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Originally a travel and shopping reviews app, RED, or Xiaohongshu as it is also known, has since grown to become one of the most important word-of-mouth channels in China. But where does this platform sit along the consumer journey and how should luxury brands approach it to complement their other digital properties in the market?
Iris Chan, Partner & Head of International Client Development at DLG (Digital Luxury Group) sits down with Pablo Mauron, Partner & Managing Director China of DLG to examine one of the most talked-about social platforms in China at the moment.
