How Community Can Drive Commerce A Lesson from Chinas Little Redbook

How Community Can Drive Commerce: A Lesson from China’s Little Redbook
How Community Can Drive Commerce: A Lesson from China’s Little Redbook

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...






E-commerceBlockchainBrandingDesignOthersProductsSecurityStartupsUsability

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