iSuite Insights Spotlight - Issue #7 Understand The Latest Online Behaviour of Chinese Audiences

With 300 million users exploring topics like #过春天 ("Spring Activities") and #聊运动 ("Talking About Sports") on Xiaohongshu (XHS), it has become the ultimate platform for sports enthusiasts. The community is actively sharing their top spring sports tips, and interest in outdoor sports is surging, with searches skyrocketing 135% y-o-y in 2024, peaking during the 2024 Paris Olympics. Skiing is especially popular, alongside fitness, fishing, and basketball.

International Women’s Day in China has evolved beyond a single celebration—it is now recognized as Goddess Day (女神节) and Queen’s Day (女王节), reflecting the rising influence of women as powerful consumers.

Are you ready to attract high-intent audiences and elevate your search visibility? The Baidu Map Brand Zone is your ticket to dominate search results. With an exclusive 100% Share of Voice (SOV) for your brand-related keywords, this premium placement ensures that your business stands out, drives targeted traffic directly to your official website, and boosts brand awareness along with in-store sales!

As cultural tourism flourishes in China, Xiaohongshu (RedNote) has become as an essential travel companion for young Chinese travelers. “Slow Travel” and “Just Go” trip emerge as two key cultural tourism trends that will redefine travel in 2025.

Xiaohongshu (RedNote) has transformed from a social media platform into a powerful search engine in China! In 2024, an impressive 73% of its Monthly Active Users sought inspiration on the platform, with an astonishing 90% actively engaging in searches.

As the fashion industry continues to navigate the complexities of a post-pandemic landscape, the outlook for 2025 reveals a compelling opportunity for growth. While sluggish growth remains a challenge, there’s a significant silver lining: the Silver-haired Generation, consumers aged 50 and above, is projected to drive nearly 48% of global consumption growth by 2025!

CNY promotions are essential for brands, but have you considered the power of a Post-CNY Back-to-Work campaign? As Chinese professionals will return from the 8-day 2025 Chinese New Year holiday in early February, MaiMai introduces a dynamic 2-week back-to-work campaign. This initiative serves as an exceptional marketing tool for brands eager to engage with this vibrant audience!

As we gear up for Chinese New Year (CNY) 2025, the stage is set for record-breaking Chinese outbound travel and consumer spending, driven by evolving consumer behaviors and preferences. According to Qunar, international travel during the 2024 CNY saw a remarkable 13.5 million outbound trips, surpassing pre-pandemic levels and setting the pace for new highs this year. Dive into the insights from Fliggy and Qunar below, showcasing promising trends that businesses can tap into to connect with Chinese travelers and maximize opportunities during this peak travel season.

Understanding the Chinese festive calendar isn't just important—it's a game changer for your annual marketing strategy. Each festival presents a unique opportunity to build authentic connections with diverse audience segments, including families celebrating traditional events like Chinese New Year, young couples exchanging gifts during occasions like 520 Day and Qixi Festival, and online shoppers during major e-commerce events such as 618 and Singles' Day.