The campaign name “Anfu Lu Online” references Anfu Lu (meaning Anfu Road), a neighborhood in Shanghai with trendy eateries, cozy coffee shops, and boutique brands.
On March 1, Chinese lifestyle platform Xiaohongshu launched a new project “Anfu Lu Online” in collaboration with over 30 homegrown brands. These are featured in the scheme’s dedicated Mini Program on Xiaohongshu, allowing easier access for consumers. The name references Anfu Lu (meaning Anfu Road), a neighborhood in Shanghai with trendy eateries, cozy coffee shops, and boutique brands — now the site of the campaign’s pop-up shop. The platform also partnered with five recognized local brands, including Li-Ning, CANOTWAIT_, and WallpaperSTORE, to unveil an online shop featuring exclusive products. Meanwhile, Xiaohongshu introduced its new fashion IP “Red Label,” which will fuel designer brands’ growth by helping them facilitate the content-to-commerce loop.
NETIZEN REACTION
The UGC posts including the keyword “Anfu Lu Online” hit 4,000 on Xiaohongshu within 10 days, including KOLs and KOCs’ recommendations on mainland designer brands such as Shushu/Tong and RUI. Many users also shared snapshots of their visits to the campaign’s offline pop-up shop at Anfu Road. All of this content drove significant organic traffic on the social platform.
VERDICT
Anfu Road has been dubbed as one of the hippest districts in Shanghai and is a well-known hub for fashion communities. By teaming up with a wide range of domestic designer brands, Xiaohongshu has consolidated its image as a lifestyle-driven platform. And, what’s more, many niche brands with a limited budget for digital marketing will also benefit from the partnership — with the opportunity to now engage far broader audiences. Continue to read the full article here
