Course Introduction:

As a content ecosystem platform centered on UGC, Xiaohongshu has, thanks to its unique circle-based communication patterns, precise traffic distribution mechanisms, and highly sticky user base, become a key high-risk battleground for corporate public-opinion crises. The logic of public-opinion evolution on this platform differs significantly from that of other social media channels.

From an industry perspective, consumer-facing companies are more likely to be exposed on this platform to concentrated user rights-protection content; B2B enterprises more often face negative posts related to employee workplace demands or competitive attacks from peers. At the same time, the personal reputation of core members of senior management can also become the focal point of public opinion, triggering highly targeted negative discussions.

This course takes the public-opinion ecosystem of Xiaohongshu as its foundation and, for the first time, systematically and comprehensively deconstructs the drivers, dissemination paths, and evolution patterns of various types of negative public opinion on the platform. It builds a full-chain knowledge system that covers the entire process from early warning and identification to precise response and handling. Through a professional analytical framework and practice-oriented content design, the course provides companies troubled by platform-based public opinion with actionable response strategies and practical solutions, helping them effectively avoid reputational risks and safeguard brand value.

Key learning points:

Quickly grasp the mechanisms of public opinion formation on Xiaohongshu, understand its platform algorithms and traffic rules, establish tailored early warning and response capabilities for public opinion, effectively mitigate brand reputation risks, and safeguard the core value of the enterprise.

Target group:

This training is well-suited for personnel responsible for maintaining the company's public image. Participants may include: company spokespersons, communications directors, health and safety managers, or other executives and managers overseeing crisis management, crisis communications, or corporate branding.

Date and Time:

Date: Wednesday, 21 January, 2026

Time: 00:30 - 17:00

Venue: 

Shenzhen, To be decided

Event Language: Chinese 

Fee:

Standard Price: 2,800 RMB /seat (including course materials, refreshments and lunch) 

Discount：

A. A 10% discount will be offered to companies that send 2 employees to the same session

B. A 15% discount will be offered to companies that send 3 employees to the same session

Inquiries and Registration:

Cara Xu - Account Manager

Email: cara.xu@sino-associates.com

Phone: (86) 13391445836

Trainer Info:

Ulan Tuya

General Manager, Linglong Gezhi International Public Relations Consulting (Beijing) Co., Ltd.
Chair, Wulan Club and Film Finance Club
Vice Chair, Marketing Committee of the EU Chamber of Commerce in China
Vice President, Peking University Inner Mongolia Alumni Association
MBA Career Mentor, National School of Development, Peking University

With 20 years of in-depth experience in public relations, marketing, and brand building, she specializes in strategic PR and crisis communication, adeptly integrating policy, law, and media relations to handle corporate public-opinion crises in a holistic way.

She has served two consecutive terms as Vice Chair of the Marketing Committee of the EU Chamber of Commerce. In 2014, she founded Linglong Gezhi International Public Relations Consulting (Beijing) Co., Ltd., a member company of AmCham China and the EU Chamber of Commerce. Her clients range from Fortune Global 500 companies to domestic start-ups, spanning many countries and regions around the world. She has previously worked at SPRG (Strategic Public Relations Group) in Hong Kong, FleishmanHillard in the United States, and the American Chamber of Commerce in China, among other organizations.

Based on China’s local communication environment and audience characteristics, she has developed a series of professional PR courses that have been offered for years at AmCham China, the EU Chamber, the German Chamber, the French Chamber of Commerce and Industry, and other institutions, and are highly regarded by corporate clients.

Over 15 years in the PR industry, she has remained deeply engaged in public relations, marketing, and brand building, serving both Chinese and international clients—from Fortune Global 500 companies to domestic start-ups—across the United States, the United Kingdom, Australia, Denmark, the Netherlands, Belgium, France, Japan, Taiwan, Hong Kong, and more.

She has worked with many industry-leading companies, including: Fortune Global 500 company Caterpillar, Fortune Global 500 company Emerson Electric, Fortune Global 500 company PepsiCo, top fur certification body Kopenhagen Fur, cochlear implant leader Cochlear, the world’s top basketball league NBA, renowned automobile brand Mercedes-Benz, leading FMCG manufacturer Colgate, and top Japanese law firm Mori Hamada & Matsumoto, among others. Her other foreign-invested clients have included IT and electronics companies such as Siebel Systems, Juniper Networks, Amdocs, Zoran, GN Netcom, and Visto, as well as education-sector clients such as U21Global, Nyenrode Business University in the Netherlands, and the University of Chicago Booth School of Business.

In China, by building public relations and brand awareness and leveraging cutting-edge marketing and digital marketing techniques, she is committed to helping more local enterprises rapidly build their brands and open up markets.

She currently serves as Vice President of the Peking University Inner Mongolia Alumni Association, as well as Secretary-General of its Beijing Office and Vice Director of its Committee for Science & Culture. She is an international MBA alumna of the National School of Development at Peking University, holds an MBA from Vlerick Business School (formerly Leuven-Ghent Management School) in Belgium, and a bachelor’s degree from Beijing International Studies University.