2025年奢侈品行业小红书营销生态报告

The definitive benchmark for luxury brand WordFrom DLG. China’s social media landscape is undergoing arapid transformation. UGC has emerged as a When we launched the first edition of the RedNoteLuxury Indexin 2022, many luxurybrands had yet to establish a presence on theplatform, which remained largely dominated bybeauty. Three years on,RedNotehas evolved into The driving force behind this shift is the growingdemand for both the quality and authenticity ofonline content–needs that brand-producedassets alone can no longer fully satisfy. In In this year’sRedNoteLuxury Index, we onceagain join forces with withRedNoteanalyticsplatformXinhong, defines benchmarks for theluxury sector acrossfourpillars: Brand, KOL & Today, 90% of all content onRedNoteis createdby everyday users, with more than6million newposts and 60 million comments published eachday, covering every facet of contemporaryChinese lifestyles. This makes brand visibility on PABLO MAURON.Managing Partner China & Board Member We hope this report provides both a clear pictureof where the industry stands and a source ofinspiration for how brands can navigate–and WordFromNewrank. As China becomes the “core engine” driving thegrowth of the global luxury market, an increasingnumber of top international brands areaccelerating their efforts to deeply cultivate thisfertile ground. They must not only adhere to the joint release of the report, we focus onRedNote,a “key ground” for global brands localising inChina. Relying on the deep collaboration betweenboth parties in platform data mining and brandresearch, we present to our clients a true picture In the future,Newrankwill continue to take dataas the foundation and technology as the key,deepening its support for global brands’ insightsand helping global brands, including luxury Undeniably, this “China adaptation battle” in theglobal luxury market is essentially a deepintegration of “global vision” and “local wisdom,” Thank you once again to all sectors for yourattention and support of this cooperation. Welook forward to working with more industrypartners and global luxury brands in the future to WEIYUCHEN.President As a content technology company deeplyengaged in new media data, data is the “key” forus to decode the connection between global Methodology. DownloadtheRedNoteBeauty Index, released this September,featuring 70 premium beauty brands across skincare, makeup, 130 brands Data source:Jan-June 2025 70 Performance isanalysedusing: Fashion Brand accountand content 25 Jewellery 25 Watches Search volumeby brand and Brand mentionsand social buzz Wine & Spirits Table of Overview01. What does theRedNotecommunity mean for luxury brands–and how should they approach this audience with a structured, 1.1A New Luxury Community1.2 Consumer Journey ANew Luxury Community. Demographic OnRedNote, the luxury community has a distinct demographic profile. Datareveals a significant concentration in specific regions of China, withGuangdong and Jiangsu leading in community size. For hard luxury sectors A New Luxury Community. Fan base An analysis of the fan base distribution across categories reveals significantdifferences in their level of recognition and market maturity on the platform.Fashion andJewelleryshow a wide range in their fan base size, with a highconcentration of brands in the mid-range and significant outliers. This indicates In contrast, the Watches and Wine & Spirits categories exhibit a much morecompressed fan base distribution, with a lower median and fewer outliers. Thispoints to a more niche andspecialisedlevel of recognition, particularly on aplatform where women make up 70% of the user base.*The more uniform A New Luxury Community. Growth rate OnRedNote, fan base growth reveals two distinct patterns across luxurycategories. While Fashion andJewelleryhave wide fan base ranges and mildaverage(both at 13.7%), their overall growth is modest and highly varied. Afewbrands of fashion with negative growth highlights this volatility. Nevertheless, In contrast, the Watches category, with its smaller average fan base, also showsa significant negative growth acrossseveralbrands, but is distinguished byhigh-performing outliers like Rado, Richard Mille, and Tudor, which havegrowth rates exceeding 100%. This suggests that despite low momentum, with Consumer Journey. Full funnel engagement framework Consumer Journey. BKFSC framework The KFS framework, introduced byRedNotein 2022, serves as a guideline forbrands tooptimisetheir communication and investment on the platform.However, for a luxury audience, the framework’s scope must be expanded.Luxury brands, unlike FMCG brands, need to establish a distinct brand This refined framework provides a strategic roadmap for luxury brands. It allowsthem to intelligently allocate resources across each segment–from building Executive Summary. I.Fashion dominates the premium sphere Once seen as a beauty-led platform,RedNotehas evo