June 20, 2023

What is the Audience Profile of Xiaohongshu (RED) Users? A Demographic Breakdown Across Various Industries.

Xiaohongshu, as the “consumer decision-making” platform in the minds of many young users, has significant commercial value. According to the latest data from the Qiangua Active User Profile Trend Report (Xiaohongshu Platform) published by Qiangua Data, Xiaohongshu currently has over 200 million monthly active users, with 72% being post-90s generation and 50% residing in first and second-tier cities. It also boasts over 43 million active content creators and provides analysis of seven core user groups in different industries.

Who are the Key Users of Xiaohongshu (RED)?

User Demographics and Characteristics on Xiaohongshu:

As of November 2021, the proportion of male users on Xiaohongshu has increased to 30%. This growth is attributed to the rapid development of gender-neutral content such as food and travel, as well as male-oriented content related to technology, digital products, and sports events. Qiangua Data shows that 46.49% of users fall in the age group of 18-24, and 36.08% are in the age group of 25-34. Female users account for a significant proportion, with 88.80% of the total.

Xiaohongshu’s active users are characterized by their love for trying new things, enjoying life, sharing experiences, and having high purchasing power. Here are the six main user groups on Xiaohongshu and their characteristics:

• Generation Z: Interested in socializing, chasing trends, online gaming, learning milestones, and competitive sports.
• Urban Trendsetters: Fashion-conscious, concerned about personal image, independent thinking, and having opinions.
• Exquisite Moms: Emphasizing quality of life, paying attention to appearance, high-end consumption, and skincare.
• Emerging White-Collars: Economically independent, passionate about work, active and lively, and full of individuality.
• Singles with High Income: Economically independent, seeking enjoyment, pursuing quality, and engaging in lightweight consumption.
• Pleasure Seekers: Prioritizing entertainment, indulging in interest-driven consumption, pursuing experiences, and seeking enjoyment.

Insights on Various Industries: What are the Demographic Characteristics of Xiaohongshu's (RED) Users in Different Industries?

1. Beauty and Personal Care:
Within the Xiaohongshu platform, the beauty and personal care industry is divided into three major categories: makeup, skincare, and haircare/fragrance. The top three user tags in this industry are “trendy men and women,” “makeup enthusiasts,” and “skincare enthusiasts.” The top 5 trending keywords in this industry include “eye makeup,” “today’s makeup look,” “blush,” “skincare products,” and “lipstick swatches.”

In the brand recommendation list, international brands still dominate the rankings, and skincare products account for the highest proportion (28%) among products priced above 1000 yuan, indicating the high purchasing willingness and power of Xiaohongshu users. Makeup products are preferred in the price range of 100 to 500 yuan, accounting for 41%, while haircare and fragrance products have reference prices below 500 yuan.

2. Food:

Top 3 Foodie Audience Segmentation

Food consumption has become the largest vertical category on Xiaohongshu. In 2022, the top 5 trending food-related keywords were “ice cream,” “Haidilao Hot Pot,” “snack reviews,” “recipes,” and “marshmallows.” In addition, new-style tea drinks, coffee, and fast food products have become popular recommendations.

3. Maternity and Baby:
In the maternity and baby industry, users on Xiaohongshu are interested in baby food, parenting experiences, as well as beauty, food, and fashion. The top trending keyword in the maternity and baby category is “human infants” with a popularity score of 20.21 million, followed by “infant growth diary,” “baby toys,” “scientific parenting,” and “baby outfits.”

In the brand recommendation list, foreign brands are still favored by consumers due to their advanced research and development capabilities and positive reputation. These brands also place emphasis on product cost-effectiveness while focusing on children’s physical health, mental development, and interest cultivation.

4. Home Decor:
The key user tag for the home decor category is “home lovers,” accounting for 17.13% of the user base. Users primarily focus on home renovation but also show interest in food tutorials, skincare, and makeup.

Most users find inspiration for home decoration on Xiaohongshu and have unique ideas for living room and bedroom transformations. Young women, in particular, have more decision-making power in home decor, paying attention to details, personalized needs, and seeking a sense of happiness and quality of life.

5. Fashion:
The top user tag for fashion and apparel is “trendy men and women,” accounting for 19.06% of the user base. Users focus on fashion, but also pay attention to beauty, hairstyles, and other related trendy topics (definitions of user tags can refer to the beauty and personal care industry).

The top trending keyword in the fashion category is “stylish outfits,” followed by “affordable outfit sharing,” “date outfits,” “gentle outfits,” and “trendy outfits.” This indicates that young women have increasingly embraced freedom in their clothing choices and focus on self-expression. Fast fashion and sports brands are popular among the younger generation in terms of style, design, and brand concept. In the top 100 trending fashion items, 58% are priced above 1000 yuan, showing that they are interested in both luxury brands and affordable items with unique styles.

6. Pets:
In the pets category, besides “trendy men and women,” the second to fourth user tags are “students,” “budget foodies,” and “cute pet lovers.” “Cats” are the most popular focus, accounting for 4.11%, which is 2.19 times higher than “dogs.” Users enjoy browsing pet-related content on Xiaohongshu, along with beauty, food, and fashion.

The top 5 trending keywords are “kittens,” “pet adventures,” “kittens,” “novice cat owners,” and “Ragdoll cats.” In the brand recommendation list for pets on Xiaohongshu, mid-to-high-end brands that prioritize quality standards are favored by pet owners. Xiaohongshu users are willing to invest in pet products, as they have a certain level of economic capability and willingly pay for pet supplies.

7. Weight Loss and Fitness:
The user tag “weight loss enthusiasts” ranks second in this industry, accounting for 9.64% of the user base. These users pursue healthy exercise and are interested in low-calorie food recipes while also having a strong interest in beauty.

Due to prolonged periods of sitting at work or studying, Xiaohongshu users have a strong desire for slimming their legs, making “effective leg slimming strategies” the top trending keyword. Other popular keywords include “fat loss meals,” “weight loss routines,” “full-body fat burning,” and “abdominal muscles and vest lines.” Users rely on health food brands and sports brands to achieve comprehensive weight loss and fitness goals. The home fitness market has seen explosive growth due to the impact of the pandemic, with increased consumption of recorded courses from fitness bloggers and interest in home fitness equipment.

Overall, based on the latest data on Xiaohongshu user profiles in 2022, the platform’s users are still characterized by youthfulness and strong purchasing power. The diverse product demands and intense consumer needs present opportunities for brands to amplify the value of their products through rich marketing scenarios, capturing consumer attention and achieving revenue growth.

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