How Many Registered Users Does Red Xiaoshongshu Have
Which eastward-commerce platform would you showtime consider for your online business organisation when entering the Chinese market place? The famous Taobao, Tmall, JD.com, or your localized personal brand page? All these are great channels that could pave your way to the Chinese market, just these are not the only options that your business organisation can consider.
Becoming i of the fastest-growing social e-commerce apps in China, Xiaohongshu is winning over the hearts of young Chinese users. In fact, if your business is targeting Generation Z or Millennials; or selling FMCG, fashion and beauty-related products, this is an app you must go along your eyes on. With 250 million registered users, getting-to-know Xiaohongshu is worth-while equally it remains powerful in China.
If this is your offset time hearing Xiaohongshu, better late than never.
In this post, yous will learn:
- What is Xiaohongshu
- How does Xiaohongshu work
- What makes Xiaohongshu so popular and successful in Cathay
- What is the meaning of the "Xiaohongshu" brand name
And if you find a video easier to process, here's our tour of Xiaohongshu:
What is Xiaohongshu?
In brief, Xiaohongshu is a $3 billion valuated unicorn company with 85 meg MAUs, which first started as a small online community for young Chinese shoppers to share their shopping know-how and product reviews. The online community now became what is known as a cross-border social e-commerce platform, threatening Chinese giants such every bit Taobao.
A cross-edge social due east-commerce platform? Complex as it sounds, information technology is hard to ascertain the category of this app into ane specific genre or even to detect the same app in the Western globe. Withal, if to discover one, it can be said that Xiaohongshu is a true combination of Instagram, Pinterest, and Amazon. The advantages of each app from the West are so well-mixed that information technology is no joke that Xiaohongshu may now be in a position to guide the next business model to the original app makers. Yet, to actually seize the market at Xiaohongshu, yous should not simply think that this is a Chinese version of the apps that you lot already know.
How Does Xiaohongshu Piece of work
No thing how familiar the app's interface looks to yous, Xiaohongshu is different. This is merely considering the app offers many features and functions in ane app and because they create a completely different consumer conclusion journeying.
Xiaohongshu, at a glance, looks like Instagram and Pinterest but functions more like web portals (cross-functional platform), meaning that the app works as a launching point to enter the online world to do browsing, searching, socializing, and shopping altogether. Therefore, the young Chinese continue Xiaohongshu multiple times per day whether to buy the trendiest red lipstick, bank check out a review of new snacks or run into friend'due south updated social feeds.
Here'southward an thought of how Xiaohongshu users use the platform.
Socialize and collaborate
Nicknamed every bit the Chinese-version of Instagram and Pinterest, Xiaohongshu offers similar social media functions. From individuals to celebrities, one tin can create content and post them on its social account, and can likewise like, share, and pivot posts. It is no exception for brands too. Verified brands tin manage an official brand business relationship to promote their brands and engage with customers. Xiaohongshu is also a popular and effective identify for influencer marketing in Cathay.
Browse and search
Like portal sites, Xiaohongshu provides browsing function, assuasive users to get exposed to trending search words and hot topics so they could linger within the platform past randomly checking them out. Users can also search for information just like search engines using various forms of tags. This is possible because Xiaohongshu is known for its content existence informational and more detailed than the other social media platforms that are filled with snacking content. Xiaohongshu's originality as a product review and shopping "know-how" community has contributed to creating such web log-like posts. Hence, Xiaohongshu calls its content every bit "notes" (笔记).
Online (social) shopping
Identifying its business organization as a social "due east-commerce" platform, Xiaohongshu'due south seamless in-app shopping feel is ane of their crucial services. Thus, online shopping service is the biggest advantage owned by the company. Of form, you might like to refute that Instagram and Pinterest are besides social media apps supporting e-commerce, and that online shopping is nothing special to Xiaohongshu. Partly truthful, however, Xiaohongshu is different in the sense that it operates an online shop and supports a one-stop shopping journey. (cf. Pinterest and Instagram cannot be accessed in Prc without VPN.)
Xiaohongshu operates an online store within the app and in that location are largely two types of stores. One that is self-operated by Xiaohongshu and the other that is operated past registered brands. Xiaohongshu works every bit a middleman for brands that are non sizable enough to manage online stores and sell selected goods to its customers. It likewise accepts licensed brands (individuals with no brand license cannot employ) to register on its online store to straight sell their products. Therefore, Xiaohongshu does not simply exist as a bystander selling ad products to brand sellers merely takes active actions to create sales. As of March 2019, Xiaohongshu sells more than than 200,000 SKUs. (link)
Seamless shopping journey is some other neat advantage offered by Xiaohongshu. That is, where many Instagram and Pinterest shopping posts directs users to the make'southward online pop-upwardly store hosted outside of the app when purchasing a product, shopping at Xiaohongshu makes this process a lot simpler with the help of in-app online store. Users are not required to exit the app and hence are able to shop apace with saved mobile payment information.
#HashtagCulture
The tagging civilization of Xiaohongshu is another big merit that keeps the users inside the platform. Hither, users not but use hashtags but too tags of (shop) location, make, product, flick/ tv series, and other users' accounts. Therefore, when a user finds a product that he or she is interested in buying, one can easily notice purchase information or fifty-fifty buy the production directly inside the in-app online store without having to ask for production data in a comment and search for an online shop that sells it. Xiaohongshu's unique tagging civilisation is also an underlying feature that is bettering the search part of the app.
Grey circle taps are: location, brand, production, movies, business relationship tags in social club.
* If you're interested in using Xiaohongshu as a marketing tool, continue in touch. We'll be posting the second article in the Xiaohongshu serial next week.
What makes Xiaohongshu so popular and successful in Mainland china
Xiaohongshu was established in 2013 and has at present become Cathay's leading social e-commerce platform. Information technology continues to be one of the fastest-growing companies in China, threatening many existing social media and e-commerce platforms. (source in English)
User number and its demographic
Celebrating its 6th anniversary this year, Xiaohongshu announced that its registered users are now more than 250 one thousand thousand and monthly agile users are 85 million. The number of their users easily exceeds a population of a nation and this is huge considering that this app is mostly known and used in Prc lonely. Its big number of users itself makes it an attractive market for brands around the world.
What'due south more interesting than the big user number is the demographics of their user base of operations. According to Xiaohongshu, more than 70% of its users are those born in the mail-90s. This is important because Red china represents i of the earth's largest mail service-90s demographics in the world, and together with loftier consumption power, they are extremely mobile-savvy in terms of shopping, socializing, and creating content. This young agile user base of operations naturally makes the app's culture trendy and savvy. Therefore, well-nigh brands targeting Millennials or Generation Z endeavour their best to create a positive remark in this world of Xiaohongshu, every bit it is an app with a concentrated historic period grouping.
In improver, around 90% of its users are women with high purchasing power, especially those who believe quality is important. (link) For this reason, Xiaohongshu has become a popular and effective marketing place for fashion and beauty brands. If your business organisation is mainly targeting men, no need to worry since 10% of 250 million users is still a large market to seize.
Loyal users
Success and strength of Xiaohongshu largely comes from its loyal users. As introduced in the beginning, Xiaohongshu began from a modest online fan community who shared their shopping experience. Information technology was them who was able to bring in new audiences to the platform and create a sense of inner-community. Though the company has now become a cross-border e-commerce platform, information technology still retains its original identity equally a social community for sharing product reviews and shopping hacks. Thus, Xiaohongshu community is becoming even stronger with the inclusion of more Instagram-like social media features, allowing word-of-oral cavity and influencer marketing.
Reliable brand image with quality "accurate" products
Unwanted selling of counterfeit goods past sellers has e'er been a big upshot for many Chinese online retailers. Therefore, winning the customer perception as a reliable company selling real appurtenances has been a key success point for big platforms in Mainland china. Xiaohongshu was besides one of the companies that was able to tackle this concern.
Turning its business concern as a cross-edge e-commerce platform has easily solved the result by allowing brands from overseas to directly sell their products to their users. Besides its self-operated online shop has enabled Xiaohongshu to direct control accurate goods from reliable modest-to-mid-sized brands. Xiaohongshu online store has strict guidelines and does not accept individual sellers or those with no brand license and distribution rights. The company likewise heavily exposed authentic proficient merchandise mark (正品) on product images to communicate that its products are sourced from official brand partners.
Efforts to manage and diversify brand feel
Xiaohongshu's efforts to continue sellers' brand prototype and diversify make experience are another reason why it is favored past users and brand marketers.
Xiaohongshu brands its stores both online and offline. That is, as Xiaohongshu largely deal with brands from fashion and corrective categories, especially those that are highly reliant on selling emotional values, it is managing its online store past showing products in categories or past toning down the shop product images (e.g. avoiding catchy or messy designs that stand-out besides much). Merely put, brand partners can avoid a situation where their branded products are sold side by side to items similar plumbing tools. Xiaohongshu is likewise using branded red commitment parcels to amplify offline brand experience.
Xiaohongshu is also expanding its experience to offline areas. Since 2018, information technology has opened three offline stores, named as REDHOME, at major cities to securely engage with customers and maximize their brand experience. Offline stores has became a new bear on betoken for Xiaohongshu and its brand partners to promote their make values.
What is the pregnant of "Xiaohongshu" brand name
Xiaohongshu, every bit pronounced, stands for three Chinese characters which are 小 (xiao), 红 (hong) and 书 (shu). When translated it means "the Niggling Cherry Book" and it'due south sometimes referred to every bit the "RED" app, but the brand name can imply many different meanings in China.
In Chinese history, the Little Red Book is also known every bit Mao's Little Red Book. It was a small ruddy book that included famous speeches and writings from Chairman Mao Zedong. The books were distributed by the government during the Cultural Revolution in Cathay to spread the key ideology and all people during the time were legally obliged to comport with them. Though this political history likely has no connection with the current brand name, even so, the familiarity of "The Little Reddish Volume" for the Chinese may have helped the brand to easily build brand sensation.
Next upward: Larn the essentials of marketing on Xiaohongshu
How Many Registered Users Does Red Xiaoshongshu Have,
Source: https://www.nanjingmarketinggroup.com/blog/Introduction-to-Xiaohongshu
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