Xiaohongshu conforms to the trend of the times and provides a platform for consumers to exchange and share experiences with each other. The users of Xiaohongshu are mainly women. Many female consumers who like online shopping like to post blog posts to recommend or complain about their products, and share their shopping experiences with other female consumers with common needs for reference. The spread of these blog posts has influenced the shopping choices of other female consumers, because consumers tend to trust other consumers instead of salesmen and advertisements. As a result, the word-of-mouth of a commodity is formed in a subtle way.
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