Xiaohongshu, Chinese Social Media Platform, Growing Rapidly

  • The most popular publishing content for male users was home improvement, fitness, travel, and fashion.
  • In 2019, the content of "learning" as the keyword increased by 81.2%, and the average search volume increased by 28.2%.
  • As of July 2019, Xiaohongshu's monthly active users have exceeded 100 million.

On January 6, the 2020 New List Conference was held in Beijing. Minako, the leader of the ecological cooperation of Xiaohongshu Social media, revealed in the conference speech that as of December 2019, the number of single-day exposures of the Xiaohongshu social media has exceeded 4.5 billion. In 2018, overall active users increased by 4.4 times, and male active users increased by 14.5 times.

Xiaohongshu (literally “Little Red Book”) is a social media and e-commerce platform. It was created by Miranda Qu & Charlwin Mao in June 2013.

Judging from the contents of Xiaohongshu in the past year, the most popular publishing content for male users was home improvement, fitness, travel, and fashion. Men’s home improvement content is 40% higher than female users, and fitness content is 160% higher. Male users’ favorite content is fashion content, which accounts for 17.9% of the total release, which is 50% higher than female users. The keywords that users like to search for in Xiaohongshu are “hairstyle” and “dressing.” In addition to the rapid growth of male active users, Xiaohongshu also found a common temperament for its creators, which is “upward.”

According to the “Generation Z Lifestyle New Knowledge” report, jointly released by Xiaohongshu, in 2019, the content of “learning” as the keyword increased by 81.2%, and the average search volume increased by 28.2%. The users of Xiaohongshu are most fond of learning content, such as foreign language, postgraduate entrance examination, application for studying abroad, and personal time management.

China is one of the most restricted countries in the world in terms of internet, but these constraints have directly contributed to the staggering success of local Chinese social media sites. Some Chinese famous social medias are Sina Weibo, Tencent Weibo, Renren, PengYou, QQ, Douban, etc.

One ordinary post-secondary middle school student recorded in one of her study punch video notes. “You ask me why I work hard, I want my parents to live a better life, and I want to have a better life. In life, I want to ride the waves and make myself shine.” This note received more than 8,300 likes and nearly 3,000 favorites. In the past year of 2019, more than 12 million people watched similar learning and punch-in content in Xiaohongshu, and gave more than 38 million likes.

Minako also said at the scene that, in addition to the “Double Breaking Thousands” plan, proposed on the Xiaohongshu Creator Open Day last November, 100,000 creators have over 10,000 fans and 10,000 creators. In 2020, Xiaohongshu will also take out one billion special traffic, and work with MCN institutions to create a group of “Tomorrow Stars”— creators who can produce high-quality content and keep going out of the circle.

As of July 2019, Xiaohongshu’s monthly active users have exceeded 100 million. In Xiaohongshu, users can record their daily life through short videos, pictures and other forms, share lifestyles, and form interactions based on interests. At present, Xiaohongshu has become an irreplaceable lifestyle platform and consumption decision portal for young people, and has the ability to create popularity and hot spots. A person in charge of MCN at the scene said after Minako ’s speech, “I did not expect Xiaohongshu to be very different, with such diverse content, and we are full of expectations for the future of Xiaohongshu.”

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Joyce Davis

My history goes back to 2002 and I  worked as a reporter, interviewer, news editor, copy editor, managing editor, newsletter founder, almanac profiler, and news radio broadcaster.


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