Xiaohongshu

This article is about the social media platform. For the book of quotations by Mao Zedong, see Quotations from Chairman Mao Tse-tung.
REDnote
Company typeSocial Networking & E-commerce
FoundedJune 2013
FounderMiranda Qu Fang & Charlwin Mao Wenchao
Headquarters
Shanghai, China
ProductsREDnote (Xiaohongshu)
OwnerXingyin Information Technology (Shanghai) Co Ltd
Websitewww.xiaohongshu.com Edit this at Wikidata
Xiaohongshu
Simplified Chinese小红书
Traditional Chinese小紅書
Literal meaninglittle red book
Transcriptions
Standard Mandarin
Hanyu Pinyinxiǎohóngshū
Gwoyeu Romatzyhsheauhorngshu
Wade–Gileshsiao3-hung2-shu1

Xiaohongshu (Chinese: 小红书; pinyin: xiǎohóngshū; lit. 'little red book'; also known as RED,[1][2] REDnote,[3] or more commonly known as xhs[4][5]) is a social media and e-commerce platform. In the Xiaohongshu community, information is presented in a Pinterest-style layout, but combined with video and live streaming features, and users can also share product reviews and text descriptions of travel destinations.[6] It has been described as China's answer to Instagram,[7] and simply as Chinese Instagram.[8][9]

70% of the platform users are reportedly born after 1990,[10][11][12] and nearly 70% of them are female.[10] The app allows users and influencers to post, discover and share product reviews, most frequently related to beauty and health.[13] Xiaohongshu has its own influencer company called "pú gōng yīng", which gives influencers the opportunity to participate in paid sponsorships.[14]

Users can blog on Xiaohongshu, covering various subjects such as beauty, fashion, food, travel, entertainment, fitness, parenting and more. The social feature of Xiaohongshu is to discover new brands.[15] The platform also includes an in-app shopping interface for users to browse, search, and purchase products.[16]

Xiaohongshu's headquarters are in Huangpu District, Shanghai.[17]

  1. ^ Wan, Alex (May 16, 2022). "What Is RED (Xiaohongshu) And How Can It Unlock A New Revenue Stream?". Forbes. Retrieved 29 April 2024.
  2. ^ "RED (Xiaohongshu) – the most powerful Chinese app you cannot ignore". China–Britain Business Council. 6 June 2023. Retrieved 29 April 2024.
  3. ^ "REDnote—小红书国际版 - Apps on Google Play". Google Play Store. Retrieved 20 September 2024.
  4. ^ "Chinese Little Red Book | XHS Marketing Strategies | Comms8". Comms8 - Cross-Border Marketing Agency. Retrieved 2024-10-04.
  5. ^ Gao, Coco (2024-08-27). "XiaoHongShu (RED): China's Rising Social Platform – Impact, User Demographics and Marketing Solutions". The Egg. Retrieved 2024-10-04.
  6. ^ "Ecommerce Solutions & Platform Setup in China | Hongda Service". www.hongdaservice.com. Retrieved 2024-11-07.
  7. ^ "China's answer to Instagram is sorry for over-filtered images". South China Morning Post. 2021-10-18. Archived from the original on 2022-01-03. Retrieved 2022-01-20.
  8. ^ Tang, Shiyi (2022-03-03). "How to Grow Your Business in Xiaohongshu - GPI Translations Blog". Globalization Partners International. Retrieved 2023-07-07.
  9. ^ Perik, Nina (2022-09-13). "Little Red Book Marketing — How to Advertise on the "Chinese Instagram"?". MAF. Retrieved 2023-07-07.
  10. ^ a b 益普索 x 小红书 | 2020小红书年中美妆洞察报告 (PDF) (in Simplified Chinese). Ipsos (益普索). 2020. Archived (PDF) from the original on 2022-01-20. Retrieved 2022-01-20.
  11. ^ Wei, Daniela; Banjo, Shelly (24 April 2019). "The Future of Shopping Is Already Happening in China: China's Gen Z Skips the Stores and Shops on Social Media". Bloomberg. Archived from the original on 8 May 2019. Retrieved 11 May 2019.(subscription required)
  12. ^ "小红书_标记我的生活". www.xiaohongshu.com. Archived from the original on 2020-02-01. Retrieved 2020-01-17.
  13. ^ "Xiaohongshu (Little Red Book) is fostering e-commerce via word of mouth - WalktheChat". WalktheChat. 10 June 2018. Archived from the original on 26 October 2018. Retrieved 26 October 2018.
  14. ^ Shu, Xiao Hong. "小红书蒲公英". pgy.xiaohongshu.com. Retrieved 2024-08-23.
  15. ^ "2024 Little Red Book (Xiaohongshu) Marketing – A Complete Guide". WalkTheChat. 2024-05-12. Retrieved 2024-11-07.
  16. ^ "What is XiaoHongShu 小红书 and How to Use It". FirstCom Academy. Retrieved 2023-08-22.
  17. ^ "Home". Xiaohongshu. Retrieved 2022-04-22. 地址：上海市黄浦区马当路388号C座