Xiaohongshu vs. WeChat vs. Douyin: Which China Platform Should Your Brand Prioritize?

Posted on October 25, 2025 | By AdXingmei Insights Team

You’re ready to enter China’s massive market. But first, a critical question: Which social platform should you invest in first?

China’s digital landscape is a world of its own. While Western brands often default to "the usual suspects" (WeChat, Douyin), the answer isn’t one-size-fits-all. The real question is: What does your brand need to achieve?

Xiaohongshu (Little Red Book/RED), WeChat, and Douyin each solve a different problem. Choosing the right one starts with knowing your goal.

This guide breaks down the strengths of each platform, so you can stop guessing and start building a targeted China strategy.

Xiaohongshu (RED): The "Trust-Building Engine"

Think of Xiaohongshu as China’s most trusted search engine for products and lifestyles. Users don’t scroll here—they research. 68% of RED users say they visit the platform specifically to "decide what to buy."

Best for: Brands needing to build credibility from scratch

• If you’re a new-to-market brand (e.g., a European skincare line or Australian wine), RED is where you prove you’re "worth the hype."
• Strengths: Authentic user reviews (KOC content), high-intent search traffic, and a community that rewards niche, quality products.
• Weakness: Not ideal for "broad awareness"—users come with specific needs, so you need to match their search intent.

WeChat: The "Loyalty Hub"

WeChat isn’t just an app—it’s China’s digital lifestyle backbone. With 1.3 billion monthly users, it’s where people chat, pay bills, read news, and follow brands they already know and trust.

Best for: Brands with existing awareness (or selling high-ticket items)

• If you’re a luxury brand (e.g., a Swiss watchmaker) or already have a customer base in China, WeChat is where you deepen loyalty.
• Strengths: Closed ecosystem (users stay within the app), direct 1-on-1 communication (via WeChat Official Accounts), and seamless e-commerce (WeChat Pay).
• Weakness: Hard to reach new users—people follow brands they already recognize, so it’s not a "discovery" platform.

Douyin: The "Viral Awareness Machine"

Douyin (China’s TikTok) is all about short-form video that goes viral fast. Its algorithm thrives on novelty, trends, and entertainment—making it perfect for grabbing attention.

Best for: Brands needing to reach Gen Z with "fun, shareable content"

• If you’re a youth-focused brand (e.g., a US streetwear label or Korean snack brand), Douyin can make you an overnight trend.
• Strengths: Massive reach (over 600 million daily users), hyper-engaging video format, and the ability to turn unknown brands into household names.
• Weakness: Hard to convert "viral fame" into sales—users come for entertainment, not to research purchases.

So, Which One Should You Choose?

The short answer: Start with Xiaohongshu if you’re new to China. Here’s why:

• It’s the only platform where "discovery" and "decision" happen in one place.
• You can build trust (via KOC reviews) and drive sales (via in-app shopping) without needing pre-existing awareness.
• Once you’ve built a base on RED, expand to WeChat (to retain customers) and Douyin (to amplify trends).