With the rise in popularity in apps such as Tik-Tok and 抖音 (Dǒu yīn – the Chinese version of Tik-Tok), it is no surprise that other companies are scrambling to imitate these platforms. Recently I heard about a similar app called 小红书 (Xiǎo hóng shū) or Little Red Book in English. Although it was created in 2014, only recently has it become popular, becoming the 12th most downloaded on the App Store in China. So what is 小红书？
小红书 is a content-sharing website where users can like, comment, subscribe, and save videos ranging from fashion and makeup reviews to exercise videos. However, 小红书 is able to differentiate itself from other social media platforms because it has created a tight-knit community of users and bloggers. The app ensures that users are able to trust the content on 小红书 by preventing anonymous comments and requiring security checks for bloggers and retailers.
Currently, the app is most notable for its shopping interface, allowing users to easily find and buy products that bloggers and influencers are recommending. Its current user demographic is 90% middle to upper-middle-class women, the perfect market for the beauty cosmetic and fashion industries. Many retailers have already taken advantage of 小红书‘s demographics, with the app now boasting over 8,000 brands. Even Kim Kardashian created an account in 2018 to promote her brand.
With the advent of the digital shopping revolution, apps such as 小红书 are able to pull in massive amounts of attention and users. There is no telling what the future has in store for us.
Sources:
https://www.linkfluence.com/blog/little-red-book-xiaohongshu
https://jessielyu.medium.com/app-critique-why-%E5%B0%8F%E7%BA%A2%E4%B9%A6-red-is-so-popular-in-china-1e384d450f7e
The little red book app sounds like our social media in America. I don’t know how many social media platforms there are in China, but it looks like this one is starting to become popular. I wonder if i will ever use the little red book app.
我不知道在中国有一个应用叫“小红书”！这名字很熟悉的。。
Very interesting! It is nice to see that china has their own for of social media. Also I did not know that Kim Kardashian created an account in 2018 to promote her brand! I wonder if little red book will become popular in the US.
The little red book app is interesting and it sounds like it would be successful. It sounds good for shopping too. It promotes a lot of beauty cosmetics and fashion.
very interesting! It its nice to see that china has their own form of social media. I did not know that Kim Kardashian created an account in 2018 to promote her brand
The little red book app is something that I never new, it’s intresting to see what social media is like in other places of the world.
I think this article was very eye-opening! I never heard of the red book app before even though its in the top 12 most downloaded app in China, but the premise seems interesting! I’ll be sure to download 小红书 today!
this is a very well written aritcle! it may be surprising to understand how popular this app is in America. thank you for sharing.