China’s social commerce arena is led by the Instagram-like Xiaohongshu, often referred to as “Little Red Book” or “Red”. Integrating community, content, and commerce, the shopping recommendation app Xiaohongshu surpassed 212 million monthly active users in China in June 2024.
What makes Xaiohongshu stand out?
Started as a travel and lifestyle advice site in 2013, Xiaohongshu has grown into a prestigious e-commerce brand valued at 20 billion yuan in 2023. The app is particularly popular among young, female consumers, living in top-tier cities. What sets Xiaohongshu apart is its emphasis on authenticity and community. Users on the platform share detailed product reviews, lifestyle tips, and personal experiences, creating a trusted community for consumers to make informed purchase decisions.
What does Xiaohongshu’s success reflect?
Xiaohongshu’s approach aligns with the preferences of today’s Chinese consumers who value social validation and community engagement in the shopping journey. Compared to other e-commerce and content platforms, Xiaohongshu had the highest share of micro-influencers. These key opinion consumers, despite their relatively smaller follower counts, are often regarded as more authentic with their genuine passion and expertise in a niche industry. Fashion, food, and hobbies were the most common industries covered by Xiaohongshu influencers.
Number of monthly active users of Xiaohongshu app in China from December 2020 to June 2024
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*Refer to the average number of monthly active users during the corresponding quarters ending in the respective months.
Previous figures were extracted from old reports published by the same source. The figure for December 2020 was calculated based on the YoY growth given by the source.
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QuestMobile. (July 30, 2024). Number of monthly active users of Xiaohongshu app in China from December 2020 to June 2024 (in millions) [Graph]. In Statista. Retrieved September 01, 2024, from https://www.statista.com/statistics/1327421/china-xiaohongshu-monthly-active-users/
QuestMobile. "Number of monthly active users of Xiaohongshu app in China from December 2020 to June 2024 (in millions)." Chart. July 30, 2024. Statista. Accessed September 01, 2024. https://www.statista.com/statistics/1327421/china-xiaohongshu-monthly-active-users/
QuestMobile. (2024). Number of monthly active users of Xiaohongshu app in China from December 2020 to June 2024 (in millions). Statista. Statista Inc.. Accessed: September 01, 2024. https://www.statista.com/statistics/1327421/china-xiaohongshu-monthly-active-users/
QuestMobile. "Number of Monthly Active Users of Xiaohongshu App in China from December 2020 to June 2024 (in Millions)." Statista, Statista Inc., 30 Jul 2024, https://www.statista.com/statistics/1327421/china-xiaohongshu-monthly-active-users/
QuestMobile, Number of monthly active users of Xiaohongshu app in China from December 2020 to June 2024 (in millions) Statista, https://www.statista.com/statistics/1327421/china-xiaohongshu-monthly-active-users/ (last visited September 01, 2024)
Number of monthly active users of Xiaohongshu app in China from December 2020 to June 2024 (in millions) [Graph], QuestMobile, July 30, 2024. [Online]. Available: https://www.statista.com/statistics/1327421/china-xiaohongshu-monthly-active-users/