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Little Red Book (Xiaohongshu)
China
Category
Social Commerce
Active Year
2013 - Present
Founders
Charlwin Mao, Miranda Qu
Website
Estimated Brand Value (2024)
$10 billion
Net Promotion Score (NPS) (2024)
75
Customers Satisfaction (1-10) (2024)
9
Unique Selling Proposition (USP)
Popular social e-commerce platform known for its user-generated content and product recommendations
Customers' Perceptions
Little Red Book is well-loved for its user-generated content and product recommendations, making it a popular platform among young Chinese consumers. Customers appreciate the community aspect but sometimes find the product selection less diverse than other e-commerce platforms.
Target Customers
Young adults, social media enthusiasts, and online shoppers seeking product recommendations and a community-driven e-commerce experience.
Key Competitors
Taobao, JD.com, Pinduoduo
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