What is Little Red book
Little Red book (Xiaohongshu) is an online shopping and social platform in mainland China. Founded in 2013, the website claims to have 200 million users as of January 2019. In the Xiaohongshu community, users can share product reviews and travel destinations, and the system matches information and users through machine learning.
Big v/ KOLs
Big Vs, or as they are called in the West – Key Opinion Leaders (KOLs) are extremely powerful and are instrumental in most China marketing campaigns. Even if the KOL is not directly selling the product, they are heavily influencing purchasing decisions.
Accenture found that 70% of Chinese born after 1995 will turn to social media to directly purchase products as opposed to other channels – compare this with the global average of 44%.