Feb 21, 2024 07:53 PM

BUSINESS

In Depth: Xiaohongshu’s Push to Make Users Open Their Wallets

Bao Yunhong and Anniek Bao

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While brands gravitate to Xiaohongshu for influencer marketing, many have made peace with the fact it is not the place to make sales, online marketing industry insiders said. Photo: VCG

While brands gravitate to Xiaohongshu for influencer marketing, many have made peace with the fact it is not the place to make sales, online marketing industry insiders said. Photo: VCG

Social sharing app Xiaohongshu has been talking a big game about its ability to transform into an e-commerce platform.

Last month it released its first ranking of 100 merchants and 100 brand ambassadors and key opinion leaders (KOLs) that are finding success on the plaform, based on their growth, degree of investment and other metrics. Xiaohongshu said it will publish this “rise100” list every year.

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