I like to refer to the video of Little Red Book when cooking.

The little red book started in the community. At first, users focused on sharing overseas shopping experiences in the community. Later, in addition to beauty and personal care, information sharing about sports, travel, home, travel, hotels and restaurants appeared in Little Red Books, touching all aspects of consumer experience and lifestyle.

Brand influence:

In Xiaohongshu, tens of millions of real consumption experiences from users have merged into the world's largest consumer word-of-mouth library, which has also made Xiaohongshu a "think tank" valued by the brand. Stephan Wilmet, chief user officer of L 'Oré al, said: "In Little Red Book, we can directly listen to the real voice of consumers. True word-of-mouth is the most solid bond between brands and consumers. "

Little Red Book has become a link between China consumers and excellent brands. Through the little red book, China consumers learned about good foreign brands. For example, Tatcha enjoys a good reputation in the United States, but it is unknown in China. After sharing the consumption experience in the community, users are gradually concerned and favored by domestic consumers. Now, Xiaohongshu has become Tatcha's only partner in China.

Xiaohongshu is also committed to promoting China brand to the world. Xiaohongshu has gathered a group of excellent domestic brands. With the word-of-mouth model of Xiaohongshu community, these brands don't have to invest a lot of resources in advertising marketing, but can focus on design and quality. Qu Fang, founder of Little Red Book, said, "We believe that as long as the best design and quality are connected with consumers, a China brand with market potential will rise in Ran Ran.