Here's the thing: buyers on Xiaohongshu don't impulse-purchase. They're browsing for inspiration, searching with intent, saving what resonates, and then convert. The brands winning on this platform aren't pushing hard sells - they're designing content that meets users at every stage of this journey.

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Why the Xiaohongshu buyer journey is different

and why it matters for SEA brands

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Think of Xiaohongshu as Pinterest meets Google meets Instagram, but with one critical difference: it's a decision-making platform, not just a social feed.

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Here's what the data tells us:

• Nearly 40% of searches on Xiaohongshu are product-related¹
• ‍~85% of product discussions come from user-generated content (UGC), not brand posts¹

• Users actively bookmark, compare, and research before purchasing - often over days or weeks¹

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For SEA Brands, this matters because your audience is already looking for you. Whether it's "Singapore hotels with skyline views," "best Malaysian skincare," or "Bangkok street food guide" - they're searching, saving, and planning. The question is: are you showing up?

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The 3 stages of the Xiaohongshu buyer journey

and some of the best practices for Xiaohongshu

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Stage 1: Browsing → "Show me something interesting"

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Users are passively scrolling their "For You" feed, discovering ideas through recommendations, trending topics, and KOL/KOC content. They're not looking to buy - they're looking to be inspired. The goal is to spark curiosity and earn that first save (bookmark). On Xiaohongshu, saves are gold - they signal intent and boost your content's reach.

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Best Practices in "Browsing Phase":

• Lifestyle Focused: "A day exploring Chinatown," "My morning routine with [product]," before/after transformations
• ‍Visual storytelling: Show the product or destination in context—not staged, but lived
• Credibility cues: Price tags in-frame, ingredient close-ups, location tags, "as seen in-store" proof shots
• ‍Save-worthy endings: Include a final slide that says "Save this for your next trip" or "Bookmark for later"

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This stage is about planting seeds, building the foundation. The concept here is to build awareness, content saturation and setting the stage for future searches.

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Stage 2: Searching → "Help me decide"

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Users switch from browsing to active research - seraches with intent, comparing options, checking prices, reading reviews. On Xiaohongshu, search is massive, and product-related queries dominate. Be the answer they're looking for. Structure your content around the exact keywords they're typing.

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Best Practices in "Search Phase":

• Keyword-rich titles: Use this formula → `{City/Use-case} + {What/How/Price} + {Brand/POI/Product} + {Outcome}`
  
• Answer upfront: Put the key information in the first 150 characters - the specs, price, location, how to buy/book
• Comparison content: "Product A vs Product B," "What I'd actually buy," "Things to avoid," "Updated 2025 pricing"

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Think about what your  audience is actually searching for. Not just "Singapore travel," but "Singapore 3-day itinerary under $500," "Singapore halal restaurants near Orchard," "Singapore skincare worth buying." Get specific.

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Stage 3: Saving → "I'm keeping this for later"

Users are narrowing their options. They're building collections - itineraries, shopping lists, restaurant bookings - and bookmarking the content that makes decision-making easier. Make your content so useful, they can't not save it.

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Best Practices for "Saving Phase":

• Checklists and planners: Packing lists, step-by-step guides, "10 things you need before visiting [destination]"
• Visual tables: Side-by-side comparisons—model/size/price/where to buy, all at a glance
• Carousel formats: Swipeable guides that feel like mini-resources (users love these)
• ‍Pin a "Start Here" note: Your most valuable post should link to bestsellers, booking info, price breakdowns, and contact details

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On Xiaohongshu, bookmarking isn't passive - it's a signal of intent. Content that triggers saves gets prioritized by the algorithm and stays top-of-mind for users when they're ready to convert.

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Here's something many brands miss - Southeast Asia is trending hard on Xiaohongshu.

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The numbers don't lie:

• SEA travel and lifestyle content saw massive YoY growth in 2023-2024 - organic exposure, promoted reach, and new-note volume all surged²
• #CITYWALK searches grew +1,720% YoY in 2024 (vs 2023) - users want walkable, authentic experiences²
• Visa-free travel routes for Singapore, Malaysia, and Thailand drove a +10,250% spike in related queries²

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The demand is there. People are actively searching for SEA products, destinations, and experiences. The opportunity isn't in convincing them to care - it's in showing up when they're already looking.

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Ready to meet your audience where they're already searching?

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Whether you're a Singapore hotel, a Malaysian beauty brand, or a Thai restaurant group - if Chinese consumers are part of your target market, Xiaohongshu is where the conversation is happening.

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Meetsocial is an official Xiaohongshu partner, which means we bring more than strategy to the table - we bring access. This partnership grants us privileged access to exclusive ad inventory, advanced content-commerce integrations, and Xiaohongshu's vetted creator network, positioning us as your strategic gateway to break into the China market and beyond.

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While others are still figuring out the platform, we're already leveraging insider tools, priority support, and proven playbooks to turn searches into revenue for SEA brands like yours.

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Let's talk

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Sources:

Xiaohongshu Internal Marketing Insights, 2024¹

Xiaohongshu Cross-border & Local-Life Insights (SEA), 2024²