Summary: China’s popular social-ecommerce app succeeds in building a mutually beneficial user community and bringing in a smooth shopping experience for users.

Xiaohongshu (小红书 — Little Redbook in English, but not related to the U.S. Redbook magazine) is a popular Chinese social-ecommerce mobile application which was launched in 2013 and, according to China Daily, is now valued at more than $3 billion. It targets 18–35-year-old women interested in luxury fashion and beauty products. Redbook allows users to browse, buy, and review products, share shopping experiences, as well as discover and purchase products shared by the community from overseas.

Users of the app can contribute to the community by posting detailed product reviews or product-based lifestyle and fashion tips using photos, video, and text. Posts about a particular item often contain tags with information about price, brand, and the location of purchase (even down to the exact store). Product posts are integrated with Redbook’s shopping platform, allowing browsers to navigate from a community post to purchase the product being discussed.

Community and Convenience Are Key

Redbook now has 17 million female users, and the number is still growing as we speak. So, what makes it so popular?

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