Founded by Miranda Qu Fang and Charlwin Mao Wenfang in June 2013, Xiaohongshu, a.k.a. RED or Little Red Book, is a popular Chinese social e-commerce app/platform.
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. Read its product growth story here.
For business specializing in cross-border e-commerce, Xiaohongshu is also an essential platform. See the comparison of Xiaohongshu with Kaola here.
It’s one of the top social media and influencer marketing platforms for brands in China; 70% of its users were born after 1990 (Generation Z).
Xiaohongshu’s monthly active users is over 100 million.
Xiaohongshu allows Chinese users, influencers (KOLs), and celebrities to post and share product reviews, shopping tips, 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, Xiaohongshu’s revenue was nearly 10 billion yuna.
HQ: Shanghai, China, with two other offices in Beijing and Wuhan.
Xiaohongshu website: https://www.xiaohongshu.com/
The platform is mobile-only; you can download the iOS or Android app on the website or app stores.