Double 11 Shopping Festival: Brewing Tea & Coffee Growth on Xiaohongshu
The Double 11 Shopping Festival is just around the corner — and for the China tea market and China coffee market, the competition is already heating up. As consumers prepare for the biggest e-commerce event of the year, beverage brands are racing to stand out with creativity, storytelling, and data-driven marketing.
To help you stay ahead of the trend, OctoPlus Media has compiled key insights from Rednote (Xiaohongshu) on how tea and coffee brands can capture attention and drive conversions this Double 11. From emotional consumption patterns to efficient seeding strategies, this report reveals how China’s “new beverage economy” continues to evolve — and what your brand can do to brew growth during the festival rush.
1.0 Tea & Coffee Trends: Riding the Rednote (Xiaohongshu) Wave
In recent years, Rednote (Xiaohongshu) has evolved into a powerhouse for consumer discovery within China’s beverage industry. From trend forecasting to premium product selection, it has become the go-to content platform for consumers seeking inspiration, lifestyle aesthetics, and brand trust.
According to the 2025 Rednote x Nielsen report, 29% of beverage consumers rely on Rednote to explore new drink trends, outpacing other platforms by 8%. Whether it’s tea-based innovations, functional coffee, or seasonal limited editions, Rednote is where discussions ignite and viral products are born.
For brands, this means Rednote is not just a content hub—it’s the starting point of every Double 11 sales wave.
- It’s where “trend hunters”discover emerging beverage styles.
- It’s where “brand lovers”engage with hot topics and new launches.
- It’s where “early adopters”spot the latest teas, coffees, and hybrid drinks.
- And it’s where “premium seekers”choose products that align with lifestyle and taste aspirations.
As Double 11 approaches, successful beverage brands will treat Rednote as both a trend incubator and a conversion engine—combining storytelling, influencer seeding, and data-driven creativity to dominate the “new beverage economy.”
1.1 Tea & Coffee Dominate Beverage Discovery Ahead of Double 11
Tea and coffee remain two of the most influential categories driving consumer decisions on Rednote (Xiaohongshu). According to Rednote’s 2024 Double 11 data, tea-based beverages, including loose tea leaves and wellness teas, accounted for 32% of total DGMV, while coffee products contributed another 21%, surpassing traditional soft drinks and functional beverages.
This strong category performance is backed by an expanding base of enthusiasts:
- Over 170 million tea loversare actively engaging with tea-related content.
- More than 130 million coffee fansare exploring, comparing, and sharing their beverage preferences online.
As China’s beverage culture continues to blend wellness and indulgence, tea and coffee brands stand at the crossroads of health, lifestyle, and social identity—making them prime candidates for Double 11 seeding campaigns and conversion-focused storytelling.
2.0 2025 Category Forecast: Emotion-Driven Tea & Coffee Choices
As health consciousness evolves, Chinese consumers are no longer just drinking for function — they’re drinking for emotion, ritual, and self-expression. In 2025, tea and coffee are expected to continue leading the beverage category during Double 11, driven by personalization, aesthetic presentation, and wellness narratives.
☕ Coffee trends focus on personalization and energy rituals:
- “Work Survival Drinks” (#水牛上班法)
- “DIY Latte Creations” (#自制抹茶拿铁)
- “Unique Blends” (#姜黄咖啡 #西梅咖啡)
🍵 Tea trends emphasize emotional wellness and aesthetics:
- “Aromatic Wellness Teas” (#桂花乌龙 #红枣姜茶)
- “Cultural Collaborations” (#桂山海联名 #限量版茶盒)
In short, consumers are redefining their drink choices through self-expression, creativity, and wellbeing — signaling a continued rise of lifestyle-driven beverage marketing during Double 11.
2.1 2025 Forecast: Tea & Coffee on the Rise
Data from Rednote (Xiaohongshu) indicates that both tea and coffee categories will continue gaining momentum through 2025, driven by diverse consumption scenes and emotional resonance with consumers.