While the app originally was known as “China’s answer to Instagram,” Xiaohongshu has always been more unique than that. I hope to show this over the course of this guide.
Since its launch over ten years ago, it has become a strong competitor to TikTok and WeChat.
As someone with a Masters in Chinese anthropology and history, I find the app an interesting way to gain insights into China’s society and consumer trends.
In this guide, I will explore the app’s demographics and how this information can help brands better advertise to Chinese consumers.
Table of Contents
Xiaohongshu’s Gender Demographics: A Changing Environment
Xiaohongshu’s Monthly Active Users
Xiaohongshu’s Age Demographics
Location Demographics
Xiaohongshu’s Income and Lifestyle Demographics
Key Tags Used on Xiaohongshu
Beauty Demographics on Xiaohongshu
Beauty Search Demographics on Xiaohongshu
Popular Beauty Products on Xiaohongshu
Popular Beauty Brands on Xiaohongshu
Clothing & Personal Adornment Demographics on Xiaohongshu
Clothing & Personal Adornment Search Demographics on Xiaohongshu
Popular Clothing & Personal Adornment Products on Xiaohongshu
Popular Clothing & Personal Adornment Brands on Xiaohongshu
Xiaohongshu Food & Drink Demographics
Xiaohongshu Food & Drink Search Demographics
Popular Food & Drink Brands on Xiaohongshu
Xiaohongshu Mother & Baby Care Demographics
Mom & Baby Care Search Demographics on Xiaohongshu
Popular Mom & Baby Brands on Xiaohongshu
Xiaohongshu Home Decoration Demographics
Xiaohongshu Home Decoration Search Demographics
Top Home Decoration Brands on Xiaohongshu
Xiaohongshu Sports & Outdoor Demographics
Xiaohongshu Sport & Outdoor Search Demographics
Top Sport & Outdoor Brands on Xiaohongshu
Xiaohongshu Pet Demographics
Xiaohongshu Pet Search Demographics
Top Pet Brands on Xiaohongshu
Activity Demographics
When Are Users Most Active on Xiaohongshu?
Xiaohongshu for Brands
Xiaohongshu’s Gender Demographics: A Changing Environment
The best place to begin with Xiaohongshu is the gender qatar whatsapp number demographics of its user base.
Back in 2013, the app started out with women as its core audience, which may be due to its early focus on fashion, beauty, and health trends.
This background eventually allowed Xiaohongshu to become considered a “safe space” for women, and as of 2021, reports showed females making up 90% of the app’s user base.
However, as shown below, the demographics of the app have changed since then, with men making up 30% of the app’s overall users.
Chart Taken From Qiangua
This report also gives us gender information related to monthly act