XiaoHongShu

RED is also known as XiaoHongShu. In 2019, RED became an unanticipated e-commerce front-runner. It became well-liked among young women, who account for 90% of users, and developed a reputation for dependability and sincerity.

The platform itself is primarily designed for e-commerce, and the overwhelming majority of the content is user-generated. A user only needs to make one or two clicks to view, buy, and have delivered a product they like that is being advertised in a livestream. A brand account enables direct communication with consumers, enabling businesses to answer user comments, turn interest into revenue, and uphold relationships.

Xiaohongshu is a social media and e-commerce site. "China's Instagram" has been used to characterize it. Almost 300 million people were registered on Xiaohongshu as of 2019, and there are more than 85 million active users each month. According to reports, 70% of its users were born after 1990, and almost 90% of them are women.

Users and influencers can submit, find, and share product reviews on the app, which are mostly about beauty and wellness. On the website, travel bloggers are well recognized for posting frequently about tourist and leisure places. Moreover, RED Mall, run by Xiaohongshu, sells foreign goods to Chinese customers. Shanghai's Huangpu District serves as the home base for Xiaohongshu.

Founded: June 2013
Headquarters: Shanghai, China
Website: xiaohongshu.com