# Next-Gen Community Shops China's RED Home is a Destination for Xiaohongshu's E-Commerce Users By Laura McQuarrie | Published 2018-07-10 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/red-home References: [thecurrentdaily](https://thecurrentdaily.com/2018/06/29/future-luxury-first-comes-app-comes-store/) & [xiaohongshu](https://www.xiaohongshu.com/) In order to better meet the needs of the young, modern Chinese consumer, many e-commerce platforms are launching brick-and-mortar shops, with one of the newest ones being RED Home in Shanghai. While some big-name e-commerce brands have both opened next-gen physical stores in Asia, [Xiaohongshu](https://www.trendhunter.com/trends/street-life-festival) (RED)—a popular social platform—introduces innovations from a smaller e-commerce player. The new store is said to be first and foremost an [experiential offline destination](https://www.trendhunter.com/trends/deji-plaza-phase-ii) for the community, rather than a place to generate sales. As such, only a handful of top-rated items are hand-picked to appear in the shop, with the preferences of the community heavily taken into consideration. Consumers can expect a high-tech experience in the store that is closely linked to the Xiaohongshu app, as well as a play area, claw machines that dole out prizes like designer lipsticks and a social media-friendly design. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 62% | Activity: 78% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What Makes This Trend Stand Out - **Next-gen Community Shops:** Physical stores as experiential destinations for communities and brands to better meet consumers' needs - **Small E-commerce Innovations:** Smaller e-commerce brands offering new innovations in physical retail spaces - **Social Media-integrated Retail:** Retail experiences tightly linked to social media platforms ### Sectors Adopting This - **E-commerce:** E-commerce companies expanding to physical retail spaces - **Retail:** Physical retail spaces becoming experiential destinations for consumers - **Social Media:** Social media platforms integrating more closely with retail experiences ## Related on Trend Hunter - [Online Lifestyle-Inspired Street Festivals](https://www.trendhunter.com/trends/street-life-festival.md) - [Interactive Cosmetics Retail Stores](https://www.trendhunter.com/trends/interactive-cosmetics-retail-stores-watsons-upgrades-its-stores-for-gen-z-a.md) - [Tailored Retail Experiences](https://www.trendhunter.com/trends/nextgen-indigo.md) - [Live Shopping Flagships](https://www.trendhunter.com/trends/outlandish.md) - [Chinese Youth Search Reports](https://www.trendhunter.com/trends/search-habits.md) - [Experiential Running Shoe Shops](https://www.trendhunter.com/trends/sportsshoes.md) - [Gen Z Concept Stores](https://www.trendhunter.com/trends/uo-x-glendale.md) - [Community Commerce Pop-Ups](https://www.trendhunter.com/trends/tiktok-shop-uk.md) - [Digital Travel Retail Experiences](https://www.trendhunter.com/trends/digital-travel-retail.md)