Wondering what is Xiaohongshu (RED) app? Here are the latest Xiaohongshu users, statistics, usage stats, and facts!
Xiaohongshu, also known as RED, is a social media platform that originated in China and has become increasingly popular worldwide.
With millions of active users, Xiaohongshu has become a hub for sharing fashion, beauty, and lifestyle content.
Therefore, it is important to understand the usage stats, statistics, and facts about Xiaohongshu to fully appreciate the platform’s impact on users and its potential as a marketing tool.
Interesting Xiaohongshu Statistics:
- Xiaohongshu’s monthly active user count has reached 200 million.
- Over half of Xiaohongshu’s user base is comprised of individuals from Tier 1 or Tier 2 cities in China.
- Xiaohongshu boasts a content creator base of over 43 million.
- The majority of Xiaohongshu’s monthly active users, at 72%, are in their 90s.
- Of Xiaohongshu’s user base, 66% are married and 83% of that group have children.
- Within the Xiaohongshu platform, food, beauty, and entertainment categories accounted for 23% of all notes generated in 2021.
- Food notes held the largest market share on the Xiaohongshu platform at 9%, followed closely by beauty notes at 7%.
- The pet category on Xiaohongshu has experienced a 22.4% increase in the number of notes generated month-on-month over the past six months.
- The gaming category exhibited the highest growth rate among all categories on Xiaohongshu over the past six months, with a 31.9% month-on-month increase in the number of notes created.
- The current valuation of Xiaohongshu is over $3 billion.
What is Xiaohongshu?
Xiaohongshu, also known as Little Red Book or RED or XHS, is a social e-commerce platform based in China.
It was founded in 2013 and has since become one of the most popular apps in China, with over 300 million registered users as of 2021.
Xiaohongshu combines social media with e-commerce, allowing users to share product reviews, recommendations, and shopping experiences with each other.
Xiaohongshu also offer a seamless shopping experience by enabling users to browse and buy products directly from the platform. It is often described as a blend of Instagram, Pinterest, and Amazon, and has attracted a wide user base, both domestically in major cities such as Beijing, Shanghai, and Guangzhou, and internationally, especially in Southeast Asia.
The platform has a strong focus on lifestyle and fashion, with a particular emphasis on luxury and high-end products.
Users can follow influencers, brands, and each other, and purchase products directly through the app.
Xiaohongshu has gained immense popularity among younger Chinese consumers, garnering a substantial user base in major cities such as Beijing, Shanghai, and Guangzhou. Additionally, the platform has been successful in drawing international users, particularly in Southeast Asia.
Xiaohongshu User Base
- Xiaohongshu’s monthly active user count has reached 200 million. (Qian-Gua)
- Xiaohongshu boasts a content creator base of over 43 million. (Qian-Gua)
- Over half of Xiaohongshu’s user base is comprised of individuals from Tier 1 or Tier 2 cities in China. (Qian-Gua)
- The majority of Xiaohongshu’s monthly active users, at 72%, are in their 90s. (Qian-Gua)
- Within Xiaohongshu’s monthly active user base, 46.39% are aged between 18 to 24. (Qian-Gua)
- In 2022, male active users of Xiaohongshu increased to 30%, a significant jump from the previous 9%. (Qian-Gua)
- Of Xiaohongshu’s user base, 66% are married and 83% of that group have children. (Qian-Gua)
- Approximately 63% of Xiaohongshu’s user base consists of white-collar workers from corporations or government positions. (163)
- Xiaohongshu’s user base can be categorized into five primary groups: celebrities, bloggers, normal users, brand accounts, and community accounts. (Qian-Gua)
Xiaohongshu Statistics & Facts
- In 2021, Xiaohongshu’s users generated approximately 360 million notes. (HI-COM)
- Within the Xiaohongshu platform, food, beauty, and entertainment categories accounted for 23% of all notes generated in 2021. (HI-COM)
- Of all the notes created on Xiaohongshu in 2021, 21% were promoted, with a total of 2.361 million notes. (HI-COM)
- According to a recent survey, over 75% of Chinese Gen Z users reported being introduced to at least one luxury product on Xiaohongshu in the past year that they eventually purchased. (Jing Daily)
- Accounts related to food and beauty comprise 17% of all accounts on Xiaohongshu. (HI-COM)
- During the months of January to February 2022, eye makeup emerged as the most popular beauty-related term on Xiaohongshu with 770k notes and over 20 million engagements. (Qian-Gua)
- Food notes held the largest market share on the Xiaohongshu platform at 9%, followed closely by beauty notes at 7%. (HI-COM)
- Among food-related content on Xiaohongshu, almost 9% are cooking tutorials. (Qian-Gua)
- Between January to February 2022, Xiaohongshu saw over 8.15 million notes related to cats and 4.72 million notes related to dogs. (Qian-Gua)
- The pet category on Xiaohongshu has experienced a 22.4% increase in the number of notes generated month-on-month over the past six months. (HI-COM)
- The gaming category exhibited the highest growth rate among all categories on Xiaohongshu over the past six months, with a 31.9% month-on-month increase in the number of notes created. (HI-COM)
- The current valuation of Xiaohongshu is over $3 billion. (Forbes)
- In the private equity market, Xiaohongshu’s valuation ranges between $10 billion to $16 billion, which is a decline of up to 50% from the previous year’s $20 billion valuation. (Technode)
- Xiaohongshu’s primary investors are Alibaba and Tencent.
Xiaohongshu Usage Stats: How People are Using Xiaohongshu
- 40% of Xiaohongshu’s users engage in active searching for products or topics that pique their interest. (163)
- Following an initial interest in a specific product, 37% of Xiaohongshu’s users turn to the platform to read user reviews. (163)
- A total of 36% of Xiaohongshu’s users leverage the platform to keep up with current trends. (163)
- Approximately 33% of Xiaohongshu’s users seek inspiration on the platform.
- In response to Xiaohongshu notes shared by other users, 30% of the platform’s user base visits the site. (163)
Xiaohongshu Revenue: How Xiaohongshu Makes Money?
- Xiaohongshu’s revenue model is heavily reliant on advertising, with 80% of its revenue generated from advertising and the remaining 20% from e-commerce in 2020. (Financial Times)
- Promoted notes constitute 25% of Xiaohongshu’s advertising revenue. (Hi-COM)
What Do People Use Xiaohongshu for?
Xiaohongshu has earned the moniker “Life Encyclopedia” among its users due to the vast collection of high-quality content shared on the platform, offering relevant strategies and information to help others.
The Xiaohongshu app is primarily utilized for browsing and searching for information.
Some of the most common uses of Xiaohongshu include:
- Product Research: Xiaohongshu is a popular platform for product research, as it features user-generated reviews and recommendations on various products in categories like beauty, fashion, and food.
- Trendspotting: Xiaohongshu is also used for trendspotting and staying up-to-date on the latest trends in fashion, beauty, and lifestyle.
- Inspiration: Many users turn to Xiaohongshu for inspiration, whether it’s for fashion and beauty ideas or travel inspiration.
- Shopping: Xiaohongshu is also a popular platform for shopping, with many users purchasing products directly through the app.
- Content Creation: Xiaohongshu has a large community of content creators, including influencers and bloggers, who use the platform to create and share content on a variety of topics.
- Social Connection: Xiaohongshu also serves as a social platform, allowing users to connect with others who share similar interests and engage with each other’s content.
Xiaohongshu has secured a total of $917.5 million in funding from five funding rounds, including the following three recent ones:
- In a November 09, 2021 funding round, Xiaohongshu received $500M from investors Temasek and Tencent in an Other Financing Round.
- On June 01, 2018, Xiaohongshu raised $300M in a Series D funding round, with investment from Jinshajiang Venture Capital, Tencent Investment, Jiyuan Capital, Zhenwen Fund, Tiantu Investment, K11 Zheng Zhigang, and YuanBio Venture Capital.
- In a Series C funding round on March 30, 2016, Xiaohongshu secured $100M in funding from Tencent.
Founders: Charlwin Mao Wenchao and Miranda Qu Fang.
Founded Date: June 2013
Company name: Xingyin Information Technology (Shanghai) Co., Ltd.
Company HQ: Block C Soho Fuxing Plaza 388 Madang Rd, Huangpu District, Shanghai, China
Company size: 1,800 employees
Here are some frequently asked questions (FAQ) about Xiaohongshu:
What is Xiaohongshu?
Xiaohongshu, also known as Little Red Book or RED, is a popular social e-commerce platform in China. It combines elements of social media, e-commerce, and content creation to provide users with a seamless shopping experience.
What can I do on Xiaohongshu?
On Xiaohongshu, you can discover and buy a wide range of products, share your shopping experiences with others, and create your own content. You can also follow other users, interact with them, and join communities that match your interests.
How do I sign up for Xiaohongshu?
You can sign up for Xiaohongshu by downloading the app from the Google Play or Apple App Store, and creating an account with your phone number or email address.
Does Xiaohongshu have an English version?
No. Xiaohongshu does not have an English version, only a Chinese version.
Is Xiaohongshu available in other languages besides Chinese?
Currently, Xiaohongshu is only available in Chinese. However, the platform has plans to expand globally and offer support for other languages in the future.
How does Xiaohongshu differ from other e-commerce platforms in China?
Xiaohongshu stands out from other e-commerce platforms in China by offering a unique combination of social media and e-commerce features. It also focuses on providing users with high-quality and authentic product recommendations and reviews.
How does Xiaohongshu make money?
Xiaohongshu makes money primarily through advertising and e-commerce transactions. It charges fees to brands and merchants for promoting their products and services on the platform.
Is Xiaohongshu safe to use?
Yes, Xiaohongshu takes user safety and privacy very seriously. It has strict measures in place to protect user data and prevent fraudulent activities on the platform.
Can I return products purchased on Xiaohongshu?
Yes, you can return products purchased on Xiaohongshu within a certain timeframe if they are defective or do not meet your expectations. However, the return policy may vary depending on the seller and product.
How do I contact Xiaohongshu customer service?
You can contact Xiaohongshu customer service by going to the “Me” tab on the app, selecting “Customer Service”, and choosing a contact method such as phone, email, or live chat.
Is Xiaohongshu only for Chinese users?
Currently, Xiaohongshu is primarily used by Chinese users. However, the platform has plans to expand globally and attract more international users in the future.
Who can use Xiaohongshu?
The platform is open to users worldwide.
What is the Chinese word for Xiaohongshu?
The Chinese word for Xiaohongshu is 小红书.
How to pronounce Xiaohongshu?
Just as the name sound, the pronunciation of Xiaohongshu is “Xiao – Hong – Shu”, which means little red book and is known as RED.
Who is the founder of Xiaohongshu?
Xiaohongshu is founded by Charlwin Mao Wenchao and Miranda Qu Fang.
How can I become an influencer on Xiaohongshu?
To become an influencer on Xiaohongshu, you need to create high-quality content that resonates with users and builds a following. You can also work with brands to promote their products and earn commissions on sales.
Conclusion: Xiaohongshu Users, Statistics & Facts
Xiaohongshu is a rapidly growing social e-commerce platform that has gained a significant user base both in China and internationally.
With a user base of over 300 million, the platform has become particularly popular among younger Chinese consumers and has successfully attracted international users, particularly in Southeast Asia.
Xiaohongshu is known for its seamless shopping experience, allowing users to browse and purchase products directly from the platform.
Overall, Xiaohongshu’s success can be attributed to its unique combination of social networking and e-commerce features, providing users with an engaging and convenient platform for sharing and shopping.