小红书 · RED
The No. 1 RED agency in France
Xiaohongshu, “the little red book”, is the platform where 300 million Chinese consumers decide what to buy, where to travel and where to eat. We produce your notes, run your official account and activate local creators, all in line with the platform's codes.
Not Instagram, not TikTok: a social search engine
On RED, users actively look for reviews before they buy. A well-built note keeps driving visits months after it goes live, which completely changes the way content is produced.
From opening the account to the first sale
Official account & localisation
Opening and verifying the business account, Chinese name, bio, categories and search keywords. We adapt your positioning to local expectations rather than translating your French communication.
Note production
Series of photo and video notes shot to RED's codes: real footage, structured text, comparisons, itineraries. Every note is written in Chinese by native writers, never machine-translated.
Creator activation
Selection of local KOCs and KOLs relevant to your category, briefing, publication follow-up and usage rights. Third-party recommendation remains the most powerful lever on the platform.
Management and analysis
Tracking of impressions, saves, collection rate and inbound queries. Every month we adjust keywords and angles based on what the platform surfaces.
Content built to capture, engage and convert
Our strategic approach to winning on Xiaohongshu
We take a structured, data-driven approach to create content that performs and resonates culturally. Every post is designed to be tested, optimised and adapted to local trends to maximise your impact on the Chinese market.
Localisation & Editorial Strategy
We don't translate, we adapt. We analyse local search trends (RED SEO) and define the messaging angles that resonate with the cultural codes of Chinese audiences.
“Native” Content Creation
We produce visuals and captions made specifically for RED: vertical formats, “note”-style layouts and a polished aesthetic. Every post is designed to get saved and shared.
Community Management & KOC/KOL
We manage your interactions and can activate our network of micro-influencers (KOC) to grow your visibility organically. We analyse the feedback to adjust the strategy in real time.
RED (Xiaohongshu): the key questions
Updated
What is RED, or Xiaohongshu?
A Chinese app that combines social network, shopping guide and search engine. According to Reuters, it has had more than 400 million monthly active users since 2025. Young Chinese people use it to plan their trips and choose their restaurants, which is why it matters so much for French brands that welcome Chinese customers.
Who uses RED?
A mostly female, young and urban audience. According to Fortune, nearly three quarters of users are women, and half were born after 1995. That is the profile that buys beauty, fashion, luxury and travel experiences. At Esekai, notes are written directly in Chinese and videos are shot in France, with no translation step.
Frequently asked questions about our video production studio
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30 minutes with our team. You leave with a content plan, even if we don't end up working together.