SERVICE · XIAOHONGSHU / REDNOTE
Xiaohongshu (RedNote) marketing in Australia
We help overseas and Australian brands get found on Xiaohongshu by Chinese-speaking families in Australia: a localised account, notes written around what people actually search, real users and small creators, and clear reporting. Melbourne-based, bilingual team.
In short
Xiaohongshu works more like a search engine than an ad channel, so we plant useful notes on the questions your buyers already ask. We start with one city and one product, recruit real users and small creators, disclose every free product under Australian consumer law, and only scale what people save and search for.
Why Xiaohongshu matters in Australia
What our Xiaohongshu service includes
Each part can be run on its own, but they work best together.
Account setup and localisation
A brand account written for Chinese-speaking parents in Australia, with Australian product names, standards and store names kept exact.
Search-friendly notes
Notes built around the phrases people type: a city, a product and a worry. Cover, title and first lines carry the answer.
Real-user and creator seeding
Small groups of real families and small creators, briefed to post honestly and to disclose every free product.
Comments and community
Replies in Chinese, questions turned into the next notes, and links into parent communities such as Baby Island (10,000+ members).
Reporting
Saves, comments and brand searches first, then sales, so budget goes behind what is working.
Bilingual consistency
Chinese notes that match your English website and packaging, so buyers who check both see the same facts.
How a Xiaohongshu programme runs
- 1
Search check
We look at what Chinese-speaking parents in your city already search and post about your category.
- 2
First notes and first families
Your account and first notes go live; a small group of real users tries the product and posts.
- 3
Read the signals
We watch saves, comments and searches, and turn the questions people ask into new notes.
- 4
Scale what works
Only then do we add more creators, another city or paid promotion.
Rules we follow
- Every free product, discount or payment given to a creator is disclosed in the note. The ACCC treats free gifted products as payment.
- We never ask anyone to remove or edit a negative comment or review.
- Safety claims must be true for the exact product sold in Australia.
- We check Xiaohongshu's current rules for paid collaborations before any paid note goes out.
Further reading and related services
Read our guide Xiaohongshu marketing in Australia: how Chinese-Australian parents discover brands, and which sales channels to start with in Australia.
Xiaohongshu marketing in Australia: common questions
Do you run Xiaohongshu marketing for brands outside China?
Yes. We work with overseas brands entering Australia and with Australian businesses that want to reach Chinese-speaking customers here.
How many people use Xiaohongshu in Australia?
ABC News reported more than 700,000 monthly users in Australia in March 2025. We have not found a newer official figure.
Do you work with influencers on Xiaohongshu?
Yes, mostly real users and small creators first. Larger creators come later, once we know what people search for. Every free product is disclosed.
Should notes be written in Chinese?
Yes for this audience, with Australian names kept exact: the safety standard, store names and suburbs.
How do you measure results?
Saves, comments and searches for your brand name first, then sales through one place to buy, such as your website or one marketplace listing.
Want to be found on Xiaohongshu in Australia?
Tell us your product and your first city. We will show you what people already search for and how a small first round could work.
Talk to us →- ABC News, Chinese social media platform RedNote fuels misinformation concerns in Australian election, 20 March 2025.
- Jiemian (界面新闻), report on Xiaohongshu's search advertising white paper (January 2024), 19 March 2024.
- ACCC, PhotobookShop pays penalties for influencer reviews, 24 March 2026.
General information only, not legal advice. Advertising rules and platform rules change; we check the current rules for each campaign.