Free Subscription

  • Access 15 free news articles each month


Try one month for $5
  • Unlimited access to news,insights and opinions
  • Quarterly and weekly magazines
  • Independent research reports and forecasts
  • Quarterly webinars with industry experts
  • Q&A with retail leaders
  • Career advice
  • Exclusive Masterclass access. Part of Retail Week 2021

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

Masterclasses are for professionals only

Only $5 p/m for first 3 months
Become a Professional Already a professional? Login
  • Daily exclusive Members Only content straight to your inbox
  • Access to exclusive Retail Week events including all 4 Masterclasses 28 February - 3 March
  • Retail insights and intelligence
  • On-demand videos with industry professionals
  • Weekly careers advice specific to retailers
  • Independent research reports and forecasts
  • Q&A with industry experts
  • Content, content, content! Weekly and quarterly magazines