彭博：小红书2025年盈利预计增长200%至30亿美元

Core Viewpoint - The company Xiaohongshu is projected to achieve a profit of $3 billion in 2024, significantly surpassing competitors like Pinterest and Snap, indicating a breakthrough in commercialization and potential for an IPO [3][4][5]. Group 1: Financial Performance - Xiaohongshu's profit forecast of $3 billion is approximately 50% higher than Pinterest's earnings in the previous year and far exceeds Snap, which has yet to achieve annual profitability [5]. - The company's profit last year was around $1 billion, showing substantial growth expectations for the current year [4][5]. Group 2: User Engagement and Market Position - Xiaohongshu boasts 300 million monthly active users, with a loyal user base that views the platform as a source of daily news and entertainment [5]. - The platform is increasingly recognized in the U.S. as an alternative to TikTok, especially amid TikTok's regulatory challenges [5]. Group 3: Business Model and Revenue Streams - In addition to advertising sales, Xiaohongshu is significantly developing its e-commerce business through partnerships with Alibaba and JD.com [8]. - The introduction of new features, such as live streaming and short videos for influencers to sell products, has enhanced its monetization strategy [6]. Group 4: Demographics and Consumer Behavior - A recent report indicated that 70% of Xiaohongshu's monthly active purchasing users are from the post-95 generation, highlighting its appeal to younger consumers [10]. - The platform has seen a rapid increase in users shopping, particularly among younger demographics, which is driving its e-commerce growth [9].