Xiaohongshu is a lifestyle platform for young people, founded in Shanghai in 2013 by Mao Wenchao and Qu Fang. With the mission of "Inspire Lives to share and discover the wonders of the world", Xiaohongshu allows users to record the moments of life through short videos, pictures and texts, share their lifestyles, and form interactions based on interests. As of October 2019, the number of monthly active users of Xiaohongshu has exceeded 100 million, 70% of which are born in the 1990s, and continue to grow rapidly.
(2) Product name
The product is named Xiaohongshu, and the country email list logo is white on a red background. The red background corresponds to the "red" of Xiaohongshu. At the same time, the white words on a blue background "Ice and Snow" and the snowflakes in the logo conform to the current trend - Winter Olympics and Winter Remnants Ao; slogan for "mark my life" aims to provide users with a community platform to record the details of life, share lifestyle, and form interaction based on interests.
According to the app scoring data, in the past month, Xiaohongshu’s score has remained at a high score of 4.93 points, with 9,548,464 users scoring 5 points, accounting for 96.57% of the overall scoring users. (Data source: Qimai Data)
(4) Monthly activity data
From January 2019 to November 2020, the monthly active population of Xiaohongshu has remained at a base of 10 million, but it has declined slowly, from 18.7137 million to 12.3219 million. Xiaohongshu still has a lot of room for optimization.
3. Horizontal comparison of product data in the same industry (industry competitors are cross-sections)
(1) Market share in the same industry
According to the following figure "The Distribution of Chinese Consumers' Shopping Guide E-commerce Platforms in 2020", it can be seen that in 2020, the e-commerce platform most used by Chinese consumers is Xiaohongshu, which is as high as 70.6%. Rebate network ranked second, accounting for 49.8%. From this, it can be seen that Xiaohongshu has seized most of the market share of shopping guide e-commerce platforms.