Taking down fakes from RedNote
RedNote, also known as Xiaohongshu or Little Red Book, surged into Western consciousness at the start of 2025 when TikTok faced a potential ban. Millions of new users flooded the platform overnight, and counterfeiters followed. For Western brands, the threat is real and growing.
About RedNote
Understanding how RedNote operates, who it reaches, and how its commerce ecosystem works gives your brand the context to spot threats earlier and respond faster across one of the world's most influential and fastest-growing shopping platforms.
Parent Company
Xingin Information Technology
Founded
2013, China
Users
300M+ monthly active users
Headquarters
Shanghai
RedNote takeaways
RedNote built its reputation as a lifestyle and product discovery platform, blending user reviews, short video, and social commerce into a single feed. That mix of trusted peer recommendations and integrated shopping makes it particularly effective at driving purchase decisions, and particularly attractive to sellers pushing fake goods under recognisable brand names.
The platform's recent surge in western users changed its threat profile significantly. What was once a challenge largely contained to the Chinese market now has direct implications for western brands, many of whom have no verified presence on RedNote and limited visibility into how their IP gets used there.
Unique challenges for your brand on RedNote
Counterfeiters on RedNote exploit the platform's review-driven culture. Fake sellers seed their listings with manufactured social proof, using stolen imagery and brand names to pass off infringing products as authentic. Western brands with strong recognition but no official RedNote presence make easy targets.
The January 2025 influx of western users accelerated the problem. New audiences unfamiliar with the platform's seller ecosystem are more likely to trust listings that look credible, and fraudulent sellers adapted quickly, targeting western consumers directly with English-language content and internationally recognised brand names.
RedNote reporting and takedown tools
Getting your IP credentials registered with the platform before an infringement occurs puts you in a much stronger position when you need to act quickly. Access the reporting centre at xiaohongshu.com.
For products and listings
To tackle scams on RedNote, find the infringing listing and hit Report, then select the intellectual property or counterfeit category. Attach your trademark registration, original product imagery, and any comparisons that clearly show the copying. Verified rights holders tend to move through the review process faster.
For user-generated content
RedNote's strength is peer content, and counterfeiters use that to their advantage. If a post, review, or video promotes fake goods using your brand assets, tap Report on the content directly and select intellectual property violation. Include supporting documentation and flag any links pointing to infringing storefronts at the same time.
