Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Business of Fashion
China

How to Make China’s ‘Friendliest’ Social Media Platform Pay Off

Fashion brands want to replicate the success of beauty players on Xiaohongshu but many use the wrong tone for the down-to-earth platform.
Content on Xiaohongshu is combined with livestreaming channels and a robust e-commerce integration to create a distinctive user experience.
Xiaohongshu content is presented alongside livestreaming channels and integrated with a seamless e-commerce function to create a user experience that is distinct from its competitors. (Getty Images)
By
BoF PROFESSIONAL

Xiaohongshu doesn’t fit neatly into a social media archetype that is familiar to Western audiences. It is often compared to Instagram, but one key difference is that content from anyone can show up in the feed — not just from people you follow — as Xiaohongshu’s filtering algorithm recommends user generated content based on selected interests.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from China
On-the-ground intelligence and insights from the world’s largest fashion market.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.

The Zara-Fication of John Galliano

Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?

The Impact of War on Fashion’s Supply Chain

Textile hubs are already feeling the cascading risks of the conflict in Iran as Washington ramps up forced labour probes to revive tariffs, while decarbonisation in fashion’s factories might finally have a standard to go off of.

VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.