Case Study
Building a Xiaohongshu-to-WeChat Lead System for Herbermann
Herbermann is a mid-to-high-end home furnishing and whole-house customisation brand. It entered the project with strong products and positive market potential, but its online lead generation and customer-data accumulation were not yet able to support scalable growth.
Twish developed a joined-up system covering Xiaohongshu content, paid acquisition and WeChat-based follow-up. The purpose was to build visibility and make the resulting interest more usable for the sales process.
Project at a glance
- Client: Herbermann
- Industry: Premium home furnishing and whole-house customisation
- Market: China
- Project year: 2023
- Platforms: Xiaohongshu, WeCom and WeChat Mini Program
- Twish’s role: Account management, content, paid media, KOC seeding and lead follow-up support
The starting point
The home-design market is crowded, and traditional visibility does not automatically produce qualified enquiries. Herbermann needed local content that could explain its premium offer and a conversion path that could retain information from interested users.
Without this connection, content and advertising risked becoming separate activities: one created attention while the other lacked a practical route into follow-up.
What Twish did
Defined a premium local content position
Twish organised the Xiaohongshu content around high-consideration home-design needs. The account needed to communicate design quality, materials and project value in a way that Chinese users could assess before starting a conversation.
Managed multiple accounts and paid distribution
The team combined account management with targeted Xiaohongshu advertising and KOC seeding. Paid activity was used to extend the reach of relevant content and reach users showing stronger renovation intent.
Connected interest to WeChat follow-up
WeCom and the WeChat Mini Program supported lead handoff and customer-data accumulation. This gave the business a more practical way to continue a conversation after the initial Xiaohongshu interaction.
How the lead system worked
Xiaohongshu gave prospective customers an accessible place to evaluate Herbermann’s style, materials and approach to whole-house projects. The content answered early questions before a user was ready to contact sales, which helped the brand remain visible during a longer renovation decision.
Paid distribution extended the reach of content that matched the intended premium position. Users with stronger interest could then move into a WeCom conversation, where the team could respond to project questions and continue follow-up. The WeChat Mini Program added another owned touchpoint for retaining customer information and supporting later communication.
This structure also created a feedback loop. Questions raised by leads could inform future Xiaohongshu topics, while content engagement helped the team understand which design themes attracted relevant attention. The account therefore supported both discovery and the early stages of sales qualification.
Why the channel combination mattered
Whole-house customisation involves a high project value and a long decision cycle. A prospective customer may review several providers, compare design styles and discuss practical requirements before booking a consultation. Xiaohongshu content can support that research stage, while WeCom gives the sales team a direct environment for one-to-one follow-up.
Using both platforms allowed Twish to connect brand communication with a usable enquiry path. This made the content programme more relevant to commercial goals and gave the sales process a stronger source of context.
Results and evidence
Reported results include:
- More than 80 leads per month
- A reported ROI of 3,471%
- Topic volumes above 470,000 and 220,000 for two brand-related terms
What this project shows
High-consideration home brands need more than frequent posting. Positioning, searchable content, paid distribution and sales follow-up have to support the same customer journey.
Herbermann’s case is useful because it shows how Xiaohongshu can begin the discovery process while WeChat tools help preserve and develop buyer interest.