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Traditional retail and e-commerce hold little interest for consumers who are wedded to smartphones and take their cues from influencers.
When Shanghai university student Milky Guan buys cosmetics, she isnโt impressed by beauty stores and big name brands. Instead, the 20-year-old relies on a Chinese social media shopping website called Xiaohongshu, or Little Red Book, to figure out whatโs hot and whatโs not. On Xiaohongshuโa startup thatโs part e-commerce portal and part social media platformโGuan follows a popular online beauty influencer who…
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Updated July 2021
