RED, a hybrid social media and e-commerce platform, has inked 13 agreements with international brands on direct procurement deals and joint marketing endeavors to help them tap into the Chinese market.

During a signing ceremony Friday on the sidelines of the China International Import Expo, the Chinese firm pledged to optimize its supply chain and upgrade its service level, in a bid to implement the "6+365" ethos of the CIIE to make it a truly yearlong event.

Shanghai vice-mayor Wu Qing said the city can "better connect manufacturers, merchants and consumers from home and abroad through collaboration with companies like RED."

Partnering brands, which include Australian natural health company Blackmores and US personal care giant Johnson & Johnson, mainly cover the categories of cosmetics, maternity and infant care, as well as nutrients. The company did not disclose the amount of the deals.

Zeng Xiulian, a partner of RED, said the company's online virtual community has drawn 150 million users to share the latest lifestyle trends on a daily basis.

"The avenue has essentially become a fertile ground for brands to launch precise marketing campaigns, capture consumer insights and adjust product portfolios accordingly," she said.

Literally meaning 'Red Booklet", 5-year-old RED serves an online community of foreign brand enthusiasts and has rolled out an e-commerce portal selling sought-after products.