Xiaohongshu’s active users are young, mainly aged 18-34 years old, accounting for 83.31%; mainly female users, accounting for 90.41%, and male users accounting for 9.59%.
Urban white-collar and workplace elite women are its main user groups, with strong spending power and corresponding consumption needs and pursuit of quality life, which matches the five groups of urban white-collar, urban middle-class, exquisite mothers, urban blue-collar and urban GenZ women in Ali’s eight consumer groups concept.
In terms of brand selection, they adhere to the standard of beauty, pursue the quality of life, use the largest number of brands, high-end products and foreign brands have the highest market share, and prefer keywords such as “specific brand”, “origin” and “ingredients” in brand communication. They prefer keywords such as “specific brands”, “origin” and “ingredients” in brand communication. Their demand for quality continues to rise, and the sales and prices of new categories/brands associated with them will continue to grow.
In the process of Little Red Book placement, brands need more refined crowd analysis, data analysis and insight for different groups and user profiles with different preferences. Through the six mechanisms of classification, tagging, statistics, analysis, tracking and feedback, it will be possible to match product TA in 360 degrees and provide a solid foundation for business decisions.
