In 2013, Xiaohongshu was founded by Mao Wenchao and Qu Fang in Shanghai. Headquartered in Xintiandi, Shanghai, Xiaohongshu has a branch in Beijing, an R&D center and a customer service center in Wuhan. Until now, Xiaohongshu has recruited over 2,000 employees.

“Inspire Lives” is the mission of Xiaohongshu. Users can create impressions on Xiaohongshu to record lives and share lifestyles via short videos, photos and text, and interact based on interests. By providing users with an authentic, happy and diverse online community, Xiaohongshu is now an irreplaceable platform for lifestyle exchange and shopping guide, and a perfect place for checking current trends and fashions. For now, Xiaohongshu has over 300 million registered users, of those, 70% are post-90s. The number of users is undergoing rapid and continuous growth.

Xiaohongshu utilizes technologies, such as artificial intelligence and machine learning, to tailor content recommendations to individual users, incubating new consumer trends. Impressions posted on the Xiaohongshu community touch on all areas of lifestyles, such as fashion, beauty and health care, cosmetics, food, travel, entertainment, reading, fitness, and childcare. Over three billion impressions are created on Xiaohongshu daily, introducing brands from over 190 countries and regions. By posting a massive number of authentic content, Xiaohongshu has grown to the most effective brand reputation library. Xiaohongshu endorses emerging Chinese brands for achieving a good reputation in the market.

In September 2015, Premier Li Keqiang investigated Xiaohongshu and said, “What you have achieved now is 30% of innovation and 70% of efforts.” In 2019, the Ministry of Industry and Information Technology and the Internet Society of China listed Xiaohongshu as one of China’s Top 100 Internet Companies.