Fashion & Lifestyle
Strategy on Xiaohongshu
Where 82% of Gen Z discover fashion trends—master XHS to dominate China's ¥680B fashion market with proven strategies for apparel, accessories, and luxury brands
82%
Discover Fashion on XHS
¥680B
Fashion Market Size
45%
Purchase Within 48 Hours
7.5x
Average ROI
Fashion Market Landscape on XHS
China's largest fashion discovery platform with 280M+ fashion-conscious users driving ¥680B in annual GMV
280M+
Fashion Users
3.5B+
Monthly Searches
850M+
Fashion Posts
150M+
Daily Interactions
¥450
Average AOV
12-22%
Conversion Rate
Women's Apparel
38%
¥258.4B GMV
Dresses, tops, outerwear, pants, skirts • ¥350-800 avg • 2-3x/month
Korean Fashion
Vintage/Retro
Sustainable
Office Wear
Accessories & Bags
22%
¥149.6B GMV
Handbags, jewelry, sunglasses, watches, scarves • ¥200-1,500 avg • Monthly
Luxury Dupes
Statement Pieces
Minimalist
Footwear
18%
¥122.4B GMV
Sneakers, boots, heels, sandals, loafers • ¥400-1,200 avg • Every 2-3 months
Chunky Sneakers
Platform Shoes
Comfort-First
Men's Fashion
12%
¥81.6B GMV
Streetwear, suits, casual wear, outerwear • ¥300-1,000 avg • Monthly
Gorpcore
Minimalism
Tech Fabrics
Luxury & Designer
10%
¥68B GMV
Designer bags, luxury apparel, watches, jewelry • ¥3,000-30,000+ • Every 3-6 months
Pre-Owned Luxury
Quiet Luxury
Investment Pieces
Fashion Consumer Profiles
Understanding the 4 distinct fashion buyer personas on XHS—from trend setters to luxury aspirants
The Trend Setter
32% of users
Age
18-25 (Gen Z)
Income
¥4K-10K/month
Location
Tier 1-2 cities
AOV
¥200-800
Shopping Behavior
- Early adopter (buys new trends immediately)
- High purchase frequency (2-4x per month)
- Influenced by KOLs and street style
- Values uniqueness and brand story
Content Preferences
- OOTD (Outfit of the Day) posts
- Trend reports and forecasting
- Street style photography
- Styling tips and hacks
Top Interests
- Korean fashion
- Vintage finds
- Emerging designers
- Sustainable brands
The Luxury Aspirant
25% of users
Age
25-35
Income
¥15K-40K/month
Location
Tier 1 cities
AOV
¥2,000-10,000
Shopping Behavior
- Strategic buyer (researches before purchase)
- Shops quarterly for investment pieces
- Brand-conscious and quality-focused
- Mix high-low (luxury + affordable)
Content Preferences
- Luxury hauls and unboxings
- Authentication guides
- Investment piece reviews
- Designer brand comparisons
Top Interests
- Luxury bags
- Designer footwear
- Fine jewelry
- Pre-owned luxury
The Practical Fashionista
28% of users
Age
22-35
Income
¥8K-18K/month
Location
All tiers
AOV
¥300-1,200
Shopping Behavior
- Value-conscious (quality per yuan)
- Moderate frequency (monthly)
- Versatility-focused (wears items multiple ways)
- Researches durability and reviews
Content Preferences
- Capsule wardrobe guides
- Cost-per-wear calculations
- Quality brand reviews
- Versatile styling ideas
Top Interests
- Timeless basics
- Workwear
- Quality fabrics
- Multi-functional pieces
The Fast Fashion Fan
15% of users
Age
18-28
Income
¥3K-8K/month
Location
Tier 2-4 cities
AOV
Under ¥300
Shopping Behavior
- Impulse buyer (trend-driven)
- Very high frequency (weekly purchases)
- Quantity over quality
- Flash sale responsive
Content Preferences
- Haul videos
- Dupe finds
- Budget styling challenges
- Sale alerts
Top Interests
- Fast fashion dupes
- Taobao finds
- Trend pieces
- Seasonal sales
Content Strategy for Fashion Brands
5 core content pillars that drive engagement, saves, and conversions on XHS
1
Outfit Inspiration
35% of content
- OOTD posts (Outfit of the Day)
- Seasonal lookbooks
- Occasion-based styling
- Color coordination guides
Engagement
20-30%
Saves
35-45%
Example Titles:
- 5 Ways to Style White Sneakers
- Office to Dinner: One Outfit Transition
- Spring Capsule Wardrobe: 20 Pieces, 50 Outfits
2
Hauls & Reviews
25% of content
- Shopping hauls (try-on sessions)
- Product reviews (fit, quality, value)
- Dupe comparisons
- Size and fit guides
Engagement
18-28%
Purchase Intent
25-35%
Example Titles:
- ¥500 Zara Haul: 10 Pieces Reviewed
- Luxury Bag Dupes Under ¥200
- Honest Review: Uniqlo vs Muji Basics
3
Styling Tips & Hacks
20% of content
- Body type styling guides
- Proportion tricks
- Accessorizing tips
- Color theory and matching
Engagement
15-22%
Saves
40-50%
Example Titles:
- How to Look Taller: 8 Styling Tricks
- Styling Wide-Leg Pants for Every Body Type
- Accessorizing 101: Elevate Any Outfit
4
Trend Reports
12% of content
- Seasonal trend forecasts
- Runway to street translations
- Korean/Japanese fashion trends
- Celebrity/influencer style breakdowns
Engagement
22-35%
Authority
Very High
Example Titles:
- Spring 2025 Fashion Trends from Seoul
- 3 Runway Trends You Can Actually Wear
- What Korean It-Girls Are Wearing This Month
5
Wardrobe Management
8% of content
- Closet organization tips
- Decluttering guides
- Sustainable fashion practices
- Care and maintenance
Engagement
10-18%
Audience
Niche, Loyal
Example Titles:
- Declutter Your Closet: Keep, Donate, or Sell?
- How to Care for Leather Bags
- Build a Capsule Wardrobe in 5 Steps
Fashion Photography Best Practices
The difference between 5% engagement and 30% engagement—optimize every element of your fashion content
Poor Fashion Content
Lighting
- Indoor fluorescent lighting
- Harsh shadows on face/body
- Flat, lifeless lighting
- Yellow/green color tint
Composition
- Cropped head/feet out of frame
- Center placement (boring)
- Cluttered, distracting background
- Awkward, stiff angles
Styling & Fit
- Ill-fitting clothes (too big/small)
- Wrinkled, messy fabrics
- No accessories or styling
- Unflattering, awkward poses
Post-Processing
- Over-edited (unrealistic skin)
- Heavy filters (loses authenticity)
- Distorted proportions
- Wrong white balance
Engagement Results
5-10% engagement • Low saves
Optimized Fashion Content
Lighting
- Natural daylight (10am-4pm ideal)
- Soft diffused lighting
- Color-accurate and vibrant
- Golden hour glow (optional)
Composition
- Full body visible (head to toe)
- Rule of thirds placement
- Clean, neutral background
- Flattering angle (slightly above eye level)
Styling & Fit
- Proper fit (tailored to body)
- Steamed/pressed fabrics
- Styled with accessories
- Natural, confident poses
Post-Processing
- Subtle enhancement (+10-15% brightness)
- True-to-color representation
- Natural proportions maintained
- Corrected white balance
Engagement Results
20-30% engagement • 35-45% saves
Influencer Collaboration for Fashion
Strategic KOL partnerships across 4 tiers—from nano influencers to mega fashion icons
Mega Fashion Influencers (1M+ followers)
ROI: 2-3x
Reach
1M-20M/post
Engagement
3-6%
Cost
¥50K-500K/post
Frequency
1-2/year
Best For
- Brand awareness campaigns
- New collection launches
- Major seasonal campaigns
Content Types
- Sponsored lookbooks
- Brand campaigns
- Event coverage
Mid-Tier Fashion Influencers (100K-1M followers)
ROI: 5-7x
Reach
100K-1M/post
Engagement
8-14%
Cost
¥10K-50K/post
Frequency
Monthly
Best For
- Product launches
- Seasonal collections
- Brand partnerships
Content Types
- Styling videos
- Shopping hauls
- Collection reviews
Micro Fashion Influencers (10K-100K followers)
ROI: 8-12x
Reach
10K-100K/post
Engagement
15-25%
Cost
¥2K-10K/post
Frequency
Weekly
Best For
- Niche audiences (petite, plus-size)
- Authentic reviews
- Ambassador programs
Content Types
- Honest try-ons
- Styling tutorials
- Outfit repeating
Nano Fashion Influencers (1K-10K followers)
ROI: 12-20x (Highest)
Reach
1K-10K/post
Engagement
25-40%
Cost
¥200-2K/post
Frequency
Daily
Best For
- UGC generation
- Grassroots buzz
- Community building
Content Types
- Real-life styling
- Honest reviews
- Budget fashion
Budget Allocation (¥1M budget)
Seasonal Fashion Calendar
12-month strategic roadmap aligned with Chinese shopping festivals and fashion seasons
January
7%
New Year Style Reset
Products:
Winter coats, boots, knitwear, accessories
Campaigns:
"New Year New Wardrobe," winter sale guides, layering tips
February
12%
Chinese New Year Glamour (PEAK)
Products:
Dresses, red accessories, luxury bags, jewelry
Campaigns:
"CNY Outfit Ideas," luxury gift guides, red fashion editorials
March
9%
Spring Transition
Products:
Trench coats, light knits, spring dresses, loafers
Campaigns:
"Spring Wardrobe Essentials," color trend reports, layering guides
April
8%
Fashion Week Influence
Products:
Trend pieces, designer bags, runway-inspired looks
Campaigns:
"Runway to Real Life," trend forecasts, designer spotlights
May
7%
Wedding Season Style
Products:
Dresses, heels, clutches, jewelry, suits
Campaigns:
"Wedding Guest Outfit Ideas," formal styling, accessory guides
June
15%
6.18 Shopping Festival (BIGGEST)
Products:
EVERYTHING (summer clothing, basics, trend pieces)
Campaigns:
"Ultimate Fashion Haul," deal guides, must-have lists
July
6%
Summer Fashion
Products:
Swimwear, sundresses, sandals, sunglasses, resort wear
Campaigns:
"Vacation Outfit Packing," resort wear, beach style
August
6%
Back-to-School Style
Products:
Casual basics, sneakers, backpacks, everyday wear
Campaigns:
"Student Style Guide," campus lookbooks, budget fashion
September
9%
Fall Fashion Launch
Products:
Boots, outerwear, knitwear, fall accessories
Campaigns:
"Fall Wardrobe Update," trend reports, layering guides
October
8%
Luxury Investment Season
Products:
Luxury bags, designer coats, fine jewelry, quality basics
Campaigns:
"Investment Piece Guide," luxury reviews, cost-per-wear analysis
November
18%
11.11 Fashion Bonanza (ABSOLUTE PEAK)
Products:
EVERYTHING + exclusive bundles and limited editions
Campaigns:
"11.11 Fashion Strategy," mega hauls, deal hunting
December
10%
Holiday Party Season
Products:
Party dresses, statement accessories, gift sets, winter coats
Campaigns:
"Holiday Party Looks," gift guides, year-end clearance
Sustainable Fashion on XHS
Growing trend with +280% YoY growth—45M+ eco-conscious consumers willing to pay 15-30% premium
+280%
YoY Growth
45M+
Eco-Conscious Users
1.2B+
Hashtag Views
62%
Pay Premium
Pre-Owned Luxury
38%- Certified resale platforms
- Authentication guides
- Vintage luxury finds
ROI: 40-60% savings vs new
Eco-Friendly Brands
28%- Organic fabrics
- Recycled materials
- Ethical manufacturing
- Carbon-neutral shipping
Wardrobe Longevity
22%- Timeless pieces
- Quality over quantity
- Repair and care guides
- Cost-per-wear philosophy
Upcycling & DIY
12%- Clothing alterations
- DIY transformations
- Creative reuse
- Zero-waste fashion
Fashion E-commerce Conversion Funnel
From 100K views to 1.8K-4.6K purchases—optimize every stage for maximum ROI
DISCOVERY
100,000 views- Fashion content (OOTD, haul, styling)
- Scroll-stopping visuals
- Trend-jacking
Click-Through Rate
22-28% CTR
CONSIDERATION
22,000-28,000 clicks- Product page visit
- Check sizing and fit
- Read reviews (size accuracy crucial)
- View styling ideas
Add-to-Cart Rate
15-22%
PURCHASE
3,300-6,160 add-to-cart- Try virtual try-on (if available)
- Apply discount codes
- Check return policy
- Complete checkout
Checkout Rate
55-75%
CONVERSION
1,815-4,620 purchasesOverall Conversion Rate
1.8-4.6% • Fashion avg: 12-22%
Conversion Optimization Tactics
At Discovery
- High-quality fashion photography (multiple angles)
- Show product in real-life styling
- Include movement (walking, twirling)
- Demonstrate versatility (3 ways to style)
At Consideration
- Detailed size charts (measurements in cm)
- Model's stats (height, weight, size worn)
- Fit descriptions (true to size, runs small/large)
- Real customer photos (different body types)
At Purchase
- Virtual try-on technology (AR where available)
- Size recommendation algorithm
- Free returns (30-day window standard)
- Bundle discounts (complete the look)
Post-Purchase
- Styling inspiration emails
- Outfit completion recommendations
- Care guide included
- Referral rewards (¥30 off for both parties)
UGC & Community Building
Generate 3.5K-14K pieces of authentic user-generated content through strategic community programs
Outfit Challenge Campaigns
Theme:
7 Days, 7 Looks
Participation:
500-2,000 users
UGC Generated:
3,500-14,000
- Users post daily outfits featuring brand
- Use branded hashtag #[Brand]StyleChallenge
- Best outfit wins ¥500 gift card + feature
Style Swap Community
Platform:
XHS Groups/Topics
Engagement:
15-30% comments
- Users share styling ideas for same item
- Demonstrates versatility
- Builds community connection
- Brand hosts and curates best styles
Review Incentive Program
Text Review:
¥10 credit
Photo Review:
¥20 credit
Video Review:
¥50 credit
- Featured review gets ¥100 credit + free item
- Monthly top reviewer wins ¥500 gift card
Brand Ambassador Program Structure
Tier 1: Mega Ambassadors
3-5 people- Annual contract: ¥300K-1M
- 12 posts per year + event appearances
- Exclusive collection collaborations
Tier 2: Micro Ambassadors
20-30 people- Quarterly gifting: ¥10K-30K value
- 4 posts per quarter
- Early access to new collections
Tier 3: Community Ambassadors
100-200 people- Monthly gifting: ¥500-2K value
- 2 posts per month
- Discount codes for followers (10% off)
Hashtag Strategy for Fashion
4-tier hashtag system balancing reach and conversion—from 450M mega tags to niche community hashtags
TIER 1: Mega Fashion Hashtags (10M+ posts)
Use 1-2
Purpose
Max Reach
Competition
EXTREME
Conversion
2-4%
#穿搭 (450M)
#今日穿搭 (280M)
#时尚 (195M)
TIER 2: Large Fashion Hashtags (1M-10M posts)
Use 2-3
Purpose
Category Target
Competition
VERY HIGH
Conversion
5-8%
#韩系穿搭 (12.5M)
#职场穿搭 (8.9M)
#包包分享 (7.8M)
#鞋子分享 (6.2M)
TIER 3: Niche Fashion Hashtags (100K-1M posts)
Use 3-5
Purpose
Qualified Audience
Competition
MODERATE
Conversion
12-18%
#小个子穿搭 (980K)
#微胖穿搭 (850K)
#复古穿搭 (720K)
#极简穿搭 (650K)
#可持续时尚 (420K)
TIER 4: Specific Fashion Hashtags (10K-100K posts)
Use 5-8
Purpose
Brand Community
Competition
LOW
Conversion
18-25%
#胶囊衣橱 (85K)
#显高穿搭
#通勤穿搭
#[Brand]穿搭
Recommended Formula
1-2 Mega + 2-3 Large + 3-5 Niche + 5-8 Specific = 11-18 Total Hashtags
Ready to Dominate Fashion on XHS?
Join 280M+ fashion consumers discovering the next big trends—launch your brand on China's #1 fashion discovery platform