How does Xiaohongshu work and why is it so popular?

Often compared to Instagram or Pinterest, Xiaohongshu (or RED in English) helps users discover and buy luxury, fashion and beauty products. It can also be an essential tool for building community around a brand in China, writes Mark Bellamy from Aiken Digital.  Comparing Chinese platforms to those we are familiar with in the West often provides a helpful analogy for understanding the way they work: WeChat and WhatsApp; Tmall and…