Reorganizing e-commerce sectors of Xiaohongshu to emphasize live streaming as a top priority
Xiaohongshu Embraces Live Streaming and Content E-commerce for Growth
In the ever-evolving world of e-commerce, Chinese platform Xiaohongshu (Red) is making a name for itself as a standout performer. The company has been building its e-commerce and live streaming operations for years, aiming to compete with giants like Douyin (TikTok), Taobao Live, and Kuaishou.
The platform is focusing on sustainability and the certainty of merchant operations in its e-commerce business, which has entered a new phase. This strategy seems to be paying off, as content e-commerce continues to show a growth advantage in China. Online sales facilitated by content e-commerce surged 55.9% year-on-year in 2023.
One of the key factors behind Xiaohongshu's success is the integration of content, e-commerce, and live streaming. This approach allows brands to better convey their philosophy and potentially save costs. The platform's popularity is evident in the number of new merchants it attracts. In 2023, the number of new merchants in Xiaohongshu's home furnishings sector grew fourfold year-on-year, and the fashion sector saw more than a sixfold increase.
Despite a slight decline in overall e-commerce sales in 2023, online sales facilitated by content e-commerce continued to grow significantly. Even in the face of a 5.8% dip in total e-commerce sales, content e-commerce managed to buck the trend. Interestingly, while total retail sales of China's fast-moving consumer goods dipped by 0.04% year-on-year in 2023, online sales facilitated by content e-commerce saw robust growth.
As of September 2025, there is no publicly confirmed information about who has taken over the leadership of the unified e-commerce operations and live streaming for Key Opinion Leaders (KOLs) and influencers on Xiaohongshu. However, it is common for China Tech-Media such as 36Kr, LatePost, or People’s Daily to report on such strategic personnel decisions.
Typically, such announcements follow a certain pattern. Internal communication about the new structure is usually the first step. This is often followed by an official announcement during a company presentation or New Year's meeting. Finally, industry media report the details of the new leadership.
Until an official announcement is made, keeping up with the latest industry news from China is key. Paying attention to tech and economic media such as 36Kr, LatePost, TechNode, and Caixin is highly recommended. Searching for "Xiaohongshu fusioniert E-Commerce-Live-Streaming-Verantwortlicher" (Xiaohongshu merged E-Commerce-Live-Streaming-Manager) in search engines and on Chinese social media platforms, and following official Xiaohongshu channels on Weibo or WeChat for updates are also good strategies.
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