If you’re an Aussie brand or marketer looking to crack the China market via Xiaohongshu (aka Little Red Book), you’re in the right spot. Finding the right China Xiaohongshu influencer collaboration partner isn’t a walk in the park, especially when you’re down under juggling AUD payments, Aussie compliance, and cross-border culture gaps.
As of May 2025, the marketing game between Australia and China is hotter than ever. Xiaohongshu is one of the top Chinese social platforms where millions of users hunt for authentic product reviews, travel tips, and lifestyle inspo. For Aussie advertisers, teaming up with China-based influencers on Xiaohongshu is a golden ticket — but only if you know how to play it smart.
Let me spill the tea on how to find and work with China Xiaohongshu influencers from an Aussie perspective, with real-world tips, pitfalls, and payment hacks.
📢 Why Xiaohongshu Matters for Australian Brands
Xiaohongshu is China’s lifestyle and e-commerce powerhouse, blending social media with shopping. Unlike Western platforms, it’s all about “real talk” and user-generated content. Aussie brands like Aesop, Blackmores, and even local travel agencies have jumped on Xiaohongshu to tap into China’s middle-class consumers obsessed with quality and authenticity.
For Aussie marketers, Xiaohongshu influencer collaboration means:
- Building trust with Chinese Gen Z & millennials who shop based on genuine reviews
- Driving direct sales through Xiaohongshu’s built-in e-commerce features
- Gaining brand exposure in a competitive but lucrative market
But here’s the catch: Xiaohongshu influencers (or KOLs) operate differently from Aussie TikTokers or Instagrammers. The style is subtler, more storytelling, less hard sell.
💡 How to Find China Xiaohongshu Influencers from Australia
1. Use Trusted Local Agencies with China Expertise
Jumping in solo is risky. Many Aussie brands partner with agencies that specialise in China influencer marketing. Agencies like ParkLU or Newrank offer big databases of verified Xiaohongshu influencers. On the Aussie side, companies like Dragon Social or BaoLiba provide end-to-end services including influencer vetting, campaign management, and localised content.
2. Tap Into Xiaohongshu’s Native Search & Hashtags
If you’re hands-on, start by searching Xiaohongshu’s app or website for hashtags related to your industry plus keywords like “Australia” or “澳大利亚”. For example, #澳洲生活 (Australia life) or #澳洲美妆 (Australia beauty). Check out top posts, engagement rates, and follower authenticity before reaching out.
3. Look at Cross-Border Influencers
Some Xiaohongshu influencers specialise in Australia-China travel, education, and products. Think about Aussie expats or Chinese-Australian creators who have a foot in both markets. Collaborating with them simplifies communication and cultural fit.
4. Join Industry WeChat Groups & Forums
WeChat is still the messaging lifeblood for Chinese marketers. Aussie advertisers often get insider intel on Xiaohongshu influencers by joining WeChat groups or Chinese marketing forums. It’s low-key but effective for building trust and spotting rising KOLs.
📊 Payment and Legal Stuff Aussie Advertisers Must Know
Payment Methods
China’s payment ecosystem is dominated by Alipay and WeChat Pay. But as an Australian business, you can’t just wire AUD and call it a day.
- Most agencies or influencers prefer RMB or USD settled through platforms like Payoneer or bank transfers via SWIFT.
- Make sure to clarify payment terms upfront — deposits, milestones, and final payments.
- Consider local contracts that comply with both Chinese and Australian tax laws.
Legal and Compliance
- China has strict laws around advertising, especially for health, beauty, and food products. Make sure all claims are verified and properly disclosed on Xiaohongshu.
- Aussie brands must comply with ACCC rules on influencer marketing transparency — even when working cross-border.
- Intellectual property is another hot topic. Always sign agreements that protect your brand assets and influencer content rights.
❗ Common Pitfalls to Dodge
- Fake followers: Xiaohongshu’s influencer space isn’t immune to bots. Use tools like ParkLU or Newrank to vet follower quality.
- Language barriers: Use bilingual account managers or translators to avoid messaging mishaps.
- Cultural missteps: Xiaohongshu users value subtlety and authenticity. Avoid aggressive sales pitches, Aussie slang that doesn’t translate, or content that feels “too Western”.
People Also Ask
How do Australian brands benefit from collaborating with Xiaohongshu influencers in China?
Australian brands can leverage Xiaohongshu influencers to build authentic brand awareness, tap into China’s vast middle-class consumer base, and drive direct sales through integrated e-commerce features on the platform.
What is the best way for Australian marketers to pay Chinese Xiaohongshu influencers?
The best way is usually through RMB or USD transfers using international payment platforms like Payoneer, or via trusted agencies that handle cross-border payments securely and comply with financial regulations.
Can Australian advertisers find Xiaohongshu influencers without using agencies?
Yes, by leveraging Xiaohongshu’s native search functions, hashtags, and joining Chinese marketing WeChat groups, Australian advertisers can identify influencers. However, agencies often simplify the process and reduce risk.
📢 Wrap Up
Finding China Xiaohongshu influencer collaboration partners from Australia takes more than just Googling “influencers.” It requires local platform know-how, legal smarts, and the right network. Aussie brands that nail this get direct access to a billion-strong consumer market hungry for authenticity and Aussie quality.
Based on observations in May 2025, Xiaohongshu influencer marketing is only growing, with an emphasis on micro-influencers and niche communities. Don’t sleep on this channel if China is in your sights.
BaoLiba will keep updating Australia’s influencer marketing trends to help you stay ahead. Stay tuned and let’s make those China collabs happen!
