Tagging on Xiaohongshu
* If you’re interested in using Xiaohongshu as a marketing tool, keep in touch. We’ll be posting indian phone number the second article in the Xiaohongshu series next week.
What makes Xiaohongshu so popular and successful in China
Xiaohongshu was established in 2013 and has now become China’s leading social e-commerce platform. It continues to be one of the fastest-growing companies in China, threatening many existing social media and e-commerce platforms. (source in English)
USER NUMBER AND ITS DEMOGRAPHIC
Celebrating its 6th anniversary this year, Xiaohongshu announced that its registered users are now more than 250 million and monthly active users are 85 million. The number of their users easily exceeds a population of a nation and this is huge considering that this app is mostly known and used in China alone. Its large number of users itself makes it an attractive marketplace for brands around the world.
What’s more interesting than the large user number is the demographics of their user base. According to Xiaohongshu, more than 70% of its users are those born in the post-90s. This is important because China represents one of the world’s largest post-90s demographics in the world, and together with high consumption power, they are extremely mobile-savvy in terms of shopping, socializing, and creating content. This young active user base naturally makes the app’s culture trendy and savvy. Therefore, most brands targeting Millennials or Generation Z try their best to create a positive remark in this world of Xiaohongshu, as it is an app with a concentrated age group.
In addition, around 90% of its users are women with high purchasing power, especially those who believe quality is important. (link) For this reason, Xiaohongshu has become a popular and effective marketing place for fashion and beauty brands. If your business is mainly targeting men, no need to worry since 10% of 250 million users is still a big market to seize.
LOYAL USERS
Success and strength of Xiaohongshu largely comes from its loyal users. As introduced in the beginning, Xiaohongshu began from a small online fan community who shared their shopping experience. It was them who was able to bring in new audiences to the platform and create a sense of inner-community. Though the company has now become a cross-border e-commerce platform, it still retains its original identity as a social community for sharing product reviews and shopping hacks. Thus, Xiaohongshu community is becoming even stronger with the inclusion of more Instagram-like social media features, allowing word-of-mouth and influencer marketing.
RELIABLE BRAND IMAGE WITH QUALITY “AUTHENTIC” PRODUCTS
Unwanted selling of counterfeit goods by sellers has always been a big issue for many Chinese online retailers. Therefore, winning the customer perception as a reliable company selling real goods has been a key success point for big platforms in China. Xiaohongshu was also one of the companies that was able to tackle this concern.
Turning its business as a cross-border e-commerce platform has easily solved the issue by allowing brands from overseas to directly sell their products to their users. Also its self-operated online store has enabled Xiaohongshu to directly control authentic goods from reliable small-to-mid-sized brands. Xiaohongshu online store has strict guidelines and does not accept individual sellers or those with no brand license and distribution rights. The company also heavily exposed authentic good trade mark (正品) on product images to communicate that its products are