Case Study
Building Premium Positioning and Lead Conversion for REHAU on Xiaohongshu
REHAU is a German brand specialising in premium home-furnishing materials and whole-house customisation. As competition increased in China and traditional offline channels became less effective, the brand wanted to build stronger visibility through Xiaohongshu.
Twish developed a local content position around German quality, premium design and sustainability, then connected that content to a lead-generation objective.
Project at a glance
- Client: REHAU
- Industry: Premium home materials and whole-house customisation
- Market: China
- Project year: 2024
- Platform: Xiaohongshu
- Twish’s role: Positioning, content operations and lead-generation support
The starting point
An established international name does not automatically explain itself on a Chinese social platform. Users still need to understand why the products are relevant to their homes, how the materials differ and whether the brand belongs in a premium renovation project.
REHAU needed a local content system that could turn global brand strengths into clear, searchable reasons to consider the company.
What Twish did
Defined the local value story
Twish centred the account on “German quality” and “premium sustainability.” These themes gave the content a consistent frame and helped connect the brand’s international reputation with practical home-design needs.
Produced platform-relevant content
The content addressed home materials, whole-house customisation and the questions users consider before a renovation. This allowed the account to participate in category discovery rather than rely only on brand-name searches.
Connected content interest to enquiries
The operating approach turned content engagement into qualified sales conversations through Xiaohongshu calls to action and WeCom follow-up.
Turning global strengths into local buying reasons
REHAU’s German heritage, material expertise and sustainability position provided a strong foundation. Twish translated those strengths into topics connected to the questions Chinese homeowners consider during renovation and whole-house customisation.
Content could explain how material choices affect appearance, durability and everyday use. Real-home applications helped users picture the products within a complete space, while educational posts gave the brand a role during active research. This made global brand qualities more concrete for local buyers.
Searchable category topics also expanded the account beyond users who already knew the REHAU name. A homeowner researching materials, design or sustainable options could encounter the brand through a practical question and then continue exploring the account.
Supporting a qualified enquiry path
The account was designed to prepare users for a sales conversation. Clear explanations and project-relevant content helped potential customers understand where REHAU fitted within a premium renovation decision.
Calls to action then directed interested users towards consultation and one-to-one follow-up through WeCom. This gave the commercial team more context than a generic contact form because the lead had already engaged with relevant content. The approach connected awareness, education and lead development within one local customer journey.
Results and evidence
Reported results include:
- More than 30 leads per month
- A conversion rate above 16%
What this project shows
Localisation is not limited to translating copy. International brand values need to become useful topics and proof points inside the platform where customers are researching.
For premium home brands, content can help buyers understand material quality and design value before they start a sales conversation. This can improve the relevance of the enquiries passed to the commercial team.