Xiaohongshu Users, Statistics, Usage Stats and Facts [2024]

Xiaohongshu Users, Statistics, Usage Stats and Facts [2024]

Xiaohongshu Users, Statistics, Usage Stats and Facts

Xiaohongshu is one of the top social media platforms in China and is popular in some South East Asia countries.

The platform has a few hundred million monthly active users and is now a popular platform for Chinese consumers to discover and share product reviews, fashion trends, travel tips, and lifestyle experiences.

Let’s go through the latest stats about Xiaohongshu users, statistics and facts.

Most Interesting Xiaohongshu Numbers:

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  1. Xiaohongshu has reached 200 million active users monthly.
  2. 72% of Xiaohongshu’s monthly active users are in their 90s.
  3. There are over 43 million content creators in Xiaohongshu.
  4. More than 50% of Xiaohongshu users are from Tier 1 or Tier 2 cities in China.
  5. Male active users of Xiaohongshu have raised to 30% in 2022. In the past, there is only about 9% of male users.
  6. Xiaohongshu users generated about 360 million notes in 2021.
  7. 40% of Xiaohongshu users actively search for products or topics they are interested in.
  8. 37% of users went to Xiaohongshu to read user reviews after becoming interested in a certain product.
  9. 36% of users use Xiaohongshu to understand the current trend.
  10. 33% of users are looking for inspiration in Xiaohongshu.
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What is Xiaohongshu?

What is Xiaohongshu

Xiaohongshu (also known as “Little Red Book”, “RED” or “XHS”) is a popular Chinese social media platform that combines e-commerce with content creation. The platform was launched in 2013 as a social shopping app and has since grown into a leading platform for social commerce in China.

Xiaohongshu allows users to share their product reviews, travel experiences, fashion and beauty tips, and lifestyle stories with other users. The platform features a variety of content formats, including photos, videos, and articles.

Users can also browse and purchase products directly from the platform, creating a seamless shopping experience. Xiaohongshu is often referenced as a combination of Instagram, Pinterest,  and Amazon combined.

Xiaohongshu has become particularly popular among younger Chinese consumers, with a large user base in major cities such as Beijing, Shanghai, and Guangzhou. The platform has also been successful in attracting international users, particularly in Southeast Asia.

Xiaohongshu Users

Here are the user stats of Xiaohongshu:

1. Xiaohongshu has reached 200 million active users monthly.

Source: Qian-Gua, 29th March 2022

2. 72% of Xiaohongshu’s monthly active users are in their 90s.

Source: Qian-Gua, 29th March 2022

3. 46.39% of Xiaohongshu’s monthly active users are aged between 18 to 24.

4. There are over 43 million content creators in Xiaohongshu.

Source: Qian-Gua, 29th March 2022

5. More than 50% of Xiaohongshu users are from Tier 1 or Tier 2 cities in China.

Source: Qian-Gua, 29th March 2022

6. Male active users of Xiaohongshu have raised to 30% in 2022. In the past, there is only about 9% of male users.

Source: Qian-Gua, 29th March 2022

7. 63% of Xiaohongshu users are white-collar workers from corporations or the government.

Source: 163, 2nd March 2022

8. 66% of Xiaohongshu users are married and about 83% of them have children.

Source: Qian-Gua, 29th March 2022

9. The 5 main types of Xiaohongshu users are celebrities, bloggers, normal users, brand accounts, and community accounts.

Source: Qian-Gua, 29th March 2022

Xiaohongshu Usage Stats

Here are the usage stats of Xiaohongshu:

10. 40% of Xiaohongshu users actively search for products or topics they are interested in.

Source: 163, 2nd March 2022

11. 37% of users went to Xiaohongshu to read user reviews after becoming interested in a certain product.

Source: 163, 2nd March 2022

12. 36% of users use Xiaohongshu to understand the current trend.

Source: 163, 2nd March 2022

13. 33% of users are looking for inspiration in Xiaohongshu.

Source: 163, 2nd March 2022

14. 30% of users visited Xiaohongshu because of the Xiaohongshu notes shared by others.

Source: 163, 2nd March 2022

Xiaohongshu Statistics

Here are the statistics of Xiaohongshu:

15. Xiaohongshu users generated about 360 million notes in 2021.

Source: HI-COM, 2022

16. The number of promoted notes was 2.361 million and accounted for 21% of all notes in 2021.

Source: HI-COM, 2022

17. Food, beauty and entertainment categories accounted for 23% of the total notes in 2021.

Source: HI-COM, 2022

18. Food and beauty accounts are accounted for 17% of the total account on Xiaohongshu.

Source: HI-COM, 2022

19. Food notes ranked first and accounted for 9% of the market in the Xiaohongshu platform, followed by beauty notes at 7%.

Source: HI-COM, 2022

20. Close to 9% of food-related content in Xiaohongshu is cooking tutorials.

Source: Qian-Gua, 29th March 2022

21. Eye makeup is the most popular term in the beauty category with 770k notes and over 20 million engagements in the period of January to February 2022.

Source: Qian-Gua, 29th March 2022

22. The number of pet category notes has increased by 22.4% month-on-month in the past six months.

Source: HI-COM, 2022

23. There are over 8.15 million notes related to cats and over 4.72 million notes related to dogs in Xiaohongshu from January to February 2022.

Source: Qian-Gua, 29th March 2022

24. The gaming category in Xiaohongshu experienced the highest growth rate among all categories in the past six months, with a 31.9% month-on-month increase in the number of notes/posts.

Source: HI-COM, 2022

25. More than 75% of surveyed Chinese Gen Z users were introduced to at least one luxury product on Xiaohongshu over the past year that they ended up buying.

Source: Jing Daily, 18th November 2022

Facts about Xiaohongshu

Here are the facts about Xiaohongshu:

26. Xiaohongshu is valued at more than $3 billion.

Source: Forbes, 16th May 2022

27. Xiaohongshu’s valuation in the private equity market is between $10 billion and $16 billion, which is up to a 50% decline from the previous year at a $20 billion valuation.

Source: Technode, 22nd November 2022.

28. Alibaba and Tencent are the main investors of Xiaohongshu.

Source: Financial Times, 2020.

Xiaohongshu Revenue

29. Xiaohongshu’s revenue is extremely dependent on advertising, with 80% of its revenue coming from advertising and 20% from e-commerce in 2020.

Source: Financial Times, 2020.

30. Promoted notes account for 25% of the advertising revenue of Xiaohongshu.

Source: HI-COM, 2022

What Do People Use Xiaohongshu for?

Xiaohongshu is known as the “Life Encyclopedia” in the minds of many users. It has a large number of high-quality content from sharer which can help others with relevant strategies and information they need.

The Xiaohongshu app is mainly used for Information browsing and searching.

Xiaohongshu Funding

Xiaohongshu has received a total funding of $917.5 million from 5 funding rounds.

Here are the three recent fundings of Xiaohongshu:

Round: Other Financing Round

  • Funding Date: Nov 09, 2021
  • Amount: $500M
  • Investors: Temasek, Tencent

Round: Series D

  • Funding Date: Jun 01, 2018
  • Amount: $300M
  • Investors: Jinshajiang Venture Capital, Tencent Investment, Jiyuan Capital, Zhenwen Fund, Tiantu Investment, K11 Zheng Zhigang, YuanBio Venture Capital

Round: Series C

  • Funding Date: Mar 30, 2016
  • Amount: $100M
  • Investors: Tencent

Xiaohongshu Overview

Founded: June 2013

Headquarters: Block C Soho Fuxing Plaza 388 Madang Rd, Huangpu District, Shanghai, China

Phone Number: +86 2164224530

Website: https://www.xiaohongshu.com/

Xiaohongshu app: Google Play or Apple App Store

Company name: Xingyin Information Technology (Shanghai) Co., Ltd.

Company size: 1,800 employees

Type: Privately Held

Industries: Technology, Information and Internet

Revenue: $423.5M

Key persons:

  • Co-Founder & CEO: Charlwin Mao Wenchao
  • Co-Founder & President: Miranda Qu Fang

FAQ

Here are some frequently asked questions about Xiaohongshu:

Who can use Xiaohongshu?

The platform is open to users worldwide.

Is Xiaohongshu free to use?

Yes, Xiaohongshu is free to use. However, users can make purchases directly from the app, and there may be fees associated with these transactions.

How do I sign up for Xiaohongshu?

To sign up for Xiaohongshu, you need a Chinese phone number or a WeChat account. You can download the Xiaohongshu app from the App Store or Google Play or access it via the web.

How do I use Xiaohongshu to shop?

To shop on Xiaohongshu, you can browse for products using the search function or by following influencers or brands. Once you find a product you want to buy, you can add it to your cart and proceed to checkout.

Is Xiaohongshu safe to use and secure?

Xiaohongshu takes user privacy and security seriously and uses a variety of measures to protect user data and transactions. However, like any online platform, there is always a risk of fraud or security breaches, so users should exercise caution and take appropriate measures to protect their personal information.

Does Xiaohongshu have an English version?

No. Xiaohongshu does not have an English version, only a Chinese version.

What is the Chinese word for Xiaohongshu?

The Chinese word for Xiaohongshu is 小红书.

How to pronounce Xiaohongshu?

Just as the name sound, the pronunciation of Xiaohongshu is “Xiao – Hong – Shu”, which means little red book and is known as RED.

Who is the founder of Xiaohongshu?

Xiaohongshu is founded by Charlwin Mao Wenchao and Miranda Qu Fang.

How can I become an influencer on Xiaohongshu?

To become an influencer on Xiaohongshu, you need to create high-quality content that resonates with users and builds a following. You can also work with brands to promote their products and earn commissions on sales.

Conclusion

In conclusion, Xiaohongshu has emerged as a leading social commerce platform in China, offering a unique and engaging platform for users to connect, share, and shop.

With 200 million monthly active users, the platform has become a popular destination for Chinese millennials, especially females, to discover and share product reviews, fashion trends, travel tips, and lifestyle experiences.

We will update the latest statistics and users about Xiaohongshu from time to time.

Sources:

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