Chinese outbound travel discovery is increasingly driven by interests, travel scenarios, and intent not simply by destination names. At the center of this shift is Xiaohongshu (XHS), which has become an increasingly influential.

You may have heard this claim when exploring Xiaohongshu (XHS) marketing. It sounds convincing, but it’s not quite how Xiaohongshu works.

China’s luxury market is entering a new phase. As affluent Chinese consumers shift their spending from luxury goods toward travel, wellness, and meaningful experiences, jewelry brands are facing a tougher challenge: retaining valuable Chinese customers in a slower market.