Live-scene marketing: How Xiaohongshu transforms travel experiences in China

A live-scene search allows travellers to look for customised content and Wavemaker explains how tourism marketers can leverage it to help consumers enjoy the perfectly tailored journey and holiday experience.

Xiaohongshu's summer 2023 “Live Scene” travel tips at Beijing's “Drum Tower” Station

In the world of digital marketing, there's nothing quite like the allure of an “organic search”. It's the gold standard that symbolises an active choice by the user to seek out a brand or product. This proactive quest for information seamlessly trumps the passive reception of “pushed” ads every time, both in terms of media precision and its potential to make a real commercial impact.

Yet, the trick in nudging users towards this kind of search lies in its reliance on the whims and desires of...

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