According to the latest public data, Xiaohongshu has grown into a national lifestyle platform with 350 million monthly active users. The following are core statistics across various dimensions.
I. Rednotes User Scale
| Metric | Latest Data | Date | Source |
|---|---|---|---|
| Monthly Active Users (MAU) | 350 million | August 2025 (official) | Beijing Business Today, Xiaohongshu official |
| Daily Active Users (DAU) | 128–130 million | May–October 2025 | Multiple sources |
| Overseas DAU | > 2.8 million | January 2025 | Platform data |
I. Rednotes Content & Search Data
| Metric | Latest Data | Date |
|---|---|---|
| Daily note impressions | > 8.5 billion | 2025 (third-party) |
| Daily searches | > 1 billion | May 2025 |
| Search traffic share | ~50% | 2025 |
| Search penetration among MAU | 70% | 2025 |
| Content creators | > 100 million | 2025 |
| Daily content posts | > 40 million | Early 2025 |
| Daily sessions per user | 16.6 times | Double 11 period 2025 |
III. Rednotes Revenue & Profit
| Metric | 2025 Data | YoY Growth |
|---|---|---|
| Annual revenue | ~¥42 billion (~$5.8B) | +40% |
| Advertising revenue | ¥32 billion (~$4.4B) | — |
| Net profit | ~$3 billion (≈¥23.4B) | +200% (triple 2024) |
Rednotes Revenue & Profit Growth Chart
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Xiaohongshu Revenue & Profit Growth Trend (2023–2025)
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2023 2024 2025
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Total Revenue (¥B) — 300+ 420
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Ad Revenue (¥B) — 216 320
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Profit ($B) — 10 30
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Ad revenue share trend:
2023 ████████████████████░░░░░░░░ 65%
2024 ██████████████████████░░░░░░ 72%
2025 ██████████████████████████░░ 76%
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
IV. Rednotes E-commerce Business Datas
Xiaohongshu e-commerce GMV has two different reporting scopes:
Scope 1: Broad GMV (includes off-platform transactions, e.g., Taobao referrals)
| Metric | 2025 Data |
|---|---|
| Broad GMV | > ¥850 billion |
| Conversion rate | 0.7%–1.2% |
| Douyin (TikTok) GMV (same period) | ~¥4.3 trillion |
| Tmall/Taobao GMV (same period) | ~¥9.5 trillion |
Scope 2: On‑platform GMV (closed‑loop transactions within Xiaohongshu)
| Metric | 2025 Data |
|---|---|
| Cumulative GMV after Double 11 | ¥120 billion |
| Double 11 period contribution | ¥18 billion |
| Estimated full‑year GMV | ~¥140 billion |
| 2024 full‑year GMV | ~¥80 billion |
Apparel contributed nearly ¥70 billion; home & lifestyle about ¥20 billion.
Rednotes Comparison Chart of GMV Scopes
Xiaohongshu E‑commerce GMV by Scope (2025)
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Broad GMV (incl. off‑platform referrals): ¥850B
On‑platform GMV (closed‑loop): ~¥140B
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Broad ████████████████████████████████████████████ ¥850B
On‑platform ██████████░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░ ¥140B
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Note: Broad GMV includes transactions completed on other platforms (e.g., Taobao) after being inspired on Xiaohongshu
Rednotes Core E‑commerce Operating Metrics
| Metric | Latest Data | Source |
|---|---|---|
| Daily active purchase‑intent users | 39 million | April 2026 GROW Conference |
| Daily purchase‑intent queries | 140 million | April 2026 GROW Conference |
| 2025 GMV growth (high‑quality merchants) | >2.6x YoY | rise100 Top Merchants |
| Returning customer contribution (high‑quality merchants) | 81% | rise100 Top Merchants |
| Average repurchase rate (high‑quality merchants) | 32% | rise100 Top Merchants |
V. Red Advertising Business
| Metric | 2025 Data |
|---|---|
| Ad revenue | ¥32 billion (~$4.4B) |
| Share of total revenue | 76% |
| Ad revenue share two years ago | 65% |
Ad Revenue Share Trend
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Xiaohongshu Ad Revenue Share Trend ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ 2023: ████████████████████████████████████░░░░░░░░░░ 65% 2024: ██████████████████████████████████████████░░░░ 72% 2025: ██████████████████████████████████████████████ 76% ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
VI. Rednotes User Demographics
1. Rednotes Gender Split
| Gender | Share |
|---|---|
| Female | 71.98% |
| Male | 28.02% (steadily increasing) |
2. Rednotes Age Structure
| Age Group | Share |
|---|---|
| Born after 1995 (Gen Z) | 50% |
| Born after 2000 | 35% |
| Post‑95 + Post‑00 combined | 85% |
| Age 18–24 | >43% |
| Age 25–34 | >36% |
| Under 30 | 54.2% (QuestMobile, Oct 2025) |
3. Rednotes City Tier Distribution
| City Tier | Share |
|---|---|
| Tier 1 & new Tier 1 | 66% |
| Tier 2 | 16% |
| Tier 3 | ~10% |
| Tier 1 & Tier 2 combined | 50% (official broad definition) |
4. Rednotes Spending Power
| Metric | Data |
|---|---|
| Annual spending per user | 1.8x that of traditional e‑commerce users |
| High‑net‑worth user share | 50% |
User Demographics Chart
Xiaohongshu User Demographics (2025) ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Gender: Female ██████████████████████████████████████████████ 71.98% Male ██████████████████░░░░░░░░░░░░░░░░░░░░░░░░░░░░ 28.02% Age: Post‑00 ████████████████████████████████░░░░░░░░░░░░░░ 35% Post‑95 ██████████████████████████████████████████████ 50% ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
VII. Rednotes Valuation & Commercialization
| Metric | Latest Data |
|---|---|
| Valuation | $31 billion (≈¥220 billion) |
| Ad revenue per MAU | ¥91.4 (5x Weibo’s ¥18.6) |
| 2025 estimated profit | $3 billion |
| Ad click‑through rate | 3.2% (above industry avg 2.5%) |
Rednotes Fashionchinaagency Insights
- User growth stabilizing: MAU stable at 350 million. We think Platform has shifted from user acquisition to deeper engagement.
- Advertising is the main driver: Ads revenue share rose from 65% (2023) to 76% (2025), reaching ¥32 billion out of total revenue ~¥42 billion.
- E‑commerce strategy clearer: Xiaohongshu.com abandoned head‑on competition with general e‑commerce platforms, focusing on a “quality goods” positioning. High‑quality merchants saw GMV grow >2.6x YoY, with returning customers contributing 81%.
- Rednotes High‑value user base: 66% from Tier 1 & new Tier 1 cities; annual spending per user 1.8x that of traditional e‑commerce users; ad revenue per MAU ¥91.4, 5x Weibo’s.
- Rednotes Search as core entry point: The Daily searches exceed 1 billion; search traffic share ~50%; search penetration among MAU 70%.
- Rednotes Strong growth momentum: 2025 estimated profit $3 billion, triple 2024; valuation rebounded to $31 billion.
Data notes: Figures are compiled from public reports, third‑party data platforms, and official disclosures. Statistical periods and definitions may vary. For reference only.
If you need help on Rednotes contact us.
The Xiaohongshu (Little Red Book / RedNote) resources, written (and translated) by our Chinese experts in the practical, Fashion China Agency straightforward, actionable insights for fashion, luxury, and lifestyle brands entering or scaling in China.
3 Key Chinese Reports on Xiaohongshu (2025–2026)
- Qian Gua Data 2025 “Active Users” Research Report (Xiaohongshu Platform) This in-depth report breaks down Xiaohongshu’s 300 million monthly active users, with a 3:7 male-to-female ratio, 35% Gen Z (post-2000), strong search penetration (70%), and detailed user insights across eight major categories essential reading for brands aiming to master authentic “seeding” and community-driven discovery in fashion, beauty, and lifestyle.
- Huaxin Securities Xiaohongshu: From Seeding to Lifestyle Interest Community (October 2025 Research Report) A professional securities analysis exploring how Xiaohongshu evolved from pure product “seeding” into a vibrant lifestyle interest community, covering high-quality content value, community culture, digital marketing, and content e-commerce opportunities — particularly useful for fashion and luxury brands planning long-term platform investment.
- Xinhong Data (NewRank) – Xiaohongshu Industry Insight Report Series Regular sector-specific reports (e.g., luxury, beauty, sport & outdoor) that deliver actionable data on content trends, brand influence, and marketing performance on Xiaohongshu perfect for brands seeking data-backed strategies to boost visibility and conversions through authentic UGC.
- One Recommended Resource from Marketing to China : Xiaohongshu Statistics and User Demographics for 2025 , This practical English overview highlights key 2025 platform stats around 190 million MAU, ~70% female users, high trust in social reviews (82%), and strong appeal among younger, urban consumers making it a solid starting point for international fashion and lifestyle brands to understand Xiaohongshu’s marketing potential and user behavior.