Xiaohongshu is betting big on Double 11

Double 11 is one of the most important shopping events in China, and Xiaohongshu is a powerful platform for influencing shopping choices with a daily average search volume of 300 million. This year, Xiaohongshu continued its rapid growth and allowed merchants to explore new opportunities for success.

Always a provocateur, Xiaohongshu boasts unique features for diverse users. Most notably, its official report on Double 11 showed brands saw growth rates exceeding 10 times on the platform, utilising influencer live streaming, store live streaming, and product notes native to Xiaohongshu.

During Double 11, Xiaohongshu’s ecommerce division released the Focus30 Monthly Brand Rankings, which evaluates 30 breakthrough brands based on their growth across transactions, business methods, and brand development. This approach allows Xiaohongshu to stand out in the competitive ecommerce landscape and demonstrates the value of influencers.

This Double 11, ecommerce orders on Xiaohongshu were 3.8 times higher compared to the same period the previous year, while the number of participating merchants increased by 4.1 times, and live streaming gross merchandise value (GMV) grew by 4.2 times. In addition, the number of merchants broadcasting on the platform during the festival increased by eight times compared to last year, with GMV growing 6.9 times.

Furthermore, product notes also experienced rapid growth during Double 11, with GMV growing by 3.6 times compared to the same period the previous year. Several merchants achieved sales exceeding one million RMB through product notes.