All about Xiaohongshu: What it is, how it works and why it is key in China

xiaohongshu is one of the most interesting and popular platforms in China, especially among young people. It emerged as a mix between a social network and e-commerce, which has allowed it to quickly gain followers. With more than 200 million active monthly users, this application has been able to take advantage of the rise of influencers and the audiovisual format to become a reference within the Asian market, competing with giants such as Instagram and TikTok. Although Xiaohongshu is not yet so widespread in the West, its exponential growth and the possibility of it being available in more languages ​​make it an application to consider for those who want to enter the Chinese market, or for those looking for new platforms to share their experiences and products.

What is Xiaohongshu?

xiaohongshu, whose name means 'Little Red Book', is a Chinese app that combines aspects of social media and e-commerce. It started out in 2013 as a platform for sharing information about imported products, especially in the fashion and beauty categories. However, its function has evolved a lot since then, developing into a social network where users share their lifestyle, as well as making purchases directly from the app.

The success of Xiaohongshu lies in its unique combination of user generated content and the possibility of purchasing products within the platform itself, similar to what networks like Instagram offer in their most recent updates. Unlike other networks, Xiaohongshu has remained faithful to its focus on fashion, beauty and lifestyle, which has attracted a mainly young and female audience.

Main features of Xiaohongshu

Xiaohongshu's structure is very similar to other visual social networks, such as Instagram or Pinterest, but its operation includes several particularities that make it interesting for brands and users interested in the Chinese market.

1. Integrated e-commerce: One of the main differentiators of Xiaohongshu is that it is not only a social network, but also allows for purchases to be made directly from the platform. From clothing to technology, users can purchase products recommended by other users without leaving the app.

2. User generated content: Users can share content in different formats, such as photos, short videos and product reviews, which fosters a very active and participatory community. Each post can be commented on, allowing other users to interact and contribute their own opinion.

3. Influencers and recommendations: Influencers play a crucial role in Xiaohongshu. Many brands collaborate with them to promote products through reviews and sponsored posts. The trust generated by these recommendations is key in their users' purchasing decisions.

4. Majority female community: One interesting aspect of Xiaohongshu is that 70% of its users are women, mainly from Generation Z (born between 1990 and 2010). This has made the dominant content on the platform revolve around fashion, beauty and lifestyle, although it is also expanding into other sectors such as travel and technology.

How Xiaohongshu works

Xiaohongshu works very intuitively. To get started, users must register, either via their mobile phone or by connecting their WeChat account. Once logged in, the platform offers multiple functions, such as discovering content, interacting with other users and even purchasing products.

User-generated content is the lifeblood of this platform. Users can create posts with images, videos and text, which can then be tagged and categorized according to different criteria. These posts are how many influencers and brands promote products, generating interaction in the form of comments and likes.

One of the most useful features of Xiaohongshu is its integrated shopping feature. Not only is it possible to discover products, but they can also be purchased directly from the app, making impulse purchases much easier.

In addition, the platform allows users to share reviews about the products they have purchased, which adds an extra layer of trust for potential buyers. This community of recommendations and reviews is what makes Xiaohongshu so valuable as a social commerce platform.

Why Xiaohongshu is crucial for brands

For brands, Xiaohongshu represents a unique opportunity to enter the Chinese marketIts social recommendation structure makes it easy for products to be promoted through influencers, which increases their visibility and consumer trust. In addition, the fact that users can buy directly from the platform simplifies the purchasing process and improves sales conversion.

Many foreign brands are using Xiaohongshu to make their products known, collaborating with influencers or opening stores within the platform. The connection that Xiaohongshu offers between brands and consumers is more direct than on other platforms, making it an ideal showcase for beauty products, fashion, technology and luxury consumer goods.

Xiaohongshu's ecosystem also supports brands on a logistics level. Although the platform is entirely in Chinese, merchants can manage their store and content through a series of tools and courses which Xiaohongshu makes available to brands.

The international rise of Xiaohongshu

While Xiaohongshu has expanded to Google Play and the App Store in other countries, it is currently only available in Chinese, which is a barrier for many international users. However, the fact that the app has already taken that step suggests it is paving the way for a wider rollout outside of China.

In the Chinese market, Xiaohongshu has become an indispensable platform, and although competition with giants like TikTok and other Western networks is fierce, Xiaohongshu's focus on social interaction and e-commerce puts it in a unique position. It's not uncommon for users to prefer Xiaohongshu over other platforms precisely because of the personalized recommendations and the possibility of immediate in-app purchases.

In conclusion, Xiaohongshu has proven to be a powerful and effective platform for both users and brands looking to connect with China’s young audience. Its mix of social networking and eCommerce is a winning formula that is sure to continue to expand as it is translated into other languages ​​and reaches more markets.