Red Scarf (company)

Red Scarf (Chinese: 红领巾, Hónglǐngjīn) is a London-based online media and digital marketing communications company aimed at helping British companies to plan and execute online marketing activities,[1] which includes offline store events to engage with their UK-based Chinese customers.[2]

This article is about the company. For other uses, see Red scarf (disambiguation).
Red Scarf (honglingjin)
TypeLimited company
IndustryOnline media, Marketing communications
Founded2012
FounderPauline Guo
Websitewww.honglingjin.co.uk

History

Pauline Guo, a MA Marketing Communications graduate from London College of Communication, University of the Arts, founded the company in 2012.[3]

After graduating she started Red Scarf as a blog on Sina Weibo, with Pauline posting about UK life, news and advice in her spare time. Her account became popular amongst Chinese students, mostly through word of mouth and interest in the topics covered.[4] Chinese media has described her account as “the most useful account for Chinese students in the UK”.[5][6]

About

The company owns and manages a UK lifestyle website, written in the Chinese language, under the Red Scarf name.[7] The aim of the site is to help people from Mainland China that are currently living or visiting in the UK to experience and enjoy the best the UK has to offer.[8]

Along with the website, Red Scarf is also on two popular Chinese Social media platforms, Sina Weibo and WeChat, each have more than 300k followers.[9]

Name

Its readers commonly know Red Scarf as “honglingjin”, which is a direct translation of red scarf in Chinese.[10] It is a symbol of the international communist pioneer movement and a compulsory part of the school uniform worn by every single primary school student in mainland China.[8]

Website

The website covers 7 different categories, shopping, deals, restaurants, life, Holiday, Visa and events. It received over 6.5 million unique visitors in 2017, and on average 540k unique visitors per month, with 65% of traffic generated from the UK and 24% from China.[11] The reader demographic from the latest 2017 Red Scarf Readers Survey shows are mostly females, aged 18 to 25, and study undergraduate and postgraduate degrees in the UK, mostly reside in England.[12]

See also

Red Scarf British life handbook

References
  1. "The bank sponsored "Mine Your Own Business" event for young Chinese enterprisers". Bank of China. Retrieved 23 March 2015.
  2. Ju, Zhang (20 April 2013). "Red Scarf, an organisation which helps Chinese students in the UK, has launched a road safety campaign..." The Daily Telegraph. Retrieved 23 March 2015.
  3. "Pauline Guo Managing Director at Red Scarf Limited". LinkedIn. Missing or empty |url= (help)
  4. Ma, Susanna (11 April 2013). "Attentions on road safety 1 year after student killed in car accident". China Daily. Retrieved 23 March 2015.
  5. "郭仲：班长的故事". Alumni UK. Retrieved 24 March 2015.
  6. "留英访谈：微博看英伦". BBC Online. Retrieved 24 March 2015.
  7. "郭仲的两条红领巾". www.ycwb.com. Retrieved 24 March 2015.
  8. "About Red Scarf". Official website. Retrieved 23 March 2015.
  9. "Chinese Customers Show Appetite For Fish And Chips". International Business Times. Missing or empty |url= (help)
  10. "日不落下的红领巾的博客". Sina Corp. Retrieved 23 March 2015.
  11. "Pauline Guo:"日不落下的红领巾"的日久见人心". www.socialbeta.com. Retrieved 23 March 2015.
  12. "UNITED KINGDOM: Chinese customers show healthy appetite for UK fish and chips restaurant". ITN Source. Missing or empty |url= (help)
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