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 in the world
In 2013, overseas shopping had already become a trend, with nearly 100 million Chinese starting to travel abroad. Xiaohongshu, after research, found that the expenses of air tickets, hotels, and other expenses in the outbound travel accounted for only a small portion, and the real and bigger portion was on shopping overseas.
At that time, there was no good product on the market to inform users on how to buy things overseas, and that became the starting point of Xiaohongshu.
At the end of 2013, Xiaohongshu's first mobile app launched was the “Guide to Shopping in Hong Kong”, which marked the start of it...
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