SHANGHAI, Aug. 13,
2024 /CNW/ -- Xiaohongshu, a leading lifestyle
platform in China, recently
unveiled its mid-year search report, highlighting lifestyle
insights based on the search data from their users in the first
half (H1) of 2024. By analyzing the search trends of millions of
users, the report identifies the top lifestyle data worth
noting.
As of the end of 2023, the monthly active users
of Xiaohongshu had surged to 300 million, with 50% of the user
base belonging to Gen Z. Interestingly, 70% of these users actively
engage with the platform's search function. "Whenever you can't
make a decision, turn to Xiaohongshu " has seamlessly become part
of the daily routines of many Chinese individuals, reflecting a
preference to search on Xiaohongshu for everyday needs and
interests.
According to the report, users engage in an average of 6
searches per day, with a third of new users making search part of
their initial actions upon the first day of opening the app,
essentially utilizing Xiaohongshu as a search engine. The most
popular search periods fall between 3 PM - 5
PM and 8 PM - 10 PM. Search
topics range from seeking inspiration for learning and work,
addressing life and emotional challenges, to discovering tips on
fitness, fashion, and other aspects of daily life.
Paris is undoubtedly the
hottest city this summer, with a video shot by the renowned French
footballer Kylian Mbappé gaining immense popularity. His unique
accent while speaking Chinese has sparked widespread interest. The
video reveals Xiaohongshu's search function targeting specific life
scenarios, connecting with a range of diverse lifestyles. For
instance, searches like where to find "travel destinations with
nice views and fewer people," "restaurants with tasty food," and
"dribbling techniques" showcase the versatility of Xiaohongshu's
search capabilities.
Some of the trends include:
Traveling: No More Wrong Turns, No More Wasted Coins
In 2024, small-town tourism is booming as a popular pursuit for
young adults. Using Xiaohongshu, travelers are discovering trendy
small cities, with Yuncheng, Bijie, and Quzhou being the top three
popular places in China.
Additionally, museum visits have surged with over 12 million
searches. Exploring history and culture, visitors now shop for
unique museum souvenirs, even traveling specifically for museum
experiences. On Xiaohongshu, Chinese travelers leave their
footprint worldwide, from small towns to Paris, where they hunt for popular fridge
magnets like a vintage Eiffel Tower man holding a baguette.
Fun Fact: Currently, the
#Xiaohongshu Spectator Group hashtag topic has reached
310 million views during the sports season, with everyone
sharing fun encounters of meeting athletes while touring
Paris.
Pets: Furry Babies and Bosses
In H1 2024, the most popular breed of dog on Xiaohongshu was the
Bichon Frise, while the most searched breed of cat was the Ragdoll.
Notably, Xiaohongshu has taken on the responsibility of being the
#Pet Naming Bible, with pet owners turning to Xiaohongshu to find
the perfect names for their furry companions. During the report
period, users contributed to naming 4,758 cats. Over 10,000 users
have embraced office cat-parenting, openly caring for their
adorable creatures in the workplace, with having office cats
becoming a new employee perk.
Fun Fact: The search volume related to cats is nearly 26 million
more than that of dogs.
Food: Culinary Exploration, Eat Deliberately
On Xiaohongshu, in the beginner chef development program, the
first step is to search for tutorials, where #Cola Chicken Wings
stands out as the most searched dish with 354.7M views. For novice chefs, as long as they
follow the universal recipe and prepare spring onions, ginger,
cola, and chicken wings, and avoid using blue-colored cola that may
turn the wings green, the final presentation will not disappoint.
Data indicates that residents of Guangzhou, Shenzhen, and Shanghai have a penchant for Luosifen (snail
rice noodles), while people in Chengdu are keen on searching for delicious
and healthy options.
Fun Fact: During the Chinese New Year, 110,000 people searched
for #Solo Dining.
Fitness: Save a Fitness Post, Closer to Working Out
With the rise of the 'citywalk' trend among Gen Zers on Chinese
social media, #Take a walk has also become one of the hottest
activities on Xiaohongshu. On the platform, some are searching for
walking routes, others are looking for walking outfit ideas, while
a few are quietly researching what heart rate constitutes a steady
walk or what to talk about while strolling with a date. On
March 14th, before the
summer heat hit, 1.57 million Xiaohongshu users collectively
pledged to slim down, although whether they achieve it remains to
be seen.
Fun Fact: The favorite workout spot for nearly 60,000 people is
at home, where unrolling a yoga mat can transform any space into a
gym.
Fashion: Embrace Changes, Comfort Rules
In H1 2024, nearly 20,000 young men on Xiaohongshu sought style
makeovers, including clothing, hairstyles, and shoe pairings.
Notably, @Xiao Ai, a man who underwent a successful style
transformation, achieved his personal goal of finding a partner
through embracing change. After that, a hashtag #tingquan went
viral on the platform. Users hold a sign with the Chinese
characters "tingquan," meaning "listening to advice," inviting
others to weigh in on how to improve their appearance.
Fun Fact: female users demonstrated a significantly higher
demand and interest in sneakers compared to high heels,
prioritizing comfort over beauty when it comes to potential
purchases.
Study: Ready to Level Up at Any Moment
Even as they move beyond their academic years, many Chinese
adults prioritize two key areas for self-improvement: fitness and
English learning. On Xiaohongshu,
mature-age study has emerged as a popular choice, proving it's
never too late for a fresh start. In H1 2024, 80,000 users aged
over 30 actively explored academic opportunities.
Additionally, search data reveals that 560,000 users over the age
of 30 still have nightmares related to math exams.
Fun Fact: 31,000 users are banking on apps to make themselves
more disciplined.
Relationships: Self-Love, Love Others
Building a fulfilling intimate
relationship is a lifelong endeavor for
everyone. Whether navigating communication skills with
a crush or finding a decent way for breakup, Xiaohongshu has become
the go-to guidebook for many in matters of the heart. When it comes
to the art of love, users are empowered to dictate their own pace.
The search topic #Gifts for Boyfriend is the front runner in the
emotional landscape, emerging as the most sought-after topic.
Fun Fact: Nearly 950,000 male users on Xiaohongshu are searching
for ways to reconcile with their partners after a breakup.
Other trends include whimsical workplace searches like "How to
choose a good cubicle at work" and "How to hold back laughter
during meetings"; and psychology and self-development searches like
"How to find an opportunity to escape from a gathering as an
introvert" and "How to discern the MBTI of people around you."
With the mission to "inspire lives",
Xiaohongshu is a community and platform enriched by authentic
sharing and interactions. Central to its appeal is the warmth of
its community, where users find comfort and value in shared
experiences. Millions of users recording their daily lives on
Xiaohongshu have made it an irreplaceable platform for younger
generations in China, becoming a
key source of inspiration for lifestyle decisions.
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SOURCE Xiaohongshu