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If you’re not familiar with Xiao Hong Shu, it’s time to start exploring this popular social e-commerce app that’s taking China by storm. Many users from Southeast Asia countries have also started jumping on the bandwagon, creating and consuming content on Xiao Hong Shu. This article will give you an introduction to the app and why it’s significant in China’s e-commerce market.

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What is Xiao Hong Shu: History and Background

Xiao Hong Shu, which directly translates to “Little Red Book,” was created in 2013. It started as a  platform to share fashion and beauty tips. It then quickly gained popularity among young Chinese women looking for a way to discover and purchase new products. Eventually, the app expanded to more categories such as food, travel, and entertainment. In 2018, Xiao Hong Shu (Little Red Book) already have 100 million registered users.

What are some of the Xiao Hong Shu’s Features?

Xiao Hong Shu (Little Red Book) is a social e-commerce app. It allows users to create and share content, follow other users, and purchase products directly within the app. With a powerful search function, users are able to find specific products or content easily. Here are some features of the app that you should know:

  1. Product Reviews: Users can leave detailed reviews of products they have purchased. As consumers, we always want to hear how other users’ feedback about the products. These reviews will be useful to help other people make their purchases. 
  2. Content Creation Tools: Xiao Hong Shu (Little Red Book) allows users to create and share their own content, including photos, videos, and blog posts. Similar to Instagram and Tik Tok, users can create and share content that they are passionate about, as a result growing their followers.
  3. E-commerce Capabilities: Users can purchase products directly within the app using a variety of payment methods. This is important because as consumers, we prioritise convenience. Imagine the need to leave the app, go to another website and make a payment. This feature will reduce buyers dropping off halfway, which would be a win for the businesses. 
  4. Social Networking: Users can follow other users and interact with them through comments and likes. This is crucial because it is human nature to want to be social and interact with others. It is also this nature that gives rise to social media platforms being an integral part of our lives now. 


Xiao Hong Shu, little red bookUser Base and Demographics

About 70% of the user base are females – millennials and Gen Zers who are interested in fashion, beauty, and lifestyle content. The majority of users are located in China, but the app has also gained popularity among Chinese expats and international users.

Xiao Hong Shu’s Marketing Strategy

Brands can utilise the platforms to reach out to their target consumers in several ways. They could be working with the platform creators, leveraging their followings and connections with the followers. Having the creators share their experience of using your products, together with the good reviews left by other consumers, could serve as a very powerful strategy to influence the buying decision. Another way for brands to utilise the platform is to create their own official accounts on the app and use them to promote our products and engage with users. You could amplify your product’s awareness through various advertising options, including banner ads, sponsored posts, and influencer partnerships. 


Xiao Hong Shu (Little Red Book) is a social e-commerce app that’s worth paying attention to if you’re interested in the Chinese market. Brands should also start taking advantage of the platform especially when the base is growing towards Southeast Asia countries. With its large user base and unique features, the app presents a valuable opportunity for brands to reach their target audience and drive sales. If you haven’t already, it’s time to check out Xiao Hong Shu (Little Red Book) and see how it can complement your marketing strategies. 

If you would like to see how Xiao Hong Shu could be used to complement your current social media strategy, request a proposal from us at