Xiaomi's bold move + Home renovation Song Dynasty style + Platform updates
Mark as: Good info, do read.
Welcome to… our new series! That we don’t have a title for yet. Hey, it’s a work in progress and you’re along for the ride. The important thing is, we’ve got some juicy content we couldn’t wait to share, so just dig in and enjoy it 👇
Breaking News
🗞️ China’s Two Sessions & Xiaomi CEO Lei Jun’s Bold Marketing Move
The 2025 Two Sessions took place from March 4-11. During this period, concerned about content regulation and traffic restrictions, most brands adopt a low-profile marketing strategy.
Xiaomi, however, did the opposite of that.
On February 27, the brand held a high-profile launch event, unveiling the groundbreaking SU7 Ultra electric vehicle and Xiaomi 15 Ultra smartphone, creating a social media sensation.
Less than a week later, CEO Lei Jun, attending the Two Sessions as a delegate, was spotted and heavily photographed using the newly launched smartphone at the event. He further amplified engagement by sharing coverage from the Two Sessions on his personal social media, garnering millions of likes.
By seamlessly bridging two major moments, Xiaomi maximized brand visibility and captured widespread attention.
Whether or not that was kosher…
Breaking the Mold
*We’re interested in brands using unconventional/new mediums and/or features to stand out and, ultimately, create better relationships with their audience. This section is dedicated to those trailblazers.
🍿 Short Drama
Brand: Shengdu Whole Home Renovation (A home renovation brand under Beike Real Estate)
Title: I’m a Super Decorator in the Song Dynasty (6 episodes)
Plot: A modern home designer time-travels to the Song Dynasty and starts a renovation business.
Why this is interesting:
1. Rare Find.
A home design brand launching a standalone short drama is nearly unheard of.
2. Proven Impact.
During its run on WeChat’s video platform, WeChat Channels, Douyin, and Xiaohongshu, the drama significantly boosted engagement across all platforms. On WeChat Channels alone, Likes surged from mere dozens to thousands—even tens of thousands.
3. Perfect Balance.
The drama strikes the ideal mix of brand messaging and audience entertainment, making it a model case of successful branded content.
The secret sauce:
1. First impressions matter
The opening episode immediately exposes the hidden pitfalls of the home design industry—misaligned design expectations, inflated pricing, and lack of transparency. By breaking conventional branded content tropes, it instantly establishes an emotional connection with viewers.
2. Short, but packs a punch
Each episode is only 4 minutes long yet packed with viral video techniques—fast cuts, unpredictable plot twists, and modern internet slang blended into a historical setting. Even the props don’t strictly adhere to historical accuracy, maximizing entertainment value and keeping viewers engaged every second.
3. Funny but relatable & informative
While full of absurd humor, the core storyline reinforces the brand’s commitment to quality home renovation—facing challenges head-on and prioritizing people’s needs. By weaving real-life renovation cases into an engaging narrative, the brand successfully builds a positive, relatable identity.
🎙️ Podcast
The Hidden Door
Sponsored by: 松赞Songtsam
What they are talking about:
Songtsam is a Chinese hospitality group. The brand is infused with a distinct spiritual essence. Its official podcast, The Hidden Door, tells stories of people and the land, exploring the harmony between humans and nature.
The podcast features interviews with influential figures from Tibet, such as mountain guardians, monks, and folk singers, as well as notable visitors to the region. It also delves into Tibetan cuisine, unique landscapes, and must-visit destinations. Because of its sincere, organic, and informative content, it resonated deeply with the target audience.
L’Oréal’s Biggest Campaign of the Year Kicks Off on Podcasts — “Every Step is Worth It”
L’Oréal partnered with 14 top Little Universe podcasters (one of the biggest podcast platforms in China) to explore themes of women’s growth, career perseverance, emotional dilemmas, and everyday joys in celebration of Women’s Day. As a global brand, prioritizing podcasts for a major marketing campaign was an unexpected yet well-received move.
It hit the spot. Fans took to Xiaohongshu (Rednote) to leave their reviews;
“Such a great campaign! Featuring all my favorite podcasts, and I really hope to see more fashion and lifestyle podcasts in the future.” — @蔡魔法
“Just like the theme of this campaign, L’Oréal has made podcast marketing itself more visible by taking the spotlight in this initiative.” — @播客思维
“In an era where feminist movements and anxiety intertwine, L’Oréal Paris has taken a different path. The brand redefines its classic slogan, ‘Because I’m Worth It,’ with a new sense of empowerment and high self-worth.” — @她行天下
🔑 New & Trending Features
🥟 Weibo’s Smart Search has officially integrated DeepSeek, making it easier than ever to find trending news, entertainment gossip, expert knowledge, and lifestyle tips—all with precise, AI-driven matching.
For example, during the Huawei PuraX launch on March 20, users can simply enter the keyword “Huawei PuraX”, click on AI Smart Search, and instantly access all key product-related information and 196 related posts in one go.
🥟 Xiaohongshu (Rednote) continues refining its e-commerce interface with thoughtful design tweaks to boost engagement and conversions. Recent updates include:
1️⃣ More prominent brand store entry – The brand shop link has moved from a text tab to the profile header area, now featuring three product thumbnails to grab followers’ attention.
2️⃣ Instant product search – Long-pressing a brand’s product image now triggers a “Find Similar” prompt, allowing users to quickly search for related items or share with friends.
👀 What else is happening
Xiaohongshu Goes Global: AI + Cross-Border Expansion
For any TikTok Refugees still on Rednote, commerce is coming to you. Here’s what you need to know:
On March 10 Xiaohongshu launched the "E-Commerce Global Navigation Plan", aiming to help Chinese merchants expand overseas.
The plan provides end-to-end solutions, including online transactions, export trade, cross-border payments, and localized operations.
Initial markets: U.S., Hong Kong, and Macau, with future expansion to Europe and Southeast Asia.
Strategy: Leverage Xiaohongshu’s content ecosystem (user-generated posts, live streaming, shops) to attract global consumers.
🧠 With the fate of ByteDance’s TikTok and current US lawmakers’ sentiment towards Chinese tech, expanding to the U.S. right now seems like a risky move, but hey, the platform is unparalleled in the way it seamlessly combines social + search + commerce. Will it be the next TikTok (for better or worse)? Only time (and a bunch of click-bait titles) will tell.
As always, thanks for reading! ✌🏼
We craft strategies and content that help our clients reach, engage, and foster relationships with Chinese consumers to drive long-term business results. Reach out to us at hello@waisocial.com to learn more 💬