Xiaohongshu, a Chinese social media platform similar to Instagram, is gaining traction as an ecommerce channel for high-end and niche brands.

The platform’s integration of livestream ecommerce and a conversational influencer approach stands in contrast to the more aggressive sales tactics used on platforms like Alibaba’s Taobao and ByteDance’s Douyin.

Luxury brands, such as Coach and L’Oreal, are increasingly using Xiaohongshu.

Some brands open stores directly on the platform, while others partner with influencers for livestream events showcasing various products.

Recent Xiaohongshu developments