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Distribution of "zhongcao" notes on Xiaohongshu in China in May 2023, by leading industry

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Sources

Release date

July 2023

Region

China

Survey time period

May 2023

Supplementary notes

Only "zhongcao" notes from KOLs with over 10 million followers mentioning brands and related to summer were selected.

Citation formats

Recommendation marketing on Xiaohongshu in China 2023, by industry

Published by ÌÇÐÄÆƽâ°æ Research Department, Sep 8, 2023

In China, Xiaohongshu has become the go-to platform for effective recommendation marketing. In May 2023, food and clothing brands were the most active industries on Xiaohongshu, each posting over ***percent of the "zhongcao" (or recommendation) notes measured.
"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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