Red Scarf () is a London-based

online media Digital media is any communication media that operate in conjunction with various encoded machine-readable data formats. Digital media can be created, viewed, distributed, modified, listened to, and preserved on a digital electronics device. '' ...

and digital

marketing communications Marketing Communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing channels and tools in combination.Tomse, & Snoj, 2014 Marketing communication channels focus on how businesses communicate ...

company with the stated aim of helping British companies plan and execute online marketing activities, which include offline store.

History

Pauline Guo, a MA Marketing Communications graduate from

London College of Communication The London College of Communication is a constituent college of the University of the Arts London. It specialises in media-related subjects including advertising, animation, film, graphic design, photography and sound arts. It has approximately ...

, University of the Arts, founded the company in 2012. After graduating, she started Red Scarf as a blog on

Sina Weibo Sina Weibo (新浪微博) is a Chinese microblogging ( weibo) website. Launched by Sina Corporation on 14 August 2009, it is one of the biggest social media platforms in China, with over 582 million monthly active users (252 million daily acti ...

, with Pauline posting about United Kingdom life, news and advice. She has been described as "the most useful account for Chinese students in the UK".

About

The company owns and manages a United Kingdom lifestyle website, written in the Chinese language, under the Red Scarf name. The stated aim of the site is to help people from

Mainland China "Mainland China" is a geopolitical term defined as the territory governed by the People's Republic of China (including islands like Hainan or Chongming), excluding dependent territories of the PRC, and other territories within Greater China. ...

who are currently living in or visiting the United Kingdom. Red Scarf is also on two Chinese social media platforms,

and

WeChat WeChat () is a Chinese instant messaging, social media, and mobile payment app developed by Tencent. First released in 2011, it became the world's largest standalone mobile app in 2018, with over 1 billion monthly active users. WeChat has bee ...

Name

Its readers commonly know Red Scarf as "honglingjin", which is a direct translation of

red scarf The red scarf is a neckerchief worn by young pioneers of several countries during the communist era. In the Soviet Union it was known as ''pionerskiy galstuk'' (пионерский галстук, i. e. pioneer's neckerchief), in Vietnam as ''kh ...

in Chinese. It is a symbol of the international communist

pioneer movement A pioneer movement is an organization for children operated by a communist party. Typically children enter into the organization in elementary school and continue until adolescence. The adolescents then typically join the Young Communist League ...

and a part of the school uniform worn by primary school students in mainland China.

Website

The website covers seven different categories: shopping, deals, restaurants, life, holiday, visas and events. It received over 6.5 million unique visitors in 2017 and, on average, 540,000 unique visitors per month, with 65% of traffic generated from the United Kingdom and 24% from China. The reader demographic from the latest 2017 Red Scarf Readers Survey shows that they are mostly females, aged 18 to 25, study undergraduate and postgraduate degrees in the United Kingdom, and mostly reside in England. In 2017, the Red Scarf official website launched a preparation guide named the '2017 British Red Scarf life guide report'.

References

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External links