Back Xiaohongshu German شیاهانگشو Persian Xiaohongshu French Xiaohongshu ID Xiaohongshu Italian 小紅書 Japanese 샤오훙수 Korean Xiaohongshu Romanian Xiaohongshu Vietnamese 小红书 Chinese

Xiaohongshu

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This article is about the social media platform. For the book of quotations by Mao Zedong, see Quotations from Chairman Mao Tse-tung.
Xingin Information Technology (Shanghai) Co, Ltd
Company typeSocial Networking & E-commerce
FoundedJune 2013
FounderMiranda Qu Fang & Charlwin Mao Wenchao
Headquarters
Shanghai, China
ProductsXiaohongshu
Websitewww.xiaohongshu.com Edit this at Wikidata
Xiaohongshu
Simplified Chinese小红书
Traditional Chinese小紅書
Literal meaningLittle Red Book

Xiaohongshu (Chinese: 小红书; pinyin: xiǎohóngshū; lit. 'Little Red Book'), also known as RED,[1][2] is a social media and e-commerce platform. It has been described as "China's answer to Instagram",[3] and is sometimes referred to as "Chinese Instagram".[4][5]

As of 2020, Xiaohongshu had over 450 million registered users[6] and the number of monthly active users was over 121 million.[7] 70% of the platform users are reportedly born after 1990,[8][9][10] and nearly 70% of them are female.[8] The app allows users and influencers to post, discover and share product reviews, most frequently related to beauty and health.[11] Travel bloggers are also known to regularly post content regarding tourism and leisure destinations on the platform.[12][13] Xiaohongshu also operates RED Mall, which sells international products to Chinese users.

In the Xiaohongshu community, the users can share their lives through vlogs, shopping experiences, and creative content through photos, text, videos, live streaming, etc.

The users can be bloggers on Xiaohongshu. Their content can cover beauty, fashion, food, travel, entertainment, fitness, parenting and more. The social feature of Xiaohongshu is to discover new brands, products, and ideas. The platform also includes an in-app shopping interface for users to browse, search, and purchase products.[14]

Xiaohongshu's headquarters are in Huangpu District, Shanghai.[15]

The number of daily active users (DAU) of Xiaohongshu grew from 20 million to 40 million in 2021. Monthly active users (MAU) also doubled to exceed 150 million in the same time period.[7]

  1. ^ Wan, Alex (May 16, 2022). "What Is RED (Xiaohongshu) And How Can It Unlock A New Revenue Stream?". Forbes. Retrieved 29 April 2024.
  2. ^ "RED (Xiaohongshu) – the most powerful Chinese app you cannot ignore". China–Britain Business Council. 6 June 2023. Retrieved 29 April 2024.
  3. ^ "China's answer to Instagram is sorry for over-filtered images". South China Morning Post. 2021-10-18. Archived from the original on 2022-01-03. Retrieved 2022-01-20.
  4. ^ Tang, Shiyi (2022-03-03). "How to Grow Your Business in Xiaohongshu - GPI Translations Blog". Globalization Partners International. Retrieved 2023-07-07.
  5. ^ Perik, Nina (2022-09-13). "Little Red Book Marketing — How to Advertise on the "Chinese Instagram"?". MAF. Retrieved 2023-07-07.
  6. ^ "China: Xiaohongshu user number". Statista. Retrieved 2024-02-26.
  7. ^ a b "China: Xiaohongshu MAUs 2023". Statista. Retrieved 2024-02-26.
  8. ^ a b 益普索 x 小红书 | 2020小红书年中美妆洞察报告 (PDF) (in Simplified Chinese). Ipsos (益普索). 2020. Archived (PDF) from the original on 2022-01-20. Retrieved 2022-01-20.
  9. ^ Wei, Daniela; Banjo, Shelly (24 April 2019). "The Future of Shopping Is Already Happening in China: China's Gen Z Skips the Stores and Shops on Social Media". Bloomberg. Archived from the original on 8 May 2019. Retrieved 11 May 2019.(subscription required)
  10. ^ "小红书_标记我的生活". www.xiaohongshu.com. Archived from the original on 2020-02-01. Retrieved 2020-01-17.
  11. ^ "Xiaohongshu (Little Red Book) is fostering e-commerce via word of mouth - WalktheChat". WalktheChat. 10 June 2018. Archived from the original on 26 October 2018. Retrieved 26 October 2018.
  12. ^ Twigg, Melissa. "Why China doesn't keep up with the Kardashians (or Hadids)". Inkstone News. Archived from the original on 11 May 2019. Retrieved 11 May 2019.
  13. ^ Analysis report of China's travel industry in first half of 2020 (PDF). Digipanda. 2020. Archived (PDF) from the original on 2022-01-20. Retrieved 2022-01-20.
  14. ^ "What is XiaoHongShu 小红书 and How to Use It". FirstCom Academy. Retrieved 2023-08-22.
  15. ^ "Home". Xiaohongshu. Retrieved 2022-04-22. 地址：上海市黄浦区马当路388号C座

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