【📢 FOODIVAL Blog ✏️ 】Xiaohongshu Advertising: A Must-Learn Guide for Hong Kong's F&B!

Xiaohongshu (The Little Red Book) is a social platform that originated in Mainland China and is likely a familiar name to many of us, even those living outside the country may have an account. However, are you aware of the increasing popularity of Xiaohongshu among Hong Kong’s F&B owners for advertising and branding purposes in recent years? 

According to the “White Paper on Xiaohongshu’s Search and Advertising 2024", they have over 260 million active users per month, with over 1.13 million users in Hong Kong. Among these, 80 million actively share content and the majority of whom are young people aged 18 to 35 with high purchasing power and significant influences on the market trends. 

The rapid rise of Xiaohongshu as one of China's most popular social and advertising platforms is mainly due to its unique operating model. It flavours user-generated content (UGC) that encourages users to create and publish original content, share user experiences and leave reviews to boost interactions among users. Xiaohongshu is appreciated for its high level of authenticity, with over 75% of users choosing it for their search engine due to its reliability and 90% of users stating that search results actually influenced their consumption decisions. Experiencing an economy with stagnant growth, how can local restaurants leverage Xiaohongshu effectively to raise brand awareness and attract new customers? 

From Search to Purchase: How Xiaohongshu's “Seeding” Culture Changes Consumer Behavior?

As mentioned above, 90% of users are accustomed to searching in Xiaohongshu before making a purchase as they rely on users’ authentic reviews as reference. They typically begin by searching broadly for brands that suit their needs. Once they have a preliminary understanding and a firm grasp of what they need, they then conduct more targeted searches and comparisons to finalize their decisions.

This close connection between "online search" and "consumption decision" is not only commonly observed in beauty and luxury goods. Over 70% of users applied this pattern when choosing restaurants, food and drinks. This phenomenon is known as "Seeding" in China, describing users’ desire to purchase can be triggered by continuous searching and recommendations. Ultimately, they may become the “Seeder” (also known as Key Opinion Consumers, KOCs), who are willing to share their reviews and opinions with other users online proactively. This creates a ripple effect of “Awareness-Seeding-Purchasing-Sharing”, giving every user an opportunity to become an influential KOC in Xiaohongshu. Due to the impression of KOCs being more authentic, relatable and trustworthy, their recommendations are often seen as more persuasive and influential than those of Key Opinion Leaders (KOLs) nowadays.

A Xiaohongshu’s Must-Learn Guide for Hong Kong's F&B Industry

Despite the fact that many of us have a certain understanding of Xiaohongshu, it is essential for the local F&B industry to pay extra attention to the following aspects for implementing effective promotion on the platform: 

1. Collaborating with “Seeder” for Word-of-Mouth Marketing 

   

   The local F&B industry often has limited understanding of the mainland market and the community rules of Xiaohongshu with insufficient experience in operating on mainland social media platforms, making collaboration with the KOCs (Key Opinion Consumers) at the beginning stage more beneficial and cost-effective. KOCs can serve as a valuable entry point into Xiaohongshu due to their influence and budget-friendly collaboration fee, which best suits restaurants with limited resources for online marketing. By partnering with KOCs, the local F&B industry can not only gain exposure but also build brand reputation. Since most Xiaohongshu users prioritize authenticity, they are more likely to trust the experiences shared by “real” and everyday consumers, facilitating the "Seeding” process to build up users' perception and understanding of the brand online.
   

2. Mastering Search Trends to Expand Reach

   
   

   

   Apart from collaborating with KOCs for ongoing exposure, restaurants should pay attention to search and keyword trends on Xiaohongshu. Understanding current hot topics empowers them to carry out the "Seeding" process in more relevant contexts, which in turn help trigger the emotions and desires of their target audience to drive actual sales. When creating promotional content, restaurants should highlight key brand features, signature dishes, purchasing methods and incorporate popular keywords in titles and tags—such as "best Hong Kong Cha Chaan Teng (Hong Kong Styled Cafe) “ or "Restaurants in Hong Kong That People Hope Will Stay Open", to enhance visibility and exposure in search results.

   
   
   
   

3. Maintaining Active Online Engagement for Maximum Exposure

   
   

   

   Xiaohongshu evaluates content quality and recommends posts based on exposure, readership and interaction data. Therefore, new users should maintain a consistent posting frequency and actively engage with others online. This includes responding to comments, asking questions and participating in trending discussions initiated by other users or the platform. By fostering interactions, restaurants can gain more exposure opportunities and stimulate user interest in their brand.

Hong Kong Restaurants Reviving Through Xiaohongshu

It is not surprising to find numerous local restaurants in Hong Kong have gained popularity through Xiaohongshu in recent years. The platform helps them achieve steady business growth despite the current economic challenges and market competitions. A chicken hotpot restaurant in Mong Kok is a prime example, with the owner becoming the brand “icon” and accumulating nearly 3,000 followers on Xiaohongshu. Their engaging posts cover a wide range of topics, from signature items, daily operations to local cuisine recommendations and even funny but trending dance performances. Moreover, by using hot keywords in titles and responding positively and frequently to users’ comments, they attract significant attention online, serving as a valuable reference for restaurants looking to enhance their online promotion through Xiaohongshu.

Utilizing Government Funding to Enhance Competitiveness

If your restaurant lacks sufficient staff and resources for effective online promotion, it’s time for you to consider leveraging government funding to hire suitable service providers. The HKSAR Government's "Digital Transformation Support Pilot Scheme (DTSPP)" covers not only specific management systems but also online advertising and promotion solutions, to provide SMEs a valuable opportunity for accelerating their digitalization footsteps. Eligible restaurants can engage in online marketing to boost brand awareness and strengthen market competitiveness under budget, getting a chance to stand out in a highly competitive industry.

If you wish to improve the procurement and inventory management of your restaurants while strengthening cost control and boosting profitability, please don’t hesitate to contact our system consultants for a free system consultation and demo session here!