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JAT launches new high-profile campaign on China’s Little Red Book


Published 13-JUL-2018 11:01 A.M.


2 minute read

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ASX supply chain play, JAT Energy (ASX:JAT), will be running a high-visibility campaign to launch NEURIO products on the Alibaba-backed shopping platform, Xiaohongshu (which translates to ‘Little Red Book’).

Xiaohongshu is a lifestyle e-commerce shopping app based in Shanghai, targeting 18-35 year-old urban Chinese women. It allows users to share short videos and photos focusing on beauty, fashion, food, travel and entertainment.

Founded in 2013, Xiaohongshu has since grown considerably, claiming 15 million monthly active users in June 2017 and 30 million in June 2018. It recently completed its Alibaba-led raising round to the tune of US$300 million, with a current valuation of US$3 billion.

The NEURIO campaign will run from mid-July to mid-August, and includes ten high-profile digital celebrities promoting NEURIO products and posting articles on Xiaohongshu.

On top of that, 100 selected consumers (influential figures with strong Xiaohongshu followings) will also trial NEURIO products and post reviews.

The following NEURIO products will be promoted and sold in the campaign and will continue to be available for sale on the app when the campaign concludes:

  • Lactoferrin Milk Powder
  • DHA Algae Oil Softgel
  • Probiotics drop drink
  • Mushroom juice drink

As always, it should be noted that JAT is an early stage play and anything can happen, so seek professional financial advice if considering this stock for your portfolio.

JAT executive director, Wilton Yao, said: “Xiaohongshu is now the most popular Chinese e-commerce platform for imported luxury products.”

“This is the Neurio brand's first large-scale marketing campaign on a major Chinese e-commerce platform and will greatly enhance the brand's market visibility as well as directly impacting sales.”

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This pleasing development comes on the heels of ample newsflow from JAT. Earlier this week, JAT announced it has secured exhibition space at the upcoming 18th Shanghai International Children Baby and Maternity Products Industry Expo, where it will showcase its rapidly expanding portfolio of in-house products.

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