Foreign marketers are familiar with social media platforms like WeChat and Sina Weibo, as well as e-commerce marketplaces like Taobao. Xiaohongshu (, often known as Little Red Book or RED) is a lesser-known name when compared to these well-known names. Daxue Consulting will offer you the most up-to-date information regarding Xiaohongshu, as well as the opinions of Chinese netizens on the topic, in this insights report. We also compiled a list of key lessons for overseas businesses that are using or planning to use Xiaohongshu to engage Chinese consumers.
1. What is Xiaohongshu, first and foremost?
Xiaohongshu is a lifestyle-sharing platform, according to its official website. Mao Wenchao and Qu Fang launched the company in 2013. In July, Xiaohongshu, one of the fastest-growing platforms, surpassed 300 million registered members. The post-90s generation is the most active user group in 2019. Users can upload short movies and photographs on fashion, beauty, food, travel, and other topics.
Who are the 300 million Xiaohongshu users?
According to QuestMobile’s data, the number of monthly active users (MAU) increased threefold from 2017 to 93 million in June 2019.
According to its official website, Xiaohongshu is a lifestyle-sharing platform. The company was founded in 2013 by Mao Wenchao and Qu Fang. One of the fastest-growing platforms, Xiaohongshu, topped 300 million registered members in July. In 2019, the post-millennial generation is the most active user group. Short videos and images on fashion, beauty, food, travel and other topics can be uploaded by users.
2. The Little Red Book’s Evolution
From a shopping guide to a community to e-commerce, there’s something for everyone.
It all began in Hong Kong, one of mainland China’s most popular overseas tourism destinations. Despite the western environment and outstanding Cantonese cuisine, shopping was one of the main reasons for visiting.
Despite this, many Chinese travelers were questioning themselves, “Which handbag should I buy as my first luxury item?” due to a language barrier and a lack of familiarity with Western goods. Which moisturizer for your skin is worth a shot? What is the best way for me to get a tax refund?”
Chinese shoppers conduct extensive pre-purchase research, particularly for products from other countries!
After a few months, more and more user-generated content on shopping in other countries began to circulate, and it was no longer limited to Hong Kong. Other countries’ shopping experiences, such as Thailand, South Korea, and Japan, were also shared and discussed on the platform. As a result, the company changed its name to Little Red Book Shopping Notes. Xiaohongshu users were eager to purchase the goods they had learned about after gaining all of their information about foreign companies and “window shopping” products from all around the world. Xiaohongshu e-commerce was founded in late 2014.
There are three buttons on the top of the screen when you start the app on your phone: Follow, Discover, and Nearby. Follow allows users to stay up to date on the content of the accounts they’ve chosen to follow. Discover allows you to browse “random” content created by a variety of Xiaohongshu users. Content from users near your location will be displayed in the Nearby section. It is especially useful while users are traveling; they may quickly locate shopping areas, good restaurants, or anything else of interest near them in a strange city.
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