Xiaohongshu's "Seeding": A New Era in Marketing at Cannes Lions
June 24, 2025, 5:57 pm
In the bustling heart of Cannes, a marketing revolution took center stage. Xiaohongshu, a social commerce platform from China, unveiled its innovative marketing model known as "seeding" at the Cannes Lions International Festival of Creativity. This event, held on June 18, 2025, was not just a presentation; it was a declaration of a new way to connect brands with consumers.
Xiaohongshu's Chief Marketing Officer, Zhiheng (Yajuan Wang), stepped into the spotlight, ready to share the essence of a model that has transformed brand communication in China. "Seeding" is more than a marketing strategy; it’s a philosophy rooted in community and authenticity. It thrives on real experiences shared by real people, creating a ripple effect that influences purchasing decisions.
Imagine a garden. Each seed planted represents a genuine user experience. As these seeds grow, they flourish into recommendations that guide others. This is the power of Xiaohongshu's community. Users see the platform as a "digital bestie," a trusted companion that offers advice and insights. It's a space where shared interests blossom into meaningful connections.
Zhiheng highlighted three strategic choices that have fueled Xiaohongshu's growth over its 12-year journey. First, the platform prioritizes user-generated content (UGC). Over half of its traffic is directed to everyday users, not just influencers. This democratization of content creation fosters a sense of belonging and trust.
Second, Xiaohongshu employs a dual-column feed interface. This design empowers users to choose their content, breaking free from the constraints of algorithm-driven feeds. It’s like giving users a map to navigate their interests, rather than forcing them down a predetermined path.
Third, the platform nurtures a community atmosphere focused on "authentic sharing" and "friendly interactions." In 2021, Xiaohongshu co-created Community Guidelines with its users, emphasizing the health of the community over mere growth. This commitment to authenticity is woven into the platform's DNA.
The result? A vibrant ecosystem where over 3,000 interest-based content verticals thrive. Trends often originate here, spreading like wildfire across the Chinese internet and beyond. Xiaohongshu has become a trend incubator, a go-to destination for young consumers seeking inspiration.
Zhiheng illustrated the effectiveness of "seeding" with real-world examples. Take KUKA, a Chinese furniture brand. By tailoring content to different audiences—showcasing the functional aspects of their Hertz sofa to budget-conscious families while highlighting its aesthetic appeal to design enthusiasts—they achieved click-through rates that soared above industry averages. Within nine months, they sold over 20,000 units, with nearly 70% of buyers engaging with related content on Xiaohongshu before making a purchase.
Another success story comes from Zhuanzhuan, a secondhand marketplace app. Instead of traditional user acquisition tactics, they adopted a "seeding" strategy. By identifying a core audience interested in secondhand guitars, they crafted content that resonated with music hobbyists. This approach not only attracted over 40,000 new users but also laid the groundwork for expanding into other categories.
Zhiheng outlined five pillars for effective seeding:
1. **High-Quality Products/Services:** Good offerings generate strong word of mouth.
2. **Deep User Insights:** Understanding individual expressions within the community uncovers niche opportunities.
3. **Precise Audience Targeting:** Knowing users' lifestyles and values is crucial.
4. **Content with High CTR:** Identifying motivations behind purchases and communicating effectively is key.
5. **Authentic Creators:** With over 100 million users, Xiaohongshu thrives on personal perspectives that amplify trust.
"Seeding" is about understanding real needs and responding with genuine communication. It’s a mantra that resonates deeply within the Xiaohongshu community. The platform has popularized the saying, "everything can be seeded," reflecting its versatility across various sectors.
Moreover, effective "seeding" leads to longevity. Brands that succeed in this model often maintain growth momentum for 30 to 60 days or longer, driven by the lasting impact of quality UGC. This is not just a flash in the pan; it’s a sustainable approach to brand building.
Zhiheng concluded her speech by emphasizing the broader value of "seeding." In the Xiaohongshu community, sharing ignites real needs, allowing real people to create genuine influence. The platform serves as a bridge between discovery and informed decision-making, helping users navigate their choices with confidence.
In addition to the keynote, Xiaohongshu hosted a booth at Cannes, themed "A Global Village from China." This interactive installation showcased popular overseas creators and highlighted traditional Chinese crafts, embodying the community values of sharing, connecting, and loving. It was a celebration of culture and creativity, inviting global audiences to experience the warmth of Xiaohongshu's community.
As the curtain fell on this year’s Cannes Lions, one thing was clear: Xiaohongshu's "seeding" model is not just a marketing trend; it’s a paradigm shift. It’s a testament to the power of community, authenticity, and the human touch in an increasingly digital world. The seeds have been planted, and the future of marketing looks bright.
Xiaohongshu's Chief Marketing Officer, Zhiheng (Yajuan Wang), stepped into the spotlight, ready to share the essence of a model that has transformed brand communication in China. "Seeding" is more than a marketing strategy; it’s a philosophy rooted in community and authenticity. It thrives on real experiences shared by real people, creating a ripple effect that influences purchasing decisions.
Imagine a garden. Each seed planted represents a genuine user experience. As these seeds grow, they flourish into recommendations that guide others. This is the power of Xiaohongshu's community. Users see the platform as a "digital bestie," a trusted companion that offers advice and insights. It's a space where shared interests blossom into meaningful connections.
Zhiheng highlighted three strategic choices that have fueled Xiaohongshu's growth over its 12-year journey. First, the platform prioritizes user-generated content (UGC). Over half of its traffic is directed to everyday users, not just influencers. This democratization of content creation fosters a sense of belonging and trust.
Second, Xiaohongshu employs a dual-column feed interface. This design empowers users to choose their content, breaking free from the constraints of algorithm-driven feeds. It’s like giving users a map to navigate their interests, rather than forcing them down a predetermined path.
Third, the platform nurtures a community atmosphere focused on "authentic sharing" and "friendly interactions." In 2021, Xiaohongshu co-created Community Guidelines with its users, emphasizing the health of the community over mere growth. This commitment to authenticity is woven into the platform's DNA.
The result? A vibrant ecosystem where over 3,000 interest-based content verticals thrive. Trends often originate here, spreading like wildfire across the Chinese internet and beyond. Xiaohongshu has become a trend incubator, a go-to destination for young consumers seeking inspiration.
Zhiheng illustrated the effectiveness of "seeding" with real-world examples. Take KUKA, a Chinese furniture brand. By tailoring content to different audiences—showcasing the functional aspects of their Hertz sofa to budget-conscious families while highlighting its aesthetic appeal to design enthusiasts—they achieved click-through rates that soared above industry averages. Within nine months, they sold over 20,000 units, with nearly 70% of buyers engaging with related content on Xiaohongshu before making a purchase.
Another success story comes from Zhuanzhuan, a secondhand marketplace app. Instead of traditional user acquisition tactics, they adopted a "seeding" strategy. By identifying a core audience interested in secondhand guitars, they crafted content that resonated with music hobbyists. This approach not only attracted over 40,000 new users but also laid the groundwork for expanding into other categories.
Zhiheng outlined five pillars for effective seeding:
1. **High-Quality Products/Services:** Good offerings generate strong word of mouth.
2. **Deep User Insights:** Understanding individual expressions within the community uncovers niche opportunities.
3. **Precise Audience Targeting:** Knowing users' lifestyles and values is crucial.
4. **Content with High CTR:** Identifying motivations behind purchases and communicating effectively is key.
5. **Authentic Creators:** With over 100 million users, Xiaohongshu thrives on personal perspectives that amplify trust.
"Seeding" is about understanding real needs and responding with genuine communication. It’s a mantra that resonates deeply within the Xiaohongshu community. The platform has popularized the saying, "everything can be seeded," reflecting its versatility across various sectors.
Moreover, effective "seeding" leads to longevity. Brands that succeed in this model often maintain growth momentum for 30 to 60 days or longer, driven by the lasting impact of quality UGC. This is not just a flash in the pan; it’s a sustainable approach to brand building.
Zhiheng concluded her speech by emphasizing the broader value of "seeding." In the Xiaohongshu community, sharing ignites real needs, allowing real people to create genuine influence. The platform serves as a bridge between discovery and informed decision-making, helping users navigate their choices with confidence.
In addition to the keynote, Xiaohongshu hosted a booth at Cannes, themed "A Global Village from China." This interactive installation showcased popular overseas creators and highlighted traditional Chinese crafts, embodying the community values of sharing, connecting, and loving. It was a celebration of culture and creativity, inviting global audiences to experience the warmth of Xiaohongshu's community.
As the curtain fell on this year’s Cannes Lions, one thing was clear: Xiaohongshu's "seeding" model is not just a marketing trend; it’s a paradigm shift. It’s a testament to the power of community, authenticity, and the human touch in an increasingly digital world. The seeds have been planted, and the future of marketing looks bright.