Besides Tmall Global and JD Worldwide, Xiaohongshu (Little Red Book, a.k.a. RED) and Netease Kaola are also leading platforms in China's cross-border e-commerce market. Let's take a look at a quick comparison of users on these two platforms including the demographic profile and geographic distributions.
Xiaohongshu is way ahead of Netease Kaola in terms of user growth after it reached the 100-million-user milestone in May 2018. It maintained double-digit growth rate in the second half of 2018, between 20%-30% except December. Xiaohongshu consists of mainly female users, accounting for 82.6%, while Kaola's female users ratio is 71.2% according to data from MobData.
Over half of Xiaohongshu users are 24 y-o and younger (53.5%), comparing with Kaola's 34.8% in this age group. Kaola's 25-34 y-o group accounts for 46% of all users.
Xiaohongshu users have a preference for music while Kaola's users prefer to finance management. Huawei is the top smartphone brand used by Kaola...
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