Miranda Qu is the co-founder of Xiaohongshu (“Little Red Book” in Chinese), the world’s largest lifestyle platform that integrates community and content with e-commerce. Over 75 million users spend a total of over 100 million yuan per month on the app to buy fashion, cosmetics, and lifestyle products from both overseas and domestic brands. Xiaohongshu is a pioneer in integrating content, commerce, and community — the “3 Cs” that GGV managing partner Hans Tung thinks today’s e-commerce platforms must possess in order to stand out in “the age of Alibaba and Amazon.”
Miranda graduated from Beijing Foreign Studies University with a degree in journalism, and left her job in 2013 to start Xiaohongshu. In this episode, Miranda discusses how she met her co-founder, Charlwin Mao, in a shopping mall in Boston; Xiaohongshu’s journey from a “Lonely Planet for overseas shopping” to one of China’s most popular e-commerce platforms; and why young Chinese consumers increasingly prefer domestic brands over foreign ones.