Xiaohongshu is a lifestyle platform and consumption decision-making portal. In xiaohongshu community, users record the positive energy and good life of young people in this era through the sharing of words, pictures and video notes. Xiaohongshu accurately and efficiently matches massive information and people through machine learning.
小红书是一个生活方式平台和消费决策入口，创始人为毛文超和瞿芳。截至 2019 年 7 月，小红书用户数已超过 3 亿。截至到 2019 年 10 月，小红书月活跃用户数已经过亿，其中 70%新增用户是 90 后。在小红书社区，用户通过文字、图片、视频笔记的分享，记录了这个时代年轻人的正能量和美好生活，小红书通过机器学习对海量信息和人进行精准、高效匹配。小红书旗下设有电商业务，2017 年 12 月 24 日，小红书电商被《人民日报》评为代表中国消费科技产业的“中国品牌奖”。
Xiaohongshu is a lifestyle platform and consumption decision-making portal, founded by Mao Wenchao and Qu Fang. As of July 2019, the number of users of xiaohongshu has exceeded 300 million. By October 2019, the number of active users of xiaohongshu has exceeded 100 million, 70% of which are post-90s. In xiaohongshu community, users recorded the positive energy and good life of young people in this era through the sharing of text, pictures and video notes. Xiaohongshu matched massive information and people accurately and efficiently through machine learning. Xiaohongshu has its e-commerce business. On December 24, 2017, xiaohongshu e-commerce was awarded the “China Brand Award” on behalf of China’s consumer technology industry by people’s daily.
2019 年 6 月 11 日，小红书入选“2019 福布斯中国最具创新力企业榜”。7 月 29 日，小红书 app 在多家安卓应用商店遭到下架。8 月 3 日上午，继安卓应用商店后，小红书在 App Store 也无法搜索下载。10 月 14 日晚间，小红书在华为、OPPO、应用宝等应用商店重新上架，10 月 22 日苹果 App store 上也再次上架。恢复上架一个月后，小红书月活突破 1 亿。11 月 5 日，小红书再次亮相进博会，并将与全球化智库(Center for China and Globalization,CCG)共同举办《新消费——重塑全球消费市场的未来形态》论坛。
On June 11, 2019, xiaohongshu was selected into the “2019 Forbes China’s most innovative enterprise list”. On July 29, xiaohongshu app was removed from several android app stores. On the morning of August 3, xiaohongshu was unable to search and download in the app store after the Android App store. On the evening of October 14, xiaohongshu was put on the shelves again in Huawei, oppo, app store and other app stores, and on October 22, Apple App store was also put on the shelves again. One month after it was put back on the shelves, xiaohongshu’s monthly life exceeded 100 million yuan. On November 5, xiaohongshu appeared in the Expo again, and will jointly hold the forum “new consumption: reshaping the future form of global consumer market” with the center for China and Globalization (CCG).
Quotations from Chairman Mao Zedong
Unlike other e-commerce platforms, xiaohongshu started from the community. At the beginning, users focused on sharing overseas shopping experience in the community. Later, in addition to cosmetics and personal care, information sharing about sports, tourism, home furnishing, travel, hotels and restaurants appeared in Xiaohong book, touching all aspects of consumption experience and lifestyle. Nowadays, the community has become a barrier for xiaohongshu and a place that other platforms cannot copy.
At the beginning of 2016, xiaohongshu changed the content of manual operation into the form of machine distribution. Through big data and artificial intelligence, the content in the community is accurately matched to the users who are interested in it, so as to improve the user experience.
As a lifestyle community, xiaohongshu’s greatest uniqueness lies in that most Internet communities rely more on online virtual identity, and the content published by xiaohongshu users comes from real life. A sharing user must have rich life and consumption experience to share content in xiaohongshu, and then attract fans’ attention.
Most of the online communities are virtual communities. Users consume content and experience online. Xiaohongshu is called the “three dimensional community”. This is because no matter when users read xiaohongshu’s food or travel destination, they have to go back to real life to consume in order to complete the experience.
In xiaohongshu, a user can trigger “community interaction” through “online sharing” consumption experience, which can promote other users to “offline consumption”. In turn, these users will have more “online sharing” and finally form a positive cycle. With the people’s life becoming more and more digital, xiaohongshu community plays a greater social value in the tide of “consumption upgrading”.
过去几年，包括完美日记、钟薛高、小仙炖、谷雨、Maia Active 等在内的新品牌在小红书上成长起来，回力、百雀羚、大白兔、李宁等老品牌通过小红书被更多年轻人喜爱，成为新消费品牌的代表，小红书也成为助力新消费、赋能新品牌的重要阵地。
In the past few years, new brands, including perfect diary, Zhong Xuegao, xiaoxiandun, Guyu, Maia active, etc., have grown up in xiaohongshu. Old brands such as Huili, Bailin, big white rabbit, and Li Ning have been loved by more young people through xiaohongshu, becoming representatives of new consumer brands. Xiaohongshu has also become an important position to help new consumers and empower new brands.
Genuine self operation
小红书与澳大利亚保健品品牌 Blackmores、Swisse、日本化妆品排行榜@cosme 美容大赏等多个品牌达成了战略合作，还有越来越多的品牌商家通过品牌号在小红书销售。品牌授权和品牌直营模式并行，确保用户在小红书购买到的都是正品。
Xiaohongshu has reached strategic cooperation with several brands such as Blackmores, Swisse, and @ Cosmo Beauty Awards. More and more brand businesses are selling in xiaohongshu through brand numbers. The brand authorization and brand direct marketing mode are parallel to ensure that all the products purchased by users in xiaohongshu are authentic.
小红书在 29 个国家建立了专业的海外仓库，在郑州和深圳的保税仓设立了产品检测实验室。用户如有任何疑问，小红书会直接将产品送往第三方科研机构进行光谱检测，从源头上将潜在风险降到最低。
Xiaohongshu has established professional overseas warehouses in 29 countries and product testing laboratories in bonded warehouses in Zhengzhou and Shenzhen. If users have any questions, xiaohongshu will directly send the product to a third-party scientific research institution for spectral detection, so as to minimize the potential risks from the source.
2017 年，小红书建成 REDelivery 国际物流系统，确保国际物流的每一步都可以被追溯：用户可以在物流信息里查找到商品是坐哪一列航班来到中国的。
In 2017, xiaohongshu built redelivery international logistics system to ensure that every step of international logistics can be traced: users can find out which flight the goods came to China in the logistics information.
Xiaohongshu set up a bonded warehouse to prepare goods, mainly for three considerations. First, it shortens the distance between users and products. If through overseas direct mail and other modes, users often have to wait a month to receive the goods, while in xiaohongshu, users can receive the goods about two or three days after placing an order.
Secondly, delivery from the bonded warehouse can also dispel users’ concerns about product quality. Here, the Chinese customs will count, inspect and declare all imported goods, and release them after paying taxes.
Finally, large quantities of goods transported at the same time can also save cross-border freight and dilution costs, thus reducing the actual price paid by consumers to buy a commodity. After the removal of the middle price and cross-border freight, xiaohongshu can basically keep the price of the goods sold in line with their source, and sometimes even lower than the local price due to export tax rebate and other reasons.
Xiaohongshu has been rooted in user trust since its birth. Because, no matter from the genuine goods, delivery speed, or external packaging, to create user trust and create a good user experience is a consistent strategy.
Power of word of mouth
在小红书上，来自用户的数千万条真实消费体验，汇成全球最大的消费类口碑库，也让小红书成了品牌方看重的“智库”。欧莱雅首席用户官 Stephan Wilmet 说：“在小红书，我们能够直接聆听消费者真实的声音。真实的口碑，是连接品牌和消费者最坚实的纽带。”
In xiaohongshu, tens of millions of real consumption experiences from users have been merged into the world’s largest consumer word-of-mouth library, which also makes xiaohongshu a “think tank” valued by the brand side. “In little red book, we can directly listen to the real voice of consumers,” said Stephan Wilmet, chief user officer of L’Oreal. Real word-of-mouth is the most solid link between brands and consumers. “
小红书成为了连接中国消费者和优秀品牌的纽带。通过小红书，中国消费者了解到了国外的好品牌。比如，Tatcha 在美国口碑很好，在中国却默默无闻，用户在社区分享消费体验后，它渐渐受到中国消费者的关注和青睐。现在，小红书成为 Tatcha 在中国的唯一合作方。
Xiaohongshu has become a link between Chinese consumers and excellent brands. Through xiaohongshu, Chinese consumers have learned about good brands abroad. For example, tatcha has a good reputation in the United States, but is unknown in China. After users share their consumption experience in the community, it has gradually attracted the attention and favor of Chinese consumers. Now, xiaohongshu is tatcha’s only partner in China.
Xiaohongshu is also committed to promoting Chinese brands to the world. Xiaohong book has gathered a number of excellent domestic brands. With the help of xiaohongshu community’s word-of-mouth model, these brands do not have to invest a lot of resources in advertising marketing, but can focus on design and quality. Qu Fang, founder of xiaohongshu, said: “we believe that as long as we connect the best design and quality with consumers, a Chinese brand with market potential will rise.”
1. Premier Li Keqiang inspects Zhengzhou bonded warehouse of xiaohongshu
在 2015 年 9 月 29 日的国务院常务会议上，李克强总理对 9 月 24 日在河南考察的郑州跨境贸易电子商务服务试点仍念念不忘。“我在河南保税物流中心看到一个跨境电商平台入驻不到 1 年，员工仅 100 多人，已经实现了 7 亿多的销售额。这样的‘井喷式’增长究竟是怎么实现的？”他口中“不到 1 年已有 7 亿多销售额”的跨境电商，正是“小红书”。
At the executive meeting of the State Council on September 29, 2015, Premier Li Keqiang was still nostalgic about the Zhengzhou cross-border trade e-commerce service pilot investigated in Henan on September 24. “I saw in Henan bonded logistics center that a cross-border e-commerce platform has been settled in less than one year, with more than 100 employees, and has achieved more than 700 million sales. How is this “blowout” growth achieved? ” The cross-border e-commerce that he called “has more than 700 million sales in less than one year” is just “xiaohongshu”.
2015 年 9 月 24 日，李克强总理来到“小红书”的郑州保税仓库。
On September 24, 2015, Premier Li Keqiang came to Zhengzhou bonded warehouse of “xiaohongshu”.
这里的商品琳琅满目，有化妆品、保健品、日化用品、食品、家居等。在小红书的包装柜台前，总理得知小红书做电商半年多，销售额 7 个亿时，表示“你们的增长真是够快的！”。他指着“小红书”的包装用语“今天的心情，三分天注定，七分靠 shopping”，即兴改编“今天的成绩，三分靠创新，七分靠打拼”。
There are a wide range of commodities here, including cosmetics, health care products, daily chemical products, food, home furnishings, etc. In front of xiaohongshu’s packaging counter, when the premier learned that xiaohongshu had been an e-commerce business for more than half a year and had a sales volume of 700 million yuan, he said, “your growth is really fast enough!”. He pointed to the packaging term “today’s mood, three days doomed, seven by shopping”, improvised “today’s achievements, three by innovation, seven by hard work”.
总理对“小红书”独特的电商模式表示肯定，还寄语小红书，“你们有 1500 万的用户，有创新的模式，很了不起！希望你们成为这个领域里走在全国前列的创新型企业，希望你们把‘大众创业、万众创新’这把火烧得越来越红火，也祝小红书红红火火”。
The premier affirmed xiaohongshu’s unique e-commerce model, and sent xiaohongshu a message: “you have 15 million users and innovative model, which is amazing! I hope you will become a leading innovative enterprise in this field. I hope you will make the “mass entrepreneurship, mass innovation” more and more popular. I also wish xiaohongshu more and more prosperous.
2. Vice Premier Wang Yang visits xiaohongshu’s Shanghai headquarters
2016 年 7 月，国务院副总理汪洋来到上海进行外贸工作调研。在位于上海的小红书总部，汪洋为小红书在这几年的创新工作点赞。他强调，要积极支持像小红书这样的互联网公司所探索的新业态发展，发挥市场稳定性作用。
In July 2016, Wang Yang, vice premier of the State Council, came to Shanghai to conduct research on foreign trade. At xiaohongshu’s headquarters in Shanghai, Wang Yang praised xiaohongshu’s innovation in recent years. He stressed that we should actively support the development of new formats explored by Internet companies like xiaohongshu and play a role in market stability.
“It’s really necessary for young people to work hard at this age,” Wang said. “To take a path of great significance to the country and the people, and to make your life valuable.”
1、小红书 6·6 周年庆
1. The sixth anniversary of xiaohongshu
小红书创立于 6 月 6 日。因此，在每年的 6 月 6 日，小红书会推出一系列大型周年庆促销活动，也是小红书全年促销力度最大的时间段之一。2017 年 6·6 周年庆，小红书开卖 2 个小时，销售额即达到 1 亿元，在苹果 App Store 购物类下载排名第一。
Xiaohongshu was founded on June 6. Therefore, on June 6 of each year, xiaohongshu will launch a series of large-scale annual promotional activities, which is also one of the biggest time periods of xiaohongshu’s annual promotional efforts. On the 6th anniversary of June 2017, xiaohongshu was on sale for 2 hours, with sales reaching 100 million yuan, ranking first in the Apple App Store Shopping downloads.
2. Red Friday
People familiar with overseas markets or frequent overseas shopping may be more familiar with the term “Black Friday”, which is also the start of the unofficial Christmas shopping season in the United States. On this day, stores in the United States will launch a large number of discount and preferential activities to carry out the last large-scale promotion at the end of the year. Xiaohongshu transplanted it to China, combined with its own unique red elements, launched the “red Friday” promotion.
2014 年 8 月，小红书获得中国旅业互联网风云榜的“最佳海外购物分享 App”；
In August 2014, xiaohongshu won the “best overseas shopping sharing app” in the Internet billboard of China’s tourism industry;
2014 年 9 月，小红书获得创业家“移动社区 100 强”称号；
In September 2014, xiaohongshu won the title of “top 100 mobile community” entrepreneur;
2014 年 9 月，小红书获得腾讯应用宝“小红花”奖;
In September 2014, xiaohongshu won the “xiaohonghua” award of Tencent application treasure;
2015 年 3 月，小红书联合创始人瞿芳，被创业邦评为 2015 年值得关注的女性创业者；
In March 2015, Qu Fang, co-founder of xiaohongshu, was rated as a female entrepreneur worthy of attention in 2015 by venture state;
2015 年 7 月，上海市委书记韩正到访小红书，为小红书快速发展点赞；
In July 2015, Han Zheng, Secretary of Shanghai municipal Party committee, visited xiaohongshu and praised its rapid development;
2015 年 7 月，小红书在 2015 第一财经跨境电商投资峰会上，获得“新锐成长”奖；
In July 2015, xiaohongshu won the “new growth” award at the 2015 first finance cross border e-commerce Investment Summit;
2016 年 12 月，小红书入围快消品制造商眼中的“十强电商”;
In December 2016, xiaohongshu was shortlisted as one of the top ten e-commerce companies in the eyes of FMCG manufacturers;
2017 年 9 月，小红书 app 获上年度应用风云榜;
In September 2017, xiaohongshu app won the application billboard of the previous year;
2017 年 11 月，小红书创始人瞿芳登上腾讯开放平台联合腾讯网主办的“我是创始人”荣耀榜;
In November 2017, Qu Fang, the founder of xiaohongshu, was on the honor list of “I am the founder” sponsored by Tencent open platform and Tencent;
2017 年 12 月，小红书被《人民日报》评为“中国品牌”；
In December 2017, xiaohongshu was named “Chinese brand” by people’s daily;
2018 年 2 月，小红书创始人瞿芳入选福布斯中国发布的“2018 年中国商界 25 位潜力女性”榜。
In February 2018, Qu Fang, the founder of xiaohongshu, was selected into the list of “25 potential women in Chinese business in 2018” released by Forbes China.
2018 年 3 月，《解放日报》报道小红书为“年轻人信任的中国品牌”。
In March 2018, Liberation Daily reported that xiaohongshu was “a Chinese brand trusted by young people”.
2018 年 4 月，小红书参加博鳌亚洲论坛 2018 年年会，被彭博社称作“连接中
In April 2018, xiaohongshu attended the Boao Forum for Asia annual meeting 2018, which was called “connected” by Bloomberg