Xiaohongshu

Xiaohongshu is a social media and e-commerce platform. It has been described as "China's answer to Instagram", and as such, is sometimes referred to as "Chinese Instagram". , Xiaohongshu had over 300 million registered users and the number of monthly active users is over 85 million. 70% of its users are reportedly born after 1990, and nearly 70% of them are female. The app allows users and influencers to post, discover and share product reviews, most frequently related to beauty and health. Travel bloggers are also known to regularly post content regarding tourism and leisure destinations on the platform. Xiaohongshu also operates RED Mall, which sells international products to Chinese users. In the Xiaohongshu community, the users could share their lives through vlogs, shopping experiences and creative content through photos, text, videos, live streaming etc. The users could be the bloggers on Xiaohongshu. Their content could be beauty, fashion, food, travel, entertainment, fitness, parenting and more. The platform’s social features of  Xiaohongshu is to discover new brands, products and ideas. Xiaohongshu also includes an in-app shopping interface for users to browse, search and purchase products.