As the digital world continues to evolve, the way Chinese consumers shop and make decisions is changing, too. This makes it very essential for international brands looking to capture digital audiences to understand the changing consumer behavior, especially how social media content drives decisions.
That said, currently, rednote is defining the way how consumers and brands interact, where people not just use the platform to scroll but also use it to search and browse for ideas and inspiration before making a purchase. Boosting 300 million monthly active users, the platform poses as an effective medium to naturally integrate their brand in the lifestyle content.
User-generated content over traditional marketing
Earlier brands relied on traditional ways of marketing that included TVCs, brand placement in films, and leveraging social media trends. In today’s time, where Gen Z is the leading consumer, they just don’t want simple ads; they want to get involved in the conversation.
Let’s take the example of the electric bike brand Yadea. Instead of following the traditional ad channel, the brand launched the “100-Person Test Ride Challenge,” encouraging consumers from all walks of life to share their driving experience on rednote. People shared various experiences like community within the city, helping brands to showcase genuine feedback that connects with people.
Emerged as a new search engine
People rely heavily on Rednote to search, browse, and purchase. Whether they are looking for recipes, fashion tips, or gadget reviews, the platform’s 29 primary categories and 107 subcategories allow the user to accurately find what they need and even share their own content.
For example, On Rednote, people share simple health checklists and compare things like taste and materials. It seems real and it increases more sales than large advertisements. Even a tourist board got more discoveries by mixing pictures of beautiful journeys with real stories. In China, Rednote is the place where people go to ask and share.
Turning Browsing Into Buying
Rednote strongly influences buying decisions, 81% of users say they feel motivated to purchase after viewing product-related content. Top user actions include searching products (40%), reading reviews (40%), exploring trends (36%), seeking inspiration (33%), and discovering items through others’ posts (30%)
Unlike impulse-focused platforms, Rednote drives thoughtful decisions with expert content and real-life tips. For example, users might check fabric details in a fashion post, read grocery reviews, or explore hotel experiences, making Rednote a go-to app for smart, everyday choices.
The Two-Step Path to Purchase
User behavior on Rednote often follows a “two-step journey.” First, over half discover new brands through the content feed. Then, nearly half go on to search for specific products, turning casual scrolling into real intent. It’s a natural flow: explore → search → buy.
For example, someone might see a post like “Sunset Citywalk Outfit Ideas” or “Shanghai City walk Must-Sees,” feel inspired, look up reviews for a certain dress or hiking shoes, and end up making a purchase.
Shopping with Purpose vs. Scrolling for Fun
Rednote and Douyin different in how users behave and engage with content. Rednote, a lifestyle-sharing platform, focuses on images and text that support buying decisions. Its users—73% women, mostly aged 25–35 from Tier 1–2 cities—tend to search and compare products with clear intent.
Douyin, on the other hand, is more entertainment-driven, with short videos, a younger crowd (40% aged 18–24), and fast growth in Tier 3–4 cities.
On Rednote, luxury posts like GUCCI’s spring show spark product searches. On Douyin, similar content becomes entertainment. Rednote’s expert-led, searchable content builds lasting brand value and not just views.
A New Home for Global Storytelling
Global brands are turning to rednote to build local marketing ecosystems in China. In luxury, Louis Vuitton shared content like “Ouyang Nana’s Life Soundtrack,” tying products to themes like travel and music; some posts earned nearly 4,000 likes.
Tourism boards like VisitBritain used the hashtag #ShineOnBritain to spotlight hidden gems, boosting visa interest. Rosewood Hotels embraced user-generated content to highlight their “A Sense of Place” concept, leading to a rise in brand searches and deeper engagement across travel and hospitality audiences.
Rednote is changing how people shop, making buying feel natural, not forced. For brands, it’s a chance to be part of real conversations. Want to connect with this new wave of buyers? GenX Media can help you lead the way. Through our exclusive partnership with Yoyi Tech, a leader in omnichannel intelligent marketing in China, GenX Media is your gateway to the Chinese market. Reach out to us today and let’s strategize your growth.
This article contains insights and data originally published by [Yoyi Tech]. You can check the full article by clicking here. All rights and content remain with the original author.