What is Xiaohongshu?

Xiaohongshu is where people share real experiences that shape what others buy and trust. It blends social discovery with lifestyle stories, turning everyday users and creators into key voices of influence.

Xiaohongshu is a social platform where people share real experiences and discover new ideas through trusted communities.

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Little (Red) Book, Big Results. We're your bridge to Chinese consumers.

Reach 300 to 350 million Chinese consumers on a platform where audiences often outspend Meta, competition is lighter, and a female led community drives beauty and fashion.

While others fight for attention on Facebook, Instagram and TikTok, savvy brands grow on Xiaohongshu, where shopping intent is higher and the path from save to purchase is shorter.

Xiaohongshu is fast becoming the go to channel for Chinese shoppers worldwide, a real opportunity for brands that learn the playbook.

The "Blue Ocean" hiding in plain sight.

This is a fast growing social commerce ecosystem many still overlook. Consider these 2024* facts.

Analysts expect Xiaohongshu to exceed US$100 billion in commerce in 2025 as users move from discovery to checkout in one trusted space with strong Gen Z presence.

72% rely on reviews to decide what to buy, comparing notes then purchasing in app or via store links, so posts can convert even without large followings.

Studies report higher purchase intent than Instagram or Facebook, turning quality content into baskets, bookings and enquiries.

This is where attention becomes action. Be consistent, reach the right circles, and see your growth compound.

*Source: Reuters, PR NewsWire

Why Xiaohongshu matters for businesses

If you’re trying to reach Chinese consumers, Xiaohongshu is where trust drives sales.


It’s not just another social app. It’s where people share honest reviews, discover new brands, and decide what to buy next.

Here’s why brands are paying attention:

People spend, not scroll.

Users come here ready to discover and shop, not just browse.

It’s built on trust.

Most purchases start from peer reviews and real experiences.

Communities convert.

Beauty, fashion, food, and lifestyle creators spark word-of-mouth that spreads fast.

Your market isn’t limited to China.

Many Chinese users live overseas, Singapore, Australia, the US and UK, but still shop with Chinese intent.

Better ROI than crowded platforms.

Less competition, higher intent, and more organic reach than Meta or TikTok.

In short, it’s where credibility becomes conversion.

How Xiaohongshu works for brands

Think of Xiaohongshu as a mix of Instagram, Pinterest, and a trusted review site, all in one app.


People post photos, videos, and stories about what they’ve bought, used, or experienced. Other users save these posts, comment, share, and eventually make a purchase.

Here’s the flow:

Discovery – A user searches for skincare tips, travel spots, or outfit ideas.

Trust-building – They read posts from creators and everyday users who share genuine reviews.

Decision – They save favourites or click to buy directly from in-app links or brand stores.

For brands, that means every post is a potential product page. When content feels real and useful, it doesn’t just attract attention, it earns saves, conversations, and sales.

You can grow in two main ways:

Organically, by posting authentic, search-friendly content that the right people discover over time.

Through paid reach, by boosting posts or running ads that look native within the feed.

The magic happens when you combine both: organic content builds trust, paid ads speed up visibility.

That's where we come in, to guide you from scratch.

Be a part of the movement.

Feeling a little overwhelmed?

If all this feels like a lot to take in, you’re not alone. Xiaohongshu can be complex, but you don’t have to figure it out by yourself. Our team at WECOFA works with brands worldwide to turn these strategies into clear, done-for-you campaigns that actually drive results.

GET IN TOUCH

Little Red Book Mastery is powered by WECOFA, a private limited digital marketing agency incorporated in Singapore, with global footprints across South East Asia, China, the US, UK and UAE.

Email: [email protected]

WECOFA Pte Ltd

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Singapore 369977

Telephone: +65 9131 4122