This October, DLG (Digital Luxury Group) has partnered with NEWRANK and Xinhong to launch the all-new RedNote Luxury Index 2025. This comprehensive report analyses the performance, content strategies, and marketing effectiveness of 130 luxury brands on RedNote across fashion, watches & jewellery and wine & spirits. Which brands are excelling on RedNote, and which ones are falling behind in the race for consumer attention?
As China's biggest promotional event, Singles' Day is underway, and consumers make their biggest purchases of the year. They explore, compare, and get inspired – and increasingly, that inspiration starts on RedNote.
Yet luxury brands face a fundamentally different landscape than their beauty counterparts. Unlike beauty brands that have developed sophisticated conversion playbooks over years of platform evolution, luxury consumers on RedNote remain early in their discovery journey. One-third of searches are brand-name only – signalling that many are just beginning to explore brands through the platform. This discovery-first behaviour demands patience and brand-building over immediate sales activation.
Luxury brands deploy significantly fewer paid influencer posts – just 9.9 per brand monthly compared to beauty's 152.6 – focussing instead on quality over quantity through authoritative brand accounts and selective partnerships. Meanwhile, the offline-online divide is closing rapidly: nearly all fashion and jewellery houses now have sales associates maintaining RedNote accounts, with over half introducing certified brand ambassador programmes to bring greater structure and professionalism to social selling.
How are leading luxury brands optimising their RedNote strategies, and what fundamentally different approaches are required to build authentic influence in this community-driven environment where discovery trumps conversion? The brands winning on RedNote aren't simply replicating their WeChat or Douyin playbooks – success demands understanding what the community needs, values, and aspires to.