From Visibility to Conversion on Xiaohongshu

Xiaohongshu (RedNote) is rapidly becoming one of the most influential platforms shaping consumer decisions across Singapore and the region.

Whether it is discovering a restaurant, evaluating a product, or shortlisting a property agent or financial consultant, users increasingly rely on Xiaohongshu content before making decisions.

For property agents and financial consultants in particular, Xiaohongshu has become a powerful channel for building trust at scale. This session brings together industry practitioners to share practical, experience-driven insights into how Xiaohongshu works in the Singapore market, and how businesses can prepare for, capture, and convert that growth effectively.

1:30 PM to 2:00 PM
Registration and networking

2:00 PM to 2:05 PM
Welcome and opening remarks

2:05 PM to 2:25 PM
Growth Is Exciting. Protection Makes It Sustainable.
Speaker: John Lee, Executive Director of Sales, Dunn & Partners
Focus: Before investing into growth channels like Xiaohongshu, business owners must ensure their foundations are ready to support and retain that growth. This segment sets the foundation for sustainable growth by exploring why growth without structure can lead to unnecessary risk, how profits often become exposed or underutilised, and what practical considerations business owners should think about to protect retained profits, strengthen financial resilience, and prepare their business to sustain growth rather than merely achieve it.

2:25 PM to 2:45 PM
A Complete Guide to Xiaohongshu Marketing: From Entry to Conversion for Singapore Businesses (Chinese Session)
Speaker: Dawn Cai, Founder, Start Media
Note: Dawn will be sharing in Mandarin
Focus: This segment provides a practical breakdown of Xiaohongshu’s role in the Singapore market, including onboarding, Blue V verification, Spotlight advertising and content strategy. It focuses on how businesses can create visibility and demand by understanding how Xiaohongshu influences consumer decision-making, what content formats build engagement and trust, how KOL and KOC strategies can be used effectively, and how to build a content ecosystem that supports both visibility and conversion while avoiding common mistakes.

2:45 PM to 3:05 PM
Building a Predictable Demand System from Xiaohongshu Traffic
Speaker: Ken Ong, Managing Director, WECOFA
Focus: What happens after visibility is created matters just as much as getting attention in the first place. Most businesses do not lack leads. They lack structure. This segment focuses on how to turn Xiaohongshu visibility into a predictable and controllable demand system instead of relying on inconsistent enquiries, by addressing common gaps in follow-up, response handling and conversion, showing why opportunities are often lost due to weak systems and processes, and exploring how businesses can better organise enquiries across WhatsApp, forms and DMs to build a more controlled pipeline and more consistent revenue.

3:05 PM onwards Networking session

This session is designed for:

• Property agents and real estate professionals
• Financial consultants and insurance advisors
• SME owners exploring Xiaohongshu as a growth channel

It is also relevant for:

• Household and consumer product brands
• F&B business owners
• Businesses looking to improve enquiry-to-conversion processes

This is not a theory-heavy event. You will leave with practical clarity on:

• Whether Xiaohongshu is relevant for your business
• How to get started effectively
• What type of content actually performs
• How KOL and KOC strategies work in practice
• How to convert Xiaohongshu visibility into real business outcomes
• How to structure your pipeline for more consistent and predictable results
• How to better prepare your business to sustain growth

Many forward-thinking agents and consultants are already using Xiaohongshu to build visibility, credibility, and inbound demand, positioning themselves as the obvious choice before a conversation even begins.

For those who understand how to use it well, Xiaohongshu is not just another marketing channel. It is becoming a consistent source of inbound opportunities.

However, many businesses still face challenges in:

• Starting their presence on the platform
• Navigating verification and advertising tools
• Creating content that drives real engagement
• Turning visibility into actual business outcomes

As a result, many are either late to the platform or using it without a clear strategy.

Beyond marketing, many business owners also face a deeper issue: Even when growth happens, not all businesses are properly structured to retain and sustain it.

And even when visibility works, many businesses still struggle with:

• Inconsistent lead flow
• Poor follow-up
• Low conversion rates
• Unpredictable revenue

The session will conclude with networking, where participants can connect with fellow business owners and industry partners.

Dunn & Partners

Dunn & Partners is a branch under the Summit Planners cluster, representing Manulife Financial Advisers Pte. Ltd. The team supports SME founders with protection planning, retained profit strategies, and long-term succession structures that strengthen business resilience and continuity.

Start Media

Start Media is a Singapore-based marketing collective that supports SMEs with content creation, video production, and cross-border social media strategy. With a strong focus on platforms such as Xiaohongshu, TikTok and WeChat Channels, the team helps businesses build visibility and execute content strategies that connect with modern consumers.

WECOFA

WECOFA is a performance marketing agency and digital transformation partner helping SMEs turn visibility into structured demand and predictable revenue. The team builds repeatable marketing and conversion systems that capture enquiries, improve follow-up, and create consistent business growth across both local and cross-border markets.

Info: Before investing into growth channels like Xiaohongshu, business owners must ensure their foundations are ready to support and retain that growth. This segment sets the foundation for sustainable growth by exploring why growth without structure can lead to unnecessary risk, how profits often become exposed or underutilised, and what practical considerations business owners should think about to protect retained profits, strengthen financial resilience, and prepare their business to sustain growth rather than merely achieve it.

Info: This segment provides a practical breakdown of Xiaohongshu’s role in the Singapore market, including onboarding, Blue V verification, Spotlight advertising and content strategy. It focuses on how businesses can create visibility and demand by understanding how Xiaohongshu influences consumer decision-making, what content formats build engagement and trust, how KOL and KOC strategies can be used effectively, and how to build a content ecosystem that supports both visibility and conversion while avoiding common mistakes.

Info: What happens after visibility is created matters just as much as getting attention in the first place. Most businesses do not lack leads. They lack structure. This segment focuses on how to turn Xiaohongshu visibility into a predictable and controllable demand system instead of relying on inconsistent enquiries, by addressing common gaps in follow-up, response handling and conversion, showing why opportunities are often lost due to weak systems and processes, and exploring how businesses can better organise enquiries across WhatsApp, forms and DMs to build a more controlled pipeline and more consistent revenue.

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Host or Publisher 陈泰成老师 | Master Steven Tan