Build a Xiaohongshu Ads Strategy You Can Be Proud Of for E-Commerce Success

The rise of Xiaohongshu as a dominant social commerce platform has transformed how brands engage with Chinese consumers. The platform’s unique blend of user-generated content, influencer marketing, and seamless e-commerce integration—powered by —has made it a critical channel for brands aiming to tap into the preferences of younger, health-conscious audiences. A striking example of this is the recent collaboration between YST and Xiaohongshu, which popularized the "Morning Vitamin C, Evening Vitamin E" trend, showcasing how strategic content can drive both brand awareness and sales. Skincare brand Mibelle, health supplement company YST, and multivitamin leader Centrum have all leveraged Xiaohongshu Ads to achieve remarkable success—boosting search volumes, dominating bestseller lists, and even creating viral trends. Their strategies reveal key insights into how brands can harness Xiaohongshu Ads for e-commerce growth.

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1. Marketing Background and Challenges

For brands aiming to establish long-term success, creating a "timeless super product" is crucial. Such a product not only generates consistent revenue but also solidifies brand identity in consumers' minds. However, maintaining relevance in a rapidly evolving digital landscape presents challenges. Mibelle, for instance, sought to expand its reach while reinforcing its position in the competitive skincare market. Similarly, YST and Centrum faced the challenge of appealing to younger demographics who increasingly prioritize health and wellness but lack time for traditional health routines. The platform’ data-driven ecosystem provided these brands with the tools to identify emerging trends, refine product positioning, and execute targeted campaigns that resonate with their audiences.

Mibelle’s challenge was differentiating its Blue Bandage Mask in a saturated market. While the product offered strong overnight repair benefits, the brand needed a compelling narrative to stand out. YST, on the other hand, had to reposition itself beyond traditional health supplements to align with the "internal skincare" trend. Centrum’s obstacle was breaking through the crowded vitamin market by making its women’s multivitamin more relatable and memorable. Each brand’s solution lay in Xiaohongshu’ ability to uncover consumer behaviors, preferences, and unmet needs—allowing them to craft campaigns that didn’t just sell products but created cultural movements.

2. Strategy Action: Insights and Product Definition

The foundation of any successful campaign lies in deep consumer insights. Mibelle analyzed platform data to identify the most popular skincare scenarios: brightening, bare-faced confidence, hydration, and repair. Recognizing the cultural phenomenon of late-night drama bingeing, the brand positioned its Blue Bandage Mask as the ultimate solution for "staying up late to watch dramas"—a relatable pain point for young women. By integrating this insight with product functionality, Mibelle achieved full-scenario coverage, ensuring relevance across multiple consumer needs.

YST took a similar approach by tapping into Xiaohongshu Ads’ search trends. The brand discovered that "internal skincare" searches had surged by 751%, with "VC+VE" emerging as a top ingredient combo. Leveraging this, YST rebranded its vitamin C and E supplements into the "Morning C, Evening E" trend—a clever twist on the skincare community’s popular "Morning C, Evening A" routine. This strategy not only made the product more appealing but also positioned YST as an innovator in the health supplement space.

Centrum’s breakthrough came from simplifying its messaging. The brand’s "Centrum Women’s Multivitamin" was a mouthful, so marketing team suggested rebranding it as the "Little Purple Bottle"—a nickname inspired by its packaging. This small but impactful change made the product more shareable and memorable, aligning with preference for visually appealing, conversational content.

Topkee’s expertise in Xiaohongshu Ads operations ensures that brands can replicate these successes through precise targeting and data-driven optimization. By combining multi-dimensional data sources—such as user attributes, life stages, and shopping habits—Topkee’s DMP system enables brands to reach high-conversion audiences. Additionally, services like note creation and video production help brands craft content that resonates with Xiaohongshu’s visually driven community. Regular data analysis, including note performance metrics (views, likes, shares) and conversion tracking (click-through rates, ROI), allows for continuous strategy refinement. Whether through search ads, information flow promotion, or video streaming, Topkee’s diversified approach ensures that brands achieve both visibility and sales growth.

In summary, the synergy between consumer insights, platform-specific strategies, and professional advertising services is critical for success. Brands that leverage these tools—whether through cultural trend alignment, keyword optimization, or visual storytelling—can effectively engage their target audience and drive measurable results.

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3. Strategy Action: Expansion and Advocacy

Once the core product positioning was established, these brands executed multi-phase content strategies to maximize impact. Mibelle staggered high-quality content releases before major shopping festivals like 618, ensuring sustained engagement. The brand optimized posts around four key themes—product texture, stockpiling appeal, efficacy highlights, and aesthetic desktop photography—adjusting based on real-time e-commerce data.

For paid promotions, Mibelle utilized Xiaohongshu Ads’ Spotlight for precision targeting and search ads to capture high-intent users. The combination of organic and paid efforts ensured that the Blue Bandage Mask dominated search results, leading to a 50% increase in monthly searches and a 186% surge in e-commerce searches during 618.

YST amplified its "Morning C, Evening E" trend through collaborations with Xiaohongshu Ads’ Trend Darkening Guide IP, a popular resource for skincare enthusiasts. The brand also employed the KFS (Key Opinion Leader + Feed + Search) content strategy, seeding diverse content across seasonal scenarios, science-backed explanations, and user testimonials. The result? Searches for "Morning C, Evening E" skyrocketed 29x, while YST’s brand searches grew by 220%.

Centrum’s success hinged on segmented audience communication. The brand categorized influencer collaborations into eight content directions, tailoring messages to different consumer needs—whether beauty, immunity, or metabolism. By refining ad targeting based on engagement data, Centrum ensured its "Little Purple Bottle" became synonymous with women’s wellness, ultimately topping e-commerce bestseller lists with a 99% sales increase.

Topkee's diversified operation team, including video shooting, editing, and note creation specialists, supported the production of high-quality graphic and video notes tailored to brands' stories. The team's localization expertise ensured the content resonated with regional user preferences, while the intelligent delivery system of spotlight platform amplified the brand's social sharing potential. This multi-pronged approach—combining organic content, paid promotions, and influencer partnerships—created a feedback loop where increased visibility fueled more user-generated content. Topkee's DMP (crowd package) targeting and keyword targeting ensured the content reached high-conversion-potential audiences. This precision was further enhanced by Topkee's information flow direction, which utilizes user data like gender, age, and region to optimize ad placement. Search ads, a service provided by Xiaohongshu Ads, capitalized on the surge in relevant queries, driving conversions at critical moments.

Regular conversion analysis by Topkee, including ad click-through rates and product sales data, allowed brands to adjust strategies dynamically. Fan analysis provided detailed audience insights, such as age distribution and geographical trends, enabling the brand to refine its targeting further. By leveraging Xiaohongshu Ads’ full suite of services—from professional account certification to data-driven optimizations—brands solidified the product’s status as a cult favorite, achieving sustained growth and engagement.

4. Results and Success Factors

The campaigns’ success wasn’t accidental—it stemmed from strategic execution of Xiaohongshu Ads’ unique strengths. Mibelle’s full-scenario coverage ensured the Blue Bandage Mask appealed to diverse user needs, while Li Jiaqi’s endorsement provided credibility and traffic leverage. YST’s trend hijacking of the "Morning C, Evening A" concept allowed it to ride existing consumer interest while differentiating its product. Centrum’s conversational rebranding ("Little Purple Bottle") made a functional product feel personal and trendy.

Crucially, all three brands leveraged Xiaohongshu Ads’ closed-loop ecosystem, where content seamlessly drives consumers to purchase. By combining data insights, influencer partnerships, and precision advertising, they transformed products into cultural phenomena—proving that Xiaohongshu Ads isn’t just a marketing channel but a growth engine for modern e-commerce.

5. Practical Lessons for E-Commerce Brands

Brands looking to replicate this success must focus on three core elements of Xiaohongshu Ads content: compelling visuals, authentic storytelling, and clear product benefits. High-quality covers and titles are non-negotiable—they determine whether users click. Meanwhile, sincere sharing (rather than hard-selling) builds trust and boosts conversions.

Tools like Xiaohongshu Ads’ Content Square and Hot Notes Ranking help brands discover trending topics and optimize posts. For example, a cosmetics brand increased its closed-loop conversion rate by 13% by analyzing high-performing makeup tutorials and adjusting its content strategy accordingly.

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Conclusion and Future Outlook

Mibelle, YST, and Centrum’s campaigns demonstrate Xiaohongshu Ads’ unparalleled ability to blend content, community, and commerce. As social commerce evolves, brands that master data-driven storytelling, trend hijacking, and precision targeting will dominate. The future of e-commerce lies in platforms—where products don’t just sell but become part of consumers’ lifestyles. For brands ready to unlock this potential, the opportunity is immense.

Need help crafting a winning strategy? Consult with experts to turn your product into the next viral sensation.