China's Instagram-like Xiaohongshu making inroads with e-commerce sales

Since Tera Feng started documenting her enviable Shanghai lifestyle, including visits to art galleries and fashion events on Chinese social media eight years ago, she has built up a following of more than 500,000 people. While that is a drop in the vast ocean of China's consumer market, Feng and brands she works with have found her audience - mainly financially independent urban Chinese women - is willing to spend. A recent switch to livestream selling on social media platform Xiaohongshu three months ago has seen Feng sell everything from a 15,000 yuan ($2,060) Carven suit to her favorite brand of rice that costs 60 yuan for a 1 kg bag.

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China's Instagram-like Xiaohongshu making inroads with e-commerce sales

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