In October last year Kim Kardashian joined Little Red Book (aka Xiaohongshu), a Chinese content and shopping platform that has more than 100 million registered users. The site’s KOLs (key opinion leaders) are extremely powerful, directing consumers straight to the shopping pages.
Models Gigi (left) and Bella Hadid present creations for fashion house Versace in Milan. Photo: AFP
Hong Kong-based actress and Dior brand ambassador Angelababy has more than 14.4 million followers on the site. Kim Kardashian has a mere 171,000, a far cry from the 135 million she has on Instagram, which is banned in China.
Similarly, American model Karlie Kloss has 394,000 followers on the Chinese site compared to eight million on Instagram. Kloss joined Little Red Book to promote her campaign for Estee Lauder, but according to sources at the brand, she “barely made a dent”.