In recent weeks, Xiaohongshu, also known as RED Note, has seen a surge in popularity in the United States, despite being a widely used app in China. In the past, it was simply labeled as the "Chinese Instagram," but in reality, it is much more than that. For years, it has been a true point of reference in China for industries such as jewelry, fashion, home decor, and luxury, boasting a community of over 300 million users.
Summary:
Much more than an Instagram with "Chinese characteristics"
Xiaohongshu (小红书, Xiǎohóngshū), also known as Little Red Book (a direct translation from Chinese), RED or RED Note, is undoubtedly one of the most popular social media platforms in China and a key reference point for consumers, especially women, seeking product recommendations, lifestyle inspiration, and shopping tips.
Founded in 2013 by Charlwin Mao and Miranda Qu, it initially aimed to help Chinese consumers discover and purchase high-quality products from abroad.
With the growing demand for international brands in China, Xiaohongshu has also evolved. The platform quickly transitioned from being a simple shopping guide to a true social commerce ecosystem, where users can post content, interact with influencers, and even make direct purchases through the app.
In 2014, the company introduced an e-commerce feature, allowing users to purchase foreign products without leaving the platform.
With a simple and intuitive interface, the app reinforces its role as a "life guide," as stated in its slogan 你的生活指南 (nǐ de shēnghuó zhǐnán).
What are the strengths of RED Note/Xiaohongshu?
The success of Xiaohongshu can be attributed to its innovative fusion of social media and e-commerce, creating a dynamic and community-driven shopping experience.
One of its main strengths is the authenticity of user-generated content: real reviews, lifestyle tips, and personal recommendations build a strong sense of trust among users.
This transparency not only allows consumers to make informed decisions but also fosters a loyal and engaged community.
Moreover, the platform’s visually appealing interface and emphasis on creative storytelling resonate with a young, urban audience that values both aesthetics and authenticity.
By seamlessly integrating content discovery with convenient shopping, RED Note has established itself as an influential player in shaping consumer trends and driving the success of both emerging and established brands.
Who are the users?
Xiaohongshu boasts a vibrant and young user base of over 312 million monthly active users.
It primarily caters to a young, urban, and digitally savvy audience, with a strong concentration of Gen Z and Millennial consumers. The majority of its user base is female, making up about 70%, although the number of male users is gradually increasing.
These users are highly engaged, often seeking authentic peer recommendations on beauty, fashion, travel, fitness, and lifestyle products. They value quality, trends, and social proof, making RED Note a key platform for influencing purchasing decisions.
Many users utilize the app as a search engine to discover new brands, product reviews, and shopping inspiration, contributing to its reputation as the go-to platform for social commerce in China.
Age Distribution:
Approximately 40% of active users are under 24 years old.
About 38.65% were born in the 1990s, while 39.21% were born in the 2000s
Gender Distribution:
As of February 2024, approximately 79.1% of active users were women, while male users represented about 20.9%.
Geographical Distribution:
A significant portion of users resides in Tier 1 and Tier 2 cities in China, accounting for 85.31% of the total.
Understanding these demographics is essential to adapting content and marketing strategies in an effective and engaging way for Xiaohongshu's audience.
Live streaming commerce
Live streaming has become a powerful tool in the e-commerce landscape in China, and RED Note is no exception. Users can:
Organize live shopping events, where they showcase and sell products in real time.
Interact with followers through Q&A sessions, building stronger trust in product recommendations.
Stimulate impulse purchases with time-limited offers and exclusive promotions.
Seeding marketing
Seeding marketing on RED Note is a strategic approach in which brands distribute products to selected influencers, micro-influencers, and regular users to generate organic and authentic content.
Unlike traditional advertising, this method aims to build credibility and trust through real user experiences rather than direct promotions.
Given RED Note's emphasis on peer recommendations and community engagement, seeding marketing allows brands to naturally integrate into user conversations.
When users share authentic reviews, tutorials, and practical applications of a product, it creates a ripple effect that influences potential buyers in a genuine and non-invasive manner.
This strategy is particularly effective for beauty, fashion, and lifestyle brands, as the RED Note audience values detailed product insights and personal recommendations more than traditional advertising.
The differences between RED Note and Tik Tok
Although Xiaohongshu/RED Note and TikTok are both influential social platforms with strong appeal to Gen Z, they differ significantly in purpose, content style, and user engagement.
TikTok is primarily an entertainment-based platform, focused on short videos where viral trends, challenges, and an algorithm that promotes the discovery of new content prevail.
In contrast, RED Note combines social media and e-commerce, prioritizing more in-depth, user-generated content such as product reviews, lifestyle tips, and purchase recommendations.
While TikTok adopts a fast-paced, entertainment-oriented approach, RED Note fosters a more community-driven and trust-based environment, where users seek reliable information before making purchasing decisions.
Furthermore, whereas TikTok relies on spontaneity and mass engagement, RED Note encourages niche interests and curated discussions, making it the ideal platform for those seeking authentic insights rather than just viral content.
RED Note goes to the USA
Over the last few months, RED Note has gained popularity outside China, especially in the U.S. Between December 2024 and January 2025, the platform gained over 700,000 new U.S. users in two days, thanks to concerns over a possible TikTok ban. The so-called ‘TikTok refugees’ rushed en masse to the new Made in China app, which, according to Sensor Tower's estimates, saw a 200% download growth compared to last year and 194% compared to the previous week by mid-January.
This rapid growth can be attributed to the increasing global interest in authentic, community-based content, as well as the shift toward discovery-based shopping. As Western consumers look for alternatives to traditional social platforms, the unique combination of verified user recommendations and visually appealing content offered by RED Note has made it an increasingly attractive choice.
The platform's expansion has also been fueled by influencers and brands eager to tap into its highly engaged audience, bridging the gap between Eastern and Western digital cultures. While retaining its original identity, RED Note is adapting to international markets through localized content, English language support, and collaborations with global brands, marking a new phase of "Westernization" that positions it as an emerging force in the global social commerce landscape.
Conclusion
As we have seen, Xiaohongshu/RED Note combines social networking with e-commerce, allowing users to share experiences, reviews, and lifestyle content while seamlessly integrating shopping. This hybrid model has significantly contributed to its popularity, as it caters to both social interaction and convenient, trend-driven shopping.
Trust is obviously one of the common threads in this digital ecosystem, and creating the right profile that is then verified can greatly help boost visibility and establish an initial connection with your users.
In this context, it is essential to have a clear and comprehensive strategy in mind if you want to grow within the RED Note ecosystem. At China Digital Marketing, thanks to our Italo-Chinese team and our experience managing over 30 client accounts, we are equipped to guide you in exploring the features and potential of this incredible app.
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