Xiaohongshu Has Released Report on Search Habits Among Youth in China
Xiaohongshu, a leading Chinese lifestyle platform, has released a mid-year report detailing search habits among young users in China. The report reveals key lifestyle trends based on extensive data analysis.
Several prominent search behaviors and topics are coming to the fore in the first half of 2024. Xiaohongshu noted that its user base includes 300 million monthly active users, with a substantial portion being Gen Z. A significant portion of these users engage with the platform’s search function frequently, with an average of six searches per day. The platform has become a popular tool for seeking advice on various lifestyle topics, including travel, pets, food, fitness, and fashion. The search habits report outlines that small-town tourism is gaining traction, with users exploring lesser-known destinations and cultural experiences. In terms of pets, the Bichon Frise and Ragdoll cats have emerged as popular breeds, and Xiaohongshu is used extensively for pet naming. The culinary trends show a rise in searches for cooking tutorials, while fitness enthusiasts are increasingly turning to the platform for walking routes and home workout ideas. Fashion searches reveal a shift towards comfort, with young men particularly interested in style makeovers.
Image Credit: Xiaohongshu
Several prominent search behaviors and topics are coming to the fore in the first half of 2024. Xiaohongshu noted that its user base includes 300 million monthly active users, with a substantial portion being Gen Z. A significant portion of these users engage with the platform’s search function frequently, with an average of six searches per day. The platform has become a popular tool for seeking advice on various lifestyle topics, including travel, pets, food, fitness, and fashion. The search habits report outlines that small-town tourism is gaining traction, with users exploring lesser-known destinations and cultural experiences. In terms of pets, the Bichon Frise and Ragdoll cats have emerged as popular breeds, and Xiaohongshu is used extensively for pet naming. The culinary trends show a rise in searches for cooking tutorials, while fitness enthusiasts are increasingly turning to the platform for walking routes and home workout ideas. Fashion searches reveal a shift towards comfort, with young men particularly interested in style makeovers.
Image Credit: Xiaohongshu
Trend Themes
1. Small-town Tourism - The rise in searches for lesser-known destinations suggests a trend towards more intimate and culturally rich travel experiences among Chinese youth.
2. Pet-centric Searches - The popularity of breeds like Bichon Frise and Ragdoll cats underscores a burgeoning trend in pet ownership and personalized pet care.
3. Comfort-focused Fashion - A shift towards comfort in fashion searches indicates a growing demand for stylish yet practical clothing options, particularly among young men.
Industry Implications
1. Travel and Tourism - Increasing interest in small-town tourism presents opportunities for developing niche travel packages and promoting lesser-known destinations.
2. Pet Care - The surge in pet-related searches highlights an expanding market for pet products, services, and specialized care.
3. Fitness and Wellness - The growing number of searches for walking routes and home workouts reflects a rising trend towards accessible and convenient fitness solutions.
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