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According to Baidu Encyclopedia, Xiaohongshu is a lifestyle platform and an entrance to consumption decision-making. The founders are Mao Wenchao and Qu Fang, and the full name of the company is Xingyin Information Technology (Shanghai) Co., Ltd. Tik Tok is a music creative short video social software hatched by ByteDance. The developer of this software is Beijing Micro Broadcasting Vision Technology Co., Ltd., and Tik Tok software was launched on September 2, 216. Therefore, Tik Tok and Xiaohongshu are not from the same company.

Little Red Book is a social media and e-commerce platform. It is described as "China's Instagram". Xiaohongshu has more than 3 million registered users and more than 85 million monthly active users. It is reported that 7% of its users were born after 199, and nearly 9% are women. The application allows users to post, discover and share product reviews, which are most often related to beauty and health. As we all know, travel bloggers often post content about travel and leisure destinations on the platform. Xiaohongshu also operates the Red Mall, and China users sell international products.