Part 12 – Understanding Your Audience: Chinese User Personas on Xiaohongshu in Australia
- Jia HE
- Oct 21
- 3 min read
How Students, Professionals, and Tourists Engage, Search, and Spend Differently on
RedNote
When it comes to Xiaohongshu (RedNote) marketing in Australia, many brands make
one critical mistake — treating “Chinese consumers” as a single audience.
In reality, the Xiaohongshu community in Australia is made up of diverse user groups,
each with unique motivations, search habits, and spending patterns.
Understanding who they are — and how they interact with your content — is the
foundation for effective, human-centred marketing.Why Audience Segmentation Matters
Xiaohongshu is not just a social app; it’s a mirror of lifestyle aspirations, community
belonging, and consumer culture.
By segmenting your audience, you can tailor content that speaks directly to their
values and needs.
At EzyMarketing, we’ve identified three major user groups dominating Xiaohongshu
in Australia:
international students, young professionals, and tourists.
Each group engages with content differently — and knowing these nuances can
dramatically improve your campaign performance.
💡 Tip: Think “speak their language” — not just linguistically, but emotionally.
1. International Students (留学生群体)
Age: 18–25
Cities: Sydney, Melbourne, Brisbane etc.
Lifestyle Keywords: study abroad, campus life, part-time jobs, skincare, rental tips
Search Habits:
“悉尼美食推荐” (Sydney food recommendations)
“留学生兼职” (part-time jobs)
“租房攻略” (rental guide)
“澳洲护肤品测评” (skincare reviews)
Content Style: Relatable, peer-driven, and aesthetic. They respond well to vlogs, “day in the
life” stories, and brand partnerships that feel genuine.
Marketing Approach:
● Highlight authenticity — use real people and experiences.
● Emphasise affordability and trustworthiness.
● Collaborate with micro-influencers in student communities.🎯 Goal: Belonging and lifestyle validation.
2. White-Collar Professionals & Families (白领家庭群体)
Age: 26–40
Cities: Sydney CBD, Melbourne city fringe etc.
Lifestyle Keywords: real estate, parenting, financial literacy, home design, career
advice
Search Habits:
“澳洲买房流程” (how to buy property in Australia)
“装修灵感” (home décor ideas)
“投资理财” (investment & finance)
“宝宝用品推荐” (baby product recommendations)
Content Style: Informative, structured, and professional. They value content that
saves time and helps them make better life or investment decisions.
Marketing Approach:
● Use credibility-driven storytelling (data, expert interviews).
● Present bilingual infographics or step-by-step guides.
● Focus on brand consistency and expertise tone.
🎯 Goal: Stability and smart decision-making.
3. Tourists & Short-Term Visitors (游客群体)
Age: 22–45
Cities: Sydney, Melbourne, Gold Coast etc.
Lifestyle Keywords: travel, photography, food, shopping, experiencesSearch Habits:
“悉尼旅游景点” (Sydney attractions)
“墨尔本拍照打卡” (photo spots in Melbourne)
“澳洲免税店” (duty-free shopping)
“自驾路线” (road trip itineraries)
Content Style: Visually driven. They are drawn to aesthetic photos, quick videos, and
“Top 5 must-do” lists.
Marketing Approach:
● Highlight unique local experiences and emotional triggers.
● Use strong visuals — drone footage, travel reels, cinematic editing.
● Encourage shares and hashtags to increase reach among travelers.
🎯 Goal: Discovery and instant inspiration.
Comparing Their Online Behaviour
💡 Insight: Students react fastest; professionals convert highest; tourists amplify
reach through sharing.
How to Tailor Your Xiaohongshu Strategy
✅ Adjust Tone of Voice
● Students → friendly & relatable
● Professionals → educational & expert-driven
● Tourists → inspiring & emotional
✅ Plan by Season
● Students → university semesters (Feb & July)
● Professionals → financial quarters
● Tourists → Golden Week, Lunar New Year, long weekends
✅ Choose Content Formats Wisely
● Students → lifestyle vlog, behind-the-scenes posts
● Professionals → carousel guides, bilingual infographics
● Tourists → travel reels, “must-visit” short videos
EzyMarketing’s Approach
At EzyMarketing, we go beyond surface-level demographics. We help businesses
understand and reach their real audiences on Xiaohongshu through:
● Persona-based keyword research and trend tracking.
● Content strategies for each audience segment.
● Bilingual storytelling that resonates with both emotion and credibility.
● Performance analysis by persona for smarter investment decisions.
We don’t just target clicks — we target connection.
Behind every data point is a real person — a student chasing dreams, a family
building a future, or a traveler seeking memories.
When you truly understand your audience, your Xiaohongshu marketing becomes
more than just visibility — it becomes empathy in action.
📩 Contact us today for a free consultation.
Or book now: https://calendly.com/hejia77/30min_with_jia
M: 0433718945
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