Unlock China’s Most Influential Lifestyle Community
MOBFEVER is your trusted partner for influencer marketing on Xiaohongshu (RED), China’s leading lifestyle content platform. With over 300 million daily searches and a user base dominated by post-90s consumers, RED is the go-to platform for product discovery, lifestyle inspiration, and word-of-mouth marketing.
Why Market on Xiaohongshu (RED)?
- User-Generated Power: Over 90% of RED content is created by users.
- Keyword Discovery: 60% of users search for products or topics directly.
- Purchase Journey: Consumers often buy directly after discovering KOL/KOC content.
How it works
- Keyword Search: Over 60% of users use RED like a search engine.
- Discover Feed: AI-driven personalized content suggestions.
- Word-of-Mouth Marketing: Reviews influence direct purchase decisions.
Case Study - MTR Hong Kong
Advertising Platform: Douyin & RED
Strategy
A total of 107 KOLs were collaborated with throughout the year, averaging 1 collaboration per week. The collaboration frequency is doubled during key holiday periods such as New Year, May Day , National Day Golden Week, and Christmas. KOL visited to Hong Kong in person, shared their travel experience via MTR.
Outcomes
- Published 107 KOL videos over the year
- Achieved an average of 2.9 m views per month
- Achieved 1% engagement rate in both platforms
春野 Douyin Post
Ame瑞 Douyin Post
KOL & KOC Strategy – Seeding the Trend (種草)
We collaborate with:
- KOLs (Key Opinion Leaders) for broad reach
- KOCs (Key Opinion Consumers) for peer-level trust
- Micro-Influencers for niche engagement
Popular content types:
- 探店 (Store Visits): Reviews & experience-sharing
- Photo-Based Posts: Edited client-provided visuals with influencer captions
Case Study
Client: China Influencer Marketing Case Study – HKIA
Advertising Platform: Douyin & RED
Strategy
Invited 2 KOLs & 10 KOCs to HKIA for site-visiting and shooting, demonstrated the innovative photo-taking technique along with introducing the newly structured dining spots.
Outcomes
- Provided 20+ Options, 2 KOLs & 10 KOCs are confirmed
- Active in Both Platforms (Douyin & RED) No. of Fans >1M / >100k
- Increased brand awareness for HKIA as airport choices
Our RED Marketing Solutions
- KOL / KOC Influencer Campaigns
Tap into consumer trust through genuine influencer content:
- Collaborations with KOLs (Key Opinion Leaders), KOCs (Key Opinion Consumers), and micro-influencers
- Content styles: “Store-visit reviews” or brand-supplied assets edited by influencers
- Transparent data: fan base, engagement rates, geography, case references
- RED Official Account Management
For long-term branding and content strategy:
- Monthly content planning & copywriting
- Community engagement & follower growth
- Dedicated account manager & performance reporting
Account Setup & Social Media Management
MOBFEVER offers:
- Official Account Setup & Verification
- Content Calendar & Planning
- Post Design, Copywriting & Publishing
- Monthly Reporting
- Advertising Campaign Management
- Dedicated Account Manager
Ready to Go Viral on RED?
MOBFEVER delivers localized, data-backed influencer campaigns that drive awareness, interest, and sales across Xiaohongshu. Whether you’re targeting premium beauty shoppers or mass lifestyle consumers, we’ve got the perfect mix of KOLs & KOCs for your brand.