Xiaohongshu, also known as Little Red Book, has emerged as one of the most influential platforms for beauty, fashion, and lifestyle content in China. With a thriving community of over 300 million monthly active users, it has become the go-to destination for young, trend-conscious consumers, especially women, seeking authentic insights and recommendations. According to internal resources in 2024 at Xiaohongshu, the platform has between 10 to 15 million users in North America, comprising immigrants, students, and Chinese-speaking residents. The most recent influx of TikTok refugees push Xiaohongshu to become the top downloaded app in the US app store, adding almost a million users in a few days.
The Power of User-Generated Content
A defining feature of Xiaohongshu is its vibrant user-generated content (UGC) ecosystem. More than 80 million users actively contribute reviews, recommendations, and lifestyle tips, creating a dynamic and relatable digital environment. Unlike platforms dominated by celebrities or mega influencers, Xiaohongshu thrives on the contributions of small to medium-sized key opinion leaders (KOLs) and key opinion consumers (KOCs). This grassroots approach lends credibility and authenticity to the platform, as everyday users can easily share their experiences and opinions.
A Consumer-Driven Approach to Beauty and Fashion
The platform’s primary focus is on beauty and fashion, making it a trusted resource for product reviews, tutorials, and trend analysis. Consumers, particularly female users, rely on Xiaohongshu to explore the latest styles and products, assess user feedback, and make informed purchasing decisions. This trust is bolstered by the platform’s unique ability to foster genuine connections between users and brands.
Emerging Lifestyle Trends
Xiaohongshu is not just a platform for product discovery; it is also a cultural hub where users shape and popularize lifestyle trends. The platform has been instrumental in promoting styles such as “dopamine dressing” (bold, colorful outfits designed to boost mood), the “Maillard” aesthetic (earthy, neutral tones inspired by cooking techniques), and the “old-money” style (a nod to understated luxury and heritage).
These trends reflect the platform’s ability to connect with young consumers who embrace new experiences and celebrate diverse lifestyles. Xiaohongshu’s users, typically educated and residing in first- and second-tier cities, are eager to explore fresh concepts and products, setting it apart from platforms like Douyin and Kuaishou that cater more to lower-tier urban audiences.
Livestream Selling: A Unique Approach
Livestream e-commerce is a growing phenomenon in China, and Xiaohongshu has developed a distinctive approach to this trend. Unlike the high-energy, fast-paced selling seen on platforms like Taobao Live, Douyin, and Kuaishou, Xiaohongshu has embraced “quiet selling.” This slower-paced, storytelling-driven livestreaming style aligns with the platform’s ethos of authenticity and connection. It offers a respite for Gen Z shoppers seeking a more relaxed and thoughtful shopping experience amidst China’s bustling urban environments.
Since expanding into e-commerce livestreaming in 2020, Xiaohongshu has experienced remarkable growth. Between 2021 and 2022, the number of livestreamers on the platform surged by 337%, while livestreaming sessions increased by 214%. This rapid growth underscores the platform’s potential to carve out a niche in the competitive livestream e-commerce space.
A Platform Poised for Growth
Xiaohongshu’s combination of a highly engaged user base, authentic content, and innovative approaches to e-commerce positions it as a unique player in the digital landscape. With its focus on beauty, fashion, and lifestyle, the platform continues to captivate young, affluent consumers who value quality, creativity, and authenticity. As it further expands its livestreaming capabilities and adapts to evolving consumer needs, Xiaohongshu is poised to remain at the forefront of digital trends and commerce in China.
