Popular topics covered by Xiaohongshu influencers in China 2023

Published by
Lai Lin Thomala,
Mar 15, 2024
Xiaohongshu, aka RED or Little Red Book, is a Chinese social commerce platform founded in 2013 which has successfully won the hearts of young female consumers in China. The app offers abundant lifestyle tips related to fashion, food, and hobbies. As of May 2023, about 38.6 percent of the key opinion leaders (KOLs) on Xiaohongshu from the top ten verticals specialized in these three categories.

Share of key opinion leaders (KOLs) on Xiaohongshu in China in 2023, by vertical

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Release date

June 2023

Region

China

Survey time period

as of May 2023

Supplementary notes

KOL (aka key opinion leader) is more commonly used to refer to an influencer marketing practitioner in China.

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Key figures

6

Usage

6

WeChat

6

Douyin

6

Weibo

6

Xiaohongshu

6

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Topics

Luxury marketing in ChinaSocial media in ChinaLuxury goods market in ChinaWeChatInfluencer/KOL marketing in China
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