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Why Superdry is banking on Little Red Book to win Chinese dollar

Superdry KOL Ashley
Superdry is using Australia-based KOLs to connect with Chinese consumers. Image: Supplied.
Instagram may have paved the way for influencer marketing across the globe, but cross-border retailers are looking towards local social commerce platforms to connect with Asian consumers.  Xiaohongshu, or Little Red Book (LRB/RED) as it’s known in English, is considered by many to be China’s answer to Instagram. The social media and e-commerce platform, primarily targeting 18-35 year olds, is a lifestyle sharing platform with user-generated content, such as product reviews and recommend