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Xingin Information Technology (Shanghai) Co, Ltd
Social Networking & E-commerce
Industrye-commerce Edit this on Wikidata
FoundedJune 2013
FounderMiranda Qu Fang & Charlwin Mao Wenchao
Shanghai, China
ProductsXiaohongshu (RED)

Xiaohongshu, also known as RED (Chinese: 小红书; pinyin: xiǎohóngshū; literally: 'Little Red Book') is a social media and e-commerce platform. It was created by Miranda Qu & Charlwin Mao in June 2013.

By January 2019, Xiaohongshu says it has over 200 million registered users[1], with most of the users born after 1990s (or Generation Z)[2]. The app allows users and well-known personnel to post and share product reviews, travel blogs and lifestyle stories via short videos and photos.[3][4] Xiaohongshu also operates RED Mall, which sells international products to Chinese users.


Xiaohongshu was founded by Miranda Qu and Charlwin Mao in 2013[5], started as a online tour guide for Chinese shoppers. The original intention of creating Xiaohongshu was to provide a platform for users to review products and to share their shopping experiences with the community. In October 2014, the founders started focusing on connecting Chinese consumers with global retailers and established its own cross-border e-commerce platform, where Chinese consumers can buy products from overseas and order directly.

In 2015, Xiaohongshu set up its warehouses in Shenzhen, Guangdong and Zhengzhou, Henan.[6]

By May 2017, Xiaohongshu users exceeded 50 million, with sales of nearly CN¥ 10 billion, making it one of the world's largest community e-commerce platform. Xiaohongshu's international logistics system REDelivery went into service during the month.[7] On 6 June that year, Xiaohongshu held a shopping festival to celebrate its fourth anniversary, which sees the sales revenue exceeded CN¥ 100 million in 2 hours, while the app ranked in first place in the iOS App Store under "Shopping" category during that day.[8]

In June 2018, Xiaohongshu completed a $300 million funding led by Alibaba and Tencent, with a valuation of $3 billion.[9]


  1. ^ "About Xiaohongshu". Xingin Information Technology (Shanghai) Co, Ltd (in Chinese). Retrieved 16 February 2019.
  2. ^ Wei, Daniela; Banjo, Shelly (24 April 2019). "The Future of Shopping Is Already Happening in China: China's Gen Z Skips the Stores and Shops on Social Media". Bloomberg. Retrieved 11 May 2019.(subscription required)
  3. ^ "Xiaohongshu (Little Red Book) is fostering e-commerce via word of mouth - WalktheChat". WalktheChat. 10 June 2018. Retrieved 26 October 2018.
  4. ^ Twigg, Melissa. "Why China doesn't keep up with the Kardashians (or Hadids)". Inkstone News. Retrieved 11 May 2019.
  5. ^ Flannery, Russell (2 June 2018). "Alibaba, Tencent, K11 Adrian Cheng Join $300M Investment Round For Xiaohongshu". Forbes. Retrieved 23 February 2019.
  6. ^ "Billion Dollar Unicorns: Xiaohongshu Leverages Social Commerce to Join the Club". Sramana Mitra. 19 June 2018. Retrieved 26 October 2018.
  7. ^ Sentance, Rebecca (23 October 2018). "Xiaohongshu: How a Chinese ecommerce app built a thriving community around UGC". EConsultancy. Retrieved 23 February 2019.
  8. ^ Dudarenok, Ashley (17 June 2018). "How to launch your product on China's popular Xiaohongshu fashion platform". The Next Web. Retrieved 26 October 2018.
  9. ^ Udemans, Christopher (1 June 2018). "Alibaba leads $300 million investment in Xiaohongshu". Technode.

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