In the first half of 2022, Chanel was the most popular luxury brand mentioned in Xiaohongshu's "zhongcao" notes. Over * recommendation notes on the Chinese equivalent Instagram labelled Chanel.
"Zhongcao", a popular Chinese term meaning "planting grass" originally, describes the effect of recommendation-based marketing strategy as "to plant a seed in one's mind".
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Qiangua Data. (July 1, 2022). Number of "zhongcao" notes mentioning selected luxury brands and user interactions on Xiaohongshu in China in 1st half of 2022 (in 1,000s) [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 03, 2026, from /statistics/1327599/china-recommendation-marketing-by-major-luxury-brands-on-xiaohongshu/
Qiangua Data. "Number of "zhongcao" notes mentioning selected luxury brands and user interactions on Xiaohongshu in China in 1st half of 2022 (in 1,000s)." Chart. July 1, 2022. ÌÇÐÄÆƽâ°æ. Accessed August 03, 2026. /statistics/1327599/china-recommendation-marketing-by-major-luxury-brands-on-xiaohongshu/
Qiangua Data. (2022). Number of "zhongcao" notes mentioning selected luxury brands and user interactions on Xiaohongshu in China in 1st half of 2022 (in 1,000s). ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 03, 2026. /statistics/1327599/china-recommendation-marketing-by-major-luxury-brands-on-xiaohongshu/
Qiangua Data. "Number of "Zhongcao" Notes Mentioning Selected Luxury Brands and User Interactions on Xiaohongshu in China in 1st Half of 2022 (in 1,000s)." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 1 Jul 2022, /statistics/1327599/china-recommendation-marketing-by-major-luxury-brands-on-xiaohongshu/
Qiangua Data, Number of "zhongcao" notes mentioning selected luxury brands and user interactions on Xiaohongshu in China in 1st half of 2022 (in 1,000s) ÌÇÐÄÆƽâ°æ, /statistics/1327599/china-recommendation-marketing-by-major-luxury-brands-on-xiaohongshu/ (last visited August 03, 2026)
Number of "zhongcao" notes mentioning selected luxury brands and user interactions on Xiaohongshu in China in 1st half of 2022 (in 1,000s) [Graph], Qiangua Data, July 1, 2022. [Online]. Available: /statistics/1327599/china-recommendation-marketing-by-major-luxury-brands-on-xiaohongshu/
