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Reuters Published December 16, 2024 Reading time
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China's Instagram-like Xiaohongshu making inroads with e-commerce sales

By
Reuters Published
December 16, 2024

Since Tera Feng started documenting her enviable Shanghai lifestyle, including visits to art galleries and fashion events on Chinese social media eight years ago, she has built up a following of more than 500,000 people.

While that is a drop in the vast ocean of China's consumer market, Feng and brands she works with have found her audience - mainly financially independent urban Chinese women - is willing to spend.

A recent switch to livestream selling on social media platform Xiaohongshu three months ago has seen Feng sell everything from a CHY15,000 ($2,060) Carven suit to her favorite brand of rice that costs CHY60 for a 1 kg bag.