Key Points
Quick Stats
- Over 300 million monthly active users
- Approximately 70% female users, primarily aged 18–35
- Around 80% of users come from China’s tier-1 and tier-2 cities
- Valued at $20 billion (2021)
- More than 700,000 new international users joined in January 2025
Essential Tips for New Users
- Search for “rednote” on the App Store or Google Play
- Switch to the English interface in Settings
- Use the built-in translation tool for Chinese posts
- Upload images in a 3:4 aspect ratio for optimal display
- Prioritize authentic, experience-driven content—genuine posts perform best
Xiaohongshu (小红书), known internationally as RedNote or RED and literally meaning “Little Red Book,” is China’s leading lifestyle-driven social media and e-commerce platform. Founded in Shanghai in 2013 by Charlwin Mao and Miranda Qu, it has grown from a simple overseas shopping guide into a full-fledged social commerce ecosystem.
Often described as a blend of Instagram’s visual appeal, Pinterest’s discovery experience, and TikTok’s short-form video energy—with integrated shopping—Xiaohongshu has become an essential destination for Chinese consumers researching everything from beauty and fashion to travel and daily lifestyle recommendations.
The Origin Story
The name “Xiaohongshu” was inspired by the red color themes of Stanford Business School and Bain & Company—two key milestones in co-founder Charlwin Mao’s career. The platform began as a PDF guide to help Chinese travelers shop overseas, and quickly expanded as users sought more authentic, community-driven recommendations.
In 2014, Xiaohongshu introduced its integrated e-commerce platform, enabling users to make purchases directly within the app. This milestone marked its evolution into a powerful social commerce player.
How It Works
Content Discovery
Follow Tab: Content from accounts you follow, supplemented with personalized suggestions for new users.
Explore Tab: Algorithm-curated content based on your preferences—the core discovery engine of the platform.
Nearby Tab: Location-based posts highlighting local restaurants, attractions, shops, and trending spots.
Content Formats
Users create “Notes,” which can include:
- High-quality photos (3:4 aspect ratio recommended)
- Short-form videos similar to TikTok
- Text-based reviews and in-depth guides
- Live streaming sessions
- Product recommendations with direct purchase links
Shopping Integration
A key differentiator for Xiaohongshu is its seamless content-to-commerce experience. Users can browse reviews, watch unboxing videos, and purchase products—all within the app. The RED Mall features curated international products tailored to Chinese consumers.
Who Uses Xiaohongshu?
Core Demographics
- Age: Primarily 18–35 (with 72% born after 1990)
- Gender: Approximately 70% female, though the user base is diversifying
- Location: Predominantly urban users from tier-1 and tier-2 cities
- Income: Middle to upper-income consumers with strong purchasing power
- Interests: Beauty, fashion, travel, food, wellness, and lifestyle
User Behavior
Users spend an average of 70 minutes per day on the platform. They tend to trust user-generated content far more than traditional advertising, with 67% actively researching brands and products each week. Xiaohongshu has effectively become a trusted search engine for lifestyle decisions—many users often say, “When in doubt, check Xiaohongshu.”
The “Grass Planting” Phenomenon
One of Xiaohongshu’s defining cultural features is zhongcao (种草), literally “planting grass” or “seeding.” When users share authentic recommendations that inspire others to make a purchase, those users are said to have been “grass-planted.”
This form of organic influence is highly effective:
- Home appliances: 176.3% growth
- Food & beverage: 145.3% growth
Example: A Hong Kong bakery chain reportedly generated around $11.4 million annually from its sourdough egg tarts after they went viral on Xiaohongshu.
The TikTok Refugee Wave
In January 2025, during discussions of a potential TikTok ban in the U.S., more than 700,000 American users joined Xiaohongshu within just a few days—briefly pushing the app to #1 in the U.S. App Store.
American users began tagging themselves as “#TikTokRefugees,” generating more than 250 million views, while Chinese users warmly welcomed the influx with Mandarin tutorials and cultural exchanges. In response, the platform quickly expanded its English interface and translation features to better support international users.
This moment sparked an unprecedented level of direct interaction between Chinese and American social media communities, with Chinese users sharing insights into modern lifestyle, food, fashion, and everyday culture.
For Brands & Marketing
Why Brands Use Xiaohongshu
- Trust Factor: User-generated reviews build credibility far more effectively than traditional advertising.
- Influencer Power: KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) significantly shape purchasing decisions.
- Direct Conversion: A seamless journey from content discovery to purchase enhances conversion rates.
- Algorithm Advantage: High-quality, engaging content is consistently prioritized by the platform’s recommendation system.
Many major international brands and tourism boards operate official Xiaohongshu accounts to reach Chinese consumers. Its influence increasingly extends beyond China—destinations from New Zealand to the United Kingdom use the platform to attract Chinese travelers.
Business Impact
Xiaohongshu was on track to generate over $1 billion in profit in 2024, supported by strategic investments from Alibaba and Tencent.
Getting Started
Download & Setup
- Search for “rednote” or “小红书” in the App Store or Google Play.
- Register using a phone number, email, or social login (WeChat, Apple ID, Google).
- Switch to the English interface in Settings if needed.
- Select your interests to receive personalized recommendations.
Creating Content
For best results:
- Use high-quality visuals (3:4 aspect ratio recommended).
- Write detailed, helpful descriptions.
- Include relevant hashtags.
- Tag products when applicable.
- Keep your content authentic—users prefer genuine experiences over polished advertising.
Content Moderation & Privacy
Like all major Chinese platforms, Xiaohongshu operates under strict content moderation rules. It restricts spam, external links, and topics considered sensitive by Chinese authorities. Policy violations may lead to post removal or account suspension.
Privacy Considerations
- The platform collects data in accordance with Chinese regulations.
- The international version (RedNote) follows a different set of privacy protections.
- Review your privacy settings during registration.
- Avoid sharing sensitive personal information.
- All content remains subject to Chinese moderation standards.
In line with government directives, Xiaohongshu has suspended accounts and removed posts considered to be “showing off wealth” as part of China’s broader internet regulation campaign.
Why Xiaohongshu Matters
Xiaohongshu represents a unique evolution in social commerce, where authentic user experiences drive both community engagement and purchasing behavior. For Chinese consumers, it has become an indispensable tool for lifestyle exploration, brand research, and shopping decisions.
For international observers, the platform offers valuable insights into Chinese consumer psychology, social trends, and contemporary digital culture. Its emphasis on authenticity, community-driven content, and seamless content-to-commerce integration has shaped a model that is distinctively Chinese yet increasingly relevant globally.
Whether you’re exploring Chinese digital culture, studying consumer behavior, or evaluating the platform for business opportunities, Xiaohongshu offers a compelling window into one of the world’s most dynamic social commerce ecosystems.