Little Red Book Glossary: 50 XHS Terms Every Marketer Should Know
Date Published
Table Of Contents
• Introduction to Xiaohongshu Terminology
• Platform Basics & Core Terms
• User Categories & Influencer Terms
• E-Commerce & Shopping Features
• Engagement & Community Terms
• Advertising & Paid Marketing
• Analytics & Performance Metrics
If you're planning to market on Xiaohongshu (Little Red Book), understanding the platform's unique terminology isn't just helpful—it's essential. Unlike Western social media platforms, Xiaohongshu operates with its own ecosystem of terms, features, and cultural concepts that don't always translate directly into English. For international brands entering China's fastest-growing social commerce space, this linguistic barrier can mean the difference between a successful campaign and a costly misstep.
This comprehensive glossary breaks down 50 essential Xiaohongshu terms that every marketer should master. Whether you're coordinating with Chinese agencies, briefing KOLs, analyzing campaign performance, or developing your content strategy, these terms form the foundation of effective communication and strategic planning on the platform. We've organized them by category rather than alphabetically to help you understand how different platform elements connect and work together.
By the end of this guide, you'll be fluent in XHS terminology and better equipped to leverage Xiaohongshu's 300+ million monthly active users for your brand. Let's decode the language of Little Red Book marketing.
Platform Basics & Core Terms {#platform-basics}
1. Xiaohongshu (小红书)
Literally translating to "Little Red Book," Xiaohongshu is China's leading lifestyle and social commerce platform. The app combines content discovery, social networking, and e-commerce in a unique ecosystem where users share authentic product recommendations and lifestyle inspiration. International brands often refer to it as XHS or RedNote, though the latter gained particular popularity during recent geopolitical discussions. Understanding that Xiaohongshu operates fundamentally differently from Instagram or Pinterest—with discovery-driven algorithms and commerce deeply integrated into the content experience—is crucial for any marketing strategy.
2. XHS
The abbreviation XHS serves as shorthand for Xiaohongshu in English-language marketing discussions. You'll encounter this term frequently in agency communications, analytics reports, and industry articles. Using XHS helps streamline communication, especially when discussing multi-platform strategies that include Douyin, WeChat, and other Chinese digital channels.
3. REDNote
REDNote represents Xiaohongshu's official English brand name, used primarily for international communications and app store listings outside China. While the platform has always been Xiaohongshu domestically, REDNote helps international users identify and download the correct application. Some marketers use this term interchangeably with XHS, though Xiaohongshu remains the most recognized name in marketing circles.
4. Xiaohongshuer (小红书er)
A Xiaohongshuer is simply a user of the Xiaohongshu platform—the community member who creates, shares, and engages with content. The "-er" suffix in Chinese denotes belonging to a group, similar to saying "Redditor" or "YouTuber." Understanding your target Xiaohongshuer's demographics, interests, and content consumption patterns forms the foundation of effective marketing. The platform's users skew predominantly female (approximately 70%), urban, and affluent, with strong interests in beauty, fashion, lifestyle, and travel.
5. Bifenbi (笔分比)
Bifenbi refers to the ratio of notes (posts) to followers on an account. This metric helps identify potentially fraudulent accounts—genuine influencers typically maintain a healthy bifenbi with consistent posting relative to their follower count. An account with millions of followers but only a handful of posts raises red flags. Savvy marketers check bifenbi when vetting potential KOL partnerships to ensure they're working with authentic creators rather than accounts inflated by purchased followers.
Content & Post Types {#content-types}
6. Biji (笔记)
The fundamental content unit on Xiaohongshu is the biji, meaning "note" or "post." Every piece of content published on the platform—whether image, video, or carousel—is called a biji. This terminology reflects the platform's origins as a place for users to share personal notes and recommendations from their experiences. When planning content strategies, you'll discuss biji creation, biji performance, and biji optimization with your team or agency partners.
7. Tuwenbiji (图文笔记)
Tuwenbiji translates to "image-text notes"—the original content format that built Xiaohongshu's reputation. These posts combine high-quality images (up to 9 in a carousel format) with descriptive text, creating visually-driven storytelling. Tuwenbiji remain highly effective for product tutorials, before-and-after transformations, and detailed reviews. The format allows users to save posts for later reference, making it ideal for evergreen content that continues generating engagement months after posting.
8. Shipinbiji (视频笔记)
Shipinbiji refers to video notes, Xiaohongshu's answer to the short-form video trend popularized by Douyin and TikTok. These videos can run up to 15 minutes but perform best between 30-90 seconds. Video content receives preferential algorithmic treatment on Xiaohongshu, making shipinbiji essential for brands seeking maximum reach. The platform's video features include filters, effects, and editing tools, though the aesthetic tends toward natural, authentic content rather than highly polished production.
9. Hecheng (合集)
A hecheng is a collection or series of related notes grouped together, similar to Instagram Guides or Pinterest Boards. Creators and brands use hecheng to organize thematic content—such as "Summer Skincare Routine" or "Tokyo Travel Guide"—making it easier for users to consume comprehensive information on a topic. Hecheng enhance discoverability and position creators as authoritative sources within specific niches, making them valuable tools for content marketing strategies.
10. Zhibo (直播)
Zhibo means "live streaming," a feature that has become increasingly central to Xiaohongshu's commerce strategy. Unlike Douyin's entertainment-focused live streams, Xiaohongshu zhibo typically features product demonstrations, Q&A sessions, and authentic conversations between KOLs and their communities. Live streaming directly integrates with the platform's shopping features, allowing viewers to purchase products without leaving the stream. Brands often coordinate zhibo campaigns with product launches or promotional periods.
User Categories & Influencer Terms {#user-categories}
11. KOL (Key Opinion Leader)
KOL is the Chinese marketing term for influencers—individuals with significant social media followings who can shape consumer opinions and purchasing decisions. On Xiaohongshu, KOLs range from mega-influencers with millions of followers to micro-KOLs with highly engaged niche audiences. The KOL ecosystem on XHS differs from Western influencer marketing because authenticity and detailed product knowledge matter more than follower count alone. Many successful XHS campaigns prioritize mid-tier KOLs over celebrities.
12. KOC (Key Opinion Consumer)
KOC refers to everyday users who create authentic content about products they genuinely use and love, without necessarily having large followings. These "key opinion consumers" represent the peer recommendations that built Xiaohongshu's reputation for trustworthy reviews. KOC content often outperforms polished KOL posts because it resonates as more genuine and relatable. Smart brands activate both KOLs for reach and KOCs for authentic social proof in coordinated campaigns.
13. Mengxin (萌新)
Mengxin translates to "cute newbie"—new users or creators just starting their Xiaohongshu journey. The term carries positive, welcoming connotations within the community. For brands, understanding that many users begin as mengxin before potentially growing into influential creators helps inform long-term relationship-building strategies. Supporting emerging creators early can establish valuable partnerships before their rates increase with popularity.
14. Darenhaogao (达人号)
A darenhaogao is a creator or talent account, as opposed to a business or brand account. These accounts belong to individual content creators—from beauty bloggers to fitness coaches—who build personal brands on the platform. When executing influencer campaigns, you'll primarily partner with darenhaogao accounts. Xiaohongshu's algorithm tends to favor darenhaogao content over obvious brand posts, making KOL partnerships particularly valuable for visibility.
15. Qiyehaogao (企业号)
Qiyehaogao designates official business accounts on Xiaohongshu, similar to verified business profiles on other platforms. These accounts require verification and provide access to additional features like analytics dashboards, advertising tools, and e-commerce integration. Operating a qiyehaogao allows brands to establish official presence, respond to customer inquiries, and publish branded content. However, qiyehaogao posts typically receive less organic reach than darenhaogao content, necessitating a balanced strategy using both owned channels and creator partnerships.
E-Commerce & Shopping Features {#ecommerce-features}
16. Shangcheng (商城)
The shangcheng is Xiaohongshu's integrated shopping mall or marketplace where users can directly purchase products. This native e-commerce functionality transforms Xiaohongshu from a discovery platform into a complete purchase funnel. Users can click product tags within notes, browse the shangcheng, and complete transactions without leaving the app. For international brands, accessing the shangcheng requires partnerships with authorized distributors or cross-border e-commerce solutions, making this a key consideration in industry-specific Xiaohongshu marketing strategies.
17. Dianpu (店铺)
A dianpu is an individual store or shop within Xiaohongshu's ecosystem. Brands, authorized retailers, and even some KOLs can operate dianpu where users browse products, read reviews, and make purchases. Your dianpu serves as your brand's official storefront on XHS, requiring careful curation of product listings, compelling visual merchandising, and integration with your content strategy to drive traffic from notes to shop.
18. Guanfang Qijianshangdian (官方旗舰店)
Guanfang qijianshangdian means "official flagship store"—the verified, brand-operated shop that carries the full product range and official pricing. Establishing a guanfang qijianshangdian requires business verification and often partnership with Xiaohongshu's commerce team. This official status builds consumer trust and differentiates your legitimate store from unauthorized resellers. Many users specifically search for flagship stores to ensure they're purchasing authentic products.
19. Zhongcao (种草)
One of Xiaohongshu's most important concepts, zhongcao literally means "planting grass" but idiomatically describes creating desire for a product—making someone want to buy something they didn't know they needed. Effective content "plants grass" by showcasing products in aspirational yet relatable contexts. The entire platform revolves around zhongcao moments, where authentic recommendations trigger purchase intent. Successful XHS marketing measures how effectively content drives zhongcao among target audiences.
20. Bacao (拔草)
The opposite of zhongcao, bacao means "pulling grass"—satisfying the desire by actually purchasing the product someone recommended. Users often post their own bacao notes after buying products they discovered through others' recommendations, showing the product in real life and confirming whether it lived up to expectations. This bacao content creates a self-reinforcing cycle of recommendations and validations that drives Xiaohongshu's commerce engine.
21. GMV (Gross Merchandise Value)
GMV represents the total sales value generated through Xiaohongshu activities, whether completed on-platform or attributed to XHS influence. For brands measuring campaign ROI, tracking GMV from XHS initiatives helps quantify the platform's business impact. Advanced measurement approaches attribute GMV across multiple touchpoints, recognizing that users often discover products on XHS but complete purchases through other channels like Tmall or physical stores.
22. Shangpin Biaoji (商品标记)
Shangpin biaoji refers to product tags or links embedded within notes, allowing users to click directly through to purchase pages. These shoppable tags transform inspirational content into immediate purchase opportunities. Content creators can tag up to 10 products per note, and proper tagging is essential for driving conversions. The platform's algorithm may also favor properly tagged content because it enhances the user shopping experience.
Algorithm & Discovery Terms {#algorithm-discovery}
23. Liuliang (流量)
Liuliang means "traffic" or "flow"—the views and exposure your content receives. On Xiaohongshu, understanding liuliang patterns helps optimize posting strategies. The platform's algorithm distributes liuliang based on content quality, engagement velocity, and relevance to user interests. Unlike follower-based platforms, even new accounts with zero followers can achieve significant liuliang if content resonates with initial test audiences.
24. Tuijian (推荐)
The tuijian or "recommendation" system powers Xiaohongshu's content discovery. When users open the app, they see the tuijian feed—an algorithmically curated stream of notes matched to their interests, past behavior, and current trending topics. Getting content into users' tuijian feeds is the primary goal of organic strategy. The algorithm evaluates early engagement signals to determine whether content deserves broader tuijian distribution.
25. Faxian (发现)
The faxian or "discover" page serves as Xiaohongshu's explore function, where users find new content, trending topics, and popular creators beyond their following feed. Content appearing in faxian reaches users who don't follow you but match your content's target demographic. Optimizing for faxian visibility requires understanding trending topics, seasonal interests, and search-friendly content formatting.
26. Sousuo (搜索)
Sousuo means "search," and search behavior on Xiaohongshu differs significantly from Western platforms. Users frequently search specific problems, product names, or detailed scenarios—"sensitive skin moisturizer oily T-zone" rather than just "moisturizer." Optimizing content for sousuo requires strategic keyword placement in titles, opening lines, and throughout note copy. Long-tail keyword optimization helps content surface in these specific, high-intent searches.
27. Remen (热门)
Remen translates to "hot" or "trending"—content, topics, or hashtags currently popular on the platform. The remen section showcases what's capturing community attention right now. Participating in remen topics can boost content visibility, but only if your contribution adds genuine value rather than forcing irrelevant connections. Monitoring remen trends helps identify opportunities for timely, relevant content creation.
28. Huati (话题)
Huati are hashtags or topics that organize content and improve discoverability. Each note can include multiple huati, which function similarly to hashtags on other platforms but carry more weight in Xiaohongshu's algorithm. Choosing relevant, specific huati over generic ones improves your content's chances of reaching interested users. The platform displays huati as clickable tags that lead to aggregated feeds of related content.
29. Jiaquan (加权)
Jiaquan refers to "weighting" or algorithmic boosting—when the platform's system gives your content preferential distribution. Various factors trigger jiaquan, including rapid early engagement, high completion rates on videos, saves and shares, and posting when your audience is most active. Understanding jiaquan factors helps creators and brands optimize content format, timing, and style for maximum algorithmic favor.
30. Xiangquan (降权)
The opposite of jiaquan, xiangquan means "downweighting" or algorithmic suppression. Content receives xiangquan for various violations: obvious advertising language, prohibited content, suspected fraud, or poor engagement signals. Accounts repeatedly experiencing xiangquan may face broader restrictions. Avoiding xiangquan requires understanding platform guidelines, maintaining authentic communication styles, and following best practices detailed in resources like our expert Xiaohongshu marketing service.
Engagement & Community Terms {#engagement-community}
31. Dianzan (点赞)
Dianzan means "like"—the heart icon users tap to show appreciation for content. While likes matter for social proof, Xiaohongshu's algorithm weighs other engagement signals more heavily. A note with 100 likes but no comments or saves might underperform content with 50 likes but strong comment discussion and high save rates. Dianzan serves as a baseline engagement metric but shouldn't be the sole success indicator.
32. Pinglun (评论)
Pinglun refers to comments—arguably the most valuable engagement type on Xiaohongshu. Comments signal genuine interest and provide opportunities for community building and customer service. The algorithm favors content generating authentic discussions. Smart creators ask questions that encourage pinglun, respond thoughtfully to build relationships, and use comment engagement as feedback for future content. Brands should monitor pinglun for customer inquiries, concerns, and user-generated insights.
33. Shoucang (收藏)
Shoucang means "save" or "collect"—when users bookmark content for future reference. This engagement signal carries tremendous algorithmic weight because it indicates highly valuable content users want to revisit. Tutorial content, buying guides, and practical how-tos typically earn high shoucang rates. For brands, shoucang rates often predict conversion potential better than likes, since users saving product recommendations demonstrate strong purchase consideration.
34. Fenxiang (分享)
Fenxiang translates to "share"—when users send notes to friends or post them to other platforms. Shares represent the highest form of endorsement, indicating content valuable enough to recommend personally. The algorithm heavily rewards fenxiang because it expands reach organically and signals exceptional quality. Creating shareable content requires understanding what users want to be associated with and what provides genuine value to their networks.
35. Guanzhu (关注)
Guanzhu means "follow"—when users subscribe to an account's content. While follower count matters less on Xiaohongshu than platforms like Instagram, guanzhu still indicates audience building success. The platform's discovery-based algorithm means even accounts with modest follower counts can achieve viral reach. However, growing guanzhu provides a base audience for consistent engagement and allows direct communication with interested users.
36. Fensi (粉丝)
Fensi are "fans" or followers—your accumulated guanzhu audience. High fensi counts don't guarantee content performance on XHS, since the algorithm prioritizes content quality over creator popularity. However, fensi quality matters immensely—engaged, authentic fensi drive better results than inflated follower counts from purchased fake accounts. Evaluating KOL fensi quality through engagement rates and comment authenticity prevents wasted partnership investments.
37. Hudonglü (互动率)
Hudonglü represents engagement rate—the percentage of users who interact with content relative to those who view it. Calculate hudonglü by combining likes, comments, shares, and saves, then dividing by impressions. Healthy hudonglü varies by account size and content type, but rates above 5% generally indicate strong performance. Monitoring hudonglü trends helps identify what content resonates and when algorithm changes may be affecting reach.
Advertising & Paid Marketing {#advertising-marketing}
38. Juxing Tuiguang (聚星推广)
Juxing Tuiguang is Xiaohongshu's official influencer marketing platform that connects brands with KOLs for paid collaborations. The system provides transparency in pricing, audience demographics, and past performance data, helping brands identify suitable creator partners. Juxing Tuiguang streamlines campaign management, content approval, and performance tracking. For brands new to XHS, the platform reduces risks associated with direct KOL negotiations.
39. Xinxi Liu Guanggao (信息流广告)
Xinxi liu guanggao refers to "information flow ads" or in-feed native advertisements that appear within users' recommendation feeds. These ads match organic content format—appearing as sponsored notes rather than obvious advertisements. Effective xinxi liu guanggao blends seamlessly with user-generated content while clearly marking paid placement. The format allows precise targeting based on demographics, interests, and behaviors, making it valuable for reaching specific audience segments.
40. Sousuoyemian Guanggao (搜索页面广告)
Sousuoyemian guanggao are search ads that appear when users search specific keywords. These ads capture high-intent users actively seeking solutions, products, or information. Bidding on brand terms protects against competitor conquest, while bidding on category terms captures consideration-stage shoppers. Search advertising on XHS works particularly well for products with established awareness where users actively search product names or categories.
41. Pinhuan Guanggao (品牌广告)
Pinhuan guanggao represents brand advertising or display ads—premium placements including launch screens, banner positions, and branded hashtag challenges. These high-visibility placements suit brand awareness campaigns and major product launches. While expensive compared to performance advertising, pinhuan guanggao delivers massive reach and prominent positioning that establishes brand presence on the platform.
42. Toufang (投放)
Toufang means "ad placement" or "campaign launch"—the act of deploying paid advertising. When teams discuss toufang strategy, they're planning which ad products to use, budget allocation, targeting parameters, and timing. Effective toufang requires understanding audience behavior patterns, competitive landscape, and how paid amplification complements organic content efforts for maximum impact.
43. ROI (Return on Investment)
ROI measures the financial return generated relative to marketing investment on Xiaohongshu. Calculating accurate XHS ROI challenges many brands because the platform influences purchases across channels—users discover products on XHS but buy through Tmall, WeChat shops, or physical stores. Attribution modeling, unique promotional codes, and customer surveys help connect XHS activities to sales outcomes. The free Xiaohongshu resources available from AllXHS include ROI calculation frameworks tailored to XHS's unique customer journey.
Analytics & Performance Metrics {#analytics-metrics}
44. Yueduliang (阅读量)
Yueduliang refers to "read volume" or total impressions—how many times your content was viewed. This top-funnel metric indicates reach but doesn't differentiate between quick scrolls and engaged viewing. Track yueduliang trends to understand which topics and formats capture initial attention, but always analyze alongside engagement metrics to evaluate true content effectiveness.
45. Wancheng Lü (完成率)
Wancheng lü represents completion rate—the percentage of video viewers who watch through to the end. High wancheng lü signals compelling content that holds attention, earning algorithmic favor and broader distribution. Videos should hook viewers in the first 2-3 seconds and deliver consistent value throughout to maximize wancheng lü. This metric particularly matters for video content strategy and optimization.
46. Dianjilü (点击率)
Dianjilü means click-through rate (CTR)—the percentage of users who click your content after seeing it in their feed or search results. Strong dianjilü indicates compelling thumbnails, titles, and content positioning. For ads, dianjilü directly impacts campaign efficiency and cost-effectiveness. Testing different creative approaches and copy variations helps optimize dianjilü over time.
47. Zhuanhua Lü (转化率)
Zhuanhua lü represents conversion rate—the percentage of users who complete desired actions like purchases, store follows, or inquiry form submissions. Ultimate campaign success depends on zhuanhua lü regardless of top-funnel metrics. Improving conversion requires optimizing the entire funnel from content discovery through purchase completion, including product page quality, pricing competitiveness, and checkout friction reduction.
48. Liubang (留邦)
Liubang refers to retention or the percentage of new followers who remain engaged over time. While acquiring fensi matters, retaining them through consistently valuable content determines long-term account growth and influence. Monitor liubang to understand whether content strategy aligns with audience expectations. Declining liubang suggests content drift from what originally attracted followers.
Platform Culture & Trends {#platform-culture}
49. Zhencao (真草)
Zhencao means "real grass"—authentic, genuine recommendations from users who truly love products rather than paid promotions. The Xiaohongshu community highly values zhencao content and can quickly detect inauthentic endorsements. Even paid partnerships should strive for zhencao authenticity, with KOLs only promoting products they genuinely appreciate and would recommend regardless of compensation. Building brand reputation on XHS requires accumulating zhencao recommendations from real users.
50. Jiafencao (假粉草)
Jiafencao refers to "fake grass"—inauthentic content, fake reviews, or paid promotions disguised as genuine recommendations. Users actively call out jiafencao content, and the platform's algorithm penalizes suspected violations. Beyond algorithmic consequences, brands caught promoting jiafencao suffer reputation damage that's difficult to repair in the trust-based XHS community. Maintaining transparency and authenticity protects against jiafencao accusations.
Building Your XHS Fluency
Mastering these 50 terms transforms how you approach Xiaohongshu marketing. You'll communicate more effectively with Chinese agencies and partners, understand campaign reports and analytics, and make strategic decisions grounded in platform-specific realities rather than assumptions based on Western social media experience.
Remember that terminology represents just the foundation. True XHS expertise requires understanding how these concepts interact within the platform's unique ecosystem—how zhongcao content drives GMV through shangcheng, how jiaquan affects your tuijian feed visibility, or how balancing KOL and KOC partnerships creates authentic brand presence.
The Xiaohongshu landscape evolves rapidly, with new features, terms, and best practices emerging regularly. Staying current requires ongoing learning and adaptation. Whether you're just beginning to explore XHS opportunities or optimizing existing campaigns, speaking the platform's language fluently positions you for success in China's dynamic social commerce environment.
Taking Your Xiaohongshu Expertise Further {#conclusion}
Understanding Xiaohongshu terminology opens doors, but successful platform mastery requires much more than vocabulary. The concepts behind these terms—from zhongcao psychology to algorithm optimization strategies—demand deeper exploration tailored to your specific industry, target audience, and business objectives.
Each of these 50 terms connects to broader strategic considerations: How do you create authentic zhencao content at scale? What huati strategy maximizes discoverability for your product category? How should you balance organic biji with paid toufang for optimal ROI? These questions require data-driven insights, cultural understanding, and platform-specific expertise.
AllXHS provides the comprehensive resources international brands need to transform terminology knowledge into marketplace success. From detailed industry reports analyzing performance benchmarks across 20+ verticals to ready-to-use templates that streamline campaign execution, you'll find practical tools that bridge the gap between understanding XHS and achieving measurable results.
The platform's complexity shouldn't intimidate—it should excite. Xiaohongshu's 300+ million monthly active users represent enormous opportunity for brands willing to invest in proper strategy, localization, and cultural adaptation. Your journey from terminology novice to XHS expert starts with resources like this glossary but succeeds through continuous learning and strategic implementation.
Whether you're planning your first campaign or optimizing existing presence, the right expertise makes all the difference between expensive experiments and profitable growth.
Ready to Master Xiaohongshu Marketing?
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