Last Updated on December 17, 2024 
Jeffrey Hau
Interesting XiaoHongShu Stats, Facts & Demographics
XiaoHongShu translates to ‘Little Red Book’ in English.
The ‘Book’ in XiaoHongShu’s name is inspired by the platform’s initiative to become a digitalized travel guidebook.
Posts on XiaoHongShu are known as ‘Notes’.
XiaoHongShu is considered China’s own alternative to Instagram and Pinterest.
One of XiaoHongShu’s most similar competitors is Lemon8 owned by ByteDance, focusing on the overseas market.
XiaoHongShu’s headquarters are located in Shanghai, China.
XiaoHongShu’s current largest investor is Chinese venture capital firm, Sequoia China, which invested 14 billion USD in the platform! (The Information)
- XiaoHongShu’s founders, Charlwin Mao, and Miranda Qu have a current net worth of 1.3 billion USD each. (Forbes)
- Both of XiaoHongShu’s founders’ resumes are very impressive, as they both previously worked for the Global Top 500 Companies such as McKinsey & Company and Bertelsmann respectively.
- Both of XiaoHongShu’s founders, Charlwin Mao, and Miranda Qu graduated from Stanford University and Beijing Foreign Studies University respectively.
- Charlwin Mao, a mechanical engineering major, was in charge of the platform’s technical part, while Miranda Qu, a marketing major, was in charge of the platform’s business part during XiaoHongShu’s development.
- XiaoHongShu was valued at 20 billion USD in 2021 when it received investments from top players like Tencent and Alibaba. (Forbes)
- XiaoHongShu‘s active monthly users have reached 300 million as of 2024. (Sohu.com)
- In 2022, a total of 140,000 brands have joined XiaoHongShu to engage with users.
- According to its founders, the average XiaoHongShu user visits the platform six to seven times a day. (Wired)
- XiaoHongShu achieved a revenue of 3.7 billion USD and a profit of 500 million USD in 2023, giving it a 13.5% profit margin (FastTech).
- XiaoHongShu achieved a revenue of 1 billion USD in just the first quarter of 2024 (FastTech).
- With its groundbreaking revenue achieved, XiaoHongShu is planning to go public on the Hong Kong Stock Exchange. (YiCai Finance)
- XiaoHongShu’s main revenue source is from its advertising services, with it making up 80% of total revenue in 2022. (FastTech).
- E-commerce on XiaoHongShu has become major on the platform, leading to it setting up warehouses in different countries like China, Japan, Australia, and more!
- XiaoHongShu also has its own delivery service for its e-commerce, RED Express.
- Females make up 80% of XiaoHongShu’s total users as of 2024. (Sohu.com)
- People born after 1995 make up 50% of XiaoHongShu’s total users as of 2024. (Sohu.com)
- People born after 2000 are the second largest user group, making up 35% of total XiaoHongShu users.
- Aside from China, XiaoHongShu is also popular in Southeast Asia. There are currently 1.5 million users in Malaysia. (Global Thinking)
- For Singapore, there are about 550,000 Singaporean users on the platform. (Global Thinking)
- The majority of XiaoHongShu users in China are located in Tier-1 and Tier-2 cities, such as Shanghai, Guangzhou, Chengdu, Shenzhen, etc.
- XiaoHongShu’s unique UGC (User-Generated Content)-oriented feature resulted in 90% of content on the platform being UGC!
- XiaoHongShu’s regulations are very strict to protect users, you cannot use words such as ‘most’, ‘Number 1’, or ‘best’ in your note, or your note will be taken down!
- XiaoHongShu prefers users with consistent posting on a certain topic. If your posts are jumping across different topics, they might be restricted.
- If your content is directing traffic to other platforms, your content might also be restricted or even banned.
- XiaoHongShu filed lawsuits against 4 companies for using ghostwriters to create inauthentic content on the platform in 2022.
- XiaoHongShu’s unique platform has created its own marketing phrase, ‘Planting Grass（种草) ’, where users recommend products to other users.
- ‘Stepping on landmines（踩雷)’ is another unique phrase on XiaoHongShu, which means users have bad experiences with products recommended by other users.
- In China, users need over 10,000 followers to be considered as an influencer, but in the overseas market, you can be an influencer with just over 1000 followers! (Global Thinking)
- All influencers on XiaoHongShu need to join the platform’s own influencer agency, ‘Dandelion（蒲公英)’ to post on XiaoHongShu.
- If XiaoHongShu detects an influencer posting content outside of Dandelion, the account may be banned.
- XiaoHongShu has a cute name for its users – Little Sweet Potatoes, which is a homophone for the name ‘XiaoHongShu’!
- XiaoHongShu’s official mascot is also a sweet potato. (See Appendix 1 Below）
- XiaoHongShu has its own emojis, also designed as sweet potatoes! (See Appendix 2 Below)
- XiaoHongShu has its own official accounts posting about different topics, all named according to topics such as ‘Foodie Potato’, ‘Beauty Potato’ ‘Fitness Potato’ etc. (See Appendix 3)
- These official accounts are aimed to support content creators on XiaoHongShu, by constantly promoting influencers’ content on different topics!
- The most followed user on XiaoHongShu is Chinese celebrity, Lusi Zhao, with 17.73 million followers (as of late 2024)!
- The most followed brand on XiaoHongShu is a Chinese beverage brand, Mixue, with 1.2 million followers (as of late 2024).
- Aside from Chinese celebrities, some international celebrities are also on XiaoHongShu! Examples include American celebrity Kim Kardashian and French footballer Kylian Mbappé.
- XiaoHongShu’s livestream-selling feature was first made famous by Chinese celebrity, Dong Jie with 2 million users watching her livestream, making over 30 million yuan in sales in total!
- The highest sales made in a single XiaoHongShu livestream was achieved by Chinese actress Zhang Xiaohui, with her livestream during the 2023 Singles‘ Day Shopping Festival (11th of November), which made over 100 million yuan in sales!
- Taiwan’s public sector employees are banned from using XiaoHongShu on official devices, alongside Douyin due to security concerns.
- XiaoHongShu was fined 300,000 RMB by the Chinese government for failure to remove inappropriate content of minors on the platform. (KRAsia)
- Tourism in Southeast Asia was revived after the pandemic due to XiaoHongShu’s role in introducing Chinese tourists to these tourist attractions. (RestOfWorld)
- XiaoHongShu has moved all of its databases, amounting to 500 petabytes of data (which is 5,000,000,000,000,000 bytes if you’re wondering) to store in Alibaba Cloud, which is the largest case of data migration in history.
Appendix
