SportsBarcelona Expands Digital Footprint Into China's Multimillion Lifestyle Platform, Xiaohongshu

Barcelona Expands Digital Footprint Into China’s Multimillion Lifestyle Platform, Xiaohongshu

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Auguat 03, (THEWILL) – The management of La Liga giants Barcelona, in continuation of the expansion of its digital footprint in China, has launched an official account on China’s leading lifestyle platform, Xiaohongshu.

The Catalan club therefore becomes 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 via the platform.

The purpose of collaborating with Xiaohongshu will be to bring Chinese fans closer to Barça than ever before through exclusive lifestyle driven content focusing on Barcelona’s rich culture. In addition, having La Blaugrana on the platform will help the club reach a new generation of Gen Z fans in China while strengthening its relationship with female fans.

The addition of this platform to Barcelona digital footprint is a massive boost bringing the Spanish club into the robust digital presence in China, which has accumulated over 14 million followers across Weibo, Douyin, WeChat and Toutiao.

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.

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.

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Jude Obafemi is a versatile senior Correspondent at THEWILL Newspapers, excelling in sourcing, researching, and delivering sports news stories for both print and digital publications.

Jude Obafemi, THEWILLhttps://thewillnews.com
Jude Obafemi is a versatile senior Correspondent at THEWILL Newspapers, excelling in sourcing, researching, and delivering sports news stories for both print and digital publications.

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