Everyone should know how Xiaohongshu dominates furniture marketing

In recent years, Xiaohongshu (rednote) has become a core platform that influences consumer decision-making in the furniture and home decoration field. Through its unique combination of high-quality user-generated content (UGC), influencer collaboration and data-driven marketing strategies, it has become the first choice for consumers to obtain inspiration and trust endorsements for home purchases. With the rise of trends such as the "scent economy" (such as fragrance products to improve home comfort), and brands such as MINISO using the platform to dominate the aromatherapy market, the platform's influence continues to stand out. This article will start with content strategy, user interaction mechanism and typical brand marketing cases to analyze how Xiaohongshu consolidates its leadership in the furniture industry.

I. Content Strategy and User Engagement

Xiaohongshu's success in the furniture industry hinges on its "plant grass and pull grass" approach, where users first discover products through engaging content ("planting grass") before making purchase decisions ("pulling grass"). The platform excels in delivering aesthetically pleasing, comprehensive, and authentic content, with 62.7% of users praising its visual appeal and 58.9% valuing real user experiences. Home bloggers play a pivotal role, influencing 41.2% of users, while ordinary users contribute 33.7% of impactful recommendations. This dual influence creates a trustworthy ecosystem where consumers feel confident in their choices.

From scenario-based storytelling to detailed product reviews, the platform's content advantages make it an important reference for home decoration and furniture matching. A large number of users rely on the platform for decoration inspiration and regard it as a virtual "inspiration guide". Whether users actively search for relevant content or obtain information through homepage recommendations, the high frequency of attention in the furniture field continues to consolidate the platform's position as an industry trend leader.

The end-to-end Xiaohongshu operation service  provided by Topkee helps brands build a complete closed loop from content planting to transaction acquisition by integrating natural influence and strategic operation: with the help of customized theme scheduling and professional design services, it ensures that the product vision meets the platform standards and stands out in the information flow; relying on the UGC-driven note creation model, brands and users work together to produce non-scripted real content, which meets the platform users' demand for authenticity; using precision marketing tools, optimizing advertising reach logic based on user behavior data, matching the personalized recommendation mechanism of the platform algorithm, and converting passive browsing into quantifiable sales conversions.

II. User Behavior and Information Acquisition

Xiaohongshu users exhibit distinct behaviors when seeking furniture and decor ideas. Active searching dominates, with 74.4% of users proactively looking for content, while 63.2% rely on personalized homepage recommendations. This dual approach ensures that brands can reach audiences through both organic discovery and targeted advertising. The platform's "reference mentality" is particularly strong, as users perceive it as a reliable source for matching home products and discovering hidden gems.

This behavior highlights the bridge value between brands and consumers. By combining content with user preferences - such as showing products in real scenes or emphasizing their affordable prices - brands can effectively unlock the platform's promotion potential. For example, MINISO's "Master Fragrance" series positioned itself as a mass-market aromatherapy leader based on platform search trends, thereby driving sales and occupying category dominance.

Topkee has an experienced Xiaohongshu ads operation team, which has been deeply involved in advertising in multiple industries for many years, helping brands achieve explosive growth in traffic. Its services cover a variety of advertising formats, can accurately locate target user groups, and provide rich content forms such as pictures, short videos, and live broadcasts. At the same time, it collects user feedback and conducts market analysis during the marketing process to promote companies to have a deep understanding of the market and user needs. Specifically, it includes: writing product notes in a variety of content formats, accurately cultivating users' interest and demand for products, and converting implicit demand into clear purchasing intentions; through detailed user behavior analysis and feedback collection, it provides brands with efficient lead collection channels to help accurately capture potential customers; combining advertising and e-commerce functions to create a seamless shopping experience for brands and improve conversion rates and sales performance.

III. Case Studies: Successful Brand Campaigns on Xiaohongshu

1. MINISO's "Master Fragrance" Series: Tapping into the Mass Aromatherapy Market

MINISO identified a gap in the affordable aromatherapy market through Xiaohongshu data insights. While heavy users favored premium brands, general users prioritized fragrance quality and value. The brand adopted a four-step strategy: increasing awareness through brand ads, testing content around key selling points, amplifying high-praise notes via info-flow ads, and targeting search ads to capture intent. The campaign generated over 10 notes with 10K+ interactions, spilling over to e-commerce platforms and making MINISO's aromatherapy line a top-seller.

2. Opp's "Thermal Energy Ring Bathroom Heater": Rejuvenating a Traditional Brand

Opp transformed its bathroom heater into a youthful, high-design product by leveraging Xiaohongshu's five-dimensional blogger model (matching expertise, data, grass-planting power, IP influence, and content authorization). Home bloggers showcased the heater in diverse bathroom styles, while lifestyle and mom/pet influencers expanded its appeal. Off-season content buildup and promotion-period keyword targeting drove Opp to rank #1 in high-end bathroom heaters, with annual sales nearing 200 million RMB.

3. Vatti's Kitchen Appliances: Co-Creation with Xiaohongshu Users

Vatti engaged Xiaohongshu's "self-pleasing life home" users—who value individuality and sharing—to co-create kitchen appliances. The brand recruited users for a "0-yuan kitchen makeover" campaign, documenting transformations across six lifestyles. This UGC-driven approach, combined with offline elevator ads, boosted brand searches by 208% and generated 1,400+ notes.

4. Panasonic's "Pure Wind Series" Air Conditioner: Celebrity-Driven Brand Rejuvenation

Panasonic partnered with spokesperson Yang Chaoyue to target Xiaohongshu's female-dominated 3C audience. By focusing on bedroom and "stay-at-home" scenarios, the campaign emphasized the air conditioner's sleek design and smart features. KOL notes achieved a 78% high-praise rate, and searches for the product surged 187% YoY, with under-35 users growing to 39%.

IV. Xiaohongshu Brand Marketing: Key Success Factors, Results and Future Opportunities

1.Three strategies drive the success of activities.

First, data-driven insights, such as MINISO and Panasonic using platform analysis to explore market gaps and user preferences; second, multi-dimensional marketing layout, through KOL cooperation, KFS (key function sales) content and search advertising to achieve omni-channel reach; third, high-quality content construction, using real UGC and scenario-based narratives to increase user engagement and form an e-commerce conversion spillover effect.

2. All brands have achieved remarkable results in terms of influence and effectiveness.

In terms of sales, MINISO's aromatherapy series sold out on its first sale, and OPPLE heaters topped the sales list in the category; in terms of user interaction, VATTI Notes was exposed more than 130 million times, and Panasonic Notes received a high like rate of 78%; in terms of long-term value, brands continue to expand user circles (such as Panasonic's younger user group) and optimize products through user feedback.

3. Looking ahead, the platform faces three major emerging opportunities.

Artificial intelligence and big data technologies will strengthen personalized recommendations and predictive analysis, and assist in precision marketing; deepen user participation in product co-creation (such as the Vatti case), and promote user value injection in the design process; explore untapped market segments such as smart storage and sustainable furniture, and open up incremental space.

Conclusion

Xiaohongshu’s dominance in the furniture industry stems from its ability to combine high-quality content with data-driven precision marketing. Brands can achieve breakthrough growth by embracing the platform’s “grass-planting” ecosystem, such as working with influencers, UGC co-creation, and phased marketing. As consumer preferences continue to evolve, the platform will remain a core position for driving innovation and connecting with users. For brands seeking to gain a foothold in this field, working with Topkee’s marketing team, who are well versed in Xiaohongshu operations, has become a must-have choice.

Appendix

• MINISO: Add some fragrance to your life with the master aromatherapy
• Opp: Yuba Solo goes viral, awakening young people to the little happiness in the bathroom
• Vatti: Sincere marketing, let Xiaohongshu users become product managers
• Panasonic: Accumulating a reputation among young people and emerging in the summer