beyond selfies and hashtags–Little Red Book on the rise
In the simplified Chinese internet community that consisted of social platforms and general E-commerce platforms, Little Red Book (Xiao Hong Shu) stands out as the Chinese Instagram. The app, which is based on the popular book of the same name, focuses on user-generated content, mostly in the area of fashion, beauty, and lifestyle. Little Red Book app’s target demographic is mostly urban women aged 18 to 35 years old. The app started as a product review platform, where users were looking for luxury fashion and beauty products from overseas as well share their latest shopping tips with others on board. ...

