How Xiaohongshu (Red) pivoted toward its fast growth

Following the increasing cost of acquiring new users, platforms strive to keep them engaged and increase repeat usage. Taking the popular social platform Xiaohongshu as an example, it took 1,644 days to hit 100 million users from December 05, 2013 to June 06, 2018. As of January 2019, its registered users has exceeded 200 million.

Its monthly active users reached 85 million according to an internal memo leaked in June 2019.

Let’s take a look at Xiaohongshu’s strategies of obtaining yo...