Overview
Red, founded less than 10 years ago, has gained over 300 million users. The Chinese company is strategizing to monetize their user base to compete with Alibaba and JD.com.
80% of active Red users are women and Red’s primary customer base consists of young females between the ages of 18 and 35. Using texts, pictures, and short videos, Red users create original content, primarily sharing reviews on their purchases. Users view billions of posts about cosmetics, apparel, food, traveling and home decor on a daily basis. Topics are wider ranging, from how to lose weight, to celebrate Valentine’s Day, to which wedding dress to pick. Articles entice active millennials seeking out peer recommendations before they spend.
What does RED do?
On RED, tens of millions of real consumer experiences from users are combined into the world’s largest consumer word-of-mouth library, making RED a “think tank” highly valued by brands. L’Oréal Chief User Officer Stephan Wilmet said: “At RED, we can directly listen to the real voice of consumers. Real word-of-mouth is the most solid link between the brand and consumers.“
RED has become a link between Chinese consumers and customer-oriented brands. Through RED, Chinese consumers have learned about successful foreign brands. For example, Tatcha had a good reputation in the United States but was unknown in China. After users shared the consumption experience in the community, it has gradually attracted the attention and favor of Chinese consumers.
The uniqueness of RED e-commerce is: Firstly, marketing based on popularity. There is no faster way to increase the conversion rate more than real users’ hot topic discussions, similar to how users read reviews before buying anything on Taobao. RED is essentially a large ecosystem of shared experiences. Secondly, RED has large structured data benefits. There are a large number of consumer communities in RED, with tens of millions of users sharing their perspective of the world, conversions, user browsing, likes, and collections, etc., which in turn generates vast data sets. Through this data, RED can analyze the needs of users and ensure that the purchased products are those highly regarded by users.
How we support brands with RED marketing?
As a technology-focused marketing and distribution company, AtMall brings premium European brands into the Chinese market with an integrated marketing communication strategy combined with a strong distribution network. We have facilitated the success of brands in the Chinese market with our cross-border influencer marketing service, with a heavy focus on leveraging RED and its users. We are currently providing influencer marketing on RED for European brands, including Dutch brands Hunkemoller and Fanllory, and Swiss brand Swiss Alp Health, to name a handful.
We operate a comprehensive RED influencer marketing service. Here are some of the main processes we follow to help brands achieve their aims.
We:
(1) Create marketing material kit in Chinese including script.
(2) Select suitable cross-border influencers against budget.
(3) Communicate throughout the whole seeding process with each influencer.
(4) Logistic coordination for sending samples.
(5) Content quality control (script audit to avoid blockages by the platforms, picture and video quality check).
(6) Data collection (Collect seeding performance data).
(7) Influencer feedback survey (Influencer authentic product experience survey, provide more insight for the Chinese market).
(8) Final project report.
Are you a brand within the beauty and lifestyle category? Are you planning on entering the Chinese market by leveraging word of mouth marketing on RED to penetrate the market? If so, we have the expertise to help! Contact us: marketing@atmall.com
