top of page

Xiaohongshu “Little Red Book” as International Red Mall in 2022

Updated: Dec 9, 2021

What is Little Red Book (Xiaohongshu)

Xiaohongshu, also known as Little Red Book, was developed in June 2013 by Charlwin Mao Wenchao and Miranda Qu Fang as an online shopping guide for Chinese consumers that allows users to rate products and discuss their buying experiences with others. Little Red Book’s founders' primary goal is to deliver the best e-commerce services to Chinese people. Xiaohongshu concentrates on establishing retailers, brand promotion and consumer online shopping centers.

As time went by, Xiaohongshu started to look for opportunities for overseas products. In October 2014, Xiaohongshu built a cross-border e-commerce platform of its own, known as the RED Mall, where international brands can sell their products to Chinese consumers. Work with one Little Red Book Marketing Agency can help you to know more about this APP and make right strategy for your product.

Redbook Xiaohongshu Marketing Agency SODA
Redbook Xiaohongshu Marketing Agency SODA

Who are Xiaohongshu Active Users

Age Bracket Users
Little Red Book active users;  most of them belong to millennials(41%) and Gen Z (58%)
Little Red Book Active users

Xiaohongshu (known in English as Little Red Book) was a successful Chinese social commerce website with almost 100 million active members. Based on , Little Red Book active users are estimated as one hundred million users and most of them belong to millennials(41%) and Gen Z (58%).

Gender Bracket Users

Xiaohongshu Female users got the 80% which skewed excellent platform for marketing and advertising skincare, cosmetics, and fashion items.
Xiaohongshu Users Based on Gender

Approximately 90% of the active users are women. Based on the highly active users, young women (Gen Z), Xiaohongshu attracts popular products and provides an excellent platform for marketing and advertising skincare, cosmetics, and fashion items. Alibaba and Tencent lead the investment in this one-of-a-kind app, which is estimated to be worth $10 billion.

Sell on Little Red Book - eCommerce platforms

Years ago, daigou was a kind of grey market agent, someone who lived outside of China who could buy an item for a buyer and ship it back to China. Customers in China, particularly women, who wanted to buy things from other countries had two options: travel overseas themselves or buy through a daigou.

Xiaohongshu, also known as Little Red Book, soon established itself as a better and more dependable option, particularly with warehouses in free-trade zones that could reduce shipping costs dramatically. Little Red Book launched its brand account in March 2019, when there appears to be a market need for a safe and economical way to buy foreign goods; Little Red Book a service that connects marketers with influencers and key opinion leaders to arrange sponsored content. Redbook formed collaborations with a number of well-known international businesses and expanded the platform's e-commerce capabilities. Little Red Book emphasizes "authenticity" and encourages and rewards high-quality content articles and videos.

Xiaohongshu Featured Content

  1. Almost similar to Facebook

  2. Can comment on the content

  3. Liking on the content “thumbs up button”

  4. Can “collect” or save post photos

Why brand needs Xiao Hong Shu?

Premium brands’ marketing successes on Little Red Book

Premium Brands in Xiaohongshu and their number of mentions from Intelligence Firm L2

  1. Hugo Boss-271 percent jump

  2. Max Mara-133 percent jump

  3. Chanel-2.24 million

  4. Dior2.14 million

  5. Bally133 percent jump


1. Skincare, cosmetics, and fashion are the most popular industries promoted on Little Red Book.

2. Little Red Book is a considerably more intimate social media outlet than WeChat and Douyin.

3. The information does not include the complete user database.

4. It's difficult to determine how the gender and geographical distribution study can be generalized to the entire user group because more than half of the users don't submit the information.

5. Xiaohongshu or Little Red Book blocks any 3rd party links, apps such as WeChat, Tmall are banned.

3 kinds of Xiaohongshu or Little Red Book Ads

1. Brand Account- When compared to other channels, this is less expensive; Douyin's CPM is roughly 3 USD, while WeChat Moments Ads might cost more than 15 USD.

2. Shutiao (薯条)- Shutiao or Personal ads these are almost five times more expensive compared to brand ads. Displayed native content and not promotional.

3.Keyword Search Ads- When compared to newsfeed ads, it is usually more costly. Because you can bid on keywords, this is the only sort of ad on Red that allows companies to be more targeted.

Xiaohongshu High Skewed Rate to e-Sales

  • Beauty and fashion product

  • Sportswear

  • International brands or Luxury Brands

The report 'Trends and Outlook for the World's Largest eCommerce Market' found that the Chinese online retail market will be more than double the size of the US market, reaching $713 billion in 2022, and ten times greater than Japan's $159 billion.

Celebrities and Redbook's own KOLs are among the platform's most influential users. A group of Redbook KOLs who live abroad and have a lot of clout: Australia, the United States, and the United Kingdom are all in the top ten in number of KOLs, consumers outside of China process more influence on average than those within the country.

Primary guidelines on how to Create an Account in Little Red Book Account

  • Create an account in Xiaohongshu official

  • For overseas or business out of China you must download the authorization letter from Xiaohongshu.

  • Business registration papers

  • Customs registration form

  • Full package assistant in business opening in Little Red Book, SODA Global Marketing can be your Red Book Marketing agency to handle all stpes for your without worries, make a suitabel strategy based on your brand target audience and budget to promote and sell on little redbook.


bottom of page