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随着内容生态的持续深化，小红书正从“种草社区”逐步转型为覆盖多元生活方式的兴趣平台。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国小红书用户触媒习惯及消费意愿调查》显示，2025年中国MCN行业市场规模达到743亿元，预计2029年市场规模突破1000亿元。在内容电商高速发展的背景下，小红书上聚集了大量优质创作者与高粘性用户，正成为MCN机构深耕布局的关键阵地。平台独特的“种草”生态与商业闭环，将持续推动内容价值变现，助力行业规模迈向千亿级。
在2025年小红书用户的使用目的中，获取信息以55.10%的占比位居首位，学习新知（42.35%）和购物消费（41.78%）紧随其后。同时，用户最常使用的功能依次是关注互动（64.59%）、内容创作与参与（43.20%）和私信交流（39.94%）。这表明小红书已从单一的“种草”社区，演进为集信息获取、社交互动与消费决策于一体的高粘性生活平台，用户既主动消费内容，也积极参与互动与创作，形成了活跃的社区生态。
艾媒咨询分析师认为，未来小红书平台将继续深化“内容—互动—消费”一体化生态。在内容上，将进一步拓展知识、专业垂类（如技能学习、职场发展），并提升PUGC和OGC占比，强化可信度与深度。在互动层面，将增强社交功能与圈层运营，推动用户从“浏览”转向“参与”和“共创”。商业化上，会进一步完善站内交易闭环，深耕本地生活，并探索视频、AR等新内容形态与广告的融合。其核心挑战在于平衡社区氛围、内容质量与商业增速，逐步向“中国版生活方式操作系统”演进。
With the continuous deepening of its content ecosystem, Xiaohongshu is gradually transforming from a "grass-planting community" into an interest platform covering diverse lifestyles. According to the latest "2025 China Xiaohongshu User Media Consumption Habits and Consumption Intentions Survey" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the market size of China's MCN industry is expected to reach 74.3 billion yuan in 2025 and exceed 100 billion yuan by 2029. Against the backdrop of the rapid development of content e-commerce, Xiaohongshu has gathered a large number of high-quality creators and highly engaged users, making it a key battleground for MCN institutions to deepen their layout. The platform's unique "grass-planting" ecosystem and commercial closed loop will continue to drive the monetization of content value and help the industry scale towards the hundreds of billions of yuan.
In 2025, the usage purposes of Xiaohongshu users are obtaining information (55.10%), learning new knowledge (42.35%), and shopping and consumption (41.78%). Meanwhile, the most frequently used functions by users are following and interacting (64.59%), content creation and participation (43.20%), and private messaging (39.94%). This indicates that Xiaohongshu has evolved from a single "grass-planting" community into a highly engaging lifestyle platform integrating information acquisition, social interaction, and consumption decision-making. Users not only consume content passively but also actively participate in interaction and creation, forming an active community ecosystem.
Analysts from iiMedia Research believe that in the future, Xiaohongshu will continue to deepen its integrated "content - interaction - consumption" ecosystem. In terms of content, it will further expand into knowledge and professional verticals (such as skill learning and career development), and increase the proportion of PUGC and OGC to enhance credibility and depth. On the interaction level, it will strengthen social functions and circle operations, promoting users to shift from "browsing" to "participation" and "co-creation". In terms of commercialization, it will further improve the in-station transaction closed loop, deepen local life services, and explore the integration of new content forms such as video and AR with advertising. The core challenge lies in balancing the community atmosphere, content quality, and commercial growth rate, gradually evolving into a "Chinese version of the lifestyle operating system".