FC Barcelona debuts on China's Xiaohongshu platform
Barça is the first European sports club to create an official account on the popular Chinese lifestyle digital community
FC Barcelonacontinues to expand its digital footprint in China with the launch of an official account on China's leading lifestyle platform, Xiaohongshu. Barça is the first European sports club to have an official presence on the platform and connect with its over 100 million monthly active users, most of whom are millennials.
The collaboration with Xiaohongshu will bring Chinese fans closer to Barça than ever before through exclusive lifestyle driven content focusing on Barcelona's rich culture. FC Barcelona's presence on the platform will also help the Club reach a new generation of Gen Z fans in China and strengthen its relationship with female Culers. This latest addition adds to FC Barcelona's robust digital presence in China, which has accumulated over 14 million followers across Weibo, Douyin, WeChat and Toutiao.
The launch comes on the heels of Barça's recently released frames and stickers on Meitu XiuXiu, which were downloaded over 8 million times within the first week. These latest initiatives reinforce the Club's commitment to continuously improving the digital experience for its 34 million fans in China, many of whom will never visit the Camp Nou in person. They echo FC Barcelona's wider digital strategy, which focuses on strengthening the Club’s connection with its fans around the world through the creation of engaging and localised content delivered in innovative formats.
With a mission to "inspire lives", Xiaohongshu is a lifestyle platform that inspires people to discover and connect with a range of diverse lifestyles. Millions of users showcase their experiences on the platform daily, from cosmetics and beauty to fashion, food, travel, entertainment, fitness and childcare, brought to life visually through a variety of formats including photos, text, videos and livestreaming. The innovative platform integrates the authentic content shared by its community with commerce, quickly becoming one of the most popular destinations for making lifestyle decisions.