At the beginning of its launch in 2013, young people shared their overseas travel and shopping experience in the Xiaohongshu community. The content was mainly about beauty and personal care. In addition to beauty and personal care, Xiaohongshu has shared information about sports, travel, home, travel, hotels, and restaurants, touching on many aspects of consumer experience and lifestyle. Today, the community has become a barrier for Xiaohongshu.

Unlike other e-commerce platforms, Xiaohongshu started from the community. At the beginning, users focused on sharing overseas shopping experiences in the community. Later, in addition to beauty and personal care, Xiaohongshu showed information sharing about sports, travel, home, travel, hotels, and restaurants, which touched on consumption. All aspects of experience and lifestyle. Today, the community has become a barrier for Xiaohongshu, and it is also a place that other platforms cannot replicate. At the beginning of 2016, Xiaohongshu changed the manual operation content to the form of machine distribution. Through big data and artificial intelligence, the content in the community can be accurately matched to users who are interested in it, thereby enhancing the user experience.

On Xiaohongshu, tens of millions of real consumer experiences from users have combined into the world’s largest consumer word-of-mouth library, making Xiaohongshu a “think tank” valued by the brand. L’Oréal Chief User Officer Stephan Wilmet said: “At Xiaohongshu, we can directly listen to the real voice of consumers. Real word-of-mouth is the most solid link between the brand and consumers.”