XIN HEE CO.(003016) 证券时报网·2025-01-19 12:42Core Insights - The U.S. government's ban on TikTok has led to a surge in users migrating to Xiaohongshu, which has quickly risen to the top of the free app charts in the U.S. App Store, surpassing many other applications including ChatGPT [1] - Xiaohongshu is becoming a significant platform for brands to promote their products in the new retail landscape, with several listed companies announcing collaborations with the platform [1] - Xinha Shares (欣贺股份) has strategically positioned itself on Xiaohongshu, benefiting from increased traffic and international expansion opportunities [1] Company Strategy - Xinha Shares focuses on building high-end women's fashion brands and actively engages in marketing on Xiaohongshu to enhance brand awareness and market influence [2] - The company has established stores for its brands, including JORYA and JORYA weekend, on Xiaohongshu, leveraging the platform's popularity among female users [2] - Xinha Shares employs a diversified brand promotion strategy, utilizing collaborations with celebrities and influencers to increase brand exposure and reach a broader audience [2][3] Market Opportunities - The launch of Xiaohongshu's overseas e-commerce mini-program has simplified the process for brands to set up international stores, lowering entry barriers for merchants [3] - Collaborations with overseas influencers provide Xinha Shares with more opportunities and reduced costs for brand promotion, enhancing brand recognition and trust among target audiences [3] - The company aims to capitalize on the significant traffic benefits from Xiaohongshu's international user base to boost brand building and sales [3] New Retail Integration - Xinha Shares is embracing the new retail model by establishing a dedicated "New Retail Division" and leveraging Tencent's ecosystem for operational strategies and user growth [4] - The company has successfully entered multiple mainstream platforms, including Xiaohongshu, Tmall, Douyin, and others, creating a robust live-streaming brand matrix to reach potential customers [4][5] - By integrating online and offline channels and utilizing data-driven strategies, Xinha Shares aims to enhance customer engagement and improve conversion rates [4][5] Future Outlook - Xinha Shares plans to continue implementing an all-encompassing new retail strategy, focusing on building a promotional matrix with quality influencers and creating a marketing loop to drive traffic to both online and offline channels [5] - The company is poised to leverage the opportunities arising from the TikTok ban to enhance its brand visibility both domestically and internationally, aiming for sustainable growth in the new retail era [5]