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Company type | Social Networking & E-commerce |
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Founded | June 2013 |
Founder | Miranda Qu Fang & Charlwin Mao Wenchao |
Headquarters | Shanghai, China |
Products | Xiaohongshu |
Website | www |
Xiaohongshu | |||||||||||
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Simplified Chinese | 小红书 | ||||||||||
Traditional Chinese | 小紅書 | ||||||||||
Literal meaning | Little Red Book | ||||||||||
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Xiaohongshu (Chinese: 小红书; pinyin: xiǎohóngshū; lit. 'Little Red Book'), also known as RED,[1][2] is a social media and e-commerce platform. It has been described as "China's answer to Instagram",[3] and is sometimes referred to as "Chinese Instagram".[4][5]
As of 2020[update], Xiaohongshu had over 450 million registered users[6] and the number of monthly active users was over 121 million.[7] 70% of the platform users are reportedly born after 1990,[8][9][10] and nearly 70% of them are female.[8] The app allows users and influencers to post, discover and share product reviews, most frequently related to beauty and health.[11] Xiaohongshu has its own influencer company called "pú gōng yīng", which gives influencers the opportunity for paid sponsorships[12].
The users can be bloggers on Xiaohongshu. Their content can cover beauty, fashion, food, travel, entertainment, fitness, parenting and more. The social feature of Xiaohongshu is to discover new brands, products, and ideas. The platform also includes an in-app shopping interface for users to browse, search, and purchase products.[13]
Xiaohongshu's headquarters are in Huangpu District, Shanghai.[14]
The number of daily active users (DAU) of Xiaohongshu grew from 20 million to 40 million in 2021. Monthly active users (MAU) also doubled to exceed 150 million in the same time period.[7]
地址:上海市黄浦区马当路388号C座