Chinese Digital Marketing

Chinese e-commerce platform Taobao Just Added Xiahongshu Reviews

Chinese e-commerce Site Roped In Reviews From Xiahongshu For Its Strong Foothold On Lifestyle

Chinese e-commerce platform Taobao decided to add reviews from the popular social e-commerce platform Xiahongshu or Little Red Book. Xiaghongshu is is a fast-growing social e-commerce platform. It was founded in 2013 to create a community where users could find recommendations about foreign fashion, cosmetics, food, lifestyle etc. Within four years, it has garnered more than 70 million subscribers and has developed its own cross-border e-commerce platform called Fulishe (福利社) which is taking a leading role in China’s cross-border e-commerce sector.

What Is Taobao?

The Taobao Marketplace is the online shopping destination for Chinese consumers looking for wide selection, value and convenience. Shoppers choose from a wide range of products and services on the Taobao Marketplace which features millions of product and service listings.

Why Xiahongshu?

Xiahongshu is has been opening up a world of foreign brands to the Chinese population

The app is also known as the pinterest equivalent of China or Chinese pinterest. According to China’s SAFE data, overseas shopping increased to US$165 billion in 2014. On June 11, 2015, Accenture released a report predicting that the global B2C e-commerce market will maintain an average annual growth rate of 15% in the next few years. The transaction volume will reach 994 billion US dollars, and the country is expected to become the world’s largest cross-border B2C consumer market.

What XiaHongShu created was basically a forum of discussion amongst international shopping enthusiasts who were mainly women between the age group of 18 to 35 years. This platform gradually grew into a social media e-commerce platform with the credibility it earned, thereby dispersing information along with the products in demand

User Demographics


Age: 70% monthly active users consist of those in their 20’s or 30’s

Gender: 51% of users are women


Age: 64% of monthly active users consist of those in their 20’s or 30’s

Gender: 88% of monthly active users are women

Both Taobao and Xiahongshu had similar figures of the users that fell in the age group of 20-30 years. Xiahongshu had women as majority of the user base which is why Taobao decided to add in the perspective. Apart from the figures, Xiahongshu is a fairly reliable platform in terms of quality in terms of lifestyle and that brings a sense of authentic credibility towards a product on Taobao.

Xiaohongshu is not the only platform that will be featured in the new product review section “goodies review club” (好物点评团 in Chinese), reviews from other Alibaba-associated platforms such as Taobao’s social media feature Weitao, video e-commerce app Yitiao, and the leading shopping recommendation platform SMZDM will also be found there. Shoppers can simply click to like, reply and save product reviews on Taobao.

chinese ecommerce platform taobao


According to our previous blog, the fine line between content and e-commerce is increasingly blurred. At 2018 Observing China Forum earlier this month, Alibaba CEO Daniel Zhang pointed out the growing influence of content on Chinese shoppers’ purchase decisions. The emerging trend of user-generated content in e-commerce is pushing major e-commerce platforms to adopt a more creative approach.

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