Xiaohongshu: A Guide to China's Popular Social Commerce Platform

Xiaohongshu is a social commerce platform that originated in China and has gained popularity worldwide. It was founded in 2013 by Miranda Qu and Charlwin Mao.

The platform allows users to share product reviews, recommendations, and shopping experiences, creating a community-driven marketplace. Users can share photos and videos of products, and even write detailed reviews to help others make informed purchasing decisions.

Xiaohongshu's user base is predominantly female, with over 80% of users being women. This demographic has helped drive the platform's success, particularly in the fashion and beauty industries.

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Xiaohongshu was founded by Miranda Qu and Charlwin Mao in 2013 as an online tour guide for Chinese shoppers. It was initially focused on fashion and beauty trends, which attracted a predominantly female user base, with 90% of users being women in its early years.

The platform's user base was comprised of affluent Gen Z female users in urban China, who were drawn to Xiaohongshu as an alternative to Instagram, which is blocked in the country. In 2021, Xiaohongshu adjusted its corporate strategy to attract more male users, which led to a 30% increase in male users by 2022.

Xiaohongshu faced criticism for its algorithm and corporate strategy, which led to an increase in harassment on the platform and made women feel less welcome. An external advertising agency marketed Xiaohongshu on other websites as a place to see "Beautiful ladies... without spending any money!" and "Sexy, beautiful car models and stylish beauties", which the company later apologized for.

The platform has faced challenges in maintaining user trust, particularly after being criticized for condoning heavily filtered and stylized photographs. In 2021, Xiaohongshu acknowledged the problem and apologized, stating that users were disappointed by the differences between their expectations and reality.

Xiaohongshu has taken steps to address these issues, including banning 81 brands and merchants, deleting 172,600 fake reviews, and disabling 53,600 accounts. The company has also filed a lawsuit against four companies behind ghostwriting broker sites to restore consumer trust.

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The name Xiaohongshu, which translates to "little red book", has a fascinating origin. The co-founder Mao Wenchao drew inspiration from his time at Bain & Company and the Stanford Graduate School of Business, where red is a prominent color.

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The name Xiaohongshu was also inspired by the English nickname for the 1964 Quotations from Chairman Mao Tse-tung. This classic book was a significant reference point for the co-founder.

In June 2018, the Alibaba Group and Tencent invested a substantial US$300 million in Xiaohongshu, valuing the company at a whopping US$3 billion.

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Xiaohongshu was founded by Miranda Qu and Charlwin Mao in 2013 as an online tour guide for Chinese shoppers.

The platform was initially focused on fashion and beauty trends, which attracted a predominantly female user base. 90% of Xiaohongshu users were women, according to a report published in April 2021.

In 2015, Xiaohongshu set up its warehouses in Shenzhen, Guangdong and Zhengzhou, Henan, expanding its operations.

Xiaohongshu held a shopping festival on June 6, 2017, which saw sales revenue exceed CN¥100 million in two hours, while the app ranked first in the iOS App Store under the "Shopping" category.

The platform's user base was predominantly female until Xiaohongshu adjusted its corporate strategy to attract more male users in 2021.

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Xiaohongshu faced criticism in October 2021 for condoning heavily filtered and stylized photographs on its platform.

The platform acknowledged the problem and issued an apology, stating that travel influencers were posting "overly beautified" photos that didn't accurately represent the locations.

In response to public trust issues, Xiaohongshu formed a dedicated team to identify and remove fraudulent content in December 2021.

This team implemented a system using algorithms and human checks to block falsified content, leading to the ban of 81 brands and merchants, deletion of 172,600 fake reviews, and disabling of 53,600 accounts.

Xiaohongshu filed a lawsuit against four companies behind ghostwriting broker sites in January 2022 to restore consumer trust.

The company alleged that these companies set up marketplaces for merchants and gig writers to carry out fraudulent practices, including fake reviews and click farming.

Xiaohongshu received a fine of ¥300,000 from local authorities in Shanghai in January 2022 for failing to remove content deemed harmful to minors.

The government of Taiwan banned public sector employees from using Xiaohongshu on official devices in December 2022 due to national security concerns.

Texas governor Greg Abbott prohibited the app on all government devices in January 2025.

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The surge in downloads of Xiaohongshu can be attributed to the influx of "TikTok refugees" who have flocked to the app. Thousands of users have made the switch in response to a call from TikTok influencers.

The U.S. government's crackdown on TikTok has been a major factor in this migration, with the U.S. Supreme Court yet to rule on a law requiring TikTok to be divested from its parent company ByteDance by January 19.

The looming deadline has created uncertainty and concern among TikTok users, leading many to seek alternative platforms.

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Adapting to Chinese culture is crucial for success in the market. Cultural context matters a lot in China, and you can't just copy-paste your strategy from another market and hope it lands.

To start, celebrate Chinese festivals to show you're interested in the local culture. This will help you build a connection with your audience.

Make sure your language, tone, and visuals reflect local values and aesthetics. This means presenting your content in a way that resonates with the audience you're trying to reach.

Localising your content is about more than just translating it into Chinese. It's about understanding the cultural nuances and adapting your strategy accordingly.

Celebrate Chinese festivals, keep an eye on trending topics, and present your content in a way that resonates with the local audience.

Xiaohongshu is a platform where users can share and search for product reviews and travel destination introductions, known as "grass-planting" notes. These notes are essentially recommendations for products and travel spots.

Users can also bookmark their favorite product reviews and introductions for easy reference later. This feature is super useful for people who want to keep track of their favorite products and destinations.

Selling and purchasing goods is also a major part of Xiaohongshu. Users can buy and sell a wide range of products, from everyday essentials to travel gear.

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Xiaohongshu recorded almost 600 million daily search queries in Q4 2024, reportedly half that of Baidu and doubled over the past year.

The platform's search capabilities have given it a growing advantage in competition with traditional Chinese search engines, earning it the reputation of "National Lifestyle Guide".

Xiaohongshu is introducing Diandian, an AI-powered search tool, which is currently in beta testing in January 2025.

Xiaohongshu provides international logistics services to third-party merchants and reached a revenue of 1 billion dollars in the first quarter of 2024, partly generated from these services.

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Xiaohongshu has become a new generation search engine, earning the reputation of "National Lifestyle Guide" due to its focus on lifestyle topics.

The platform recorded almost 600 million daily search queries in Q4 2024, which is a significant number.

Xiaohongshu's search queries have doubled over the past year, outpacing its competitors.

In January 2025, Xiaohongshu will introduce Diandian, an AI-powered search tool that's currently in beta testing.

Xiaohongshu's initial focus was to provide overseas shopping advice to people through digital community interaction. This approach laid the groundwork for its future success.

In the first quarter of 2024, Xiaohongshu reached a revenue of 1 billion dollars, partly generated from its international logistics services to third-party merchants.

Xiaohongshu provides customers with timely shopping information through shopping notes posted in the community. This feature helps users make informed purchasing decisions.

Purchasing links are seamlessly baked into posts on Xiaohongshu, allowing users to make a purchase with just one tap. This streamlined process has helped Xiaohongshu close the loop from content to commerce.

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Xiaohongshu's user base is predominantly young urban trendsetters, with over 70% of users being women born post-1990.

These users are not just shopping, they're curating their lives, looking for stories, inspiration, and ideas to shape their world.

A staggering 86% of Xiaohongshu's users live in China's top-tier cities, with disposable incomes and a soft spot for premium, international brands.

This highly engaged audience is hungry for discovery, authenticity, and something new, making Xiaohongshu the perfect platform for brands that want to reach them.

Xiaohongshu's engagement rates are significantly higher than other social platforms, with users actively seeking out quality, exclusivity, and a story they can connect with.

Searches for "fashion week" skyrocketed by 352% during the autumn/winter 2023 fashion weeks, with over 130,000 posts analysing, debating, and reimagining runway looks.

This level of engagement is a game-changer for brands, allowing them to build a community of die-hard followers and drive sales.

Xiaohongshu is a hub for Chinese millennials and Gen Z women, who are known for being savvy, spend-happy shoppers with disposable income and a taste for international brands.

These shoppers are eager and enthusiastic, lining up for the latest drops and sharing their finds with friends, making your brand the next big thing if you play your cards right.

Xiaohongshu is a platform that's home to Chinese millennials and Gen Z women, who are known for being savvy, spend-happy shoppers with disposable income and a taste for international brands.

They're eager to try new and exciting things, which makes them a great target audience for brands looking to break into the Chinese market.

These shoppers are enthusiastic and hungry for the latest drops, and they'll share their finds with friends, making your brand the next big thing.

They'll even line up for the latest releases, showcasing their dedication to the brands they love.

Using your real name on social media platforms can be a sensitive topic, especially for those targeting specific audiences. In China, the government requires users to register with their real names on social media platforms.

Chinese users often adopted the alias "momo" as a public username to speak more freely online, but that era of anonymity is coming to an end. Apps like Xiaohongshu now require prominent influencers inside China to display their real names, tying online identities to verified personal information.

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These rules do not apply to people outside China, giving them more flexibility in their online presence. However, users should still be aware of platform rules to avoid account bans or legal repercussions.

In China, violations of content rules could result in account bans or even jail time, so it's essential to be mindful of the rules, especially for those targeting Chinese audiences. American TikTokers who recently migrated to RedNote seemed to be unaware of these rules, with some Chinese users reminding them not to discuss sensitive topics like politics, religion, and drugs.

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Xiaohongshu has a strict policy against counterfeit goods, with over 90% of its products being authentic.

The platform has a dedicated team that verifies the authenticity of products before they are listed on the site.

Xiaohongshu has a strong focus on intellectual property protection, with a team that works closely with brands and suppliers to ensure compliance with relevant laws and regulations.

Users can report suspicious or counterfeit products to Xiaohongshu's customer service team, which will then investigate and take necessary action.

Xiaohongshu has a clear and transparent return and refund policy, with a 15-day return window for most products.