SOFT DATA
China's cross-border social shopping platform Little Red Book (Xiaohongshu) has an important number of active users, who create the content of the platform, sharing actively through their social network and so representing an important promotion force for the company. Xiaohongshu targets 18-to-35-year-old Chinese women to help them to discover, learn about, and purchase brand-name prodcuts (primarily beauty and health products) overseas. The platform relies on a vibrant network of social interactions and KOLs, and mainly composed of user generated content, aim at promoting commerce through social word of mouth.
ANALYSIS AND PURCHASING INSIGHTS
Xiaohongshu is not a cheap platform to operate. It charges a large 15-20% to brands. On top of this, a company helping you run campaigns and operate your store will often charge an additional 5-10% of sales.
