YIVA Digital
Back to Platforms
Xiaohongshu (RED)

Xiaohongshu (RED)

小红书Social Media

Lifestyle platform blending social content with e-commerce. The most influential platform for purchase decisions.

Xingyin InformationLaunched 2013300M+ MAUMedium cost

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+

Monthly Active Users

70%

Female Users

Very High

User Purchase Intent

3M+/month

KOL Content

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

Sponsored Posts KOL Collaboration Brand Account Search Ads RED Shop Livestream

Best For

LifestyleBeauty & FashionTravelKOL seedingProduct reviewsUGC

Suitable Industries

BeautyFashionTravelFMCGLuxuryMother & BabyHome

Platform Highlights

  • 300M+ MAU
  • 70% female users
  • High purchase intent
  • KOL ecosystem

Budget & Difficulty

Cost Level

Medium

Starting Budget

£500/mo

Difficulty

Medium

Xiaohongshu (RED)

Xiaohongshu (RED)

MAU

300M+

DAU

150M+

Starting Budget

£500/mo