Monthly active users of Xiaohongshu app in China 2020-2024

China’s social commerce arena is led by the Instagram-like Xiaohongshu, often referred to as “Little Red Book” or “Red”. Integrating community, content, and commerce, the shopping recommendation app Xiaohongshu surpassed 218 million monthly active users in China in September 2024. 

What makes Xaiohongshu stand out?

Started as a travel and lifestyle advice site in 2013, Xiaohongshu has grown into a prestigious e-commerce brand valued at 20 billion yuan in 2023. The app is particularly popular among young, female consumers, living in top-tier cities. What sets Xiaohongshu apart is its emphasis on authenticity and community. Users on the platform share detailed product reviews, lifestyle tips, and personal experiences, creating a trusted community for consumers to make informed purchase decisions.

What does Xiaohongshu’s success reflect?

Xiaohongshu’s approach aligns with the preferences of today’s Chinese consumers who value social validation and community engagement in the shopping journey. Compared to other e-commerce and content platforms, Xiaohongshu had the highest share of micro-influencers. These key opinion consumers, despite their relatively smaller follower counts, are often regarded as more authentic with their genuine passion and expertise in a niche industry. Fashion, food, and hobbies were the most common industries covered by Xiaohongshu influencers.