Build a credible Xiaohongshu presence in China.

Where discovery becomes consideration.

People actively search Xiaohongshu for products, places and experiences, and compare what users and creators say before deciding. Brand content builds a consistent voice, creator content brings the brand into everyday conversations, and paid media extends the reach of the right content. We start with the brand and its goals, then decide how the three work together.

Localisation is more than translation.

Having worked with brands from many countries and categories, we look at how consumers in China see a category, what they search for, what they care about, and what feels natural on Xiaohongshu.

We don’t simply translate overseas assets, and we don’t reshape a brand until it stops feeling like itself.

From strategy to ongoing operation.

• Strategy & positioningAudiences, content direction and Xiaohongshu’s role
• Account setup & operationVerification, publishing and community management
• Content productionCopywriting, photography and video
• Search & discoveryTopics and keywords planned around how people search
• KOL / KOC & creatorsCreator selection and partnerships
• Product experienceSampling and product experience programmes
• Juguang & paid mediaJuguang, Xiaohongshu’s advertising platform, and other paid formats
• Campaigns & reportingLaunches, events and ongoing optimisation

Commerce consultation is also available where a project requires it.

Experience shaped by different markets.

IDE has supported international brands from Asia, North America and Europe with communications and social media in China, across hospitality, travel, beauty, apparel, home and lifestyle, toys and other consumer categories. That experience helps us judge what to adapt for China and what to keep.

IDE also supports long-term Xiaohongshu operations for a resort in Thailand and Xiaohongshu product seeding for a German consumer brand.

Start with the brand. Then the platform.

Understand the brand → Define the role → Build the account and content → Operate → Review and refine

Built for more than a campaign.

Xiaohongshu rewards consistency. For brands that need a sustained presence in China, IDE also manages WeChat Official Accounts, WeChat Channels, Douyin, Weibo and other platforms.