Xiaohongshu’s 3 Key Post-pandemic China Consumer Trends
Borders are open up, functions are back on, and China has finally — lastly! — entered its article-pandemic era. Nevertheless, COVID-19 has left an indelible mark, transforming the way Chinese customers interact with the entire world all-around them.
Previously this month, Xiaohongshu introduced a report with NielsenIQ that examines the psychology of Chinese people. Based mostly on a study of more than 2,000 persons in very first by means of sixth-tier cities, the analyze highlights not only what Chinese netizens are shelling out on, but the values and motivations driving them to buy in the initially spot.
Down below, Jing Day by day summarizes a few important tendencies to assistance brands prepare for a reopened and reinvigorated China.
Buyers want to reward themselves, emotionally and rationally
Irrespective of economic issues all through the pandemic in 2022, the per capita month-to-month income and month to month expenditure of Xiaohongshu end users ongoing to improve in comparison with 2021. While the ratio of usage to earnings need to continue to be the very same, the two are envisioned to “increase significantly” in 2023.
According to the lifestyle system, Chinese shoppers watch usage as an expenditure in a greater lifetime for them selves. As such, product high quality is even now their major consideration when building a order. It noticed the biggest calendar year-on-calendar year enhance compared to other purchase drivers. Even so, emotional worth will come in at quantity two, which means that Xiaohongshu consumers are inclined to shell out for goods that go outside of practicality and add to their “spiritual satisfaction and fulfillment.”
Together, these results demonstrate that consumers want to reward on their own but rationally, maintaining their real requires and products’ values in mind. Brands that want to attraction to these buyers should really highlight their goods from a number of angles, demonstrating their useful, emotional, cultural, and aesthetic price.
Consumers have faith in other individuals to give them the comprehensive picture
As customers turn into more cautious about their getting selections, they are turning to individuals they have confidence in for enable: other consumers. Product or service seeding, or peer-to-peer tips, performs a essential function in speaking product worth 60 per cent of Xiaohongshu consumers have confidence in the expertise of other customers, although 59 percent said they are keen to share their personal experiences to profit other individuals.
Sixty p.c of surveyed Xiaohongshu users stated they rely on the experience of everyday consumers. Image: Xiaohongshu
Of system, this is not limited to sharing ordeals. From the packaging structure, to the supplies and components, to the operation, consumers want all the information about a products. Looking at notes and opinions from other netizens will help them develop trust in a brand name, which normally final results in a greater repurchase level, states the report.
Products seeding is particularly beneficial for scaled-down or specialized niche brands in China. These person recommendations are generally additional convincing and suitable than advertising strategies, and can support widen the brand’s exposure to numerous consumer teams. Brand names can even go a phase further more by co-developing items with Xiaohongshu and capitalizing on its consumer data, as C-magnificence label Colorkey did very last calendar year to split into the lip mud market place.
Shoppers make investments in a at ease and top quality lifestyle, commencing at property
When looking at the elements necessary for a good quality life, a healthy human body, get the job done-existence balance, and free of charge time were ranked as the top rated a few by Chinese buyers. Similarly, food stuff, travel, workout, psychological health and fitness, splendor and apparel were being discovered as the top rated groups consumers are eager to maximize expending on in 2023.
Interestingly, “a snug living environment” moved up three spots in 2022 to fourth put in the record of aspects. As individuals expended appreciably extra time at property during the pandemic, bettering consolation and advantage has become a larger priority the amount of surveyed customers who acquired home furniture or dwelling decoration climbed 7 per cent in contrast to 2021, whilst people who purchased property electronics amplified by 6 {3ad958c56c0e590d654b93674c26d25962f6afed4cc4b42be9279a39dd5a6531}.
In a separate way of life developments report, Xiaohongshu uncovered that “young folks are obtaining house fragrances, carpets, projectors and house vegetation, making an attempt to renovate their properties into home theaters, dwelling cafés, and small gardens.”
In 2022, the amount of posts associated to “a corner of paradise at home” on Xiaohongshu amplified by 196{3ad958c56c0e590d654b93674c26d25962f6afed4cc4b42be9279a39dd5a6531} 12 months-on-year. Picture: Xiaohongshu
No question the 2022 lockdowns have built a lot of know the worth of a comfy and inspiring living room. Brands can leverage this chance by expanding into dwelling goods, fragrances, and other related types that help China’s purchasers develop a slice of paradise at residence.
