With a large number of "refugees" pouring into the United States, how can cross-border sellers get a piece of the pie?

A large number of Americans suddenly started downloading a Chinese social software. What’s going on?

Xiaohongshu became the first in the US free app download list overnight!

Recently, many netizens found that there were suddenly many unfamiliar figures and IP addresses from other countries on the Xiaohongshu platform when they were browsing the platform .

A netizen from the United States explained: "As the deadline for the TikTok ban draws closer, a large number of TikTok users will face the situation of being 'homeless'. Although there are other social software such as Facebook and Instagram in the United States besides TikTok, they hope to use another way to protest the government's decision to ban TikTok."

Just like that, rebellious American netizens turned their attention to Xiaohongshu.

The first batch of foreigners who settled in Xiaohongshu found that Xiaohongshu and TikTok have many similarities in content format, covering fashion, beauty, food, travel and other fields, which can meet users' demand for diversified content. In addition, Xiaohongshu is easy to operate and has almost no difficulty for users who are used to TikTok.

Driven by these factors, Xiaohongshu has become extremely popular overseas. Many influencers even released videos to encourage their fans to switch to this Chinese social media and introduced in detail the various ways to play Xiaohongshu (Red Note).

All of a sudden, countless American netizens flocked to Xiaohongshu, directly pushing its free app ranking on the APP Store from over 200 to first place.

If you just scroll through Xiaohongshu now, you can see multiple posts marked "TikTok Refugee", and the traffic is not low. Chinese netizens seem to welcome these "uninvited guests" from overseas.

Up to now, many overseas IP accounts have seen a rapid increase in followers after publishing one or two posts, and have directly achieved the goal of creating an account on the spot. Even many internet celebrities have begun to figure out how to monetize their traffic through Xiaohongshu.

In addition to those big Vs, some small internet celebrities have also found a second spring on Xiaohongshu: when they were on TikTok, the videos they posted had low traffic and their followers increased very slowly, but they didn’t expect that after coming to Xiaohongshu, the traffic would be so high, and the number of followers gained in one day could catch up with that of a year before.

Seeing how huge the traffic of Xiaohongshu is, I believe that more overseas influencers will come here in the future, hoping to make their own fortune on this oriental social media platform.

Faced with such overwhelming wealth, cross-border e-commerce sellers obviously do not want to miss this opportunity, but many sellers are troubled as to where to start.

How can cross-border e-commerce sellers seize this wave of traffic?

For cross-border sellers, these newly-coming foreigners are their potential consumers or partners.

First, Chinese brands going overseas can start to try to develop Xiaohongshu while operating overseas social media accounts. If the current growth rate is maintained, Xiaohongshu will soon become another popular overseas application, and then Xiaohongshu will become another major channel for Chinese brands going overseas to reach overseas consumers.

Unlike traditional overseas social media, sellers will feel more comfortable operating Xiaohongshu accounts. After all, it is our own domestic platform and they are more familiar with various operating procedures.

On the other hand, sellers can also develop these American users into their own brand promotion ambassadors. This is because the first batch of users are mostly bloggers who already have their own accounts on TikTok. They already have a certain degree of popularity overseas. At this time, sending them private messages to seek cooperation while they have just settled in Xiaohongshu is many times more efficient than contacting them through emails.

At present, some sellers have expressed their readiness to set up an English live broadcast room and plan to publish a wave of notes specifically for overseas users and content creators. The seller believes that the influencers found through this method should be more reliable.

Even at the worst, sellers can still indirectly learn about the preferences or needs of these foreign users and transform these needs into highlights in product development.

If you think the above methods are troublesome, some sellers suggest that you can use the dumbest method, which is to leave a message below when you see a foreign user to introduce your own products or brands. In short, praise them in a good way. This can also indirectly bring some traffic to the store.

However, although everyone is eyeing this wave of traffic and can't wait to get a piece of the pie, some people have poured cold water on this phenomenon.

Look at this wave of traffic dialectically

Among the hot searches these days, 8 out of 10 are related to the continuous influx of American users, but some experts believe that this situation is not necessarily a good thing.

According to an industry insider, unlike TikTok, Xiaohongshu uses the same platform for both domestic and foreign users, without any regional distinction. Therefore, Xiaohongshu will inevitably face stricter regulation in the future.

In addition, this sudden influx of traffic carries too much uncertainty, which makes Xiaohongshu seem to be in the spotlight all of a sudden, but in fact it has a great impact on Xiaohongshu's ecology. After all, TikTok users follow the mass entertainment route, while Xiaohongshu's content is more focused on being small and beautiful, accurate and detailed. Therefore, this wave of overwhelming wealth may not be what Xiaohongshu wants to keep.

On the other hand, the main reason why this group of Americans chose Xiaohongshu was to "get angry" with the US government. But according to the latest news , US President-elect Trump is considering issuing an executive order after taking office to suspend the implementation of TikTok sales or ban laws for 60 to 90 days.

If this news is true, it may temporarily calm the anger of TikTok users, and many American netizens will choose to return. In addition, the incompatibility of Chinese and American social media may also dissuade a large number of American users. Therefore, it is not clear how the situation will develop in the future. Ennet will continue to follow up on the subsequent developments of related events.

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