Most Australian agencies skip the platforms that 1.4 million Chinese-Australians actually use. We don't. Riseo runs native-Chinese WeChat Official Accounts and Xiaohongshu (RedNote) growth programs for Australian brands, with proof points across Mercedes-Benz, smart, and the solar industry.
Australia has roughly 1.4 million people of Chinese ancestry, concentrated in Sydney and Melbourne, with strong representation in Brisbane and Adelaide. Among mainland-China-born and Hong-Kong-born residents, WeChat is the dominant daily app, messaging, news, payments, and increasingly commerce. Among younger Chinese-Australians (18 to 40), Xiaohongshu has become the primary product-research and lifestyle platform.
Almost no Australian agency operates these platforms natively. Most either skip the audience entirely or run translated English content that gets ignored. The agencies that do operate WeChat and Xiaohongshu well are typically based offshore, which makes campaign coordination, compliance, and local market context harder than they need to be.
Riseo built our practice specifically around this gap. We are Sydney-based, native bilingual, and run WeChat plus Xiaohongshu as core channels alongside the Western platforms most agencies focus on. The result is a single team that coordinates the full picture rather than handing the Chinese audience off to a separate offshore vendor.
We are based in Sydney, where Chinese-Australian communities are concentrated around Chatswood, Hurstville, Eastwood, Burwood and Rhodes. Our Chinese marketing agency in Sydney page covers how we work with local businesses there. Melbourne brands targeting Box Hill, Glen Waverley and Doncaster can read how we work with Melbourne businesses. Our six-dealership LSH Auto Mercedes-Benz program runs across Sydney, Melbourne and Brisbane at the same time.
Account setup and Tencent verification (Service or Subscription type), weekly bilingual content production, menu and auto-reply configuration for customer service, WeChat Pay integration when commerce is in scope, mini-program coordination for booking flows, and ongoing community management. We handle the operational complexity of running an OA for an Australian-registered business, a process that requires real-name verification, content compliance review, and patience with Tencent's review cycles.
Account setup, content positioning aligned to Xiaohongshu's trust-based review culture, ongoing post production (image-led posts plus short-form video), KOL coordination when paid amplification is in scope, hashtag and topic strategy, and conversion tracking from XHS traffic to your owned channels. Xiaohongshu posts that work on this platform feel more like genuine recommendations than ads, that is the whole point and the reason this channel converts well.
Not sure which platform to start with? Our comparison guide WeChat vs RED (Xiaohongshu): which should your business do first walks through the audiences, content formats and budgets for both.
We don't translate English campaigns and call it a day. Every piece of content is created or adapted natively for the platform's conventions. A Mercedes-Benz launch campaign on Instagram looks different from the same campaign on Xiaohongshu, and different again on WeChat. Same brand, three voices.
In-house copywriting and design that handles both languages. Photography and video shoots planned with both audiences in mind. We avoid the common failure mode of an English-first creative brief that gets translated at the end, the result reads as translated to a Chinese audience, and it shows in engagement.
Our internal analytics platform unifies WeChat OA metrics, Xiaohongshu performance data, and your Western-platform spend into a single weekly report. You see CAC and engagement comparisons across all platforms in one view rather than juggling three different agency dashboards.
Riseo runs WeChat and Xiaohongshu for LSH Auto Australia, the country's largest Mercedes-Benz retail group. Six dealerships covering both Mercedes-Benz luxury and the new smart EV brand, across Sydney, Melbourne and Brisbane.
The brief: connect six premium-segment retail locations with Australia's Chinese-speaking communities authentically, in the platforms they actually use, with content that respects both the Mercedes-Benz luxury heritage and the younger smart EV positioning. Localised promotions per city, real test-drive stories, brand storytelling that maps Chinese cultural cues to Mercedes-Benz design language. The case study has the full breakdown of campaigns, creative approach, and results.
Most clients start with a 3-month strategy and launch phase covering account setup, verification, content positioning, and the first wave of production. From month 4 onward we transition to ongoing monthly content and community management. Setup runs $4,000 to $8,000 as a one-off depending on platform mix and complexity. Ongoing single-platform engagements start at $3,000 per month. Dual-platform typically runs $5,000 to $9,000 monthly depending on content volume and whether paid amplification is in scope.
Every retainer is month-to-month with no lock-in, and you can pause or leave with 30 days notice. The platforms reward consistency more than intensity, so we recommend giving an account about 6 months before judging results. That is our advice only. The contract has no minimum term.
Before you hire anyone for WeChat or Xiaohongshu, these are the pieces our clients read first.
More Xiaohongshu work: the T32 Dental clinic launch (bookings from launch week, 5 creators), the Boundless RedNote reset (600+ followers in 6 weeks) and the TickShop social commerce launch (300%+ follower growth in 60 days).
We'll do a free 30-minute audit of your current Chinese-Australian audience presence: which platforms your category competes on, where the obvious gaps are, and what the realistic 12-month view looks like. No pitch deck.
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