Xiaohongshu is the world's leading lifestyle community and social e-commerce platform. Founded in 2013, with the core mission of "marking my life", it integrates content sharing, consumption decision-making and e-commerce services. As of 2025, the monthly active users of the platform have exceeded 339 million, covering 100+ countries and regions around the world. 70% of users are concentrated in first-tier and new first-tier cities, and 80% are young women aged 18-34. Its unique "community + e-commerce" model builds a closed consumption loop from "planting grass" to "pulling grass" through pictures, texts, short videos and live broadcast content shared by real users, becoming the first choice platform for Generation Z to obtain life inspiration and discover high-quality goods.
Software function
Content ecosystem:
Diverse content categories: covering 20+ vertical fields such as beauty and skin care (35%), fashion and outfits (25%), food shopping (18%), travel guides (12%), home life (10%), etc., with an average of over 5 million new notes added every day.
Rich media formats: Supports graphic notes (average reading of a single article is 200,000+), short videos (completion rate increased by 40%), live broadcasts (average daily broadcasts exceed 100,000), and launches the "Moment" graphic feature, allowing users to generate personalized graphics with one click.
Social interaction system:
Interest circle layer: Users can join 5 million+ interest communities such as “Camping Enthusiasts” and “Newcomer Growth in the Workplace”, with average daily interactions exceeding 100 million times.
Real-time interaction: The comment area supports the @ function and multi-level replies, private message chat supports file transfer and group chat, and users send an average of over 200 million messages per day.
E-commerce service closed loop:
Direct purchase of goods: Product links can be inserted into notes, and jumps to Xiaohongshu Mall, brand flagship stores and third-party platforms are supported. GMV will exceed 80 billion yuan in 2024.
Cross-border shopping: The self-operated bonded warehouse covers goods from 30 countries including Japan, South Korea, Europe and the United States, and supports "global direct mail" and "direct shipment from overseas warehouses". The bonded warehouse delivery time is shortened to 3 days.
Software features
True trust mechanism:
UGC content dominates: 95% of the notes are created by users. The platform filters out false content through the “authenticity detection algorithm”. Practical content such as “Guide to stepping on mines” and “Replacement evaluation” shared by users account for more than 60%.
Word-of-mouth communication effect: The conversion rate of users planting grass from notes reached 38%, far exceeding the 1.2% of traditional advertising, forming an ecology of "content is advertising and advertising is content".
Technology-driven experience:
Intelligent recommendation system: Based on user behavior tags (an average of 500+ dimensional data collected every day), content quality scores (originality, interaction rate, timeliness) and social relationship chains (follows, likes, collections), "thousands of people, thousands of faces" recommendations are realized, and the average daily usage time of users exceeds 90 minutes.
AI technology empowerment: Launched multi-language translation function, supports real-time translation in 10+ languages, and has an accuracy of 92% in processing Internet buzzwords; the native version of Hongmeng realizes innovative interactions such as "touch to add friends" and "cross-device collaborative creation".
Business value closed loop:
Brand marketing tools: Provide marketing components such as "brand account", "information flow advertising" and "french fries promotion". In 2024, there will be more than 500,000 brand cooperations, and the KOL marketing ROI will reach 1:8.5.
Creator Ecology: Establish a "Creator Center" to provide data dashboards, creative tutorials and monetization channels. The commercial quotation of a single note by leading bloggers exceeds 500,000 yuan.
Software features
Advantages of user stickiness:
77% of users are born after 1995 and 2000. The per capita annual consumption amount is 1.8 times that of traditional e-commerce users, and the repurchase rate exceeds 65%.
The community atmosphere is friendly, and users’ average daily comments exceed 30 million, forming a content ecology of “mutual help and mutual assistance”.
Global layout:
It has more than 50 million monthly active users overseas and has topped the free list of App Stores in 43 countries including the United States and Canada. The proportion of English content has increased to 25%.
Supports multi-language interface and cross-border payment, adapting to currency settlement in 120+ countries.
Technological innovation benchmark:
The RLHF framework using the PPO algorithm optimizes the recommendation strategy and improves content distribution efficiency by 30%.
The Hongmeng native version is compatible with Huawei devices, and its functions such as image zooming and multi-device collaboration received a user rating of 4.9/5.
Social Responsibility Practice:
Launched the "Rural Revitalization" column to help 3,000+ agricultural product brands reach urban users, with agricultural sales exceeding 1 billion yuan in 2024.
A “Content Security Laboratory” has been established to block over 2 million pieces of vulgar and false content on average every day, and the minor protection mechanism covers 98% of users.
Xiaohongshu update log:
Sweep the bug out and carry it out to the end
Optimize user feedback issues and improve detailed experience
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