Over 100 million users share their real shopping experience in RED
Living in the technology-driven era,
post-90s and -00s generation like
sharing anecdotes and checking in
everywhere. They are used to posting
their daily activities on social media
platforms. Since the craze of Tik Tok
subsided, “RED” (Xiaohongshu 小紅
書, which literally means “the little red
book”) has successfully drawn attention
from the young generation in the Mainland
in terms of its unique one-stop sharing
and shopping experience
This issue begins with news that are worth celebrating –
11 tenders showed their support for the Charity Tender session at the
ISCM’s 15th Anniversary Annual Dinner held in April, raising a total of HKD 180,000
which will be donated to our beneficiary – Hong Kong Sheng Kung Hui Welfare Council Limited.
Besides, the ISCM Greater Bay Area tour was successfully held recently in Guangzhou,
providing an eye-opening experience for our participants.
This issue also explores the possibilities of launching an all-in-one membership programme
for malls under the same roof, allowing more exclusive privileged benefits,
loyalty and rewards programmes, for instance, can enhance consumers’ sense of belonging and loyalty.
On the other hand, the smartphone app “RED” has successfully drawn attention in the Mainland
in terms of its unique one-stop sharing and shopping experience. With over 200m active users,
RED has also become a ‘start-making platform’ – creating an ideal online site for launching retail campaigns.
