WeChat
FlowBeijing
“Your Lifestyle Interest Community”
你的生活兴趣社区
Traditionally, Xiaohongshu has been associated with beauty, fashion, and luxury.
Now, the platform is also becoming a space for professional discussions and business-focused content.
This shift is visible in the rise of hashtags such as:
- #跨境电商 (cross-border e-commerce) | 2.95 billion views 24.135 million discussions
- #品牌出海 (brands going global) | 740 million views 1.462 million discussions
- #市场营销 (marketing) | 430 million views 2.134 million discussions
- #创业 (entrepreneurship) | 13.46 billion views 71.747 million discussions
- #职场 (career) | 31.49 billion views 78.929 million discussions
- #制造业 (manufacturing industry) | 340 million views 1.906 million discussions
- #B2B | 11.341 million views 69,000 discussions
The potential is clear. But what does business and professional content on REDNote actually look like?
Here are some examples.
普华永道 You Plus
PwC You Plus Program
Followers: 2560+
PwC uses Xiaohongshu to connect with young professionals through its “You Plus” program. The account shares job-hunting tips, training opportunities, and career advice, positioning PwC as a trusted career mentor rather than just an employer.
James 销售专业人士教练
James Sales Coach
Followers: 24k+
James publishes tips and insights on sales strategy, focusing on helping Chinese sales directors and their teams improve business English and win international clients. His strong following shows the demand for professional training content on RED.
智云研报 Zhiyun Research
Followers: 4700+
A research institute that shares daily industry reports across multiple sectors. Reports are offered in PDF format and made available through their RED shop, showing how insights-driven content can attract and monetize professional audiences on the platform.
JH 聊数字化营销
JH Digital Marketing Insights
Followers: 8050+
A personal account run by a former digital marketing team lead. Content covers website design, Google Ads, SEO, and consulting, showing how individual professionals can build authority and attract business leads on RED.
EqualOcean
Followers: 6440+
A research-driven think tank supporting Chinese companies in their international expansion. Through insights, regional channels, and deep analysis, EqualOcean shows how RED can also serve as a platform for B2B organizations and industry knowledge.
While REDnote is still widely associated with beauty, fashion, and lifestyle, the numbers show that audiences are actively engaging with business-focused content.
At the moment, most visibility goes to personal accounts, but companies that don’t naturally fit the lifestyle mold, such as B2B brands, can find a unique opportunity.
With low competition and a trust-driven community, RED allows brands to share expertise, build credibility, and connect with professional audiences in an authentic way.
