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TFWA i.lab Asia: innovation in action X iaohongshu (Level 1 – i.lab 9), China’s leading social media and lifestyle platform, and a pioneering force in fashion and lifestyle trends, boasts an impressive network of over 80 million content creators, with user-generated content (UGC) accounting for 90% of its offerings. “This authentic, wide-ranging, and exceptional content, coupled with Xiaohongshu’s distinctive ‘content seeding’ approach, allows the platform to probe into consumer psyches and initiate movements that define trends,” says Keith Chen, Head of Luxury Commercialization, Xiaohongshu. “Serving as a critical touchpoint for engagement, Xiaohongshu empowers luxury brands to tap into emerging trends and buzzworthy topics, facilitating a deeper understanding of target demographics. This, in turn, equips brands with a wealth of insights for nuanced content-driven marketing strategies. These advantages have positioned Xiaohongshu as the platform of choice for brands aiming to engage with the Chinese market and unlock new growth opportunities.” Since its inception, Xiaohongshu has embraced global shopping as a core element of its development, evolving into China’s premier social media platformwhere millions come together to share lifestyle inspirations. “Our platform stands out for its ability to engage and sway travellers at every stage of their journey, from initial planning to reflective post-trip moments,” Chen explains. “With an extensive collection of destination-inspired content, user- generated itineraries, and expert shopping guides, Xiaohongshu serves as a comprehensive resource for travellers seeking both inspiration and practical advice.” As a result, Xiaohongshu has meticulously crafted strategies tailored for travel retailers, encompassing pre-trip seeding marketing initiatives, incentivised engagements during the trip, and effective post-trip UGC circulation management. Additionally, Xiaohongshu employs sophisticated Net Promoter Score (NPS) monitoring tactics to gauge user satisfaction and continuously refine its approach. “We place great importance on Xiaohongshu’s involvement in the TFWA Asia Pacific Exhibition & Conference,” Chen shares. “Our commitment to the duty free/travel retail industry aims to bring significant benefits to a wider range of brands, retailers, and duty free businesses. Moreover, we are eager to deepen our understanding of the industry and expand our knowledge through active participation. By engaging with industry leaders at events like TFWA, we strive to deliver even greater value and contribute meaningfully to the ongoing growth and development of the sector.” Xiaohongshu: a pioneering force in fashion and lifestyle trends Xiaohongshu, China’s leading social media and lifestyle platform, and a pioneering force in fashion and lifestyle trends, boasts an impressive network of over 80 million content creators, with user- generated content (UGC) accounting for 90% of its offerings. • TFWA i.lab Asia is hosted in partnership with the Singapore Tourism Board. • TFWA i.lab Asia opens at 14:30 on Monday 13 May . • Opening hours: 14:30-18:00 on 1 3 May; 09:00-18:00 on 14-15 May; 09:00-17:00 on 16 May . • Location: Level 1, Marina Bay Sands Expo & Convention Centre. • TFWA i.lab Asia pitch sessions take place on Tuesday 14 May from 14:30 to 15:30 and on Wednesday 15 May from 10:30 to 11:30 (Level 1, Marina Bay Sands Expo & Convention Centre). • A dedicated workshop hosted by Xiaohongshu takes place on Wednesday 15 May from 10:00 to 10:20 (Level 1, Marina Bay Sands Expo & Convention Centre). TFWA i.lab Asia at a glance Monday 1 3 May 2024 16 T F W A D A I L Y