Xiaohongshu (RED)
小红书Social Media+Ad & Demand-side PlatformsLifestyle platform blending social content with e-commerce. The most influential platform for purchase decisions.
Xiaohongshu (RED) is a unique platform that blends user-generated content (UGC) with social commerce. Known as the 'Little Red Book,' it's where Chinese consumers research products, read authentic reviews, and discover new brands before purchasing. 70% of users are female, making it the #1 platform for beauty, fashion, and lifestyle brands. The platform's KOL seeding model is highly effective — brands collaborate with key opinion leaders (KOLs) to create authentic content that drives purchase intent. RED's search ads allow brands to capture high-intent users actively researching products.
Key Metrics
300M+
70%
Very High
3M+/month
Audience Profile
Age Group
18-40
Gender Split
30% M / 70% F
City Tier
Tier 1-3
Demographics
70% female, 18-35, urban middle-class, high purchase intent
Ad Formats & Features
Best For
Suitable Industries
Platform Highlights
Cost Level
Medium
Starting Budget
£500/mo
Difficulty
Medium
Xiaohongshu (RED)
小红书
Monthly Active Users
300M+
Daily Active Users
150M+
Starting Budget
£500/mo