Recently, Xiaohongshu has undergone an unprecedented transformation. Overnight, this Chinese lifestyle-sharing platform was flooded by foreign users. The homepage is now filled with English posts and foreign faces, with trending topics like “American Users Join Xiaohongshu to Pay Cat Tax” and “Chinese Users Teach Foreigners Math Problems.” Many cross-border e-commerce sellers have started to take action, seizing this historic opportunity.
Why Foreign Users Are Flocking to Xiaohongshu
This wave of new users stems from American netizens searching for alternative platforms to counter some politicians’ baseless criticisms of Chinese apps. Data shows that Xiaohongshu quickly topped the U.S. app store download charts, becoming a new favorite for foreign users.
Many foreign users actively introduce themselves and make interesting requests, such as recommending travel spots, sharing emojis, or even asking for Chinese names. Discussions on local cultures between Chinese and foreign users have further fueled engagement and attracted more users.
Xiaohongshu’s Swift Response
To accommodate the influx of new users, Xiaohongshu quickly hired English content moderators, optimized platform functions, and ensured compliance and safety. Reports indicate that the Xiaohongshu team began overtime work on January 13 to handle this surge. This unexpected growth has also paved the way for Xiaohongshu’s global expansion.
Benefits for Cross-Border E-commerce
The influx of foreign users has created significant growth potential for the cross-border e-commerce industry, with key benefits including:
- A New Traffic Source for Independent Sellers
Xiaohongshu becomes a new platform for independent sellers to attract foreign consumers through engaging content. - Collaboration Opportunities for MCN Agencies
MCN agencies can leverage Xiaohongshu to connect with international influencers for partnerships. - A New Tool for Chinese Brands Going Global
Brands can use Xiaohongshu for overseas market research and targeted marketing campaigns. - Support for Xiaohongshu’s Global Expansion
The platform’s rapid user growth strengthens its foundation for future international ventures.
Potential in Brand and Influencer Interactions
Interestingly, many international influencers and celebrities have joined Xiaohongshu. They share content on fashion, pets, and talents, even live streaming to interact with Chinese users. This opens new possibilities for business collaborations.
Domestic brands are actively participating in this wave. Companies like Meituan, Ctrip, and Luckin Coffee are using creative marketing tactics to boost visibility. Meanwhile, cross-border e-commerce sellers are connecting with foreign influencers for partnerships and market research to refine product designs.
Cross-Border Live Streaming
Some sellers are leveraging Xiaohongshu’s live streaming to attract foreign viewers and drive traffic to independent websites or Amazon stores. Compared to the traditional, costly methods of building collaborations, Xiaohongshu offers direct access to quality international users. One seller noted that while the longevity of this trend is uncertain, the opportunity must be seized immediately.
Xiaohongshu’s Future Potential
Xiaohongshu’s sudden popularity has opened new avenues for its global development. While previous attempts at launching international community products saw limited success, this wave of organic user growth positions Xiaohongshu as a major player in the global social commerce market.
Conclusion
For cross-border e-commerce sellers, Xiaohongshu’s overnight transformation presents a rare opportunity. By leveraging the platform’s rapidly growing international user base, sellers can effectively expand their reach into global markets. Those who act quickly to capitalize on this trend will gain a competitive edge in the ever-evolving cross-border e-commerce landscape.
