In the fourth quarter of 2024, the daily average search volume of Xiaohongshu reached 600 million times. In mid-2023, this data was only 300 million times. That is to say, in a little over a year, the daily average search volume of Xiaohongshu doubled.

Reports indicate that much of the increase in daily searches on Xiaohongshu has been taken from Baidu‘s hands. Industry insiders estimate that Baidu‘s current daily search volume is slightly higher than 1 billion, and the search volume on Xiaohongshu almost exceeds half of Baidu‘s.

The report cited industry insiders’ views that with the current growth rate of searches on Xiaohongshu and in a situation where there is a decrease in existing market share, it is highly likely that at some point in the next year it will surpass Baidu.

In December last year, Xiaohongshu COO Conan revealed at IF Conference that nearly 70% of monthly active users have search behavior on Xiaohongshu and one-third of monthly active users go straight to searching as their first action upon opening Xiaohongshu.

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