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Xiaohongshu User Demographics 2025: Complete Audience Analysis

Date Published

Who actually uses Xiaohongshu?Understanding the platform's user demographics is the difference between a ¥500K campaign that flops and one that delivers 800% ROI. Most brands assume XHS is "just for young women in Shanghai"—and waste millions targeting the wrong audience.

The reality: Xiaohongshu's demographic landscape has dramatically evolved since 2020. Male users are growing 45% YoY. Tier 2/3 cities now represent 58% of users. And the wealthiest segment (¥30K+ monthly income) drives 52% of platform revenue despite being just 23% of users.

This guide breaks down the 5 core user segments, their behavior patterns, purchasing power, and how to target each profitably.

Platform Scale (2025):300+ million monthly active users. 72% of users are 18-35 years old. Average session duration: 34.6 minutes (2nd highest among Chinese social apps). Daily active users: 85+ million.

Core Demographics Overview

DemographicDistributionNotesGender70% Female, 30% MaleMale users growing 45% YoYAge Range72% are 18-35 years oldLargest segment: 23-28 (38% of users)City TierTier 1: 42%, Tier 2: 35%, Tier 3-4: 23%Tier 2 growing fastest (+68% YoY)Monthly Income¥8K-30K: 58%, ¥30K+: 23%High-income segment drives 52% of revenueEducationBachelor's+: 78%Highest education level of all Chinese platforms

The 5 Xiaohongshu User Segments

Segment 1: Aspirational Millennials (35% of users)

Profile:

  • Age: 28-35
  • Income: ¥15K-35K/month
  • Cities: Tier 1 (Shanghai, Beijing, Shenzhen)
  • Occupation: White-collar professionals, mid-level managers
  • Relationship status: Married or in committed relationships

Behavior:

  • Seek premium products but value-conscious (not luxury-obsessed)
  • Research extensively before purchasing (save 8-12 posts before buying)
  • Trust KOL recommendations over ads (3.2x higher conversion)
  • High engagement with home decor, parenting, skincare, and career content

What they buy:Mid-to-premium skincare (¥300-800), home goods (¥500-2,000), children's products (¥200-1,500), professional development courses (¥500-3,000)

How to target:Lifestyle transformation content ("我如何从月薪8K到月薪3W" / How I went from ¥8K to ¥30K salary), aspirational but achievable aesthetics, ROI-focused messaging

Segment 2: Gen Z Trendsetters (24% of users)

Profile:

  • Age: 18-22
  • Income: ¥3K-10K/month (many are students)
  • Cities: Tier 1-2 (Hangzhou, Chengdu, Nanjing)
  • Occupation: College students, early-career professionals
  • Relationship status: Single, exploring

Behavior:

  • Trend-driven: early adopters of viral products (FOMO-motivated)
  • Budget-conscious: seek "dupes" (平替) and value deals
  • Create UGC: 40% post content (vs. 8% on other platforms)
  • High engagement with fashion, beauty, campus life, and relationship content

What they buy:Affordable fashion (¥50-300), budget skincare (¥50-200), trendy accessories (¥20-150), student-focused gadgets (¥100-500)

How to target:Viral challenge campaigns, "学生党必备" (Student essentials) positioning, influencer-led trends, limited-time flash sales

Segment 3: Affluent Power Users (23% of users, 52% of revenue)

Profile:

  • Age: 30-40
  • Income: ¥30K-100K+/month
  • Cities: Tier 1 (primarily Shanghai, Beijing)
  • Occupation: Executives, entrepreneurs, investors, tech professionals
  • Relationship status: Married, often with children

Behavior:

  • Quality-obsessed: willing to pay premium for best-in-class products
  • Time-poor: value convenience, fast shipping, curated recommendations
  • Trust micro-influencers over mega-celebrities (authenticity matters)
  • High engagement with luxury, wellness, travel, and investment content

What they buy:Luxury skincare (¥800-3,000), designer fashion (¥2,000-20,000), high-end home goods (¥1,000-10,000), premium health supplements (¥500-2,000)

How to target:Exclusivity messaging ("限量版" / Limited Edition), expert endorsements, time-saving benefits, subtle luxury aesthetics

Segment 4: Male Interest Explorers (Growing: +45% YoY)

Profile:

  • Age: 23-32
  • Income: ¥10K-30K/month
  • Cities: Tier 1-2
  • Occupation: Tech workers, gamers, fitness enthusiasts, finance professionals
  • Relationship status: Mixed (single and married)

Behavior:

  • Research-oriented: deep-dive into product specs and reviews
  • Community-driven: follow niche interests (gaming, crypto, fitness, watches)
  • Lower posting frequency but high engagement (like, save, comment)
  • High engagement with tech reviews, fitness, gaming, finance, and outdoor content

What they buy:Tech gadgets (¥500-5,000), gaming gear (¥300-3,000), fitness equipment (¥200-2,000), menswear (¥300-2,000)

How to target:Detailed specs and comparisons, data-driven content, community-building (interest groups), performance-focused messaging

Segment 5: Tier 2/3 City Mass Market (35% of users)

Profile:

  • Age: 25-35
  • Income: ¥5K-15K/month
  • Cities: Tier 2-4 (Suzhou, Xi'an, Qingdao, Shenyang)
  • Occupation: Teachers, civil servants, small business owners
  • Relationship status: Married or soon-to-be-married

Behavior:

  • Value-seekers: prioritize cost-performance ratio (性价比)
  • Brand-conscious but price-sensitive (seek sales, bundles, dupes)
  • High trust in local KOLs and peer recommendations
  • High engagement with practical lifestyle, parenting, food, and local services content

What they buy:Mass-market skincare (¥100-400), fast fashion (¥50-300), home essentials (¥50-500), children's products (¥100-800)

How to target:Value-focused messaging ("性价比之王" / Best Value), bundle deals, local KOL partnerships, practical use cases

Key Behavioral Patterns

1. Purchase Decision Timeline

  • Impulse buys (30%):Purchase within 24 hours of discovery (typically ¥50-200 products)
  • Considered purchases (52%):3-7 days research (save posts, compare options, read reviews)
  • High-involvement (18%):7-30 days research (luxury, tech, major home purchases)

2. Content Consumption Habits

  • Peak activity hours:7-9 AM (commute), 12-2 PM (lunch break), 8-11 PM (evening relaxation)
  • Average posts viewed per session:42 posts
  • Most-saved content:Product reviews (48%), tutorials (32%), inspiration boards (20%)
  • Most-shared content:Dupes/alternatives (38%), hauls (28%), transformations (24%)

3. Trust Hierarchy

  1. Friends & Family:87% trust level
  2. Micro KOLs (10K-100K followers):72% trust level
  3. Expert Accounts (dermatologists, stylists):68% trust level
  4. Macro KOLs (100K-1M followers):54% trust level
  5. Celebrity Endorsements:42% trust level
  6. Brand Accounts:38% trust level
  7. Traditional Ads:22% trust level

Cross-Platform Behavior

  • 72% of XHS usersalso use Douyin (TikTok China)
  • 83% use WeChatfor messaging and Mini Programs
  • 58% shop on Tmallfor mainstream products
  • 42% use JD.comfor electronics and fast shipping
  • 38% use Weibofor news and celebrity updates

Multi-platform journey:Discover on XHS → Research on Baidu/XHS → Compare prices on Tmall/JD → Purchase (60% XHS Shop, 40% external platforms)

Frequently Asked Questions

What is the average age of Xiaohongshu users? +Core demographic: 18-35 years old (72% of users). Largest segment: 23-28 years old (38%). Growing segments: 18-22 (Gen Z, 24%) and 29-35 (Millennials with higher purchasing power, 28%). Users 36+ make up only 12% but have the highest average order value (AOV).Is Xiaohongshu only for women? +No, though heavily female-skewed. Current split: 70% female, 30% male (as of 2025). Male user base growing 45% YoY—fastest-growing demographic. Men primarily engage with tech, gaming, fitness, and finance content. Female users dominate beauty, fashion, lifestyle, and parenting categories.What income level do Xiaohongshu users have? +Affluent demographic: 58% earn ¥8,000-30,000/month ($1,100-4,200 USD). High-income segment (¥30K+/month): 23% of users but 52% of platform revenue. Budget-conscious segment (¥3K-8K/month): 19%, focus on value and dupes. Ultra-premium (<1%): ¥100K+/month, luxury early adopters.Which Chinese cities have the most Xiaohongshu users? +Tier 1 cities (Beijing, Shanghai, Guangzhou, Shenzhen): 42% of users, highest engagement and spending. Tier 2 cities (Hangzhou, Chengdu, Nanjing): 35%, fastest-growing segment (+68% YoY). Tier 3-4 cities: 23%, price-sensitive but high growth potential. Top 5 cities by users: Shanghai, Beijing, Shenzhen, Guangzhou, Hangzhou.

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