Xiaohongshu’s original product form in mid-2013 was “US Shopping Guide”, which was in PDF format. Xiaohongshu entered the market from the angle of overseas shopping and successfully captured a group of urban young women who are pursuing an exquisite lifestyle. Alternatively, you can read the eBook: Xiaohongshu Growth & Product Strategies All the good products […]
Xiaohongshu Trends & Insights
Chinese Social Media » Xiaohongshu
Xiaohongshu, a.k.a. Red or Little Red Book, is a popular social e-commerce platform. Most of its users were born after 1990 (Generation Z).
Xiaohongshu allows users, influencers, and celebrities to post and share product reviews, travel blogs and lifestyle stories through short videos and photos. It sells products through RED Mall.
In the five months after Xiaohong’s e-commerce model was launched, sales have reached more than 200 million yuan; as of May 2017, Little Red Book’s revenue was nearly 10 billion.
Main Characteristics of Xiaohongshu Platform
First, word of mouth marketing.
There is no way to increase conversion rate more than real user word of mouth, just as users will definitely go to see user comments before buying on Taobao.
Xiaohongshu has a community of real-user word-of-mouth sharing, and the entire community is a huge library of users' shared reviews.
Second, product selection under big data.
Xiaohongshu’s community has accumulated a large number of consumer word-of-mouth as tens of millions of users have found and shared good things around the world on this platform.
In addition, users’ browsing behaviors, likes, and collections will generate a lot of data. Through these data, Xiaohongshu can accurately analyze the needs of users and ensure that the purchased products are highly praised by users.
Xiaohong Key History Events
Founded by Miranda Qu Fang and Charlwin Mao Wenfang in June 2013, it took 1,644 days to hit 100 million users from December 05, 2013 to June 06, 2018. As of January 2019, the number of its registered users has exceeded 200 million.
In October 2014, Xiaohongshu Welfare Society went online to solve another problem of cross-border shopping: it could not be bought. Xiaohongshu accumulated overseas shopping data, analyzed the most popular products and global shopping trends, and on this basis, provided the world's good products to users in the shortest path and the most convenient way.
In June 2018, Xiaohongshu completed a $300 million funding led by Alibaba and Tencent, with a valuation of $3 billion.
On July 29, 2019, Xiaohongshu app was removed from Chinese Android app stores. On the morning of August 3, Xiaohongshu could not be found by search or downloaded in Apple's App Store. On the evening of October 14, Xiaohongshu was re-launched in app stores such as Huawei, OPPO, and App Store.
Following the increasing cost of acquiring new users, platforms strive to keep them engaged and increase repeat usage. Taking the popular social platform Xiaohongshu as an example, it took 1,644 days to hit 100 million users from December 05, 2013 to June 06, 2018. As of January 2019, its registered users has exceeded 200 million. […]
Social e-commerce is a segment that involves utilizing communication channels such as social networking websites, SNS, WeChat, Weibo, social media as well as the social interaction, user-generated content and other measures to facilitate the purchase and sales of products. Social networking elements as “like”, sharing, connection, discussion, interaction, and others are applied to the process […]
Besides Tmall Global and JD Worldwide, Xiaohongshu (Little Red Book, a.k.a. RED) and Netease Kaola are also leading platforms in China’s cross-border e-commerce market. Let’s take a look at a quick comparison of users on these two platforms including the demographic profile and geographic distributions. Xiaohongshu is way ahead of Netease Kaola in terms of […]
During the night of May 11, WeChat “quietly” made a major update to the “Goodies Circle”, which was praised by the industry as the “shopping version of Moments”. Within the “Search” entrance of Wechat appeared a new first-tier entrance of “Goodies Circle”. In addition, a new function of “New Circle & Group” has been added […]
China’s social e-commerce platform Xiaohongshu, or RED, is testing a new social e-commerce product Xiaohongdian, based on two key components of WeChat’s ecosystem: Moments for sharing and Mini-Programs as the infrastructure. For now, users can only get access from sharing within WeChat. Xiaohongdian’s priority is to attract new users for the community and improve the […]
Tik Tok topped the ranking of mobile apps with most downloads on Apple App Store in China in October 2018. PUBG, iQiyi, Tencent Video, and Xiaohongshu all retained their positions. Toutiao, Qutoutiao, and Xianyu made big progress. Tencent’s Honor of Kings still earned most. Eight out of the top best earners were game apps.
China’s e-commerce startup Xiaohongshu, or “Little Red Book,” has raised US$300 million with a valuation in excess of US$3 billion on May 31, 2018. Alibaba led this financing round, some famous investors GSR Ventures, Tencent Investment, GGV Capital, Genesis Capital, Tiantu Capital, Zhen Fund, and K11 Adrian Cheng have also participated.