A Xiaohongshu survival guide

An unlikely contender has emerged as a TikTok alternative in the West: Xiaohongshu (小红书). The Chinese social app — known as “RedNote” in the U.S. — saw a surge of American users flocking to its platform this week, driven by the looming TikTok ban on January 19 and growing consumer pushback against Meta. The app has reportedly recorded over half a million new international sign-ups so far, with its rapid ascent being picked up by both Chinese and Western media. Jing Daily has reached out to Xiaohongshu for comment on the phenomenon. A live chatroom on Xiaohongshu titled “TikTok Refugees” attracted more than 50,000 participants from the U.S. and China on Monday. American celebrities are also riding the wave, with high-profile figures like Pedro Pascal and Selena Gomez joining the app. Now topping the U.S. App Store’s social networking charts, Xiaohongshu’s rise to stardom reveals an untapped opportunity for brands. However, the platform’s distinct ecosystem, designed with Chinese users in mind, poses challenges for Western newcomers. As TikTok faces a potential ban, Xiaohongshu offers an intriguing alternative. For brands and individuals ready to make the leap to RedNote, here’s a survival guide to navigating the app’s unique landscape. What is Xiaohongshu, and who uses it? Xiaohongshu, also called Little Red Book or RedNote, is a Chinese social e-commerce platform that blends user-generated content with online shopping. Launched in 2013, it started as a channel for sharing overseas shopping tips but has since evolved into a powerhouse for lifestyle inspiration, product recommendations, and direct e-commerce. The platform’s core user base consists of young, affluent urbanites aged 18-35, primarily women, who seek beauty, fashion, and lifestyle advice. Other demographics include key opinion leaders (KOLs), influencers trusted for their expertise in niches such as beauty, fashion, and travel; key opinion consumers (KOCs), or everyday users whose authentic reviews and recommendations drive purchasing decisions; and high-income consumers looking for curated, trusted recommendations for premium products. KOLs vs influencers Xiaohongshu’s content creator ecosystem works differently from TikTok’s and Instagram’s. KOLs are trusted authorities in specific niches who share authentic insights based on their expertise and professional achievements. They’re often distinguished from influencers due to the latter’s focus on monetized promotions. Popular KOLs on Xiaohongshu include Zhang Wenqing (@Winnie文), a creator who shares beauty, photography, and money-saving tips with her 6.5 million followers, and Cheng Shian (@程十安an), a beauty and skincare blogger with 8.4 million followers. Then there are KOCs (Key Opinion Consumer), who play a vital role in Xiaohongshu’s user-generated ecosystem by sharing honest product reviews, lowering brand marketing costs while boosting engagement and credibility. Chinese shoppers value products tested by a wide audience, making the number of related posts crucial to building trust and driving sales on the platform. Meanwhile, Key Opinion Sales (KOS) are salespeople often representing luxury brands. They actively promote products on Xiaohongshu, driving consumer interest through omnichannel strategies. A new subset of Treasure Managers (宝藏管理员) is also rising, acting as trendsetters who curate and recommend products with professional aesthetics and thoughtfully selected collections. These users play a pivotal role in driving product discovery and sales, making them invaluable for niche brands seeking growth opportunities. Does it have livestreaming? Like TikTok, Xiaohongshu boasts a lucrative livestreaming feature that allows users to purchase products directly from the app. Xiaohongshu’s livestreaming tool has carved out a niche in luxury retail across China, setting itself apart from TikTok’s rapid-fire, discount-driven approach. For example, “quiet selling” is a popular content format on the platform, with anchors like Dong Jie, Teresa Cheung, and Annie Yi delivering slow-paced, narrative-led streams that resonate with affluent shoppers seeking education and entertainment. Xiaohongshu’s major competitor in the livestreaming sector is Douyin, China’s version of TikTok. Last month, Hong Kong actor Jacky Heung made his livestreaming debut on Douyin in partnership with Hainan Tourism Duty Free Group, promoting prestige beauty brands such as La Mer and Estée Lauder. His debut drew nearly 12 million viewers and generated up to $6.8 million in sales. How are trends formed on Xiaohongshu? Trends thrive on Xiaohongshu, fueled by its Gen Z-dominated user base. Western-born fashion aesthetics like Barn Fit, Mob Wife, Britishcore, and Indie Sleaze often make their way to the platform, where local users adapt them to suit Chinese cultural preferences. At the same time, Xiaohongshu has birthed its own fashion phenomena, such as Y3K fashion, the Maillard aesthetic, and 2024’s “Tyndall” craze. These are amplified by Xiaohongshu’s official subaccounts like FashionPotato (@时尚薯, 4.2 million followers), which encourages users to post about specific fashion trends in exchange for increased visibility and traffic. Additionally, the app is a hub for beauty discovery and education. Xiaohongshu has witnessed a surge in beauty-related activity, with over 18 billion searches and more than 100 million new beauty posts in the past year. Trending topics range from high-tech skincare and “healing bathrooms” to lazy skincare routines. Lifestyle and travel trends also thrive on the channel. Minimalistic and frugal living dominated last year, with hashtags like #minimalismlife (#极简生活) inspiring users to embrace conscious consumption. Destinations like Saudi Arabia and Egypt have seen a boost in interest as Xiaohongshu users “check in” (打卡) by posting photos and sharing travel recommendations. How do brands use Xiaohongshu? While Chinese brands have the home advantage on Xiaohongshu, international labels are increasingly leveraging the platform to connect with Chinese consumers. Luxury brands including Loewe, Gucci, and Dior have already made inroads with Chinese shoppers through the app, tailoring their content to engage local consumers. Their posts include Chinese New Year campaigns and marketing content featuring their APAC ambassadors. When done right, offline activations can also ignite chatter on Xiaohongshu. Within four days of launching, Michael Kors’ denim bakery in Shanghai generated approximately 1,200 posts on the platform, with users praising the design, quality, and creativity of the event. Tapping into Xiaohongshu-driven trends can be a strategic advantage for brands. With the rise of last year’s “feiyi” trend, which celebrates traditional Chinese craftsmanship, luxury brands like Loewe have incorporated feiyi elements into their designs. For the 2024 Chinese New Year, the Spanish house released six Flamenco Mini handbags inspired by jade carvings from Beijing’s Palace Museum. The hashtag #feiyi on Xiaohongshu has garnered 2.94 billion views and 641,000 notes to date. International indie labels are also joining the fray to generate buzz and crack China. Laura Darmon, buyer and head of business development at China’s ENG Concept store, outlined the importance of launching a presence on Xiaohongshu to build awareness and create a community around an independent brand. Smaller players that have found success in the Chinese market by launching Xiaohongshu accounts include British label Knwls and Mowalola. Should the mass Xiaohongshu migration stick, brands will likely be able to share broader content that resonates with both Western and Chinese audiences. However, this doesn’t mean they should abandon their China strategies entirely. Xiaohongshu’s core user base remains Chinese shoppers, and alienating them risks sparking a backlash and disengagement. Instead, brands should embrace cross-cultural dialogue and leverage the platform’s global rise as an opportunity to broaden their reach.

Sectors

Insights

Company

A Xiaohongshu survival guide