Read Time:
5 minutes
-
RedNote (Xiaohongshu, “Little Red Book”) is China’s leading social-commerce platform combining lifestyle sharing and e-commerce. -
Founded in 2013 by Miranda Qu and Charlwin Mao in Shanghai. -
Started as a travel and shopping recommendation community, now a full digital ecosystem for discovery, sharing, and purchasing. -
Over 300 million monthly active users and 50 million+ daily interactions. -
Name symbolizes a personal journal of discoveries; red represents luck and prosperity in Chinese culture.
Content and Community
-
Supports videos, photos, and long-form “notes.” -
Focuses on beauty, fashion, food, travel, and lifestyle. -
Built around UGC (user-generated content). -
Encourages “planting grass” — sharing what users love to inspire others.
-
Built-in product tagging and in-app cart for Chinese users. -
Integrated discovery, review, and purchase journey. -
Outside China, limited e-commerce but strong influence on shopping intent.
-
Prioritizes interests and content relevance over follower count. -
Analyzes engagement, saves, and browsing to recommend posts. -
Explore and Nearby tabs surface both trending and local content.
-
Small creators can gain visibility without large followings. -
Organic reach driven by relevance and authenticity. -
Success depends on consistent, interest-aligned content.
RedNote launched three years before TikTok.
Douyin = entertainment; RedNote = lifestyle.
RedNote feed shows multiple image posts; TikTok shows one video per screen.
Stricter moderation, especially in China.
TikTok Ban Impact
Gained millions of U.S. users during TikTok ban discussions.
Became a destination for “TikTok refugees.”
Boosted international visibility and cross-cultural exchange.
Available on iOS, Android, and web.
Interface partly in English; most content remains in Mandarin.
No full English translation yet.
Gradual rollout of translation and subtitle tools for global users.
-
Data stored under Chinese regulations. -
Some regions (e.g., Taiwan) restrict app use for privacy reasons. -
Terms mostly in Chinese. -
Strict moderation on political or sensitive topics. -
Clear community guidelines for safety.
-
No direct ad revenue or creator fund. -
Earnings from brand deals, sponsorships, and affiliate links. -
Dandelion Program connects verified influencers with brands. -
Verification may require ID or passport. -
Monetization less developed than TikTok or YouTube.
-
Download via App Store, Google Play, or Xiaohongshu.com. -
Register with phone or email. -
Verify account for brand or commerce features. -
Explore main tabs: Explore, Follow, Nearby, Search. -
Post using “+” to upload content and tag products.
-
Is RedNote free? Yes.
-
What is RedNote app? A lifestyle and shopping platform from China.
-
Can I shop outside China? Limited; browsing and posting still available.
-
Is it safe? Moderated under Chinese law; review privacy settings.
-
Difference from Xiaohongshu? Same platform, different branding.
-
Can creators earn? Yes, through brand partnerships.
-
Is it in English? Partly; full translation not available yet.
-
How does its algorithm differ? Interest-based, not follower-based.
-
Any restrictions? Political and sensitive content is censored.
-
How do brands collaborate? Through influencer partnerships or the Dandelion Program.
KRDS is an independent agency with offices in Shanghai, Hong Kong, Singapore, France, India, and the UAE. We focus on ideating and executing mobile-first social media content and experiences for top brands. Until today, we have handled over 2,000 digital campaigns across 45 countries, for companies like Vivo, BNP Paribas, Volkswagen, Hyatt, Singapore Airlines, HP, Johnson & Johnson, LVMH, Unilever, Nestlé, Tag Heuer, Converse, Air France, and L'Oréal.
Are you looking for an incredible agency? Have some questions?
Contact us:
greaterchina@krds.com
Subscribe to our latest news:
Did you find it useful?
Share and wow! 