RED Archive

It’s time for the second installment of our snapshot guide to Little Red Book (aka RED, aka xiaohongshu) for 2022! In Part 1 of this guide, we introduced what the platform is, what it looks like, its users, their behaviour, and ads. This time around we’re looking more carefully at RED as an e-commerce platform. What are the most popular products?

Is 小红书 (Little Red Book, aka RED) all it’s cracked up to be? Or is it just a flash in the pan, a one-hit wonder, an over-hyped fad, bound to go the way of Vine and MySpace? It’s hard to tell. One thing’s for sure – in the last few years, it’s gone from being a relatively niche platform, used almost exclusively to share cosmetics tips, to a full-blown social commerce powerhouse.

China’s social media ecosystem is super-vibrant with new trends emerging every year (or several times in a single year). From the rise of short-video and live-streaming Chinese social media platforms such as Douyin and Kuaishou to the creation of new features such as WeChat Video Channels, your company will need to keep up to date with the latest market changes and demands to adopt the best marketing strategy and achieve the best possible ROI and ROAS in China.

As with all marketing, social media trends can change drastically from year to year and this is especially true when it comes to social media platforms in China. As social media sites continue to develop their own niche, brands need to stay up-to-date on the latest platforms to market their business. Whether you are an experienced marketer or a marketer looking to venture into Chinese social media marketing, it’s helpful to know the most popular social media sites around.

Whether it’s Facebook and Twitter in the West or the unparalleled growth of WeChat and Little Red Book App in the East, social platforms have essentially become a catalyst to grow and develop a brand’s online presence from internally. The lines between social media marketing and search engine marketing have become increasingly blurred with many marketers and business owners looking for ways to optimize the two channels for traffic and conversions.