Ricqlès Xiaohongshu Marketing
French Ricqlès has long enjoyed exceptionally high recognition as an irreplaceable all-purpose remedy across generations. However, in the mainland market, the Jiangxi version of Ricqlès has caused confusion, leading many mainland consumers to mix up the two products.
- Notes published
- 148 notes
- Total impressions
- 7,202,299+
- Cumulative video plays
- 1,005,151+
- Total platform engagements
- 35,598+
- Monthly "Ricqlès" search volume
- 75,000+
The Background
French Ricqlès has long enjoyed exceptionally high recognition as an irreplaceable all-purpose remedy across generations. However, in the mainland market, the Jiangxi version of Ricqlès has caused confusion, leading many mainland consumers to mix up the two products.
To firmly establish the status of authentic French Ricqlès, As One planned a six-month KOL+KOC awareness campaign to directly counter knock-offs and fakes. Even though Jiangxi Ricqlès holds a legally registered trademark on the mainland, mainland travellers can learn how to identify authentic products through Xiaohongshu.
The Strategy
On Xiaohongshu, how can a brand build credibility through "counterfeit awareness" while achieving high conversion through seeding? Beyond simple product placement and boosting brand authority, the key lies in the following two areas:
Teaching proper product verification
We produced high-quality "authentic vs. imitation" image or video content, breaking down packaging design, labels, and other distinguishing features so consumers can learn to identify genuine products in one minute amid information overload on Xiaohongshu. Framing counterfeit awareness as the "pitfall avoidance guide" that Xiaohongshu users love most quickly builds credibility and helps mainland users understand where authentic products originate.
Clarifying purchase channels
After raising counterfeit awareness, consumers most want to know where to buy the real product. We immediately provided the one correct purchase path, guiding them to trusted Hong Kong chain stores such as Mannings and Watsons, as well as licensed Hong Kong pharmacies displaying "genuine product guarantee" labels.
The Execution
Xiaohongshu users are naturally wary of advertising. Simply promoting how great French Ricqlès is and urging people to buy will make users scroll past. But approaching content from education and consumer pitfall-avoidance angles transforms it into high-value practical sharing. This not only significantly boosts click-through and save rates but also perfectly sidesteps low-price competition from knock-off brands.
Careful handling of visual assets
Under mainland China's legal framework, Jiangxi Ricqlès holds a legally registered trademark. Directly calling it fake, counterfeit, or knock-off on Xiaohongshu can lead to KOL/KOC account bans, traffic restrictions, or even PR crises. Therefore, we avoided showing complete product packaging in assets and refrained from mentioning the competing brand's full name in copy.
Precise SEO keywords dominating top search results
Across all KOL/KOC notes—in titles, body text, and comments—we naturally embedded high-traffic search terms such as Hong Kong Ricqlès, Jiangxi vs. Hong Kong Ricqlès, Ricqlès authenticity guide, and Mannings Hong Kong must-buy. When mainland users search "Ricqlès," top results are no longer knock-off brand promotions but our counterfeit-awareness and authentic-product pitfall-avoidance notes.
Targeting Hong Kong travel peaks to drive offline chain sales
We precisely targeted peak periods for mainland visitors to Hong Kong, such as May Golden Week, October Golden Week, summer holidays, and pre-weekend travel. Content was deployed just before departure to intercept travellers, placing French Ricqlès on must-buy Hong Kong shopping lists and achieving seamless conversion from online seeding to Hong Kong in-store sales.
The Sparkling Spots
Re-establishing authentic brand messaging
This collaboration not only helped users clearly distinguish French Ricqlès from the Jiangxi version but also triggered a "verification impulse." Many consumers spontaneously checked Ricqlès products at home or in their parents' and elders' medicine cabinets, further amplifying the authenticity and reach of counterfeit-awareness content.
Strict regulatory risk management with compliant messaging
Following mainland Advertising Law and Anti-Unfair Competition Law, we transformed legally contentious attack content about fakes and knock-offs into fact-based guidance without negative criticism. This cleverly avoided PR and legal risks while establishing unquestionable professional authority within the Xiaohongshu community.
Winning against low-price competition with knowledge-driven content
We embraced a "teach to fish" philosophy, repackaging traditional product ads as hardcore verification guides and smart-consumer education that users actively seek. When users found As One's notes genuinely helped them avoid traps, improve authentication knowledge, and shop wisely, they spontaneously liked, engaged, and saved at high frequency.
The Result
The campaign used a layout of mass image-text notes to build word-of-mouth foundations and video notes to shape brand image. Although video notes accounted for only 27% of total posts, they generated over 57% of user engagement, validating original KOL video notes as a premium format for building brand voice. Mid-tier and grassroots image-text content provided broad coverage, continuously delivering product information and completing a positive brand content ecosystem.
Benefiting from this distribution matrix, monthly search volume for the "Ricqlès" keyword reached 75,000+, with many grassroots and unaffiliated creators spontaneously publishing product-related content, further expanding topic reach and brand voice.
Case study FAQ
What results did the Ricqlès Xiaohongshu marketing campaign achieve?
In 2025, French Ricqlès published 148 notes. The year's brand "counterfeit awareness" campaign was highly successful, with 7,202,299+ total campaign impressions, 1,005,151+ cumulative video plays, and 35,598+ total platform engagements.
How can users distinguish authentic French Ricqlès on Xiaohongshu?
We produced high-quality "authentic vs. imitation" image or video content, breaking down packaging design, labels, and other distinguishing features so consumers can learn to identify genuine products in one minute amid information overload on Xiaohongshu. Framing counterfeit awareness as the "pitfall avoidance guide" that Xiaohongshu users love most quickly builds credibility and helps mainland users understand where authentic products originate.
How does Ricqlès counterfeit-awareness content avoid legal risks?
Under mainland China's legal framework, Jiangxi Ricqlès holds a legally registered trademark. Directly calling it fake, counterfeit, or knock-off on Xiaohongshu can lead to KOL/KOC account bans, traffic restrictions, or even PR crises. Therefore, we avoided showing complete product packaging in assets and refrained from mentioning the competing brand's full name in copy.
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