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SHANGHAI (ANTARA/PRNewswire) — Xiaohongshu, China’s leading lifestyle platform, recently released its mid-year search report, highlighting lifestyle insights based on user search data in the first half (H1) of 2024. By analyzing the search trends of millions of users, the report identified the most noteworthy lifestyle data.
By the end of 2023, Xiaohongshu’s monthly active users have surged to 300 million, with 50% of the user base belonging to Generation Z. Interestingly, 70% of these users actively use the platform’s search function. “Whenever you can’t make a decision, turn to Xiaohongshu” has seamlessly become a part of many Chinese people’s daily lives, reflecting people’s tendency to search for daily needs and interests on Xiaohongshu.
The report shows that users conduct an average of 6 searches per day, and one-third of new users search as part of their initial actions on the first day of opening the app, essentially using Xiaohongshu as a search engine. The most popular search times are 3-5pm and 8-10pm. Search topics include finding inspiration for study and work, solving life and emotional problems, and discovering tips on fitness, fashion, and other aspects of daily life.
Paris is undoubtedly the hottest city this summer, and a video shot by French football superstar Kylian Mbappe has set off a wave of interest. His unique Chinese accent has attracted widespread attention. The video shows the search function of Xiaohongshu for specific life scenarios, connecting a variety of lifestyles. For example, searches such as “tourist destinations with beautiful scenery and few people”, “delicious restaurants”, and “dribbling skills” show the diversity of Xiaohongshu’s search functions.
Some of these trends include:
Travel: No more taking the wrong path, no more wasting coins
Small town tourism will flourish in 2024 and become a popular tourist attraction for young people. Tourists use Xiaohongshu to explore trendy small cities, with Yuncheng, Bijie and Quzhou being the three most popular places in China. In addition, museum visits have surged, with more than 12 million searches. To explore history and culture, tourists now buy unique museum souvenirs and even travel specifically for museum experiences. On Xiaohongshu, Chinese tourists have traveled all over the world, from small towns to Paris, where they look for popular fridge magnets, such as the retro Eiffel Tower man holding a baguette.
Fun fact: The #XiaohongshuWatchingGroup topic has been read 310 million times so far during the sports season, with people sharing their interesting encounters with athletes while traveling in Paris.
Pets: Furry Babies and Bosses
In the first half of 2024, the most popular dog breed on Xiaohongshu was the Bichon Frise, while the most searched cat breed was the Ragdoll Cat. It is worth noting that Xiaohongshu has taken on the responsibility of being the “pet naming bible”, and pet owners have turned to Xiaohongshu to name their pets. During the reporting period, users named 4,758 cats. More than 10,000 users have started to raise cats in the office, openly caring for their lovely pets in the workplace, and raising office cats has become a new benefit for employees.
Fun fact: cat-related searches outnumber dog-related searches by nearly 26 million times.
Food: culinary exploration, eating with heart
In the novice chef training program on Xiaohongshu, the first step is to search for tutorials, among which #Coke Chicken Wings has become the most searched dish with 354.7 million views. For novice chefs, as long as they follow the general recipe, prepare the scallions, ginger, cola and chicken wings, and avoid using blue cola that may turn the chicken wings green, the final result will not disappoint. Data shows that residents of Guangzhou, Shenzhen and Shanghai have a special liking for snail noodles, while Chengdu people are keen on finding delicious and healthy food.
Interesting fact: During the Lunar New Year, 110,000 people searched for #Solo Dining.
Fitness: Save fitness posts and get closer to workouts
With the rise of “city walking” among Generation Z, #walking# has also become one of the most popular activities on Xiaohongshu. Some people search for walking routes on Xiaohongshu, some are looking for walking outfits, and some are quietly studying what heart rate is considered a stable walk and what topics to talk about when going on a walk date. On March 14, before the arrival of the hot summer, 1.57 million Xiaohongshu users collectively posted a message promising to lose weight, but whether they will succeed remains to be seen.
Fun fact: Nearly 60,000 people’s favorite place to work out is at home, and rolling out a yoga mat can turn any space into a gym.
Fashion: Embrace change, the rule of comfort
In the first half of 2024, there were nearly 20,000 young men on Xiaohongshu seeking style transformations, including clothing, hairstyles, and shoe matching. Notably, @小艾, a man who successfully completed a style transformation, achieved his personal goal of finding a partner by embracing change. Since then, the #听泉# hashtag has become popular on the platform. Users hold signs with the Chinese characters “听泉”, which means “listen to advice”, inviting others to weigh in on how to improve their appearance.
Fun fact: Female users have significantly higher demand and interest in sneakers than high heels, and they prioritize comfort over aesthetics when making potential purchases.
Research: Always ready to upgrade
Even after school age, many Chinese adults still prioritize two key areas of self-improvement: fitness and English learning. On Xiaohongshu, mature-age learning has become a popular choice, proving that it’s never too late to start over. In the first half of 2024, 80,000 users aged 30 and above actively explored academic opportunities. In addition, search data shows that 560,000 users aged 30 and above still dread math exams.
Fun fact: 31,000 users rely on the app to make themselves more disciplined.
Relationships: Love yourself and others
Building a happy intimate relationship is everyone’s lifelong career. Whether it is how to communicate with a crush or how to find a decent way to break up, Xiaohongshu has become the preferred guide for many people on relationship issues. When it comes to the art of love, users can decide their own pace. #赠朋友的礼品# is in the leading position in the search topic in the field of emotions and has become the most popular topic.
Interesting fact: Nearly 950,000 male users on Xiaohongshu are looking for ways to reconcile with their partners after a breakup.
Other trends include whimsical workplace searches, such as “how to choose a good cubicle for work” and “how to suppress laughter during meetings”; and psychology and self-development searches, such as “how to find an escape from a party as an introvert” and “how to identify the MBTI of those around you.”
With the mission of “inspiring life”, Xiaohongshu is a community and platform full of authentic sharing and interaction. The core of its appeal lies in the warmth of the community, where users find comfort and value in sharing experiences. Millions of users record their daily lives on Xiaohongshu, making it an irreplaceable platform for China’s younger generation and an important source of inspiration for lifestyle decisions.
Source: Xiaohongshu
Reporter: PR Wire
Editor: PR Wire
Copyright © ANTARA 2024
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