Chinese lifestyle social commerce platform Xiaohongshu has announced a sports partnership with China Media Group, the company which includes the country’s main state media outlets such as CCTV.
Official sports media accounts and reporters under China Media Group will provide exclusive content about the Tokyo Olympics on the platform. The partnership will bring the Olympics to a wider audience and drive more young people to engage in conversations about the competition.
Xiaohongshu has also gained another sports-based partner – the Chinese National Women’s Football Team. As part of the cooperation agreement, all members of the team have joined the platform. During the Olympics, Xiaohongshu will launch daily livestreams with the players and well-known sports media outlets.
Sports is becoming an increasingly popular category on the platform. In the past year, the number of posts about sports events increased by 1140%, and fitness-related notes shared on Xiaohongshu grew by 300%.