Why Viral Hits Are Out and Real Brands Are Finally Winning
Once upon a time, every fashion brand in China dreamed of one thing: going viral. The “it” skirt that blew up on Douyin, the perfect blazer that crashed servers, the micro-trend that made millions overnight - and left warehouses overflowing a month later.
But it’s 2025 now, and the hype economy is cracking. Fast-churn e-commerce, endless price wars, and “best-seller anxiety” are burning brands out. The new generation of Chinese womenswear labels is done playing that game.
Their new mantra? Build slower. Sell smarter. Last longer.
Xiaohongshu Is the New Brand Engine
Forget old-school e-commerce and its obsession with flash sales. The real action is happening upstream on Xiaohongshu, where storytelling, community, and commerce collide.
Forward-thinking brands are using the platform not just to sell, but to shape perception, test demand, and feed momentum across every channel.
Take PUMA, for example. The brand launched its classic PUMA Bella line exclusively through livestreams with Dong Jie and Jiang Sida. The result? Nearly 2,000 pairs sold per month on Xiaohongshu alone — and then the buzz spilled over to Taobao and Dewu.
PUMA’s internal funnel is now clear:
💡 Launch on Xiaohongshu → 💰 Convert within the platform → 🌊 Harvest the spillover across e-commerce ecosystems.
And it works. Their ROSÉ collaboration sneaker sold 1,600+ pairs in a single day, double the daily volume of any other channel — proving that when brand and performance teams align, magic happens.
Meanwhile, KEIGAN, a rising designer label, treats Xiaohongshu like an extended private community. Since joining the platform’s closed-loop e-commerce system in 2024, they’ve integrated user feedback directly into design. Fans said they wanted more color-blocking pieces — and KEIGAN built them. That co-creation process not only boosts engagement but also drives sell-through without depending on heavy promotions.
Product Is the New Marketing
Here’s the shift: instead of designing for clicks, top Chinese brands are designing for credibility.
SEEDSSTUDIO’s Quality-First Strategy
Founder Chen Duola made the bold move of closing a profitable online store to go all in on Xiaohongshu. Today, 80% of SEEDSSTUDIO’s products are made in-house using premium imported materials like Swiss RIRI zippers.
Her livestreams aren’t sales pitches, they’re design masterclasses. She walks viewers through tailoring decisions, materials, and craftsmanship, giving them reasons to believe.
That strategy paid off: three leather jackets priced between ¥1,350 and ¥5,000 generated over ¥2 million in sales within a single week. And last year’s plaid coat? It’s still one of her top sellers thanks to a long content shelf life and continuous exposure through short video recaps.
By turning product storytelling into a long game, SEEDSSTUDIO has escaped the discount trap and built a loyal following that sticks around beyond the hype.
Transparency Is the New Luxury
Authenticity has become the most powerful currency in fashion. And Tanaka hiyoko, founded by Xiao Xi, is living proof.
Unlike the typical influencer brand, Xiao Xi doesn’t hide the hard stuff. She openly talks about production challenges, price adjustments, and quality trade-offs, even comparing her ¥169 shirts to ¥40 counterfeits in side-by-side videos.
That kind of real talk has built fierce trust: her wool-and-linen tops have sold over 11,000 units, even as prices rose. It’s proof that when brands show their process, not just the polish, consumers reward them with loyalty.
Livestreaming Grows Up
The livestream frenzy of the early 2020s is evolving into something smarter and far more strategic. It’s not about nonstop screaming and flash deals anymore, it’s about rhythm and refinement.
PUMA’s Playbook:
Launch curated buyer content to spark a 3–5 day traffic peak, then follow up with 15-hour livestream marathons to convert momentum into sales.
SEEDSSTUDIO’s Cadence:
Shifted from two small drops a week to one major weekly livestream event. Each session features multiple hosts with different body types, modeling five full looks while diving into the story behind every piece.
Tanaka hiyoko’s Phased Rollout:
Each season drops in two waves: first wovens, then knits, supported by five livestreams a week, each spotlighting 7–8 hero products.
It’s retail as a rhythm, not a race.
Xiaohongshu Becomes the New Fashion Calendar
During the recent Autumn/Winter launch season, Xiaohongshu became the heartbeat of fashion discovery in China.
📈 Searches for “autumn outfits” surged 8x
👗 Fashion guide content tripled
🛒 Users actively shopping new-season arrivals doubled
The platform isn’t just a “traffic field” anymore, it’s a full business ecosystem that rewards creativity, consistency, and connection. It gives brands a stable foundation to plan, test, and scale intelligently, rather than chasing algorithm roulette.
From Fast Fashion to Smart Fashion
The biggest shift? Brands aren’t playing for short-term virality… they’re building for long-term credibility.
China’s new generation of designers understands that today’s customers want more than discounts; they want meaning. And Xiaohongshu gives them the perfect playground to blend brand storytelling, user engagement, and real sales performance.
So, yes… 2025 might just be the year Chinese womenswear finally breaks its “viral addiction.”
Because the next big thing in fashion isn’t a product that trends, it’s a brand that lasts.
TL;DR
📌 Hype is out, heritage is in.
📌 Xiaohongshu is the new runway and marketplace.
📌 Brands that listen, co-create, and go slow are the ones going far.
