Xiaohongshu, also known as Little Red Book, It’s one of the largest and fastest growing social e-commerce apps in China, and unlike other e-commerce platforms, it started as a community where users can post product photos with reviews and tips for other users to read, comment, and save to their boards.
It describes itself as “a sharing platform for young people's lifestyles through deep-rooted UGC shopping sharing community”. But now this community has became what is known as a cross-border social e-commerce platform, threatening Chinese giants such as Taobao, JD, etc. This platform is designed to help users discover and purchase products, share recommendations, and provide helpful tips. Users often go on Xiaohongshu to investigate products and look for in-depth reviews and tutorials created by other users. Think of Xiaohongshu as a combination of Instagram and Pinterest.
XHS platform value:
60 million MAU
200 million Registered user
250,000 new notes posted/day
XHS user:
85% of users are female, 84% are under age 30
60% from 1st tier 1 & 2nd tier cities
60% IOS user
600+ Celebrities join and share notes
XHS Ad type:
Search ads
Users enter search terms of interest in the search box
System matches keywords to ads
Ads appear randomly on result pages 3/13/23
Stream Ads
Use explores content on Discovery page & Life Inspiration
System matches targeting attributes to user profile for most appropriate ads
Ads appear randomly on discovery pages 6/16/26/36/46
