How 哈药健康 (Harbin Pharmaceutical Health) used Xiaohongshu to seed three oral liquids for Lunar New Year shopping

From 5 to 23 January 2024, the paired theme “备好药倍安心|我的年货有点妙” (Be prepared with medicine for extra peace of mind | My New Year goods are something special) ran through a multi-hashtag matrix. With 65% of posts in video, the brand mixed daily vlogs with buying guides, explainers and tutorials. Each execution opened on one issue—baby digestive discomfort, children's calcium, iron and zinc intake, or iron supplementation for working women—before introducing 哈药消食化积口服液 (Hayao Xiaoshi Huaji Oral Liquid for digestion and food stagnation), 哈药钙铁锌口服液 (Hayao Calcium, Iron and Zinc Oral Liquid) or 哈药朴雪口服液 (Hayao Puxue iron-supplement oral liquid). Blue-hat certification, domestic-brand heritage and clean ingredient lists formed the trust layer, supported by health-food approval numbers and messaging on organic mineral ratios.

The campaign addressed new mothers concerned about babies' digestion and nutrition, alongside working women over 30 interested in dietary supplements, clean ingredients, taste and ease of use. Lunar New Year and Spring Festival framing presented the products as household provisions. It was pure product seeding, with no discounts, gifts, limited-time offers or urgency devices. Comment-section FAQs covering purchase channels and suitable ages were the proposed way to handle shopping questions.