Resources

Xiaohongshu is fundamentally different; it functions as a highly trusted lifestyle, beauty, and fashion encyclopedia. Its primary currency is social proof and genuine user experience, not sales volume.

• The Power of UGC (User-Generated Content): Consumers use RED to research and validate purchases. Your brand’s success hinges on encouraging and facilitating genuine user reviews and recommendations (KOC content). A single, trusted post can be more powerful than a million-dollar ad campaign.

• Aesthetic and Quality Focus: The platform demands high-quality, aesthetically pleasing visuals. Brands must publish content that feels native to the platform—more like an aspirational magazine or a friend’s curated diary, and less like a marketplace listing.=