As of March 2025, about ***percent of Xiaohongshu's active users were under 24 years old. In comparison, nearly ** percent of Xiaohongshu's active users were between 35 and 44 years old. Known in English as Little Red Book or RedNote before changing its official English name to rednote, Xiaohongshu is a popular social lifestyle and social commerce platform in China,

China’s social commerce arena is led by the Instagram-like Xiaohongshu, known as rednote internationally. Integrating community, content, and commerce, the shopping recommendation app Xiaohongshu reached *** million monthly active users in China in March 2025. 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 ** billion yuan in 2024. The app is particularly popular among young, female consumers, living in top-tier cities. What sets Xiaohongshu apart is its emphasis on ************ and *********. 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 ******************** in the shopping journey. Compared to other e-commerce and content platforms, Xiaohongshu had the ******* 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. ******, *******, and **** were the most common industries covered by the A-list Xiaohongshu influencers.

As of August 2020, the popular Chinese social commerce platform Xiaohongshu (known in English as Little Red Book) had a total of approximately *** million registered users, quadrupling its number in 2018. Xiaohongshu is a popular lifestyle and social commerce platform in China.

According to a 2024 survey in China, more than half of the existing users of Xiaohongshu started using the platform over one year before the survey period. Almost a quarter of users joined the lifestyle community platform within the past six months, indicating a steady user growth.

Between December 2024 and January 2025, Chinese-developed social media app Xiaohongshu (better known in English as RedNote before changing its official English name to rednote) was chosen by TikTok users in the United States as the platform to join to protest the upcoming ban or forced TikTok sale. Despite being only available in Mandarin, U.S. downloads of the Instagram-like photo and social app were 509,000 in the last quarter of 2024, and amounted to approximately 3.7 million in the first quarter of 2025. The app, which presents a visual format and functions similar to TikTok, including vertical scrolling, has seen Chinese-based audiences and U.S. audiences interact in new and unforeseen ways, such as language exchanges. The U.S. TikTok ban In April 2024, U.S. President Joe Biden signed a bipartisan bill ordering the sale of TikTok and its separation from ByteDance, or a ban on the entire platform within the U.S. market in case TikTok failed to comply. U.S. users choosing Xiaohongshu was a particularly surprising move, as previous surveys suggested different consumer preferences in case TikTok was banned. Traditional social media and video platforms such as YouTube, Facebook, and Instagram were given as the possible winners of a TikTok ban. While Xiaohongshu might not be the platform U.S. TikTok users and content creators might choose in the future, consumers in the region have shown that alleged privacy issues specific to Chinese-developed technology are not their major concern. Overall, over 10 countries and regions worldwide opted for banning TikTok on government-owned devices, while only Afghanistan and India opted for a full app ban. Xiaohongshu vs Douyin in China Differently from TikTok and Douyin (its original version accessible only in the Chinese market), which are two separate entities and do not operate within the same audiences, content management principles, and even terms of use on what the platforms allow, Xiaohongshu presents only one interface. While Douyin was the third most-valuable app based on user traffic value in China in 2024, Xiaohongshu ranked tenth with a user traffic value of 27 billion yuan. In terms of content creators, Xiaohongshu hosted more micro creators (with up to 500,000 followers) and fewer Key Opinion Leaders in 2023, while Douyin had a relatively smaller micro-creators base.

In the first half of 2020, approximately ** percent of the users of Xiaohongshu, which is a cross-border e-commerce platform in China, had an average monthly income of less than 3,000 yuan. During the same period, around **** percent of Xiaohongshu users had an average monthly income of more than 20,000 yuan.

Weibo, China's most popular microblogging site, amassed around 374 million monthly active app users in May 2025. Launched in August 2009, Weibo is the Chinese equivalent of X where users can share, like, comment on information and build communities. Xiaohongshu took the second place with nearly ***** million users.

As shown in a 2024 survey conducted in China, four in ten Xiaohongshu users reported an increase in the time spent on the social media platform. Celebrities and influencers, a lively online community, and favorable content format were cited as the major reasons for higher usage of the platform.

The New Retail Live Broadcast Solution market is experiencing robust growth, driven by the increasing adoption of e-commerce and the surging popularity of live streaming. This convergence has created a powerful new sales channel, enabling brands to directly engage consumers, showcase products in real-time, and foster immediate sales conversions. The market's expansion is fueled by several key factors: the rise of mobile commerce, particularly in Asia; the effectiveness of live streaming in building brand loyalty and driving impulsive purchases; and the integration of advanced technologies like augmented reality (AR) and artificial intelligence (AI) to enhance the shopping experience. Key players like ByteDance, Kuaishou, and Weibo are leveraging their extensive user bases and technological capabilities to dominate this evolving landscape. While challenges remain, such as maintaining consistent live stream quality and managing customer expectations, the overall market trajectory indicates substantial growth potential. The forecast period of 2025-2033 is expected to see sustained expansion, propelled by continued technological innovation and the broader adoption of live commerce across various retail sectors. The market's segmentation is likely driven by platform type (e.g., social media vs. dedicated live commerce platforms), target audience demographics, and the types of products sold. While precise market sizing figures are unavailable, a reasonable assumption based on similar rapidly growing digital markets suggests a current market size (2025) of approximately $10 billion, with a Compound Annual Growth Rate (CAGR) of 25% projected over the forecast period. This implies significant market expansion exceeding $50 billion by 2033. Competition is expected to intensify as more companies enter the space, focusing on enhancing user experience, advanced analytics, and innovative marketing strategies.

Social commerce platform Xiaohongshu and super app WeChat are the go-to online platforms for luxury advertisers In China. During the first quarter of 2024, the luxury industry directed its online advertising efforts primarily on these two online channels. While the youth-oriented Xiaohongshu attracted ** advertisers who placed ***** ad sets in total, WeChat, with its large user base, received ***** placements from ** advertisers.

Fan Bingbing, one of the Chinese highest-paid actresses, was the most-followed celebrity on Xiaohongshu with about ** million fans as of February 26, 2023. Covering various lifestyle topics with a special focus on fashion and beauty, the social commerce app is well-received among Chinese Gen Z female consumers.

When it comes to advertising on Xiaohongshu, Giorgio Armani was the most effective luxury advertiser. In the first half of 2022, the brand posted *** notes on Xiaohongshu, generating an average of ***** user interactions per note. Lancôme was the most active luxury brand on the Chinese lifestyle platform.

With a large young female userbase, Xiaohongshu is an important channel for luxury advertisers to raise brand awareness and generate sales. Cartier is one of the luxury goods conglomerate to switch its marketing strategy on the social commerce platform. As of August 2021, Cartier's Xiaohongshu official account had gathered over **** million active users.

As of May 2024, Sulwhasoo, a high-end Korean cosmetics brand, was identified as the most influential cosmetic brand on Xiaohongshu. Based on the brand marketing impact on the Chinese social commerce app, Sulwhasoo obtained*****7 out of 100 points in a brand index. Known for their budget-friendly products, domestic brands Colorkey, Proya, and Flortte also made to the top ten chart.  K-beauty in China Sulvhasoo’s popularity in China is not a coincidence. The brand is under Amorepacific Group, which is ranked ***** among the world’s largest beauty care companies. As early as the 1990s, the Korean skincare trendsetter entered China, a lucrative market for K-beauty products. Thanks to their effectiveness and affordability, Korean cosmetics have established a strong foothold in the country. Xiaohongshu for cosmetics marketing With over *** million monthly active users, who are predominantly female, Xiaohongshu has become one of the go-to channels for cosmetics advertising in China. Beauty advertisers, for example, Lancôme, splashed out hundreds of millions of yuan on influencer marketing on the Instagram-like platform.

In May 2024, Winnie Wen, also known as Wen Buding on other Chinese social media sites, was the most influential independent cosmetics account on Xiaohongshu, scoring ***** out of 100 points in terms of account impact. Apart from cosmetic tips, Wen's online content spans various topics including beauty and skin care, money-saving hacks, photography experiences, and family life.

Lancôme was the most active luxury brand on Xiaohongshu, the Chinese equivalent of Instagram. In the first half of 2022, the brand posted ***** notes on the platform, generating over *** million user interactions.

As of March 2020, the leading cross-border e-commerce platform Xiaohongshu had around **** million monthly active users in China, a decrease from **** million in the same period in 2019. Around 77 percent of Xiaohongshu's users were female.

A 2024 survey in China on social media usage revealed that content was the key in driving user engagement. Over half of surveyed users of WeChat, Douyin, and Xiaohongshu indicated favorable content diversity, format, and themes as the main reasons to increase social media platform use.

In October 2024, Instagram-liked app Xiaohongshu had the highest share of micro influencers — ***percent — compared to other platforms. Key opinion customers (KOCs) also took a significant share on the video sharing site Bilibili.

Douyin, the original Chinese version of TikTok launched by Bytedance, stayed as the leader in China’s short-formed video landscape. In a 2025 survey, the app secured a usage rate of almost ** percent among Chinese respondents. Over ** percent of respondents reported using Kuaishou, Xiaohongshu, or WeChat Channels.