RED or Xiaohongshu is the No. 1, fast-growing, social commerce APP with over 17 million registered users. We enable Chinese consumers to experience a better lifestyle by discovering quality global products posted by like-minded users in our Community AND purchase them through our RED Store. Our vibrant users visit RED to Discover, Shop, and Share the most amazing stuff from around the world. With the largest word-of-mouth marketing platform in China and key demographics, RED is the gateway to reach Chinese female consumers under 30 years of age. We specialize in: cosmetics, skin care, food, nutrition, mother & baby, household, small appliances & electronics, fashion categories.
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.