The astonishing success of Xiaohongshu, the Chinese Instagram. Considered the “lifestyle bible’, the social network now has 312 million monthly users, or 20% more in one year.
It now has a female audience that is mainly female (70%) and young (50% under 30 years old) who come from the middle class or CSP+, from large cities. Users post product photos with comments and “tips” for other subscribers who are free to “like” them.