As of November, food related content had been searched more than 1.3 billion times on social commerce platform Xiaohongshu this year. Xiaohongshu’s founder Zhai Fang also announced that content based on food had seen a rise in viewership over beauty related content during China’s COVID-19 outbreak between January and February, allowing it to become the most popular content on the platform. Zhai revealed these trends at the China Entrepreneur Summit on December 6.
Xiaohongshu, also known as Little Red Book in English, is a social commerce platform which is especially popular among young people. The platform is home to a variety of content, including beauty, fashion, food and travel genres. Xiaohongshu is known for its honest user reviews and many users rely on the platform for its product and brand recommendations. More and more brands are setting up stores on Xiaohongshu as it transforms from a social media platform to include many e-commerce functions.
According to iResearch consultancy, 77.44% of Little Red Book’s users are women under 30 years old making it is a lucrative platform for global fashion, food and makeup brands.