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    rednote-user-analysis

    The user base of Xiaohongshu has the following characteristics:

    1. User Scale and Gender Ratio
      • User Scale: Xiaohongshu（rednote） currently has over 300 million monthly active users, with more than 80 million community sharers.
      • Gender Ratio: The ratio of men to women is about 3:7, with women making up the dominant position, accounting for more than 70%.
    2. Age and Geographic Distribution
      • Age Distribution:
        • Post-95s account for 50%, and Post-00s account for 35%. Users aged 18-34 make up nearly 90% of the platform, forming the backbone of Xiaohongshu.
        • Ages 18-24 account for 39%, and ages 25-34 account for 38%, with the two age groups being close in proportion.
      • Geographic Distribution:
        • Users from first and second-tier cities account for 50%, and the combined proportion of users from first-tier and new first-tier cities is nearly 70%.
        • Users from second-tier cities account for more than 16%.
    3. User Identity and Labels
      • User Identity:
        • Gen Z: Young, energetic, keen on exploring the unknown, and sharing life experiences.
        • New-Generation White-Collar Workers: Pursue a high-quality life and have strong consumption power.
        • Urban Trendsetters: Focus on fashion and trends, and enjoy sharing lifestyle insights.
        • Single Elites: Independent and self-reliant, with an emphasis on personal life quality.
        • Sophisticated Moms: Pay attention to parenting, family life, and have strong decision-making power in consumption.
        • Pleasure Seekers: Pursue a high-quality life and enjoy trying new things.
      • User Labels:
        • Makeup Enthusiasts: Passionate about beauty, focusing on cosmetics and skincare products.
        • Foodies: Love food, sharing food experiences and recipes.
        • Moms: Focus on parenting, baby products, and parent-child activities.
        • Home Lovers: Emphasize home life, sharing home decoration and life hacks.
        • Working Class: Focus on cost-effective products and life tips.
        • Health Enthusiasts: Pay attention to a healthy lifestyle, sharing health experiences and products.
        • Artistic Youth: Enjoy artistic activities, sharing art, music, and literary content.
    4. User Behavior Characteristics
      • Usage Habits:
        • 40% of users actively search for products or topics they are interested in.
        • 37% of users check out netizen reviews on Xiaohongshu when they are interested in a product.
        • 36% of users keep up with fashion trends.
        • 33% of users look for inspiration, waiting to be "planted grass" (a term used to describe being influenced to try or buy something).
        • 30% of users visit Xiaohongshu because someone shared a note.
      • Sharing Willingness:
        • Users have a strong willingness to share, with content covering a wide range of topics including life inspiration, diverse content, and current hot spots.
      • Consumption Power:
        • 63% of users are elite white-collar workers from companies or organizations, with strong consumption power, and an average monthly expenditure of 4,100 RMB (excluding mortgages and car loans).
        • Over 80% of users have been successfully "planted grass" (influenced to try or buy something) on Xiaohongshu（rednote）.
    5. User Types
      • Celebrities: Share life, work, and fashion insights, attracting a large number of fans.
      • Influencers: Opinion leaders in their professional fields, sharing professional knowledge and experience, such as beauty influencers, fitness bloggers, etc.
      • Ordinary Users: Share daily life, hobbies, and consumption experiences, creating a positive community atmosphere.
      • Brand Corporate Accounts: Official brand accounts, releasing product information, promotional activities, and brand stories.
      • Platform Community Officials: Official Xiaohongshu accounts, releasing platform activities and community rules.
    6. User Satisfaction and Loyalty
      • Satisfaction: The majority of users are satisfied with the content, features, and services of the Xiaohongshu platform.
      • Loyalty: Users have a high level of loyalty to the Xiaohongshu platform, willing to continue using it and recommending it to others.

    These user group characteristics provide valuable market insights for brands, helping them better target their audience and develop precise marketing strategies.（rednote）