Core Insights - The report by QianGua Data focuses on the popular industries on the Xiaohongshu platform for the first half of 2025, covering sectors such as fashion, beauty, food, parenting, home, and outdoor activities [1][6][2] Group 1: Fashion Industry - The fashion industry on Xiaohongshu has an average monthly interaction of over 150 million for "grass-planting" notes, with a commercial note count increasing by over 20% [9][10] - Key categories include clothing (43.50%), jewelry (35.08%), and bags (6.70%), with jewelry notes seeing a growth of over five times [9][10] - The trend emphasizes a "light and flowing" style, with significant engagement on topics like "vacation outfits" and "breathable materials," indicating a shift towards casual elegance [12][13] Group 2: Beauty and Personal Care - The beauty sector shows an average monthly interaction of over 100 million for "grass-planting" notes, with a growth rate of over 45% for popular content [16][17] - Major categories include color cosmetics (47.63%), skincare (28.86%), and personal cleaning products (24.09%), reflecting a competitive landscape [16][17] - Trends highlight a preference for "light makeup" and "convenient products," with new product forms like makeup accessories gaining traction [19][20] Group 3: Food and Beverage - The food and beverage sector has an average monthly interaction of 280 million for "grass-planting" notes, with commercial note counts increasing by over 40% [24][25] - Key categories include fresh fruits and vegetables (8.66%), snacks (24.44%), and grains (23.80%), with fresh produce leading in engagement [24][25] - The focus is shifting towards health-conscious choices, with a growing interest in herbal ingredients and clean labels, indicating a transformation in consumer expectations [27][28] Group 4: Parenting and Childcare - The parenting industry has seen a 25% increase in commercial note counts and a 57% rise in average monthly shares compared to the previous year [31][32] - Key categories include children's toys, clothing, and books, with a notable emphasis on quality and essential products [31][32] - The trend is moving towards "simplified parenting," where parents prioritize essential items that provide high value and meet core needs [33][34]