Tourists walk past a mural featuring the Malaysian national flag in Kuala Lumpur. -Photo: EPA-EFE via SCMP
BEIJING: As TikTok continues its meteoric rise towards global domination, another Chinese app is quietly capturing attention in Malaysia.
Xiaohongshu – or “Little Red Book” – may have its roots in e-commerce, but it is reshaping how young, Mandarin-speaking Malaysians connect with both their roots and the broader world.
With more than 2.5 million users, the Southeast Asian nation has become the second-largest market for Xiaohongshu outside mainland China and Taiwan. The app allows users to share everything from food discoveries to travel tips.
Its user base is predominantly made up of young women aged 18 to 35, representing more than one-third of the country’s ethnic Chinese population, according to a recent study from Malaysia’s Universiti Tunku Abdul Rahman.
Launched in 2013 by entrepreneurs Miranda Qu and Charlwin Mao in Shanghai, Xiaohongshu combines the visual appeal of Instagram, the inspirational flair of Pinterest, consumer forums’ detailed reviews and the convenience of Amazon. This unique blend has created a vibrant online community where user-generated content reigns supreme.
“The reviews feel genuine. I trust it more than what I see on Instagram ads,” said university student Emily Ng, adding that the app’s user-created content offers a more relatable connection than traditional advertising methods.
According to Xiaohongshu’s official data as of February 2023, there are more than 2.5 million Xiaohongshu users in Malaysia, which is the second highest country outside of China after Taiwan.
By rough calculation, that would mean over 36.7 per cent of Malaysia’s overall ethnic Chinese population of 6.8 million are registered Xiaohongshu users.
Dubbed China’s answer to Instagram — which is blocked by Chinese regulators — and serving as a product search engine, Xiaohongshu boasts roughly 312 million monthly active users in 2023, making it the fastest-growing social media platform in China.
Xiaohongshu, is a social media platform that’s all about sharing experiences, reviews, and recommendations on products and services. It’s like having a virtual shopping mall where users can browse, share, and purchase items, all while engaging with their friends and followers.
At present, the platform serves as a go-to space for user-generated content, digital community-building and word-of-mouth advertising.
This unique blend of social media and e-commerce makes Xiaohongshu an irresistible platform for businesses looking to reach new heights.
Xiaohongshu is more than just a social media platform; it’s a game-changer for businesses in the Malaysian market. With a growing number of Chinese tourists and foreign workers in Malaysia, Xiaohongshu can serve as a bridge between Chinese consumers and Malaysian businesses through E-commerce marketing. Here’s how:
* Increased visibility: By harnessing the power of user-generated content, businesses can boost their visibility among Chinese consumers in Malaysia. This can lead to more brand awareness and potential sales.
* Targeted advertising: Xiao Hong Shu’s targeted advertising capabilities can help businesses reach Chinese consumers in Malaysia more effectively. By understanding the interests and preferences of this demographic, businesses can create targeted campaigns that resonate with their audience.
* E-commerce growth: As more Chinese tourists and foreign workers adopt Xiao Hong Shu, businesses can benefit from the platform’s e-commerce integration.
By selling their products directly through the platform, businesses can tap into the growing demand from Chinese consumers in Malaysia.
Xiaohongshu is more than just a social media platform; it’s a powerful tool for businesses looking to expand their reach and increase sales in the Malaysian market.
By understanding the platform’s unique features and benefits, businesses can leverage Xiaohongshu to build brand awareness, engage with their target audience, and drive sales. As the platform continues to grow in popularity, it’s essential for businesses to adapt and embrace the opportunities it presents.
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Xiaohongshu offers businesses a treasure trove of benefits that can help them stand out in the crowded digital landscape. Some of these benefits include:
* Targeted marketing: Xiaohongshu allows businesses to pinpoint their ads to specific user groups, ensuring their messages reach the right people at the right time.
* User-generated content: The platform’s focus on user-generated content helps businesses build trust and credibility with their audience. When users see genuine reviews and recommendations from other users, they’re more likely to trust the business and make a purchase.
* E-commerce integration: Xiaohongshu makes it easy for businesses to sell their products directly through the platform. This streamlined process helps businesses convert user interest into sales and revenue.
While many Western social networks were created to keep up with friends’ lives, most Xiaohongshu users use the platform to search and share new products and services; post product or service reviews based on personal experiences or even gossip about local happenings.
But what truly sets it apart from other platforms such as Instagram or Pinterest is that it also allows long-form articles and a strong focus on e-commerce where local businesses have used the platform to promote their establishments.
Xiaohongshu’s “game changer” algorithm—users often cite its precision and effectiveness in detecting their content preference—is a big part of the app’s allure.
This “algorithm” serves as a recommendation system responsible for curating a user’s uniquely personalised “For You” page that matches their interests.
At present, Xiaohongshu e-commerce features are still restricted for domestic users within China and users outside of China including Malaysia are unable to purchase products from within the app.
