Sign up before 8 June 2020 to enjoy our pre-order rate.

Pre-order rate: USD129
Standard rate: USD159

Certified Academy

A marketer's guide to Xiaohongshu/RED 小红书

An eLearning course designed to help markets get to a firm understanding of the Chinese content and commerce site RED



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24 August 2020
Online
USD129
YES

Xiaohongshu, otherwise known as Little Red Book or simply RED, is without doubt China’s most trusted e-commerce website as well as number one for cross-border sales. Unlike other e-commerce sites, RED’s strength is in its content sharing platform: most e-commerce platforms rely on advertising to help market products whereas RED relies on vibrant word of mouth and candid product reviews

However, traditional marketing campaigns often fail and it can be difficult to engage with the vital KOLs on the platforms and to develop an authentic message for the users that doesn’t seem forced or false.

Designed by Marketing-Interactive, a pan-Asia media & events brand that is passionate about the progression of marketing, this online course aims to equip you with the necessary knowledge and skills to:

  • Understand the platform’s key features and target audiences
  • Collaborate effectively with a KOL to ensure a synergy between KOL style and brand guideline
  • Get to grips with RED's integrated marketing plan for different account types
  • Understand how to effectively campaign on RED
  • Establish a seamless connection between conversation and commerce

Attend this course if you want to:

  • Understand if RED is the right platform for your product
  • Connect with the consumer in an authentic and organic fashion
  • Get to grips with the functionality of the platform
  • Have a comprehensive overview on how to set up a store
  • Learn the costings of KOLs and operating a store
  • Ensure SEO and product findability in an often crowded marketplace.

Course content

  • Video recordings and teachings from a leading expert
  • Prepared simulation and exercises
  • Materials for reference and self study
  • Case studies and best practices that prepare you for situations you may face


Course Syllabus

Module  1

Module 1: An overview of the platform

  • An overview of Xiaohongshu’s background and development from content sharing to e-commerce
  • A breakdown of the sites core demographics
  • An overview of the apps core functions
    • “Explore”
    • “Nearby”
    • “Follow”
    • “Search”
  • Using hyperlinks: transitioning between content and eCommerce
Module  2

Module 2: The set up and a look at the types of accounts available

  • Step by step guide to setting up a RED account
  • What account is right for you?
    • Brand station
    • Ad account
    • KOL account
    • Celebrity accounts
    • Merchants account
Module  3

Module 3: A guide to engaging with RED's KOLs

  • An overview of Xiaohongshu’s latest regulations on KOL
  • Investing in an influencer: what to consider?
  • How to approach brand guidelines with a KOL
  • Ensuring synergy between the KOL’s style and brand guidelines
Module  4

Module 4: What can KOL’s do on RED?

  • Developing a brand partner platform
  • An overview of KOL strategies
    • Shopping notes and guides
    • Creating tutorials for products
    • Product reviews
    • Comparisons and before and after
    • Modeling of products
  • Case study of a successful KOL
Module  5

Module 5: Setting up an online store

  • A breakdown of the different business models available
    • Xiaohongshu supported store
    • Creating your own store
  • What documentation is needed to set up an online store
    • Key company details
    • Company authentication
    • Business registration or certificate
  • Guidelines for logistical operations in mainland China
  • An overview of the costings associated with operations on RED
Module  6

Module 6: Campaigning on RED

  • Managing ROI: what are reasonable expectations?
  • Deciding on the type of campaign, outlining key objectives and establishing KPIs
  • Photos, videos, live streaming… a look at RED’s capabilities
  • An overview of #hashtags and call to arms
  • Search engine optimization on the site
  • What are “hot topics” and how to take advantage of them?
  • Case study: RED’s sales campaigns

How does this online course work?

Practical application
The course avoids theory-heavy lectures, and instead offers learning in practical, bite-sized modules that participants can complete in their own time.
High quality materials
Participants gain access to expert materials and step-by-step training to prepare themselves and guide others in specific situations with in-depth guidelines and scenarios.
Flexible and mobile learning mode
Materials are available 24/7 online, so participants can access the course in their own time. Our Uniqskills programmae will remember their progress, so they can come back to it when it suits them and revisit the course whenever they need.
Good investment
An online course saves time and money compared to traditional face-to-face events or expensive consultants.
Certificate of completion
The self-assessment quiz allows participants to test their knowledge, and upon completion, receive a certificate documenting their professional development.

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A marketer's guide to Xiaohongshu/RED 小红书

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Access to the course: A marketer's guide to Xiaohongshu/RED 小红书

Sign up before 8 June 2020 to enjoy our pre-order rate.

Pre-order rate: USD129
Standard rate: USD159

Current Price:

USD129
Your price: USD129

*Per one ticket

Contact us

For more details, contact:
Cyrus Ching
[852] 2861 1882  
CyrusC@lighthouse-media.com