Many young Chinese people share lifestyle trends on digital platforms. During the World Internet Conference, we spoke to the founder of one of the most popular lifestyle platforms in China.

QU FANG Founder, Xiaohongshu "Xiaohongshu is a very popular lifestyle sharing platform for young people, and users share every bit of their lives here. We are very happy to see a lot of healthy lifestyles emerging from here, such as Frisbee that became popular this year. Many young people now play frisbee as a healthy way to both exercise and meet new people. This is a very important part of the digital economy and we as a platform, are willing to use digital technology and recommendation algorithms to help introducing such good lifestyle options.

"One of the trends we're seeing in the digital economy is that more consumer brands are promoting their products through digital platforms. More than 170,000 brands from over 200 countries now share content on Xiaohongshu. At the same time, for domestic brands, they very much hope to keep continuous interaction with users. We often say that brands will fall in love with users on Xiaohongshu, as many of them can not only share their own ideas, but also the process that turns that idea into a product. And they are very willing for users to participate in the whole process of co-creation and co-construction.

"We often see that recommendations are seeded online, influencing offline consumption. For example, users find good art content online, and then go offline to galleries and exhibitions for a real experience. Or users find a restaurant online, or even a recipe. All of these require offline participation. The digital world is an extension of the real world, and we very much hope to direct online traffic to the offline economy."