To the people who already are familiar with Chinese social media or E-commerce platforms, they must already hear about WeChat, Weibo, Taobao, Tmall, even JD, Suning, Kaola,, etc. however there is a new but useful app you also should note down, and it is called Xiaohongshu (Little Red Book).

Xiaohongshu is a fast-growing social media and e-commerce platform. It was founded in 2013 to create a community where users could find recommendations about foreign fashion and cosmetics. In only four years, it’s garnered more than 70 million subscribers and developed its own cross-border e-commerce platform called Fulishe (福利社) which is taking a leading role in China’s cross-border e-commerce sector.

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Little Red Book successfully managed to carve a place for itself in the market. In just four years, it has grown into the world’s largest consumer reputation database and community e-commerce platform, with more than 50 million consumers from 200 countries and regions. According to related statistics, Xiaohongshu has a predominantly female audience (88%). It also has a rather young population: more than 60% of its users are 30 years old or younger.

Encourage customers to write Notes

Quite different from other E-commerce platforms, Xiaohongshu encourages long product review articles which are known as Notes instead of short comments, which help reviewers get fuller information about the products they desire.

On account of the Notes with fuller information, it will build trust and relationships with other customers within the platform. It can also help customers to share the experience or opinions with each other. Ultimately it is good for the business to get enough popularity to transform it into actual profits.

Add hashtags for more clicks

Like other popular social media platforms, such as Twitter and Instagram, it is useful to add some hashtags.

It is a very graphic way to upload photos or videos. You can show the pictures or videos to show the product you have picked. And then adding the available link is also convenient for other reviewers to find the same item on Xiaohongshu. For more searchable, adding hashtags in Notes is necessary. It will get more thoroughly if there are some opinions or comments left below the Notes.

Collaborate with Celebrities on RED

Xiaohongshu is more likely a sharing platform or social media platform for shopping. There are plenty of stars sharing their latest shopping picks and lifestyle hacks there every day, mixing snaps of their not-so-glamorous side of life.

This has created a unique UGC (user-generated content) circle made up of well-known influencers with a massive following.

On a platform like Xiaohongshu, celebrity endorsements come with a special authenticity. it’s also a great platform for foreign beauty brands that are targeting young Chinese women. Fan BingBing is a classic case of quality over quantity. Dubbed “queen of sales” on Chinese social media, she actually temporarily brought down the server of Xiaohongshu one time, thanks to a shopping note endorsing the latest beauty finds she just published.

Every user is micro-influencer

As we know, it can attract much more customers because of some big KOLs or influencers. However, for the small businesses on Xiaohongshu, it is hard for them to work with big KOLs or influencers mostly due to a lack of money. But due to the powerful social community on this platform, every user can be micro-influencers as long as they’re willing to share their real and comprehensive experiences.

It is important to realize Xiaohongshu is influencer-based and content-oriented. On the platform, there are lots of established influencers and celebrities sharing their personal favorites with their fans and their posts usually get more than 1,000 likes and 10,000 saves.

If the micro-influencer really connects with followers or customers, it will also do well for the brand’s image, reputation, and sales. Some influencers have strong credibility and many have other sources of income which make them less susceptible to commercial interests. Their fanbase and high fan engagement improve the chances of their posts being selected and presented in the “Editor’s Pick” or “Featured” sections on the homepage of the app, so it’s hard to ignore them. More importantly, they understand the tastes of female users on Xiaohongshu and know how to create a popular post with viral potential.

Share in different social media platforms

There are a lot of popular social media platforms in China, such as WeChat or Weibo. There are numerous users on these social media platforms in China; it is accessible to reach much more followers by using them.

Weibo is a platform for micro-blogging, it’s also a platform for sharing, so you can put more information about your own brand and share events or new products to attract more customers. While the viewers are scanning through the products on Xiaohongshu, there are more chances for them to share the products on Weibo or WeChat with friends or their own followers.

It is a good choice to open an account on WeChat. When you establish the official account, it is easier to promote the products directly and develop more potential customers or maintain the present followers’ source.

How to develop your business on Xiaohongshu?

As part of the e-commerce revolution for purchasing better products, Xiaohongshu’s unique positioning as a trustworthy, celebrity-approved distributor of overseas products is a great channel for brands that look to capitalize on the social commerce trend.

It is always better to fill in more and more information about customers or viewers’ opinions or comments. GMA also can help you associate with other major social media platforms like WeChat and Weibo. And it is essential to collaborate with KOLs or influencers on Xiaohongshu to raise your e-reputation.

Gentlemen Marketing Agency is specialized in digital marketing in the Chinese market. Do not hesitate to contact us if you want to discuss any projects in China.

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