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)
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
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 December 22, 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 December 22, 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: December 22, 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 December 22, 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/
