Xiaohongshu Technology – a social media app similar to Instagram - has applied for several trademarks such as “Xiaohongshu Campground,” “REDCAMP”, “Xiaohongshu Camp”, and “Xiaohongshu Cultural Tourism.
In July, Xiaohongshu added a new investment enterprise, Puzhen Township (Shanghai) Tourism Culture, with a registered capital of 4 million yuan (US$0.6 million). Its business includes campsites, tourism, ticketing, leisure and sightseeing.
In 2020, the number of travel notes published on Xiaohongshu increased by more than 90 percent and camping-related notes increased by 271 percent.
This year, Xiaohongshu launched its first camp in Anji County along with an e-commerce service on its platform to sell camping and outdoor equipment.
Xiaohongshu’s customer unit price and conversion rates are high. According to statistics from the camping brand Dareglamping, 70 percent of their orders come from Xiaohongshu.