How SKG made massage devices New Year gifts on Xiaohongshu

Under “新一代健康年货” (A New Generation of Healthy New Year Goods) and the slogan “新年健康礼就送SKG” (For a Healthy New Year Gift, Choose SKG), SKG framed products including SKG按摩腰带K5 (SKG K5 Massage Belt), SKG隐形按摩腰带 (SKG Invisible Massage Belt) and SKG颈椎按摩仪 (SKG Neck Massager) as gifts that combined usefulness and health. Lifestyle vlogs and scripted scenes moved from back and neck discomfort among office workers to the product as a solution, then to a New Year or Valentine's gifting moment. Mid-frequency pulse technology, heat therapy and the “航天同源” (shared origins with aerospace technology) technology claim supplied the functional explanation, while design also featured in the product presentation.

The campaign addressed urban working women with back and neck discomfort, postpartum mothers and gift buyers. Couple, family, workplace and commuting settings gave creators different ways to introduce the same gifting proposition. It was pure product seeding: there were no discounts or gift-with-purchase mechanics and no explicit conversion CTA. Social-proof cues included peer-style recommendations and “明星同款” (same model used by celebrities) references.