Outside of China, Xiaohongshu's user base is relatively small, mainly for the following reasons:
Regional Cultural Differences:Xiaohongshu mainly serves Chinese users, and its content, topics, and cultural elements are more in line with the tastes and interests of Chinese users. In other regions, users may be more inclined to use local social platforms or more popular international social apps.
Language Restrictions:Much of Xiaohongshu's content is in Chinese, and while there is some English content, language can be a barrier for non-Chinese users, affecting their use and engagement.
Market Competition:In overseas markets, social ** competition is fierce, and giant platforms such as Instagram, Facebook, and Twitter have occupied most of the market share. Xiaohongshu has to face these strong competitors, making it more difficult to expand in overseas markets.
Promotion and publicity:Xiaohongshu has a strong promotion and publicity in the Chinese market, but the promotion in overseas markets may not be as active and in-depth, resulting in limited visibility and user volume in overseas markets.
Although Xiaohongshu also has a certain user base outside of China, there is still a certain gap compared to the popularity of the Chinese market.