China Tech 101: Xiaohongshu (Red)
Xiaohongshu, also internationally known as "Red" is China's top how-to guide and e-commerce platform for all things fashion and beauty.








ABOUT Xiaohongshu (Red)

Xiaohongshu, also internationally known as "Red" is China's top how-to guide and e-commerce platform for all things fashion and beauty. Xiaohongshu literally translates into "Little Red Book".

Xiaohongshu is often referenced as a combination of Pinterest, Instagram and Amazon combined. While at first, the platform looks like Instagram, it functions more as a portal and e-commerce platform where users can first browse then shop "in-platform".

Beauty and fashion are the most popular content on Xiaohongshu.

For these reasons, Xiaohongshu is a brand favorite among e-commerce businesses and a popular medium for influencers.

Xiaohongshu is available on iOS and Android.

85 million monthly active users updated in 2020
Young fashion or beauty enthusiasts
Content marketers, influencer marketers, B2C advertising


Individual account users

Download the mobile app

Sign up via WeChat, Weibo, QQ, or Apple ID (iOS users only)

Brand account users

Businesses may create a brand account to promote their brand on Xiaohongshu. Xiaohongshu endorses three service providers that help businesses set up an enterprise account. These include:



You may also contact Xiaohongshu directly to create a brand account, contact

Xiahongshu endorses three service providers to create brand accounts.

Advertising on Xiahongshu

To advertise on the platform, contact Refer to Xiaohongshu's official guide for more details on partnerships.

E-commerce on Xiaohongshu

Xiaohongshu is popular among e-commerce businesses as the platform natively offers e-commerce features and enable in-app transactions. 

Xiaohongshu outlines its application process.

To get started,

Submit your company information and supporting documents

Wait for the Xiaohongshu team to verify your application

Sign a service agreement

Pay a security deposit and an annual fee

Launch your store

Refer to Xiaohongshu's official guide on setting up a store for more information.

Business Requirements

(Not specified)

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