,
and Time-bound. This approach will help you define clear and attainable
goals that are tied to a specific timeframe.
● For example, a specific, measurable, and time-bound marketing goal on
Xiao Hong Shu could be to increase website traffic from the platform by 20%
within the next three months. This goal is relevant to the business objective of
increasing sales and is achievable within the given timeframe.
62
62
62
Step 3 Develop a Content Strategy

● By setting specific and measurable goals, you can track the effectiveness of
your marketing efforts and make data-driven decisions about your strategy.
● When setting your marketing goals, it's important to consider your overall
business objectives and how they align with your marketing efforts on Xiao
Hong Shu. For example, if your business objective is to increase sales, your
marketing goal may be to drive more traffic to your e-commerce store on the
platform or increase the number of product purchases.
● Other common marketing goals on Xiao Hong Shu may include increasing
brand awareness, building a loyal following, or driving user engagement.
● To set specific goals for your marketing efforts, you can use SMART goals
framework, which stands for Specific, Measurable, Achievable, Relevant,
and Time-bound. This approach will help you define clear and attainable
goals that are tied to a specific timeframe.
● For example, a specific, measurable, and time-bound marketing goal on
Xiao Hong Shu could be to increase website traffic from the platform by 20%
within the next three months. This goal is relevant to the business objective of
increasing sales and is achievable within the given timeframe.
63
63
63
31
of Globalof
Types andContent
International
in
Xiao Hong Shu
64
64
64
Types of Content in Xiao Hong Shu

Product Reviews
• Xiao Hong Shu users often share their

reviews and experiences with various
products, including beauty products, fashion
items, electronics, and more.
• Organizations can use product reviews to
build trust and credibility with potential
customers.
65
65
65
32
Influencer Content
• Influencer marketing is popular on Xiao

Hong Shu, and brands can partner with
popular influencers to promote their
products or services.
• Influencers create content that is tailored to
their followers and can be an effective way
to reach a specific target audience.
66
66
66

How-To-Guides
• How-to guides and tutorials are also

popular on Xiao Hong Shu.
• Organizations can create helpful guides that
provide information and education on
various topics related to their products or
services.
67
67
67
33
Q&A Posts
• Users on Xiao Hong Shu can post questions

about products or services, and other users
can respond with their opinions and
experiences.
• Brands can participate in these
conversations and provide valuable insights
and information to potential customers.
68
68
68

Event Coverage
• Xiao Hong Shu users often post about events

they attend, such as product launches,
fashion shows, or beauty seminars.
• Organizations can leverage this content to
provide coverage of their own events and
engage with potential customers.
69
69
69
34
Social Commerce
• Xiao Hong Shu is a social e-commerce

platform, and organizations can use its
features to sell their products directly to
customers.
• By creating a storefront on the platform,
organizations can increase sales and
engagement with their target audience.
70
70
70
Step 4 Engage with Influencers

Expanding on the step of engaging with influencers in a marketing plan on Xiao Hong
Shu, it's important to find influencers who align with your brand values and target
audience. There are several ways to identify and engage with influencers on the
platform, including:
1. Conducting research: Use Xiao Hong Shu's search function to find influencers who
are relevant to your brand and target audience. You can search for keywords
related to your industry or product, and filter results by followers, engagement rate,
and other metrics.
2. Analyzing content: Look for influencers who are already creating content related
to your brand or industry. Analyze the type of content they create, how engaged
their audience is, and if their values align with your brand.
3. Reaching out: Once you have identified relevant influencers, reach out to them
through direct messages or email to introduce your brand and propose a
partnership. It's important to personalize your outreach and explain why you think
the influencer would be a good fit for your brand.
4. Developing a partnership: Once you have established a partnership with

influencers, work together to create content that resonates with their followers and
aligns with your marketing goals. This can include product reviews, sponsored
posts, and other types of content that promote your brand to the influencer's
audience.
71
71
71
35
Step 5 Allocate Budget
Allocating a budget is an important step in developing a marketing plan on Xiao Hong
Shu. The amount of budget allocated depends on the overall marketing goals, the size
of the target audience, and the scope of the marketing campaign. Here are some key
steps to follow when allocating a budget:
1. Determine the total marketing budget: Start by determining how much money you
have available for marketing on Xiao Hong Shu. This will help you establish the overall
budget for your marketing campaign.
2. Break down the budget: After determining the total marketing budget, break it down
into different categories such as content creation, influencer marketing, social media
advertising, and other marketing initiatives. Allocate the budget based on your
marketing goals and the effectiveness of each marketing channel.
3. Prioritize content creation: Content is the backbone of marketing on Xiao Hong Shu.
Allocate a significant portion of your budget towards creating high-quality content
that resonates with your target audience. This can include product images, videos,
product reviews, and other user-generated content.
4. Use social media advertising: While organic reach on social media is important,
paid social media advertising can help boost the visibility of your content and
products on Xiao Hong Shu. Allocate a portion of your budget towards social media
advertising to reach a wider audience.
5. Monitor and adjust the budget: Continuously monitor the effectiveness of your
marketing initiatives and adjust the budget accordingly to maximize your return on
investment.
72
72
72
Implications of Budgets on Using Xiao Hong Shu

Budgets can have significant implications on international marketing programs that use Xiao Hong Shu as a platform
to target Chinese consumers. Some of these implications are:
1. Limited reach: With a limited budget, it may be difficult for brands to reach a broad audience on Xiao Hong Shu, as
the platform's advertising options can be costly. Brands may need to adjust their marketing strategy to focus on a
narrower target audience, which can limit their reach.
2. Limited content creation: A limited budget can restrict a brand's ability to create high-quality content for Xiao
Hong Shu. This can result in a lack of engagement and may not attract the desired audience.
3. Limited influencer engagement: Influencer marketing is a popular strategy on Xiao Hong Shu, but it can be costly.
With a limited budget, brands may not be able to engage with influencers and may not have the desired reach and
impact on the platform.
4. Limited analytics and tracking: Data analytics tools on Xiao Hong Shu can be costly, and with a limited budget,
brands may not have access to comprehensive analytics and tracking, which can make it difficult to make
informed decisions on their marketing strategies.
5. Limited testing: Limited budgets can restrict a brand's ability to test and experiment with different marketing
strategies on Xiao Hong Shu. This can limit a brand's ability to optimize its marketing efforts and achieve the desired
results.
73
73
73
36
Step 6 Track and Analyse Results
Expanding on the steps to develop a marketing plan on Xiao Hong Shu, the final step is to
track and analyze results. By doing so, brands can measure the effectiveness of their
marketing efforts and make data-driven decisions about future strategies. Here are some
key considerations for tracking and analyzing results on Xiao Hong Shu:
1. Use Xiao Hong Shu's analytics tools: The platform provides a range of analytics tools
that allow brands to track key performance metrics, such as engagement rates, click-
through rates, and conversion rates. By using these tools, brands can gain valuable
insights into the effectiveness of their marketing efforts.
2. Analyze the performance of individual content pieces: Track the performance of
individual content pieces, such as posts and videos, to identify which types of content
are resonating with your target audience. Use this information to refine your content
strategy and create more engaging content in the future.
3. Measure the impact of influencer partnerships: If you are working with influencers, track
the performance of their posts and monitor how they are driving engagement and
conversions. Use this information to optimize your influencer partnerships and identify
opportunities for future collaborations.
4. Monitor the competition: Keep an eye on your competitors on the platform and track
their marketing efforts. Analyze their performance and use this information to identify
opportunities for improvement and refine your marketing strategy.
5. Make data-driven decisions: Use the insights gained from tracking and analyzing results
to make data-driven decisions about future marketing strategies. Refine your approach
based on the data, and continuously monitor and analyze results to optimize your
marketing efforts.
74
74
74

K3 Implications of budgets on international marketing programmes
A3 Develop detailed plans for international marketing programmes implementation
Discuss how the organization can use the 6 Steps to develop a marketing plan
on Xiao Hong Shu.
75
75
75
37
of Global and International
Practical Activity
76
76
76
Create an Account on Xiao Hong Shu

1. Download the Xiao Hong Shu app
and open it
2. Enter your SG mobile number and
ensure to select +65 as it is +86 by
default
3. Click and wait for the OTP by SMS
4. You should have logged into Xiao
Hong Shu after this step
77
77
77
38
Xiao Hong Shu's Content Discovery
● Xiao Hong Shu's content discovery feature allows users to
explore and discover new content and products on the
platform. The feature is designed to provide users with
personalized recommendations based on their interests and
previous interactions on the platform.
● Users can browse through a variety of categories such as
beauty, fashion, travel, and food to discover new content and
products. The platform's algorithm analyzes user behavior
and preferences to make relevant recommendations.
● Xiao Hong Shu's content discovery feature also includes a
search bar that allows users to search for specific keywords,
brands, or products. Users can also filter search results by
category, location, and other criteria.
● For brands, Xiao Hong Shu's content discovery feature
provides an opportunity to reach new audiences and
increase brand awareness. By optimizing their content and
products for discovery, brands can increase their visibility on
the platform and attract new followers and customers.
78
78
78
Create a Post on Xiao Hong Shu

Step 1
● Click on the symbol “+” on the home screen.
79
79
79
39
Step 2
Select Shoot, Video, Album or Template

• Shoot: This feature allows users to capture images directly
from within the app. It provides users with a range of filters
and editing tools to enhance their content and make it more
visually appealing.
• Video: The Video feature allows users to create and share
longer-form videos on the platform. It can be used to share
tutorials, behind-the-scenes content, and other types of
videos that may be more engaging for users.
• Album: The Album feature allows users to share multiple
images or videos in a single post. This feature is useful for
sharing a series of related images or videos, such as a
product photoshoot or a travel diary.
• Template: The Template feature provides users with a range
of pre-designed templates that they can use to create more
visually appealing content. This feature is especially useful for
users who may not have advanced design skills or experience
80
creating social media content
80
80

Step 3
• Write a detailed description of the content, including

any relevant information about the products, services,
or destinations being featured.
• Include relevant tags and hashtags to increase the
visibility of your post and make it easier for users to find.
• Review and edit your post before publishing to ensure
that it meets Xiao Hong Shu's community guidelines
and is free of errors.
• Click the "Publish" button to make your post live on the
platform.
81
81
81
40
5 Ways to Optimise a Post on Xiao Hong Shu
Selecting the Right Cover Picture
The cover picture of your content on Little Red Book
has a strong impact on its click rate. It is
recommended to use clear product pictures
instead of blurry ones. Using pictures that look like
they were taken by a real customer can also attract
more clicks.
Source: https://w alkthechat.com /xiaohongshu-little-red-book-fostering-e-com m erce-via-w ord-

m outh/
82
82
82

Localizing Your Content
Localized content is usually preferred on Little
Red Book, which is a community where genuine
content is preferred over professional
commercial content. Professional-looking
Caucasian model shoots may not perform as
well as localized content. A good way to create
localized content is by gifting products to
influencers in exchange for posts. In general,
lifestyle photos are found to perform better than
professional model shoots.
Source: https://walkthechat.com/xiaohongshu-little-red-book-fostering-e-commerce-via-word- 83
mouth/
83
83
41
Optimizing Keywords and Avoid Censored Keywords
To optimize Little Red Book content, it is crucial to focus on the

keywords and avoid censored keywords.
The algorithm-driven platform's performance is directly connected

to search volume and post engagement.
Research on the best-performing content in the industry and

record the top-performing post titles to reuse some of the
keywords to create similar content.
Using a 3rd party keyword monitoring tool such as Qiangua can

help to find the top ranking keyword in the industry to use in the
content.
Copywriters must also avoid censored words and forbidden words

that could impact the traffic. For example, the Chinese advertising
law forbids the use of "best," "No. 1," and "most" to avoid misleading
content. Political words and redirecting traffic to other platforms,
such as WeChat or Taobao, could lead to blocking the content and
the account
mouth/
84
84

Use Long Content Form
Although some influencers' posts on Little Red Book
have only a few emojis and still manage to get over
15k engagement, this strategy may not be as
effective for brand content.
In fact, longer content, such as 500-character posts,
is more likely to include popular keywords and
receive higher search traffic.
The most successful brands on Little Red Book, like
Perfect Diary, often combine longer content with a
high number of emojis to enhance readability.
mouth/
85
85
42
Test Continuously
To find success on Little Red Book, it's important to continually test

different types of content.
As a brand, you can post unlimited amounts of content each day,

although it's recommended to post 1 or 2 times per day.
Sometimes it's difficult to predict what will make a post go viral on

the platform, so it's important to test and experiment with different
content styles.
One example of the impact of testing is when this company

optimized the keyword in the post, including the term "business
casual", resulting in 20 times better performance than the previous
post. Brands should also look to replicate the best-performing
content in their industry, as a starting point.
It's worth noting that promotional events can also contribute to a

post going viral. When combined with an influencer campaign, a
promotional event can greatly increase the likelihood of creating
viral content
mouth/
86
86
Learning Activity 4: Practical
● This is an individual activity
● Create a Xiao Hong Shu account
● Use the Content Discovery to follow accounts
● Create 3 posts using Xiao Hong Shu in-app photo and video editing
functions to promote your organization’s products or services
○ Shoot
○ Video
○ Template
87
87
87
43
Topic

Overseeing International
88
88
88
Topic: Overseeing International Marketing Programmes
To Cover:
K6
K4 Key performance indicators for international marketing programmes
implementation
A4 Oversee international marketing programmes to meet performance

measures
89
89
89
44
Key Metrics in
Marketing
Xiao HongProgrammes
Shu
90
90
90
Key Metrics in Xiao Hong Shu
Measuring metrics in Xiao Hong Shu (Little Red Book) is important for several reasons, including:
• Performance evaluation: Measuring metrics helps businesses and creators evaluate the
performance of their content and marketing strategies on the platform. By tracking metrics
such as engagement, conversion rate, and revenue, businesses can identify what is working
well and what needs improvement.
• Optimization: Metrics also help businesses and creators optimize their content and
marketing strategies on the platform. By analyzing metrics and identifying areas for
improvement, businesses can make data-driven decisions to optimize their strategy and
drive better results.
• Return on Investment (ROI): Measuring metrics is also important for understanding the
return on investment (ROI) of a business's presence on the platform. By tracking metrics such
as revenue, conversion rate, and ROAS, businesses can understand the financial impact of
their presence on the platform and make strategic decisions to improve their ROI.
• Competitive Analysis: Measuring metrics can also help businesses and creators understand
how they stack up against their competitors on the platform. By tracking metrics such as
engagement and audience growth, businesses can identify areas where they may be falling
behind or outperforming their competitors.
• Goal Setting: Measuring metrics is important for setting and achieving goals on the platform.
By setting specific, measurable goals and tracking progress towards those goals, businesses
and creators can stay motivated and focused on achieving their objectives on the platform.
91
91
91
45
5 Key Metrics in Xiao Hong Shu
Number of Followers Number of New Followers

(粉丝) (新增粉丝)
Profile Views Total Views

(主页访客) (观看数)
No of Interactions
(互动数)
92
92
92
Number of Followers (粉丝)

● Xiao Hong Shu (Little Red Book) uses the term "followers" instead of "fans" to
describe the number of users who have chosen to follow a particular account
on the platform. The number of followers is an important audience metric to
track on Xiao Hong Shu, as it represents the total number of users who have
expressed an interest in a particular business or creator's content and
products.
● Tracking the number of followers over time can provide valuable insights
into a business or creator's growth and popularity on the platform. For
example, if the number of followers is increasing steadily, this can indicate
that the business or creator is attracting new users and engaging their
existing audience effectively. If the number of followers is decreasing or
remaining stagnant, this may indicate that the business or creator needs to
reassess their content and marketing strategy to better meet the needs of
their audience.
● It can also be helpful to analyze follower growth by specific time periods,
such as weekly or monthly, and to compare follower growth to engagement
metrics such as likes, shares, and comments to gain a more comprehensive
understanding of audience behavior on the platform.
93
93
93
46
Number of New Fans (新增粉丝)
● Tracking the number of new followers can provide valuable insights into a
business or creator's growth and engagement on the platform. By
comparing the number of new followers to other engagement metrics such
as likes, comments, and shares, businesses and creators can gain a more
comprehensive understanding of audience behavior on the platform and
optimize their content and marketing strategies accordingly.
● Understanding the source of new followers can help businesses and
creators optimize their acquisition strategies and focus on the channels
that are most effective at driving new followers and engagement.
94
94
94
Profile Views (主页访客)

● Profile views represent the total number of times that users have viewed
a business or creator's profile on the platform. Tracking profile views over
time can provide valuable insights into the popularity of a profile, the
effectiveness of a business or creator's content strategy, and how well their
brand is resonating with their target audience.
● By analyzing changes in profile views over time, businesses and creators

can identify trends and patterns in their profile's performance, and use
this information to adjust their content and marketing strategies.
● For example, if a business or creator's profile views are increasing

steadily, this may indicate that their content and marketing efforts are
resonating with their target audience. On the other hand, if profile views
are decreasing or remaining stagnant, this may indicate that changes are
needed to improve the content and marketing strategy.
95
95
95
47
Total Views (观看数)
● By tracking the total views of their content on Xiao Hong Shu, businesses can
gain insights into how their content is performing and which types of
content are resonating most with their audience. This information can help
businesses adjust their content strategy to focus on the types of content that
are most engaging and effective.
● Tracking total views over time can help businesses identify trends and
patterns in their content performance, which can help them adjust their
content strategy for better engagement and performance. For example, if a
particular type of content consistently receives more views than others,
businesses can adjust their content strategy to focus on that type of content.
● Tracking total views can also help businesses optimize their content
distribution strategy by identifying which channels and tactics are most
effective at driving views and engagement on the platform. For example, if
videos consistently receive more views than photos, businesses can adjust
their content strategy to focus on video content.
96
96
96
No of Interactions (互动数)
Likes, shares, and collects are important interaction metrics on Xiao Hong Shu that can help
businesses and creators understand how their content is resonating with their audience. Here's
an overview of each of these metrics:
1. Likes: Users can "like" a post on Xiao Hong Shu by tapping the heart icon. Likes are a quick and
easy way for users to show appreciation for a post or product, and they can help businesses
and creators understand how their content is performing.
2. Comments: The number of comments a post receives can help a business or creator
understand how engaged their audience is with their content, potentially leading to more
conversations and engagement on their profile.
3. Shares: Users can share a post on Xiao Hong Shu to their own feed, which can help the post
reach a wider audience. Shares can be a powerful way to increase exposure and
engagement for businesses and creators, and they can also help to build brand awareness.
4. Collects: Users can "collect" a post on Xiao Hong Shu by saving it to their own collection.
Collects are a way for users to bookmark content that they find interesting or helpful, and they
can help businesses and creators understand what types of content their audience is most
interested in.
Likes, shares, and collects are all important metrics on Xiao Hong Shu because they can help
businesses and creators understand how their content is performing and what types of content
their audience is most interested in. By monitoring these metrics, businesses and creators can
optimize their content strategy and create more engaging and effective posts that resonate with
their target audience.
97
97
97
48
Overseeing Marketing
Strategy on Xiao Hong Shu
98
98
98
Importance of Overseeing Marketing Strategy

on Xiao Hong Shu
• To ensure effective execution: Overseeing marketing strategy on XHS ensures
that your strategy is executed effectively and efficiently. It helps ensure that
your marketing efforts are targeted, consistent, and aligned with your business
goals.
• To monitor and adjust performance: By overseeing marketing strategy on

XHS, you can track and monitor performance metrics such as engagement,
impressions, and conversion rates. This information can be used to make
adjustments to your strategy and optimize your approach over time.
• To manage risk: Overseeing marketing strategy on XHS can help you manage
risk by identifying potential issues or challenges before they become major
problems. It can also help you stay in compliance with XHS guidelines and
policies, which can help minimize the risk of penalties or other issues.
• To increase ROI: By overseeing marketing strategy on XHS, you can optimize
your approach over time to increase your return on investment. This can help
you achieve your business goals more effectively and efficiently, while also
maximizing your marketing budget.
99
99
99
49
8 Ways to Oversee the Marketing
Strategy on Xiao Hong Shu
Clear Address Keep an Eye on

Invest in Paid Ads
Communication Roadblocks Emerging Trends
Build Your Brand Stay on Top of XHS Work with XHS Leverage on XHS’s
Story and Identity Guidelines and Policies Approved Partners Community Features
100
100
100
Clear Communication
● When you communicate the plan clearly, you ensure that all stakeholders involved in
the plan understand what's expected of them and what they need to do to contribute to
the plan's success.
● Clearly define the goals and objectives of the plan, and make sure everyone involved
understands what you're trying to achieve. This will help stakeholders understand how
their efforts will contribute to the plan's success.
● Explain the strategy and tactics you'll be using to achieve your goals and objectives.
This will help stakeholders understand the approach you'll be taking and how they can
contribute to the plan's success.
● Clearly define the roles and responsibilities of each stakeholder involved in the plan.
This will help ensure that everyone understands what they need to do and how their
efforts will contribute to the plan's success.
● Use visual aids like charts, diagrams, and infographics to help stakeholders understand
the plan more easily. This can help make the plan more accessible and engaging, and
can improve understanding and retention.
● Be open to questions and concerns from stakeholders, and take the time to address
them. This will help ensure that everyone understands the plan and feels comfortable
with their role in it.
● Keep stakeholders updated on the progress of the plan and any changes that are
made. This will help ensure that everyone is aware of any developments and can adjust
their efforts accordingly.
101
101
101
50
Address Roadblocks
● Identifying and addressing challenges and roadblocks as soon as they arise can
help you stay on track to achieve your goals and objectives.
● The first step is to identify any potential roadblocks that may impede the success of
the plan. These can include anything from technical issues to cultural differences to
changes in the marketplace. It's important to identify these roadblocks as early as
possible so that you can address them before they become major obstacles.
● Once you've identified the roadblocks, it's important to work with stakeholders to find
solutions. This could involve collaborating with team members or external partners,
such as influencers, to come up with a solution that addresses the problem.
● Depending on the nature of the roadblock, it may be necessary to make
adjustments to the plan to ensure its success. This could involve modifying the
messaging, changing the target audience, or adjusting the budget, for example. It's
important to be flexible and willing to make changes as needed to ensure the
success of the plan.
● After addressing the roadblock, it's important to monitor the situation to ensure that
the solution is effective. Keep a close eye on key performance metrics and adjust the
plan as necessary if the solution isn't working as expected.
● Finally, it's important to learn from the experience and use it to inform future
planning. Take the time to reflect on what went wrong and what you could do
differently in the future to prevent similar roadblocks from occurring.
102
102
102
Keep an Eye on Emerging Trends

● Keeping an eye on emerging trends is crucial for the success of your marketing strategy
on Xiao Hong Shu (XHS). XHS is a platform that is constantly evolving, with new features,
user behaviors, and content trends emerging regularly.
● One effective way to stay on top of emerging trends on XHS is to monitor your
competitors. Look at what they're doing and how they're engaging with their audiences.
Identify what is working for them, what isn't, and what you can do better.
● Another way to stay on top of emerging trends is to engage with your audience. Pay
attention to what they're talking about and what they're interested in. This can help you
identify emerging trends and popular topics that you can leverage in your marketing
strategy.
● Social listening involves monitoring social media channels to stay informed about what
people are saying about your brand, your competitors, and your industry. By using
social listening tools, you can identify emerging trends and hot topics that you can use
to update your marketing strategy.
● Attending events and conferences related to your industry or niche can be an effective
way to stay on top of emerging trends. These events provide an opportunity to learn
from industry experts, network with peers, and get a sense of what's coming next in your
industry.
● Influencers on XHS are often at the forefront of emerging trends and popular topics. By
following influencers in your industry or niche, you can stay on top of what's new and
exciting and use this information to update your marketing strategy.
103
103
103
51
Invest in Paid Ads
● Investing in XHS's paid advertising options is an effective way to increase your
visibility and reach on the platform. These options can help you achieve your
marketing goals more effectively and efficiently.
● The benefits of paid advertising on Xiao Hong Shu (XHS) include increased
visibility, greater reach, and the ability to target specific audiences. Paid ads
can also help you achieve your marketing goals more effectively and
efficiently, and drive engagement and conversions with your target audience.
● By investing in paid advertising on XHS, you can stand out from the
competition and build a stronger brand identity on the platform.
● XHS's advertising platform allows you to create and manage your own ad
campaigns on the platform. This platform offers a range of targeting options,
including demographic targeting, interest targeting, and location targeting, to
help you reach your desired audience. Make sure to set clear goals and
objectives for your ad campaign, and to regularly monitor and adjust your
campaign based on performance metrics.
104
104
104
Build Your Brand Story and Identity

● Storytelling can be used to convey your brand's values, mission, and unique
selling proposition, and create a memorable brand identity on the platform.
● To build a compelling brand story on XHS, it's important to understand your
audience and their needs, preferences, and values. Use market research and
customer insights to create a brand story that resonates with your target
audience and speaks to their interests.
● Your brand story should be authentic, engaging, and aligned with your brand's
values and mission. It should also differentiate your brand from the
competition and make a compelling case for why users should engage with
your brand. Take the time to define your brand story and ensure that it's
consistent across all your marketing efforts on XHS.
● XHS is a platform that is highly visual, and multimedia content is essential to
building a compelling brand story. Use a mix of images, videos, and graphics
to create engaging and memorable content that tells your brand story.
● Your unique selling proposition (USP) is what sets your brand apart from the
competition. Emphasize your USP in your brand story and use it to differentiate
your brand and create a compelling reason for users to engage with your
content.
105
105
105
52
Stay on Top of XHS Guidelines
and Policies
● XHS has strict guidelines and policies that all users must follow, and failure to do so can
result in issues or penalties that can negatively impact your brand.
● The first step is to familiarize yourself with XHS's guidelines and policies. These can cover
a range of topics, from content restrictions to prohibited activities to community
guidelines. Take the time to review these guidelines thoroughly to ensure that you're in
compliance with them.
● XHS's guidelines and policies can change over time, and it's important to monitor for
updates regularly. Subscribe to XHS's official channels, such as their blog or social
media accounts, to stay informed about any changes to the guidelines or policies.
● XHS places a high value on transparency and authenticity. Make sure to clearly
communicate your brand's values, mission, and activities, and to be honest and upfront
with your audience. This can help you build trust with your audience and avoid any
issues related to the guidelines.
● User-generated content is a key part of the XHS experience, but it can also pose risks to
your brand if it's not in compliance with XHS's guidelines. Monitor user-generated
content regularly to ensure that it aligns with the guidelines, and take action if any
content violates the guidelines.
● There are also community best practices that you should follow to ensure that your
content is engaging and effective. These can include using hashtags, responding to
comments and messages promptly, and using high-quality visuals and content.
106
106
106
Work with XHS Approved Partners

● XHS has a number of approved partners for marketing and advertising, including ad
agencies and content creators, that can help you create compelling and engaging
content that resonates with your audience and meets XHS's standards.
● When choosing an XHS-approved partner, it's important to consider their experience,
expertise, and track record. Look for partners that have a strong understanding of your
brand and your target audience, and have a proven track record of success on the
platform.
● Working with an XHS-approved partner can provide valuable insights and expertise on
content creation. Collaborate with your partner to create high-quality content that is
engaging, relevant, and aligned with your brand's values and mission.
● XHS has strict guidelines and policies that all users, including approved partners, must
follow. Make sure that your partner is aware of and in compliance with these policies,
and that all content created by your partner meets XHS's standards.
● XHS-approved partners can provide valuable expertise on a range of topics, from
content creation to marketing strategy to audience engagement. Leverage your
partner's expertise to optimize your marketing efforts and achieve your business goals
on the platform.
● Regularly measure and analyze the results of your marketing campaigns with your XHS-
approved partner. Use this data to optimize your strategy and content, and to make
informed decisions about your future marketing efforts on the platform.
107
107
107
53
Leverage on XHS’s Community
Features
● Leveraging Xiao Hong Shu's (XHS) community features is a great way to build stronger
relationships with your audience and increase engagement on the platform. XHS is a
community-driven platform, and its features are designed to encourage interaction,
engagement, and discussion between users.
● Engaging with users is a key part of building a strong community on XHS. Respond to
user comments and messages in a timely and authentic manner, and encourage
discussion and feedback around your brand.
● User-generated content (UGC) is a powerful tool for building community on XHS. Share
and promote user-generated content related to your brand, and use this content to
showcase your brand's values and personality.
● XHS's community features allow users to create and participate in discussions around
topics related to your brand. Use these features to start discussions or participate in
existing ones, and use them to better understand your audience's interests and
preferences.
● Contests and promotions can be an effective way to build community on XHS. Host
giveaways, contests, or promotions that encourage users to engage with your brand
and share their experiences with others.
● Collaborating with other users can help you build relationships with new audiences and
expand your reach on the platform. Look for users or influencers who share your brand's
values and audience, and collaborate with them to create joint content or promotions.
108
108
108

K4 Key performance indicators for international marketing programmes implementation
A4 Oversee international marketing programmes to meet performance measures
Identify and discuss 3 ways on how the organization can ensure the success of
their marketing strategy in Xiao Hong Shu.
109
109
109
54
Introduction to Different
Types of Advertisements
on Xiao Hong Shu
110
110
110
Types of Advertisements on Xiao Hong Shu

• There are several types of advertisement options available on Xiao Hong Shu (XHS) that
brands and businesses can use to promote their products or services.
• Take note that due to the limitation of the Xiao Hong Shu’s account in Singapore, there may
be a difference in the type of ads between China based XHS and SG based XHS accounts.
• In this course, we will explore 3 types of advertisement on XHS:
Newsfeed Ads for Newsfeed Ads for Brand Zone Ads

Personal Account Business Account
111
111
111
55
Newsfeed Ads for Personal Account
• Shutiao (薯条) is the only advertising option
available for personal accounts on Xiao Hong Shu
(XHS). Personal ads are typically more expensive
than brand ads, with a CPM rate that can cost five
times higher than the rate for brand ads.
• Personal ads can only drive traffic to a personal
account. However, the advantage of using
Shutiao is that the ads will not be labeled as
"promotional" content, which can make them
appear more native and organic.
112
112
112
How to Assess Newsfeed Ads for

Personal Account
Click on
Creator Content
113
113
113
56
Personal Account
Click on 薯条推广 found

in the Creator Center
114
114
114

Personal Account
Select the post and

click on 开始推广
115
115
115
57
Personal Account
Select your target

audience
116
116
116

Personal Account
Select your budget

and payment type
*Take note that this payment may
not be available for SG based accounts.
117
117
117
58
Newsfeed Ads for Business Account
• Xiaohongshu is in a position to make this promise
because its explore page is visited on a daily
basis by millions of people. Users' browsing habits
will be used by Xiaohongshu to determine where
to place ads within native content, which will then
be displayed via a double-column feed on the
explore page.
• The algorithm developed by Xiaohongshu uses
multiple dimensions to create a targeted
advertising strategy, personalizes the homepage
for each user, and displays ads only to those who
are likely to be interested in them.

mouth/
118
118
Ads on the Xiaohongshu explore page news feed

come in two varieties:
• News Feed Ads: Native Post Ads for Content

Marketing
• Video Big Card Ad (product banner): Promote

brands through video or banner
119
119
119
59
• A key user behavior that emerged as a result
of the size of Xiaohongshu's community is in-
app brand searches.
• Advertisers can choose from full-screen or
non-full-screen designs for the pop-up ad,
and they can choose from several different
landing page formats.
• Advertisers can choose from full-screen or
non-full-screen designs for their pop-up ads,
and they can pick from several different
landing page formats.
Source:
https://www.octoplusmedia.com/xiaohongshu-red-marketing-how-to-do-xhs/ 120
120
120

of Global and to
Introduction International
Xiao Hong
Shu Mall and E-commerce
Features
121
121
121
60
Xiao Hong Shu Mall
• Xiao Hong Shu (XHS) Mall is an e-commerce feature on
the platform that allows businesses to sell their products
directly to XHS users. The mall features a wide range of
products, including fashion, beauty, electronics, and
more.
• The e-commerce features on XHS also include a "Shop"
tab on the user's profile, which allows users to discover
and purchase products directly on the platform. Brands
can set up a shop on XHS, which allows them to
showcase their products and provide a seamless
shopping experience for users.
• XHS Mall and the e-commerce features provide several
benefits for businesses. First, it allows brands to reach a
large and engaged audience on the platform, which can
help increase their visibility and drive more sales. The e-
commerce features on XHS provide a convenient and
seamless shopping experience for users, which can help
build brand loyalty and increase customer retention.
122
122
122
How a User may shop on Xiao Hong Shu Mall
The interface is very similar to Taobao
123
123
123
61
ofHow
Globalto Identify
and &
International
Marketing
Engage Programmes on
Influencers
Xiao Hong Shu
124
124
124
How to Identify & Engage Influencers

on Xiao Hong Shu
• In January 2019, XiaoHongShu officially launched its influencer marketing
platform (小红书蒲公英), which links brands, brand partners, and external
content partner companies. It now provides brands and marketing firms
with access to about 6,000 influencers from a variety of industries,
including beauty, travel, and fashion.
• Brands must verify their official brand account before they can sign up
and use the platform. Influencers who meet the requirements must have
more than 1,000 followers and a minimum number of average post views
in order to set a price for each sponsored post. (Depending on how well-
known the KOL is, posts can cost anywhere from 1,000 RMB to more than
100,000 RMB)
• Influencers who are found to have an excessive number of fake fans,
likes, or unsuccessful campaigns may be disqualified in order to ensure
that the money paid is worthwhile. The influencer must tag the brand's
account when posting so that brand partners can view performance
information for marketing analysis.
125
125
125
62
How to Identify & Engage Influencers
on Xiao Hong Shu
• Xiao Hong Shu can be very useful for a brand to use to engage with Chinese
consumers, even if it doesn't have an official account or store selling its products
there.
• Since Chinese consumers believe that online influencers are more reliable than
"official" ads, working with KOLs and KOCs is essential.
• KOL marketing is one of the primary strategies used by brands in China to
connect with their target market. Key opinion leaders, or KOLs, can establish new
trends, expand a brand's audience, raise its profile, and persuade consumers to
make purchases through both online and offline channels. Finding the right KOL
to work with is crucial if you want to reach your target audiences and ensure that
their image is compatible with your brand. Sending free samples of your product
to KOLs is the quickest and easiest way to connect with them.
• Authenticity is becoming more important to Chinese consumers, so KOC

marketing is another excellent strategy to take into account. The micro-
influencers in China are Key Opinion Consumers, or KOCs. Working with KOCs on
Little Red Book in China has mainly been advantageous because they are seen
as more genuine, more devoted to a brand, and significantly less expensive.
However, compared to a KOL, a KOC has little influence.
126
126
126
KOL and KOC in Xiao Hong Shu
Source: https://daxueconsulting.com/xiaohongshu-china/ 127
127
127
63
Examples of Influencers on Xiao Hong Shu
128
128
128

Case
of Global Study
and on
International
How Local Businesses
Marketing Promote
Programmes
Products and Services
on Xiao Hong Shu
129
129
129
64
Background (The Immigration People)
• The Immigration People is a Singapore-based
company that specializes in helping foreigners
to obtain permanent residency (PR) and
citizenship in Singapore.
• Their services include assisting clients with the
PR and citizenship application process, as well
as providing support for the settlement and
integration process.
• The company aims to provide comprehensive
and personalized services to help clients
achieve their goals of obtaining long-term
residency in Singapore.
• They have a team of experienced consultants
who are knowledgeable in Singapore's
immigration policies and regulations, and they
strive to provide high-quality services to their
clients. 130
130
130
Problem
• The company was facing challenges in reaching out to Chinese consumers
in China who were interested in obtaining PR status in Singapore.
• Despite various efforts, The Immigration People was struggling to effectively
target Chinese consumers in China who were interested in obtaining PR
status in Singapore.
• The company was not generating the desired level of interest and
applications for PR status.
131
131
131
65
Solution
• The Immigration People recognized the potential of Xiao Hong Shu, a
popular social e-commerce platform in China, as a way to target
Chinese consumers who were interested in obtaining PR status in
Singapore.
• The company developed a marketing strategy that leveraged the

platform's features, including user-generated content as a way to
educate the Chinese Consumers on how to apply for Singapore.
• The company conducted extensive market research to understand the
needs, preferences, and behaviors of Chinese consumers in China who
were interested in obtaining PR status in Singapore.
• They discovered that many of these consumers were seeking

comprehensive services and support that could help them navigate
the complex process of applying for PR status.
• Based on these insights, the company developed a content strategy
that leveraged user-generated content on Xiao Hong Shu to provide
educational and informative content to Chinese consumers in China.
• They identified key topics and questions that were of particular interest
to their target audience, such as the application process, eligibility
criteria, and support services
132
132
132
Example of
TIP’s XHS Video
133
133
133
66
Results
• The Immigration People's use of Xiao Hong Shu proved to be highly effective in
targeting Chinese consumers in China who were interested in obtaining PR status in
Singapore.
• The content strategy generated a significant increase in interest and applications for
PR status, surpassing the company's expectations.
• By leveraging educational content, the company was able to effectively engage with
the target audience and increase interest and applications for their services.
• This case study highlights the importance of understanding the unique features and
user behavior on social media platforms when targeting a specific audience, as well
as the benefits of providing comprehensive support and services to address the
needs and preferences of the target audience.
134
134
134
Learning Unit 3
Assess Performance of
Programmes
135
135
67
Learning Unit 3: Assess Performance of International
Learning Outcome 1
Learning Outcome 5
The learner will be able to monitor and assess performance of international

marketing programmes to recommend changes to meet organization’s sales,
marketing strategies and objectives.
136
136
136
Learning Unit 3: Assess Performance of International

Topics
● Monitor and Assess International Marketing Programmes
● Recommend Changes to International Marketing Programmes
137
137
137
68
Topic

of Global and
Monitor andInternational
Assess
Programmes
138
138
138
Topic: Monitor and Assess International Marketing Programmes
To Cover:
K6
A5 Recommend changes to international marketing programmes when
driven by international business environment
139
139
139
69
Monitoring and Assessing Marketing Strategy on
Xiao Hong Shu to Meet Performance Measures
• Monitoring and assessing the marketing strategy on Xiao Hong Shu
and meeting performance measures is important for businesses.
• By meeting performance measures and focusing on key metrics
such as likes, comments, and shares, businesses can drive
engagement and growth on Xiao Hong Shu. This can help them
reach a larger audience, build brand awareness, and drive sales
and revenue.
• By regularly monitoring performance measures and adjusting the
marketing strategy accordingly, businesses can optimize their
content and messaging to better resonate with their target
audience. This can help improve engagement and drive better
performance on the platform.
140
140
140
Monitoring and Assessing Marketing Strategy on

• Xiao Hong Shu is a highly competitive platform, and businesses
need to continuously optimize their marketing strategy and content
to stay competitive and remain relevant to their target audience.
• Regularly monitoring performance measures and adjusting the
marketing strategy accordingly can help businesses stay ahead of
the competition and achieve better results on the platform.
• By meeting performance measures and driving engagement and
growth on Xiao Hong Shu, businesses can maximize their return on
investment (ROI) and achieve better results from their marketing
efforts on the platform. This can lead to better sales and revenue
growth, as well as a stronger brand presence on the platform.
141
141
141
70
4 Steps to Monitor and Assess Marketing Strategy on
Step 1: Establish Step 2: Monitor

Performance Measures Performance
Step 3: Make Step 3: Analyze Data

Adjustments
142
142
142
Step 1 Establish Performance Measures

● By determining KPIs that align with your business goals and target
audience behavior, you can track the performance of your content and
marketing efforts and optimize them for better engagement, growth, and
overall performance on the platform. KPIs can help you understand how
your content is resonating with your target audience, drive better
performance on the platform, and ultimately lead to higher revenue and
better ROI.
● For example, engagement rate is a common KPI on Xiao Hong Shu that
measures the level of interaction your content is receiving from your
followers. Click-through rate is another KPI that measures how many
people are clicking through to your website or other online channels from
your content on the platform. Conversion rate measures how many users
are taking a desired action, such as making a purchase or signing up for a
newsletter, as a result of your marketing efforts on the platform. Revenue is
a KPI that tracks the amount of sales or revenue generated from your
marketing efforts on the platform.
143
143
143
71
Step 2 Monitor Performance
● Xiao Hong Shu provides a variety of analytics tools that businesses
and creators can use to track their performance on the platform.
These tools can provide valuable insights into key metrics such as
engagement, follower growth, and content performance.
● Set up tracking and reporting systems to regularly monitor your
performance on Xiao Hong Shu. This can include tracking metrics
such as engagement rate, click-through rate, conversion rate, and
revenue, and reporting on these metrics on a regular basis.
144
144
144
Step 3 Analyze Data

● Analyze your data to identify patterns and trends in your audience's
behavior on the platform. This can include tracking metrics such as
engagement rate, click-through rate, and conversion rate, and
identifying the types of content and themes that resonate most with
your audience.
● Use your data to gain a better understanding of your target audience
on Xiao Hong Shu, including their interests, demographics, and
behavior on the platform. This can help you to create more targeted
and effective marketing strategies that align with their needs and
preferences.
● Use the insights you gain from analyzing your data to make data-
driven decisions about future marketing strategies on Xiao Hong
Shu. This can help you to create more targeted and effective
marketing campaigns that resonate with your target audience and
drive better results for your business on the platform.
145
145
145
72
Step 4 Make Adjustments
● Based on your data analysis, make adjustments to your content
strategy on Xiao Hong Shu. This may involve experimenting with new
content formats, themes, or topics, or optimizing your existing content
for better engagement and performance.
● Use your data analysis to adjust your targeting on Xiao Hong Shu.
This may involve refining your audience targeting to better align with
the behavior and preferences of your target audience on the platform.
● Use your data analysis to adjust your budget allocation for marketing
on Xiao Hong Shu. This may involve reallocating budget to areas that
are performing well or reducing budget in areas that are not driving
results.
● Test and experiment with your adjusted marketing strategy on Xiao
Hong Shu to see what drives the best results for your business.
Continue to monitor your performance and make adjustments as
needed to optimize your marketing strategy for better engagement,
growth, and overall performance on the platform.
146
146
146
Monitor and assess performance of international marketing programmes against

A6
organisational sales, marketing strategies and objectives

Discuss how the organization can use the 4 Steps to monitor and assess the
marketing strategy on Xiao Hong Shu to meet performance measures
147
147
147
73
Topic

Recommend Changes to
Programmes
148
148
148
Topic: Recommend Changes to International Marketing

Programmes
To Cover:
K6
A6 Monitor and assess performance of international marketing
programmes against organisational sales, marketing strategies and
objectives
149
149
149
74
6 Recommendations to Optimise your
Marketing Strategies in Xiao Hong Shu
Increase your focus on high- Develop a Content

quality and engaging visuals Use Video Content
Calendar
Create a Community Leverage on User Experiment with Influencer

Engagement Plan Generated Content Collaborations
150
150
150
Increase your focus on high-quality

and engaging visuals
● Xiao Hong Shu (XHS) is a highly visual platform, and the quality of your visuals is a key
factor in determining the success of your marketing strategy. High-quality and
engaging visuals can help your content stand out from the competition, increase your
visibility and reach, and ultimately drive more engagement with your brand.
● Use high-quality images and videos that are visually appealing, engaging, and
relevant to your target audience. Poor quality images or videos can turn off potential
customers and lead to low engagement rates.
● Ensure that your visual branding is consistent across all of your content on XHS. This
includes your logo, brand colors, and typography. Consistency in your branding will help
to establish your brand identity and make it more recognizable to your target audience.
● XHS is primarily used on mobile devices, and it's important to optimize your visuals for
mobile viewing. This means using images and videos that are optimized for mobile
screens and load quickly, without compromising on quality.
● Use visually engaging formats such as collages, animations, and GIFs to make your
content more eye-catching and interesting. These formats can help you to stand out
in users' feeds and attract more engagement.
● Experiment with different types of visuals, such as infographics, product images,

lifestyle photography, and user-generated content. This can help you to keep your
content fresh and interesting, and to appeal to a wider range of users.
151
151
151
75
Use Video Content
● Video content is becoming increasingly popular on Xiao Hong Shu
(XHS), and using this format can be an effective way to grab users'
attention and stand out from the competition. Videos can convey
more information than static images and can tell a story in a more
engaging and immersive way.
● High-quality videos can increase your chances of success on XHS.
Ensure your videos are well lit, well shot, and well edited, with clear
audio and high-resolution visuals. The quality of your videos is
crucial to keeping users engaged and attracting new followers.
● The attention span of users on XHS is typically short, so it's important
to keep your videos concise and engaging. The ideal length for videos
on XHS is between 15 and 60 seconds, and the content should be
visually compelling and informative.
● Use videos to tell a story that resonates with your target audience. This
could involve showcasing your brand values, highlighting the benefits
of your products, or demonstrating how your brand fits into users'
lifestyles.
152
152
152
Develop a Content Calendar

• By planning out your content in advance and aligning it with seasonal trends,
holidays, and other relevant events, you can stay organized and consistent in
your marketing efforts, and increase your chances of success on the platform.
• Start by determining your content objectives and the type of content you want to
create. This could include product launches, promotions, collaborations, user-
generated content, and more.
• Identify key dates and events that are relevant to your brand or your target
audience. This could include seasonal trends, holidays, cultural events, and other
relevant milestones.
• Use a content calendar to plan out your content schedule in advance, with specific
themes or topics for each day or week. This can help you stay organized and
consistent in your marketing efforts, and ensure that you are producing high-
quality and relevant content that resonates with your target audience.
• Use a mix of content formats, such as images, videos, text, and user-generated
content, to keep your content fresh and interesting. Mix it up to keep your
followers engaged and interested in your brand.
• While planning out your content in advance is important, it's also important to
leave room for flexibility. Allow for last-minute changes or adjustments to your
schedule, in response to user feedback or changes in the market.
153
153
153
76
Create a Community Engagement Plan
• By developing a community engagement plan that outlines how you will interact
with users, respond to comments, and encourage discussion around your brand,
you can build a loyal following of users who are interested in your brand.
• Start by defining your community engagement goals. Determine the type of

engagement you want to achieve, whether it's increasing brand awareness,
building a loyal following, or driving conversions.
• Identify your target audience on XHS, and tailor your engagement plan to meet
their needs and preferences. Determine what topics and themes are relevant to
them, and what types of engagement are most effective.
• Encourage users to create and share content related to your brand, and use this
content to showcase your brand's values and personality. Engage with users who
share content related to your brand, and respond to comments and messages in
a timely and friendly manner.
• Use XHS's community features to engage with users, share user-generated

content, and encourage discussions around your brand. This could include
hosting Q&A sessions, creating polls or surveys, and sharing behind-the-scenes
content.
• Respond to comments and messages in a timely and friendly manner. This can
help to build a relationship with your followers and increase engagement with your
brand.
154
154
154
Leverage on User Generated Content

• User-generated content is any type of content that is created by users, rather
than by your brand. This content can include reviews, images, videos, and
more. By encouraging users to create and share content related to your
brand, you can create a more authentic and engaging brand experience for
your followers.
• Set up branded hashtags that users can use to tag their content related to
your brand. This will make it easier to find and showcase user-generated
content on XHS.
• Engage with users who share content related to your brand, by liking and
commenting on their posts. This can help to build a relationship with your
followers and increase engagement with your brand.
• Share user-generated content on your brand's account, and use this content
to showcase your brand's values and personality. This can help to build a
more authentic and engaging brand experience for your followers.
• Host user-generated content contests, where users can share content
related to your brand and win prizes. This can be an effective way to
encourage engagement and increase your brand's visibility on the platform.
• Ask your followers for feedback and testimonials, and use this content to
showcase your brand's strengths and build credibility with potential customers.
155
155
155
77
Experiment with Influencer Collaborations
• Influencers are a powerful force on the platform, with many users following their
favorite influencers for advice, recommendations, and inspiration. By working with
influencers whose audience aligns with your target demographic, you can create
high-quality content that promotes your brand and resonates with your audience.
• Start by identifying relevant influencers on XHS, whose audience aligns with your
target demographic. Look for influencers with a high engagement rate, and whose
content aligns with your brand's values and personality.
• Reach out to influencers and propose a collaboration that aligns with their interests
and style. This could involve sponsored posts, product reviews, or other types of
content that promote your brand.
• Collaborate with influencers to create high-quality content that promotes your

brand and resonates with your audience. This could include images, videos, or other
types of content that showcase your brand's products or values.
• Track the results of your influencer collaborations, to determine their effectiveness in
reaching new audiences and increasing engagement. Use these insights to refine
your influencer strategy and improve your marketing efforts on the platform.
• Building long-term relationships with influencers can be an effective way to build

brand loyalty and increase your reach on the platform. Work with influencers on an
ongoing basis, and collaborate on a variety of content formats to keep your audience
engaged.
156
156
156
Recommend changes to international marketing programmes when driven by

A5
international business environment

Discuss 2 recommendations that the organization can use on its marketing
strategy in Xiao Hong Shu.
157
157
157
78
The End
158
158
158
79

Learner Guide- Marketing on Xiao Hong Shu

Uploaded by

Copyright:

Available Formats

Learner Guide- Marketing on Xiao Hong Shu

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Learner Guide- Marketing on Xiao Hong Shu

Uploaded by

Copyright:

Available Formats

Learner’s Guide

Marketing on Xiao Hong Shu

COURSE TITLE Marketing on Xiao Hong Shu

TSC SKILL TITLE International Marketing Programmes Management

TSC CODE RET-PCM-4004-1.1

© 2023, FirstCom Academy Pte. Ltd. Version 1.0 Page 1 of 1

● What your company does

● Any experience in Xiao Hong Shu or

Written Case Study

Introduction – What is Xiao Hong Shu?

• The platform has a unique community-driven approach that emphasizes

Trends and Development

Learning Unit 1: Trends and Development of Global Market and

● Trends and Development of Global and International Marketing

● Key Factors that can Impact International Marketing

Topic: Trends and Development

Topic: Trends and Development of Global and International

A1 Monitor and evaluate global market trends and developments to

Global and international marketing programmes have been shaped

1. Globalization: The trend towards globalization has been one of the

Trends and Development of Global and International

4. Sustainability: In recent years, there has been a growing emphasis

5. Personalization: Another key trend in global and international

Localization Data Analytics

● Social commerce involves the integration of social media and e-

● The platform's approach to social commerce is unique in that it

● The platform's community-driven approach has made it an ideal

● Influencer marketing on Xiao Hong Shu is unique in that it often involves

● Localization refers to the process of adapting marketing strategies to

● As a Chinese platform, Xiao Hong Shu has a deep understanding of

● Xiao Hong Shu's focus on localization is reflected in its community-driven

Monitor and Evaluate

Analyze User Monitor Chinese Conduct Market

Analyse User Data

Conduct Market Research in China

Leverage Xiao Hong Shu’s

● Get into groups of 4 or 5

● Select an organization in your group

● Discuss the following:

Identify 1 market trend and development of global and international marketing

● Share your discussion with the class

Topic: Trends and Development

A2 Identify and analyse key factors that impact international marketing

Social and Cultural Factors on

Language Cultural Values Beauty and

Social Media Regulatory and

Cultural Values and Beliefs

● To effectively engage with Chinese consumers in Singapore, brands should be

Social Media Behavior

● Chinese consumers in Singapore may have different preferences in terms of the

Identifying and Analyzing

Identifying and Analyzing Key Factors that Impact

Step 1 Define Target Audience

● To define the target audience, it is important to consider demographic factors such

● When targeting Chinese consumers in Singapore on Xiao Hong Shu, it is crucial to

Step 3 Analyze the Competition

● Another important feature is the platform's influencer community. Many of the

Step 5 Develop a Marketing Strategy

Comparing Xiao Hong Shu Against

Comparing Xiao Hong Shu Against TikTok