China’s large population is a holy grail for global luxury brands. Its ecommerce industry is growing and a large chunk is coming from the fashion and luxury goods market.
If we are talking about luxury and fashion brands, let’s not forget Xiaohongshu, China’s most trusted social shopping platform. Never heard that before? This article is about it.
Based in Shanghai, this app serves millions of users. A major chunk of this audience is younger women who use it to discover and review beauty and health products that can be hard to find in China. This has given opportunity to many global brands that are not considering it in their social media marketing efforts. Let’s discuss this amazing website and how global brands and using it to grow their presence in the Chinese market.
Contents
- 1 What is Xiaohongshu (Little Red Book)?
- 2 Is RedNote the same thing as Xiaohongshu?
- 3 Who owns Xiaohongshu?
- 4 How long has it been around?
- 5 Why Is It becoming popular now?
- 6 Do you have to use your real name on Xiaohongshu?
- 7 Who can create a Xiaohongshu account?
- 8 How Does Little Red Book (Xiaohongshu) work?
- 9 Who is using Little Red Book (Xiaohongshu)?
What is Xiaohongshu (Little Red Book)?
Xiaohongshu is one of the most popular content-sharing platforms in China. In other words, it is the Instagram of China. Here users can post product photos with reviews and tips for other users to read, comment, and save. Users mostly use this app to exchange tips on travel, shipping, and other lifestyle topics.
Is RedNote the same thing as Xiaohongshu?
Yes, it is the same thing. Xiaohongshu translated to “little red book” in Chinese. The TikTokers dubbed it as “RedBook”. This app mainly focuses on the Chinese market but it was the most downloaded app on Apple’s U.S. App Store as of January 14, 2025. This shows its popularity among American users.
Who owns Xiaohongshu?
The founders of this app are Charlwin Mao and Miranda Qu Fang. It was founded in Shanghai. It has gained investment from different platforms such as Tencent, Alibaba, and DST. It was the major reason its valuation shot up to $17 billion as of 2024.
How long has it been around?
This app was created in 2013. It means it has been around 12 years. Over the years, it has evolved into a social network from a shopping-focused platform.
Why Is It becoming popular now?
Many people are downloading this app to show their solidarity with TikTok. Many of these users are “TikTok Refugees”.
Do you have to use your real name on Xiaohongshu?
Xiaohongshu requires prominent influencers outside China to display their real names. However, this is not the case outside China. Many American users are using this app taking less care about the rules.
Who can create a Xiaohongshu account?
It is available for users all over the world.
How Does Little Red Book (Xiaohongshu) work?
Earlier we described it as the Instagram of China. If you are interested in knowing how it works, let’s explore how it works.
This app works like a user community and an e-commerce platform.
Like Instagram users can engage with content in different ways such as liking the post, saving for future reference, and commenting.
Users can attract followers by posting regularly quality content and even earn commission by becoming influencers.
If you look at the product pictures on this platform, you will notice author-tagged lists of convenient, economical, and easy-to-use products. These kinds of posts are popular on this platform which shows its authenticity. Many users discuss the trials of products.
Xiaohongshu is a package for the users. It is a platform where users can share content, review products, and purchase items from the same place.
Who is using Little Red Book (Xiaohongshu)?
Little Red Book or Xiaohongshu is home to around 300 Monthly active users. Most of them are women.
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