Xiaohongshu is Chinese ecommerce platform focused on luxury goods from overseas. It offers fashion and beauty products.

Econsultancy’s Rebecca Sentance has published an in-depth study on how Xiaohongshu  used user generated content (UGC) to build its community.

Sentance says, “Another newfound titan of Chinese ecommerce has built up a following for exactly the opposite reason. Xiaohongshu (小红书), whose name means “Little Red Book”, is an ecommerce platform for luxury goods from overseas – primarily fashion and beauty products.

Instead of cheap wholesale goods, Xiaohongshu offers premium quality and exclusivity; it has built a highly-engaged community of savvy users who research and review their products extensively on the app. Xiaohongshu is an ecommerce platform, yes, but more than that, it’s a trusted source of advice and recommendations for its community of fashion and beauty lovers, and has even managed to build a following among some of China’s biggest influencers.

All of these factors have combined to make Xiaohongshu one of China’s most popular and successful ecommerce apps, with more than 100 million users as of May 2018, and a recent Series D funding round valuing the app at $3 billion”.

Xiaohongshu: How a Chinese ecommerce app built a thriving community around UGC