Analysis of Personalized Marketing Strategy: A Case Study of Xiaohongshu in China

This paper analyzes the personalized marketing methods of Xiaohongshu and demonstrates their benefits through successful case studies of Pizza Hut and Under Armour (UA). The study begins with an introduction to Xiaohongshu and its development history, highlighting its unique role in digital marketing. Following this, the paper provides an in-depth analysis of personalized marketing campaigns by Pizza Hut and UA on Xiaohongshu, showcasing how the platforms advanced algorithms and user-centric strategies enhance brand visibility, user engagement, and customer loyalty. The research reveals specific strategies like targeted content creation, influencer collaborations, and data-driven insights. The findings show that Xiaohongshus personalized marketing significantly boosts brand awareness, engagement rates, and customer retention. By summarizing successful patterns and experiences, the paper offers valuable insights into the practical applications and commercial potential of personalized marketing on Xiaohongshu. This study contributes to digital marketing by providing new perspectives and strategies, emphasizing the transformative impact of personalized marketing on brand performance and consumer relationships.