In an unexpected yet strategic move, WeChat has been quietly introducing a new content feature, closely resembling the popular Chinese lifestyle platform, Xiaohongshu (Little Red Book).
Through subtle UI adjustments, primarily using red dot notifications, WeChat has begun channeling users into a dual-column, image-text format that feels strikingly similar to Xiaohongshu’s interface.
This development, which is currently undergoing grey testing, indicates a shift in Tencent’s broader strategy to diversify its content offerings and tap into new audience segments.
For many users, clicking on the familiar notification initially leads them to articles shared by friends but increasingly reroutes them to a dual-column layout showcasing various content types, from videos to trending topics.
This deliberate yet understated change hints at WeChat’s ambition to capture the growing market for social-driven, lifestyle content—a space where Xiaohongshu has excelled. By leverag...
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