Xiaohongshu Account Management Case Study:
OctoPlus Supports Wellcome Hong Kong for the entry of Xiaohongshu
Last month, with the support of OctoPlus, Wellcome Supermarket in Hong Kong successfully launched an official account on Xiaohongshu (Little Red Book) and officially announced its presence on the platform.
On the first day of its entry, it attracted intense discussion among Xiaohongshu users, gaining over 3,000 followers and over 30,000 views immediately after going live, along with thousands of heated comments from users.
Furthermore, Wellcome collaborated with Hong Kong celebrity Matthew Ko, releasing a store exploration video, and published a series of promotional content through its official account: fan benefits, celebrity-endorsed products, and reposts of Matthew Ko’s store exploration video, successfully creating a buzz on the platform. This also led to coverage and lively discussion in Hong Kong media.
Amidst a market environment characterized by consumer downgrading, brands are eager to further expand their consumer base and enhance their core competitiveness.
Wellcome chose to collaborate with Benjamin Yuen, a TVB artist who is well-recognized and popular in the Greater Bay Area. The supermarket actively introduced Sam’s Club products and unique mainland Chinese products, regularly offering fan benefits. By focusing on user interests and core benefits, Wellcome is actively seeking more market opportunities, thereby generating more buzz for itself.
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