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Xiaohongshu Red – Chinese Social Media Marketing Explained

Xiaohongshu (RED) – The Chinese Social Media Explained

Xiaohongshu (小红书), or as it is also known “Little Red Book” or “RED”, is undeniably one of the largest and fastest-growing social media and e-commerce Chinese applications.

Xiaohongshu (RED)

What is Xiaohongshu?

Xiaohongshu (小红书), or as it is also known “Little Red Book” or “RED”, is undeniably one of the largest and fastest-growing social media and e-commerce Chinese applications. Xiaohongshu self-describes its mission as being a sharing platform, specifically for young people’s lifestyle with the use of a deep-rooted UGC shopping community.

To get into more detail, the app is designed with the purpose of helping its users to discover and purchase various products, as well as share their recommendations and reviews, and share the tips that helped them decide. Indeed, one of the main reason that users login on Xiaohongshu is to browse products, read their reviews and seek tutorials created by other users.

Basically, Xiaohongshu has adopted what young people love about Instagram and Pinterest and has brought it one step further. RED’s users are able to save the posts they like, interact with the content other users are posting, create their own content, follow their favuorite brand pages, just to name a few. The extra layer that Xiaohongshu Red offers in comparison to the rest of social media apps, is the ability to purchase products in-app.

User Profile Snapshot

The next thing we need to figure out about Xiaohongshu is who its target audience is. RED at the moment has more than 200 million registered users, from which 88% are female users under the age of 30 and nearly 60% of them belong to Generation Z. At the present time, Xiaohongshu Red is the most influential social media channel in China.

Some interesting statistics that you need to keep in mind about Xiaohongshu are:

  • 200 million registered users
  • 30 million monthly active users
  • 88% of the total users are female
  • 60% of the total users browse through an iOS device
  • 60% of the total users are located in 1st and 2nd tier cities
  • 84% of the total users are aged less than 30 years old
  • 90% of the total users get brand or product information in-app

150 million new posts are created on a daily basis

The majority of Xiaohongshu’s registered users belong to Generation Z, which means that they were born after 1990. They use this application to share their lifestyle, to find new inspirations, and to get information on products they would like to purchase. For this reason, various brands have taken the step and joined Xiaohongshu. Brands can engage the audience with their content and possibly generate sales. Namely, in Xiaohongshu there are:

  • 3,000+ Brand accounts
  • 26,000+ Brand pages
  • 11,000+ posts created by brands on a daily basis

Indeed, Xiaohongshu offers a great path to approach the millennials. Take advantage of it and attract a great number of its users to your brand.

Why is Xiaohongshu Important for Your Marketing Strategy

The initial purpose for Xiaohongshu’s creation was to share reviews, tips, and guides to purchasing products from overseas. Even though the application has evolved and gained a great number of users, it is still considered one of the best places to look for advice. The content posted daily on RED still focuses on products from international brands. It is indicative that most of the users in this app tend to seek high-quality international brand products.

Moreover, the recent trend for Chinese consumers is that they seek product reviews online. In the rest of the social media they use, reviews are scattered through various posts, and so the users need to spend a significant amount of time to find what they are looking for. However, in Xiaohongshu they can find the product review they want in a matter of minutes.

Millennials and Generation Z are Essential for Your Brand’s Future

In China, young people born after 1985 make up 31% of the total Chinese population.

A reason you should target Millennials and Generation Z is that Chinese young people are spending their money differently than the older generations. This means that they give a larger portion of their money to purchase high quality and luxury products.

If you are quick to realize the power that those millennials possess, you will start your marketing on Xiaohongshu immediately. Remember that 80% of the total users on Xiaohongshu are millennials, and moreover 70% of the total new users are born after 1995. It will also be useful for you to keep in mind that these generations were born in the information era. This makes them computer savvy, who browse the internet to find the best deal possible. For this reason, you will also need to complement your marketing in a way that your brand stands out.

Another thing to keep in mind is that millennials in the East and West act differently. Always build your marketing strategy keeping in mind the Chinese perspective. If you do that, you will be able to target your desired audience more effectively.

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