China’s Instagram-like Xiaohongshu making inroads with e-commerce sales

Since Tera Feng started documenting her enviable Shanghai lifestyle, including visits to art galleries and fashion events on Chinese social media eight years ago, she has built up a following of more than 500,000 people.

While that is a drop in the vast ocean of China’s consumer market, Feng and brands she works with have found her audience – mainly financially independent urban Chinese women – is willing to spend.