Abstract
Xiaohongshu mixes social networking and online purchasing, making it one of the most popular Chinese apps. The research seeks to analyze Xiaohongshu’s Internet marketing strategy. In meeting the research objective, the research would embrace the use of secondary data which involves collecting data from websites and journals. The results show that the company's success has been achieved through good communication, good connections with content creators, embracing the diversity of the content community, and managing to build strong social connections with its users. Furthermore, the company’s ability to embrace the young generation has attracted an active and productive generation. The study also confirms that the platform is facing significant challenges, with the main ones including a lack of trust and a lack of clearer marketing content. Therefore, in order to improve customer loyalty, Xiaohongshu should assume more corporate social responsibilities, strengthen the supervision and management of its own platform, and enhance its diversification.