Product details

Product details
By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Abstract

Xiaohongshu or the Little Red Book (RED) in English was launched in 2013 and was compared as Instagram and Pinterest of China. Co-founded by Miranda Qu and Charlwin Mao as a social sharing platform (user generate content), within short period of time grew to become the epitome of China's Online-to-Offline success. The platform was able to attract several series of funding to become one of the best unicorns in China. By July 2019, Xiaohongshu had a total of about 300 million registered users and 85 million monthly active users' base. The users trusted the recommendations suggested by the platform peers and were loyal. However, Xiaohongshu was suspended by the regulators and recommended 'self examination and self-correction'. Moreover, in early 2020, Xiaohongshu had to close its offline stores opened only a couple of years ago. Later, the unicorn Xiaohongshu after refining its social commerce business model was raring to go ahead and sought fresh funding from the investors. At the same time, the startup was eagerly waiting to forge stronger links with biggest e-Commerce platforms in China like Taobao. Would Xiaohongshu be able to return as one of the most important lifestyle and product recommendation sources to young urban Chinese women, in the near future?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2020.

Geographical setting

Region:
Asia
Country:
China
Location:
Shanghai

Featured company

Xiaohongshu or the Little Red Book (RED)
Type:
Public company
Industry:
Social media

About

Abstract

Xiaohongshu or the Little Red Book (RED) in English was launched in 2013 and was compared as Instagram and Pinterest of China. Co-founded by Miranda Qu and Charlwin Mao as a social sharing platform (user generate content), within short period of time grew to become the epitome of China's Online-to-Offline success. The platform was able to attract several series of funding to become one of the best unicorns in China. By July 2019, Xiaohongshu had a total of about 300 million registered users and 85 million monthly active users' base. The users trusted the recommendations suggested by the platform peers and were loyal. However, Xiaohongshu was suspended by the regulators and recommended 'self examination and self-correction'. Moreover, in early 2020, Xiaohongshu had to close its offline stores opened only a couple of years ago. Later, the unicorn Xiaohongshu after refining its social commerce business model was raring to go ahead and sought fresh funding from the investors. At the same time, the startup was eagerly waiting to forge stronger links with biggest e-Commerce platforms in China like Taobao. Would Xiaohongshu be able to return as one of the most important lifestyle and product recommendation sources to young urban Chinese women, in the near future?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2020.

Geographical setting

Region:
Asia
Country:
China
Location:
Shanghai

Featured company

Xiaohongshu or the Little Red Book (RED)
Type:
Public company
Industry:
Social media

Related