A guide to Little Red Book (XiaoHongShu)

This report co-authored by The Meet Group and Double V Consulting specifies what makes Little Red Book (Red for short, or 小红书XiaoHongShu in Chinese) distinct for marketers, how the UGC-heavy platform bounced back from its July 2019 scandal, and how to create the right style of content for it.
  • Think of Red as a combination of Instagram and Pinterest – users can ‘pin’ posts they like, interact with other users, create their own content, connect with brand pages etc. On Red, shoppers get the added feature of in-app purchasing and a stronger sense of community.
  • The 100-million platform integrates social media, e-commerce, and branding with user-generated content focusing on international brands and generally attracts a more cosmopolitan user base that is at the forefront of China’s overall ‘consumption upgrade’ trend.
  • Users could go on Red with no intention to buy, they may scroll through the homepage, see what others...

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