在小红书，国际品牌学会了“听劝”

Core Insights - The China International Import Expo (CIIE) serves as a significant platform for showcasing China's high-level openness and connecting global markets, with the eighth edition scheduled for November 5-10, 2025, featuring over 430,000 square meters of exhibition space and participation from 155 countries and regions, along with over 4,100 foreign enterprises [1][7]. Group 1: Brand Engagement and Marketing Strategies - Overseas brands are increasingly utilizing platforms like Xiaohongshu (Little Red Book) to engage with Chinese consumers, employing interactive activities such as QR code scanning to attract visitors [3][9]. - Adidas has leveraged Xiaohongshu to tap into the preferences of Chinese consumers, launching products that resonate with local aesthetics and trends, resulting in significant sales growth [5][9]. - Airbnb has identified emerging travel trends among Chinese youth through Xiaohongshu, leading to tailored offerings that cater to specific interests, such as concert-related accommodations, which have proven successful [6][9]. Group 2: Cultural Exchange and Market Insights - The "grass planting" culture on Xiaohongshu is facilitating a deeper understanding of Chinese consumer behavior among international brands, allowing them to adapt their products and strategies accordingly [7][9]. - The influx of overseas users into Xiaohongshu is fostering cultural exchange, with shared interests in pets, fashion, and food, highlighting the platform's role in bridging cultural gaps [7][10]. - Xiaohongshu's unique platform characteristics and user-driven influence are reshaping marketing dynamics, transforming traditional consumer-brand interactions into more engaging and personalized experiences [9][10].