Xiaohongshu opens Shenzhen Incubation Center in Bao'an

Representatives pose for a group photo at the opening of the Xiaohongshu (Shenzhen) Incubation Center in Bao’an District on Oct. 23. Photos by Bao'an Daily

The Xiaohongshu (Shenzhen) Incubation Center officially opened at the Zhimei Huizhi Industrial Park in Fuyong Subdistrict, Bao’an District, on Oct. 23.

It is one of the five e-commerce incubation centers the popular social media platform is establishing nationwide. Its launch in Bao’an’s industrial cluster marks a step toward closer collaboration between the platform, local businesses and industrial parks.

The center will offer local companies specialized support in content creation, product promotion through Xiaohongshu posts, brand development and hands-on training, according to an official with the Bao’an District Commerce Bureau. The services aim to strengthen merchants’ online marketing capabilities and help turn content-driven product promotion into sales.

Bao’an will continue to strengthen cooperation among platforms, industrial parks and businesses, the official said, supporting the growth of content-driven and brand-focused e-commerce. The district also aims to promote the digital transformation and brand development of its manufacturing sector.

A view of Zhimei Huizhi Industrial Park in Fuyong Subdistrict, Bao’an District, where the new Xiaohongshu e-commerce incubation center is located.

Bao’an has a well-developed industrial supply chain and a growing e-commerce sector. It is home to two municipal-level livestream e-commerce bases — Zhimei Huizhi and Zero One Digital Technology — where manufacturers, service providers and content agencies work together. In recent years, the district’s commerce bureau has encouraged traditional manufacturers to use short videos, livestreaming and content marketing to reach new customers, laying the groundwork for e-commerce initiatives and practical business training.

The Xiaohongshu Shenzhen center will provide regular training and support to local merchants. Sanqi Group, a major advertising company based in Bao’an, a leading Xiaohongshu agency and an official partner of the new center, conducted the first training session and provided on-site support following the opening. The partnership aims to combine Xiaohongshu’s content-marketing capabilities with Bao’an’s manufacturing strengths, helping local brands and manufacturers expand their presence on the platform.

Merchants attend a training session at the newly opened Xiaohongshu (Shenzhen) Incubation Center on Oct. 23. The session focused on creating engaging posts, improving product visibility and converting online interest into sales.

The opening-day course focused on “how to write posts that drive sales.” Instructors showed merchants how to understand users’ search habits and needs, then showcased local products naturally in everyday settings. They also explained how strategic keyword placement could make posts more visible in search results and recommendations, increasing the chances of turning product discovery into sales. During a follow-up session, the instructors answered merchants’ questions about managing their accounts.

The Bao’an District Commerce Bureau said it will continue to strengthen government-business coordination and encourage partnerships among platforms, industrial parks and service providers. Through regular training and hands-on coaching, Bao’an aims to help merchants at different stages develop consistent content strategies and effective sales channels, strengthening the local e-commerce ecosystem.