How to Reach Chinese Consumers in Australia Part 1 - Why Xiaohongshu (RedNote) Is the New Marketing Gateway

As Australia’s population becomes more multicultural, businesses are looking for smarter ways to connect with the growing Chinese community in Australia. Among the rising platforms, Xiaohongshu, also known as RedNote, has emerged as a powerful tool to engage Chinese-speaking consumers—especially younger, urban, and digitally savvy individuals.

In this first part of our RedNote marketing series, we’ll explore what Xiaohongshu is, why it’s different from other platforms, and why your business should consider using it to tap into the Chinese market in Australia.

What Is Xiaohongshu (RedNote)?

Xiaohongshu (literally “Little Red Book”) is a Chinese social media and lifestyle platform that blends user-generated content with e-commerce. With over 200 million monthly active users, it’s where Chinese consumers discover, share, and review brands, products, and experiences.

In Australia, Xiaohongshu is becoming the go-to platform for Chinese international students, migrants, and tourists looking for services and products—from real estate and food to education and wellness.

Why Is Xiaohongshu Important for Australian Businesses?

If your business targets the Chinese-speaking audience—especially in cities like Sydney, Melbourne, or Brisbane—Xiaohongshu offers a unique and direct channel to build trust and visibility. Here’s why:

• High Trust Platform: Users rely heavily on real, peer-reviewed content. It’s known as a platform for authentic recommendations and personal experiences.

• Video-First Content: The platform favours short-form videos, which are proven to boost engagement and visibility.

• Searchable Lifestyle Content: Many users treat it as a search engine for lifestyle and consumer decisions. Having a presence there means you’re part of that decision-making process.

• Hyper-Targeted Advertising: With the right setup, you can run location-based ads targeting users in Sydney or other Australian cities based on interests like “buying property,” “early education,” or “Yum Cha.”

What Makes Xiaohongshu Different from WeChat or TikTok?

• WeChat is more of a messaging and internal communication tool (private domain).

• TikTok is global and great for viral content, but doesn’t offer the same community-based trust.

• Xiaohongshu sits in between—ideal for brand building, trust creation, and converting intention into action, especially in the Chinese community.

Why Now Is the Time to Start Using Xiaohongshu in Australia

• Growing Chinese-Australian population and international students mean the audience is here.

• Less competition than on Western platforms like Instagram or Facebook.

• Strong purchasing power: The Chinese community in Australia actively seeks quality brands and services—but only from trusted sources.

How EzyMarketing Helps You Succeed on Xiaohongshu

At EzyMarketing, we help Australian businesses get started and grow on Xiaohongshu through:

• Professional account setup and upgrading to verified brand account

• Content creation: Short videos, lifestyle photography, storytelling posts

• Data-driven promotion: We use advanced targeting (e.g. 聚光 ad tool) to reach users in Sydney based on search and behaviour in the past 30 days

• Influencer collaboration and community interaction

• End-to-end strategy, so you don’t waste time or budget guessing what works

Next in the Series: How to Set Up a Professional Xiaohongshu Account for Your Australian Business

Stay tuned for Part 2 in our series: “Step-by-Step: Setting Up a Xiaohongshu Account for Your Australian Business”, where we walk you through the basics of creating and verifying your account.

Want to reach more Chinese-speaking customers in Australia?

Let EzyMarketing help you connect with them—where they’re already spending their time.

📩 Contact us today for a free consultation.

🌐 www.ezymarketing.co