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The RedNote app open during Shanghai Fashion Week, fashion brand marketing on Xiaohongshu
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China Social Media

RedNote & Xiaohongshu for Fashion Brands.

DE Agency supports international fashion brands with RedNote and Xiaohongshu presence and market development, as part of a wider China market entry strategy.

One platform, several names.

RedNote is the English language name increasingly used for Xiaohongshu, or 小红书, a Chinese platform also referred to as Little Red Book or RED. It combines social content with shopping behaviour, and for fashion brands it is often where Chinese consumers, stylists and buyers first discover a label, research it and form an opinion, before ever seeing it in a showroom or store.

This service is Tier 01 of our China Entry Programme, and it can be taken on its own. It is the stage where a brand becomes visible in China before it approaches the market commercially. For brands that go further into the programme, RedNote management continues throughout Tiers 02 and 03 while the commercial materials and buyer relationships are built on top of it.

01
Three Posts Per Week
A consistent publishing rhythm, so the account reads as a live brand presence rather than an occasional campaign.
02
Mandarin Speaking Expert
A dedicated RedNote specialist based in China, working in the language and the culture rather than managing the account remotely.
03
Account Setup
Chinese account setup and unique designated number allocation, handled for you.
04
Native Mandarin Content
Written and shot for a Chinese reader, not translated from existing brand copy.
05
Community Engagement
Active engagement with the accounts and communities already talking about fashion on the platform.
06
Inbound Enquiries
Relevant enquiries from showrooms, stylists and buyers passed straight to the brand, with weekly updates throughout.
A modernist interior at dusk in blue light, where a Chinese customer first meets a fashion brand on RedNote
Discovery
Where a Chinese customer meets the brand first
Cobalt pieces on a mirrored steel wall, fashion product content built for the Xiaohongshu feed
Content
Product that reads at a glance on the feed

Visibility first, then business.

A Chinese buyer who has already seen a brand on RedNote arrives at a showroom conversation with a view of it. That is the point of this stage: not follower numbers, but a live local presence that makes the commercial conversations that follow easier. Where a brand wants those conversations opened as well, that sits in the later tiers of the China Entry Programme.

Next Step

Talk through your China social strategy.

A brand evaluation call covers RedNote and Xiaohongshu alongside the wider China market entry picture.

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