July 31, 2024

Xiaohongshu 618 Beverage Industry Report | 2024 Ecommerce Trends

Explore the 2024 Xiaohongshu Beverage Report and new China marketing strategies for alcohol brands during the 618 sale.

Learn about post-pandemic consumer trends, China marketing strategies, and how to leverage Xiaohongshu marketing for high-value conversions.

As of February 2024, Xiaohongshu’s alcohol audience has reached 80 million, with over 120 million users interested in beverages overall. The exposure and search volume for alcoholic products continue to rise. During the post-pandemic era, mainland consumers are increasingly using Xiaohongshu to actively search for and understand brand information, product ingredients, taste, flavor, and origin before making purchase. Xiaohongshu, a platform that combines lifestyle and practical guides, creates unique industry trends and marketing opportunities for beverage brands.

(The report is written in Chinese)

Alcohol brands should align with current consumer interests and platform trends by creating stockpiling guides, focusing on festive gifting, maintaining ongoing brand and alcohol education, and leveraging real-time hot topics to create differentiated content, fully covering opportunities across people, products, and occasions.

(The report is written in Chinese)

The Xiaohongshu alcohol content track shows a continuous upward trend in 2024. The 618 campaign’s content seeding is expected to extend for a month, with the preparation period offering traffic and cost advantages. Broad seeding during this period embeds the brand in users’ minds. Leading up to the holidays, scene-based content creates high-value conversion periods, peaking around the three days of the 618 sale. During the promotion peak, strategic volume release guides conversions, and the scene continuation period extends the alcohol peak season.