2025奢侈品行业小红书营销生态报告

TheRedNoteLuxury

Index

2025.Thedefinitivebenchmarkforluxury

brandpresence

and

performance

on

RedNoteChinaÕs

social

media

landscape

is

undergoing

arapidtransformation.

UGC

has

emerged

as

adecisivefactor

inshaping

the

onlinejourneysof

Chinese

consumers.The

drivingforce

behindthis

shift

isthe

growing

demandfor

boththe

quality

and

authenticity

ofonlinecontent

Ð

needsthat

brand-producedassets

alone

can

no

longerfully

satisfy.

Incontrast,

UGC

Ð

recommendations,feedback,and

reviewsshared

by

consumersthemselves

Ð

has

been

gaining

ever

greater

influence

overpurchase

decisions.Atthe

centre

ofthis

evolution

stands

RedNote.Today,

90%

of

allcontenton

RedNote

is

created

by

everyday

users,with

morethan

6

million

new

posts

and

60

million

comments

published

each

day,coveringevery

facet

of

contemporaryChinese

lifestyles.This

makes

brandvisibility

on

the

platform

one

ofthe

mostdirect

and

authentic

indicators

of

market

heat,while

also

reshapinghow

brands

approach

social

media

in

China.Whenwe

launchedthe

first

edition

of

theRedNote

Luxury

Index

in

2022,

many

luxurybrands

hadyetto

establish

a

presence

ontheplatform,which

remained

largely

dominated

bybeauty.Threeyears

on,

RedNote

has

evolved

intoa

core

pillar

of

luxury

brandsÕ

digital

strategies

in

China.

Fashion

now

surpasses

beauty

in

share

of

voice

Ðyetcomparedto

mass-market

sectors,luxury

adoption

remains

relatively

measured.In

thisyearÕs

RedNote

Luxury

Index,we

onceagainjoinforceswithwith

RedNote

analyticsplatformXinhong,defines

benchmarksfor

theluxury

sector

across

four

pillars:

Brand,

KOL

&KOC,

Feeds,

and

Search.

Using

our

proprietaryRISE

(RedNote

Influence

&

Strategy

Evaluation)methodology,we

identifythe

brandswith

thestrongest

brandvoice,

investmenteffort,

and

heat

on

RedNotetoday.We

hopethis

report

provides

both

a

clear

picture

ofwherethe

industry

stands

and

a

source

ofinspirationfor

how

brandscan

navigate

Ð

andthrive

in

Ð

ChinaÕs

evolving

social

media

era.PABLO

MAURON.Managing

Partner

China

&

Board

MemberDLGRReeddNote

LuxIunryeIndex20·

25

·

2Word

From

DLG.As

China

becomesthe

“core

engine”driving

the

growth

ofthe

global

luxury

market,

an

increasing

numberoftop

international

brands

areacceleratingtheirefforts

to

deeply

cultivate

this

fertile

ground.They

must

notonly

adhereto

the

global

brand

identitythat

has

been

passed

down

for

a

century,

but

also

understandthe

culturalcontext

and

emotional

needs

ofChineseconsumers.They

needto

conveytheir

brandessencethrough

classic

productswhile

alsofindingthe

dialogue

codewith

Generation

Z

and

the

new

middle

class

amidthewaves

ofyouthfulness

and

digitalization.Undeniably,this

“China

adaptation

battle”

intheglobal

luxury

market

is

essentially

a

deepintegration

of

“globalvision”

and

“localwisdom,”

testing

brands’

abilityto

balance

culturalresonance,

usertrust,

and

commercialconversion.As

acontenttechnology

company

deeplyengaged

in

new

media

data,data

isthe

“key”

for

ustodecode

the

connection

between

globalbrands

andthe

Chinese

market,

and

it

is

alsothe

core

advantage

ofourcollaboration

with

theprofessional

institution

DLGthistime.Through

thisjoint

release

ofthe

report,wefocus

on

RedNote,

a

“key

ground”forglobal

brands

localising

inChina.

Relying

onthe

deep

collaboration

between

both

parties

in

platform

data

mining

and

brandresearch,we

presentto

our

clients

atrue

picture

of

international

brands’

marketing

inthe

Chinese

market

–fromthe

adaptability

of

contentstrategiestothe

depth

of

user

interaction,from

the

creation

oftrendingtopics

to

theaccumulation

of

long-term

brand

awareness.Inthefuture,

Newrankwill

continue

to

take

data

asthefoundation

and

technology

as

the

key,deepening

itssupportforglobal

brands’

insights

and

helping

global

brands,

including

luxurybrands,

achieve

dualgrowth

in

“global

brand

power”

and

“local

influence”

.Thankyou

once

againto

all

sectors

foryourattention

andsupportof

this

cooperation.Welookforwardtoworking

with

more

industrypartners

and

global

luxury

brands

inthefuture

to

explorethe

best

pathfor

international

brandsto

localise

andsharethe

booming

opportunities

in

China’s

luxury

market.WEIYUCHEN.

President

NewrankWord

From

Newrank.RReeddN

uLruyxIunrdyeIxn

52

5

·

3 Fashion70brands Jewellery25brands Watches25brands Wine&Spirits

10brandsMethodology.130

brandsDatasource:Jan-June2025Performanceisanalysed

using:Download

theRedNoteBeautyIndex,releasedthisSeptember,featuring70premium

beauty

brands

across

skincare,

makeup,

andfragrancecategories.Brand

account

and

contentperformanceBrand

mentions

and

social

buzzInfluencer

paid

collaborationSearchvolume

by

brand

and

keywordRedNote

Luxury

Index2025

·4DTable

ofContents.01.Overview

6

02.

Brand1403.

KOL

&

KOC

281.1A

New

Luxury

Community2.1

Fan

Base3.1

Commercial

Notes1.2Consumer

Journey2.2

Posting

Frequency

3.2

Influencer

Marketing1.3

ExecutiveSummary2.3

Levelof

Engagement3.3

Celebrities2.4Content

3.4

Key

Opinion

Consumers2.5

Milestone

Activation3.5

KeyOpinionSales04.

Feeds

41

05.Search51

06.

RISE

Index

594.1Word-of-Mouth

Notes

5.1WhySearch

Matters6.1

Methodology4.2

Influencer

Marketing5.2

Brand

Trends6.2

RISE

Index:Voice4.3

Hashtag

Marketing5.3

KeywordTrends6.3

RISE

Index:

KOL

Investment5.4

Brand

Zone6.4

RISE

Index:

HeatRedNote

Luxury

Index2025

·5What

does

the

RedNote

community

mean

for

luxury

brands

—and

how

should

they

approach

this

audience

with

a

structured,

strategic

mindset?1.1A

New

Luxury

Community

71.2Consumer

Journey

101.3

Executive

Summary

1201.

OverviewRedNote

Luxury

Index2025

·6GuangdongJiangsuZhejiangShanghaiShandongBeijingHenanSichuanHebei1112

2

2

3456781001.OverviewA

New

Luxury

Community.DemographicOn

RedNote,the

luxury

community

has

adistinctdemographic

profile.

Data

reveals

asignificantconcentration

inspecific

regions

of

China,withGuangdong

andJiangsu

leading

in

communitysize.

For

hard

luxurysectors

likeWatches

andJewellery,the

age

distribution

is

more

mature,with

alarger

proportion

of

users

in

the25-34

and

35-44

age

brackets.AGE

DISTRIBUTIONOFTHE

LUXURYCOMMUNITYON

REDNOTE27.6%19.5%19.2%23.5%24.8%FashionJewelleryWatchesWine&

SpiritsTotal14.5%

3.7%15.8%16.5%TOP

REGIONS

BY

LUXURYCOMMUNITYSIZEON

REDNOTE11.3%8.4%8.5%123456789

<1818-2425-34

35-44>4523.6%23.5%32.7%32.3%16.7%17.5%7.8%7.9%RedNote

Luxury

Index2025

·742.9%33.9%39.3%10.4%18.1%101088446655337701.OverviewA

New

Luxury

Community.Fan

baseAn

analysis

ofthefan

base

distribution

across

categories

revealssignificant

differences

intheir

levelof

recognition

and

market

maturity

onthe

platform.Fashion

andJewellery

show

awide

range

intheirfan

base

size,

with

a

highconcentration

of

brands

inthe

mid-range

andsignificantoutliers.This

indicates

a

mature

marketwhere

afew

powerhouse

brands

have

achieved

exceptionally

high

recognition,driving

overall

momentumforthe

category,whilethe

majority

of

brands

maintain

astrong,consistent

presence.

L

n

Tiffany

&

Co.

Hublot

Bottom25%

champgmontngooSIn

contrast,theWatches

andWine

&

Spirits

categories

exhibit

a

much

morecompressedfan

base

distribution,with

a

lower

median

andfewer

outliers.This

pointsto

a

more

niche

and

specialised

levelof

recognition,

particularly

on

aplatformwherewomen

make

up70%

ofthe

user

base.*The

more

uniformdistribution

and

absence

of

large

outliers

inthese

categories

highlight

astable

but

less

dynamic

brand

presence,where

brands

generally

have

asmaller

but

moretargeted

following.Dior

GucciOutliers Fashion

Jewellery

Watches

Wine&Spirits*Datasource:

RedNoteNote:

Theline

within

theboxrepresents

themedian;

the

,X,symbol

indicates

theaverage.

Average

Middle50%

800K700K600K500K400K300K200K100K0KTop25%

FAN

BASE

DISTRIBUTION

BYCATEGORYLouisVuitton

RedNote

Luxury

Index

2025

·8ChowTai

Fook

01.OverviewA

New

Luxury

Community.Growth

rateIn

contrast,theWatches

category,with

itssmaller

average

fan

base,

also

shows

asignificant

negative

growth

acrossseveral

brands,

but

is

distinguished

byhigh-performing

outliers

like

Rado,

Richard

Mille,

andTudor,which

havegrowth

rates

exceeding100%.Thissuggeststhat

despite

low

momentum,with

a

median

growth

rate

10.0%,there

issignificant

potentialfor

rapidfan

basegrowthwithinthis

niche.Conversely,the

growth

pattern

in

Wine

&

Spirits

showsvery

limited

momentum,with

a

low

median

growth

rate

at

5.5%.250.0%

Rado

200.0%

Richard

Mille150.0%

(New

A

·

(New

Account)

100.0%

Qeelin

50.0%

Laopu

Gold

)ltennuaccCOn

RedNote,fan

base

growth

revealstwo

distinct

patterns

across

luxurycategories.While

Fashion

andJewellery

havewidefan

base

ranges

and

mildaverage

(both

at13.7%),their

overall

growth

is

modest

and

highly

varied.

A

fewbrands

offashionwith

negative

growth

highlightsthisvolatility.

Nevertheless,

both

are

capable

of

high-momentum

growth,with

outliers

like

Chanel

inFashion

(amassing

20,000followers

injustone

month)

and

brands

like

Qeelin

and

Laopu

Gold

inJewellery

demonstratingthis

potential.-50.0%

Fashion

Jewellery

Watches

Wine&SpiritsNote:

Theline

within

theboxrepresents

themedian;

the

,X,symbol

indicates

theaverage.GROWTH

RATE

DISTRIBUTION

BYCATEGORYRedNote

Luxury

Index2025

·90.0%Brand

&

Product

Product

seeding

&Lead

conversion

&

UserAdvocacy&awareness

Interest

build

DatacaptureWOMAmplificationDefinition

Pa

ai

a

Users

sf

i

ei

l

ri

rlel

st

and

Bran

i

i

-

rriven

Dei

i

n

ui

i

l

se

ni

niirnueoviivrhybagoharimotsEeagtpotewmnvntopnvptenrttocaPaectenfaitrmowcttouedrouprosrpoexbrssConsumer

Journey.FullfunnelengagementframeworkAwarenessInterestTrue

InterestPurchase/LeadsShareIn-feedcontentreading

Curiosity-driveninteractionsProactivesearchRepeatedin-depthreadingLeadsgeneration1:1Conversationwith

BA*EnthusiasticpostingPositivecommentingLaunchscreenview

FeedexposureRedNote

Luxury

Index2025

·10User

journeyTypical

action01.Overview*BrandAmbassador01.OverviewConsumer

Journey.BKFSCframeworkThe

KFSframework,

introduced

by

RedNote

in

2022,serves

as

a

guidelinefor

brandsto

optimisetheircommunication

and

investmenton

the

platform.However,for

a

luxury

audience,theframeworkÕs

scope

must

be

expanded.Luxury

brands,

unlike

FMCG

brands,

needto

establish

a

distinct

brandpresence

(B)

and

a

clear

path

to

conversion

(C).This

necessitates

anaugmented

approachthat

incorporatesthese

additionalelementstoform

the

comprehensive

BKFSCframework.DefinitionActivitiescenteredaroundabrand’s

officialRedNote

accountPaid

and

free

influenceractivationsbetweenbrands

andcelebrities,

KOLs,and

KOCsBrand

visibility

and

socialbuzz

driven

by

both

paidads

from

the

brand

andorganicuser-generated

contentBrand

desirability

andvisibilityreflected

by

usersearch

activitiesE-commerce

business

orotherconversion-driven

effortsby

brands

onthe

platformPerformance

Benchmark•Followergrowth

and

profile•Level

of

follow

activity•Level

of

engagement•

Contentoutputfrequency•Contentquality

and

resonace•Commercial

notes*volume•Level

of

engagement

of

commercial

notes•Influencer

mix

effectiveness•ROI

of

influencer

activations•

Alignmentwith

brand

messaging•Share

ofvoice•

Audiencesentiment•Contentvirality•In-feed

ads

performance•Searchvolume•Share

of

search•Searchads

performance•Brand

zone

performance•EC

conversion

rate•Data

capture

capability•Drive-to-store

capabilityThis

refinedframework

provides

astrategic

roadmapfor

luxury

brands.

It

allows

themto

intelligently

allocate

resources

across

eachsegment

Ðfrom

buildingbrand

awarenessto

drivingsales

Ð

based

ontheircurrent

market

penetration

and

specific

business

objectives.Brand

KOL

&

KOCFeedsSearch

ConversionSFKBC*Acommercialnotereferstoanybrand-sponsoredpostpublished

byan

account

and

facilitated

through

or

reported

on

Pugongying.RedNote

Luxury

Index2025

·11Onceseenasabeauty–IedpIatform,

RedNote

hasevoIved

into

a

core

arena

for

Iuxury

conversation.Fashion

now

accounts

for

50.0%of

share

of

voice

—weII

ahead

of

beauty,s

27.2%

—

refIecting

a

cIearshiftinconsumerintentandcontentfocus.II.EarIy

stage

of

the

consumer

journeyCompared

with

beauty,most

Iuxury

consumers

remain

in

the

earIy

stages

of

their

consumer

journey

onRedNote—one–third

of

searches

are

onIy

brand–name

driven,

indicating

a

phase

of

brand

discoveryratherthanconversion.LuxurybrandsIeveragefarfewerpaidinfIuencer

posts

(9.9

per

brand

per

month)than

beauty

(152.6).

Thisgap

refIects

how

most

Iuxury

pIayers

are

stiII

prioritising

brand

account

buiIding

over

infIuencercoIIaborationonthepIatform.I.Fashiondominates

the

premium

sphereIII.

PaidcoIIaborationsremain

IimitedExecutiveSummary.RedNote

Luxury

Index2025

·1201.OverviewAlthough

video

makes

up

only

28%of

total

brand

content,

it

captures

45%

of

readership

–suggestingbrandsshouldprioritisericherstorytellingformatstomaximiseengagement.V.

Adeveloping

KOSecosystemNearly

all

fashion

and

jewellery

brands

now

connect

offline

retail

with

RedNote

via

official

accounts,

andoverhalfhaveadoptedcertifiedbrandambassador

programmes

provided

bythe

platform

–signalling

a

movetowardmoreintegratedandbrand-alignedsocialselling.IV.

Video

outperforms

but

remains

underutilisedExecutiveSummary.RedNote

Luxury

Index2025

·1301.OverviewA

brand,s

official

account

is

the

foundation

for

marketing

onRedNote.Which

brands

are

best

at

capturing

attention

andengaging

users

on

the

platform?2.1

Fan

Base

152.2

Posting

Frequency

172.3

Level

of

Engagement

192.4Content

212.5

Milestone

Activation

2302.BrandRedNote

Luxury

Index2025

·1402.

BrandFan

base.Growth

rateThese

growth

patterns

reveal

distinct

marketstructures.

FashionÕs

ecosystem

ismatureyetdynamic,withtitans

like

LouisVuitton

securing

immense

net

growth

while

agile

players

challengethe

status

quowith

high

growth

rates.

In

contrast,

theJewellery

andWatches

industries

are

more

polarised,where

challengerbrands

like

Rado

achieve

breakoutgrowth

rates

againstthe

steady,volume-

driven

presence

ofestablished

players

likeTudor.Astrong

correlation

exists

between

outlierfan

growth

and

high-impactcelebrity

marketing.Top

performers

leverage

strategiesfrom

major

ambassadorannouncements

(Rado)

and

sustained

star

collaborations

(Saint

Laurent,

Qeelin)

to

niche

partnerships

(Richard

Mille),while

Chanelsecure

an

impressive

netgrowth

in

one

month

by

itsstrong

debuton

RedNote.Fashion

JewelleryWatchesWine&Spirits

FAN

GROWTH

RATE

VS.

NET

FOLLOWER

GROWTH(6M)

30%Zenith-10K10K

30K50K-20%GlenfiddichCloudy

BayThe

MacallanDamianiQeelinLaopu

Gold-1K0K

1K2K

3K

AbsolutVodka-5%100%90%80%70%60%50%40%30%20%10%0%SongmontLouisVuitton20%15%10%5%0%Chanel(NewAccount)Saint

Laurent180%130%80%Richard

Mille(NewAccount)TudorLoro

Piana40%RedNote

Luxury

Index2025

·1530%20%0K

20K40K

60KNetfollower

growthRado241.8%G

rowth

rate0%-10K-10%50%25%10%Lanvin40K90K02.

BrandFan

base.Activefollowers*Brandswith

low

activefollower

rates

often

struggle

becausetheir

content

lacks

authenticity

and

resonance,or

becausefollowers

acquiredthrough

broadcampaigns

orcelebrity

endorsements

aren’tgenuinely

interested

inthe

brand.

To

drivesustainable

engagement,

accounts

must

become

community

hubsto

cultivating

an

activefollower

basefor

long-term

organic

growth.This

requires

a

strategicshifttovalue-driven

content,combinedwith

active

user

interactionand

authentic

influencercollaborations.Kate

SpadeICICLECalvin

KleinA

brand’s

activefollower

rate

is

criticalfor

organicvirality

on

RedNote,

as

itsignalsthe

algorithmto

amplify

brand

content.The

distribution

reveals

a

clear

maturity

gap:

Fashion

andJewelleryshow

high,consistent

activefollower

rates

above

a70%

median,signalling

a

mature

contentengagement.

In

contrast,Watches

andWine

&

Spirits

exhibit

a

muchwider,

polarised

performance,

indicating

a

less

established

playbookforfan

engagementfortheirofficial

accounts

on

RedNote.*ActiveFollowersisabenchmarkdefinedbyXinhong,

leveraging

machine

learning

trained

on

userbehaviour

to

identify

theproportion

ofhighly

engaged

users,measured

throughactionssuchas

likes,

comments,

favourites,

andshares.Note:

Theline

within

theboxrepresents

themedian;

the

'X'symbol

indicates

theaverage100.0%90.0%80.0%70.0%60.0%50.0%40.0%30.0%20.0%ACTIVE

FOLLOWERS

DISTRIBUTION

BYCATEGORYFashionJewelleryWatchesWine

&

SpiritsRedNote

Luxury

Index2025

·16Laopu

Gold02.

BrandPosting

frequency.Monthly

postsContentstrategies

on

RedNote

clearly

diverge

by

industry.

Fashion

andJewellery

maintain

a

high-frequency,consistentcadencefor

market

relevance.

Watches

adopts

a

more

measured,

mid-frequency

cadence,whilsttheWine

&

Spirits

industry

maintains

only

a

minimal

baseline

presence.The

February

dip

across

all

categories

is

not

a

decline,

but

a

strategic

post-Lunar

NewYear

reset

commontothe

luxury

sector

in

China.These

unique

content

rhythms

are

closelytiedto

each

industry’sspecificmarketing

calendar.

Fashion’s

March

peak

alignswiththe

globalfashion

show

season.Similarly,Watches

concentrates

its

posting

into

asharpApril

peak,driven

bythe

“Watches

andWonders”

event.

Meanwhile,Jewellery’scadence

shows

asustained

build-upfrom

Marchto

May,

indicating

a

clearstrategicfocus

on

the

520

festival.30.226.926.2

27.023.5

24.6

19.6

19.128.622.425.120.919.0January

February

March

April

May

JuneAVERAGE

MONTHLY

POSTS

PER

BRAND

BY

CATEGORY*5.8

6.1

6.6

5.4Fashion

Jewellery

WatchesWine

&

Spirits6.64.630252015105028.724.8RedNote

Luxury

Index2025

·1728.514.014.83502.

Brand

Posting

frequency.PostingefficiencyThe

posting

activity

on

RedNote

is

a

direct

reflection

ofeach

category’s

marketscale

and

potent