As one of the most popular social media platforms, Red, or Xiaohongshu (Little Red Book) combines community and e-commerce. As of October 2019, Red’s monthly active users exceeded 100 million. The majority of its users are 25-35 years old and have strong purchasing power. This shopping and sharing platform is seen as a true word-of-mouth sharing community. Before buying products, users usually refer to reviews on Red. It’s a consumer decision portal that deserves brand attention. Users can share text, images and short videos. These touch on all areas of lifestyle, such as fashion, food, travel, cosmetics and beauty, entertainment, books, fitness, and childcare products. Learn how to do marketing on RED in this episode of Digital China with Natalia Drachuk from Alarice and ChoZan.