In 2023, a German affordable white wine brand launched its online marketing campaign in China with BeyondNext. Taking into account the fact that white wine culture is not yet widespread in the Chinese market, BeyondNext helped the brand to pinpoint the Chinese market and analysed its target consumers in China – young urban consumers, middle class and beginner white wine enthusiasts. In order to effectively reach these target audiences, BeyondNext decided to utilise Xiaohongshu (Red), a Chinese content e-commerce platform, as its main promotional channel. The attributes of Xiaohongshu’s users were a perfect match for the target group: a high proportion of young users, mainly women, mainly in first-tier cities, with strong spending power and a willingness to try new things. Through the screening of industry resources, we accurately matched a group of influencers with the brand’s concept, covering different segments. Our team integrates current online hotspots with the core selling points of our products, and conducts in-depth research on the content preferences of our target customers, designing exclusive softwares for each KOL, and cutting into topics from multiple angles: sharing of affordable white wines, must-buy items from Boxmart, and word-of-mouth marketing softwares, to ensure that the brand message reaches a wide range of potential consumers.