In the first half of 2022, Chanel was the most popular luxury brand mentioned in Xiaohongshu's "zhongcao" notes. Over 17,000 recommendation notes on the Chinese equivalent Instagram labelled Chanel.
"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".
Number of "zhongcao" notes mentioning selected luxury brands and user interactions on Xiaohongshu in China in 1st half of 2022
(in 1,000s)
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Number of notes
Number of interactions
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Qiangua Data. (July 1, 2022). Number of "zhongcao" notes mentioning selected luxury brands and user interactions on Xiaohongshu in China in 1st half of 2022 (in 1,000s) [Graph]. In Statista. Retrieved August 25, 2024, from https://www.statista.com/statistics/1327599/china-recommendation-marketing-by-major-luxury-brands-on-xiaohongshu/
Qiangua Data. "Number of "zhongcao" notes mentioning selected luxury brands and user interactions on Xiaohongshu in China in 1st half of 2022 (in 1,000s)." Chart. July 1, 2022. Statista. Accessed August 25, 2024. https://www.statista.com/statistics/1327599/china-recommendation-marketing-by-major-luxury-brands-on-xiaohongshu/
Qiangua Data. (2022). Number of "zhongcao" notes mentioning selected luxury brands and user interactions on Xiaohongshu in China in 1st half of 2022 (in 1,000s). Statista. Statista Inc.. Accessed: August 25, 2024. https://www.statista.com/statistics/1327599/china-recommendation-marketing-by-major-luxury-brands-on-xiaohongshu/
Qiangua Data. "Number of "Zhongcao" Notes Mentioning Selected Luxury Brands and User Interactions on Xiaohongshu in China in 1st Half of 2022 (in 1,000s)." Statista, Statista Inc., 1 Jul 2022, https://www.statista.com/statistics/1327599/china-recommendation-marketing-by-major-luxury-brands-on-xiaohongshu/
Qiangua Data, Number of "zhongcao" notes mentioning selected luxury brands and user interactions on Xiaohongshu in China in 1st half of 2022 (in 1,000s) Statista, https://www.statista.com/statistics/1327599/china-recommendation-marketing-by-major-luxury-brands-on-xiaohongshu/ (last visited August 25, 2024)
Number of "zhongcao" notes mentioning selected luxury brands and user interactions on Xiaohongshu in China in 1st half of 2022 (in 1,000s) [Graph], Qiangua Data, July 1, 2022. [Online]. Available: https://www.statista.com/statistics/1327599/china-recommendation-marketing-by-major-luxury-brands-on-xiaohongshu/