Chanel Joins RedNote, Signaling a Strategic Shift in China

On May 30, French luxury house Chanel launched its official account on RedNote, debuting with a short film featuring model and brand ambassador Liu Wen. The video spotlights the 2024/25 Métiers d’Art collection, which was unveiled in Hangzhou last December. The post has already garnered nearly 3,000 likes, while the account has attracted more than 3,400 followers.

Following its long-standing presence on WeChat and Weibo, Chanel’s decision to tap RedNote as its next communication channel is a natural progression. The brand’s beauty division already operates a RedNote account with over 300,000 followers, and major competitors—such as Hermès, Louis Vuitton, and Dior—have long been active on the platform.

With 300 million monthly active users, RedNote has grown into a national lifestyle compass. As of 2024, 170 million users turn to RedNote each month for product recommendations. The platform’s core demographic—young women in Tier-1 and emerging Tier-1 cities—makes it particularly fertile ground for fashion and luxury discussions. According to RedNote’s latest figures, luxury-related searches rose 90% year-on-year as of July 2024, fueled by a user base that is increasingly young, educated, and high-spending. With its hybrid ecosystem of KOLs, KOCs, and micro-influencers (KOS), RedNote fosters a “humanized” storytelling environment that resonates deeply with lifestyle consumers.

Still, Chanel’s entrance into RedNote’s ecosystem carries deeper significance. Coming just after the brand reported its first post-pandemic decline in both sales and profits, the move suggests a more engaged approach toward China’s social media culture—perhaps even a shift away from the brand’s traditionally aloof positioning.

According to its 2024 financial report, Chanel’s global revenue fell 5.3 percent to $18.7 billion, with operating profit down 30 percent to $4.48 billion. CEO Leena Nair attributed the slowdown to macroeconomic turbulence and geopolitical uncertainties after three years of near-double growth. Despite this, she emphasized Chanel’s continued investment in infrastructure, boutique expansion, and craftsmanship—reaching record levels last year.

Regionally, Chanel saw stable growth in Europe and a 4.2 percent dip in the Americas. Asia-Pacific, however, declined 7.1 percent, largely due to a sharp deceleration in China—despite strong showings in Japan and South Korea. “China remains one of the most dynamic and important markets in the luxury ecosystem,” Nair emphasized.

In 2023, Chanel opened 15 new boutiques in China. Yet during a recent earnings call, CFO Philippe Blondiaux acknowledged that the brand’s distribution still falls short of peers: “We currently operate 20 fashion boutiques and four private salons in China, whereas competitors often run 40 to 50 stores. We will gradually expand, particularly into Tier-2 and Tier-3 cities.” Nair added that 15 additional boutiques are slated to open in 2025, including in high-potential cities such as Nanjing and Chengdu.

This heightened local engagement reflects Chanel’s effort to reconnect with Chinese consumers more directly. One recent example: its Métiers d’Art show returned to China in December 2023 after a 15-year absence, with Hangzhou becoming the third Asian city to host the event. Launching an official RedNote presence is the next logical step.

It also marks a shift in digital strategy. By establishing a direct voice on RedNote, Chanel aims to reinforce its brand values amid increasingly rational consumer sentiment. That dreamlike storytelling—the house’s signature—now faces growing scrutiny.

Last year, Chanel released a behind-the-scenes video revealing the intricate making of its Classic Flap handbag to justify its pricing. But netizens quickly pointed out that several steps were machine-executed. Following public backlash, the brand quietly removed the video.

This loss of narrative control has had commercial repercussions. While Chanel doesn’t disclose category-specific performance, analysts point to strong growth in ready-to-wear, beauty, and jewelry, suggesting that handbags may be weighing on overall momentum. Rebuilding value perception through persuasive, emotionally resonant content will be central to Chanel’s RedNote strategy.

Still, the house’s global stature remains formidable. In 2025, Chanel was ranked the world’s second most valuable luxury brand—surpassing Louis Vuitton for the first time, and trailing only Porsche. And with newly appointed creative director Matthieu Blazy set to unveil his first collection for the brand this October, expectations are high.

But evolution is inevitable. In today’s saturated, attention-fragmented market, luxury brands must participate in the conversation—not just curate it from afar. For Chanel, joining RedNote is more than a platform move. It’s a signal that the maison is willing to meet China’s consumers where they are.