#50 RED : Marrying content and e-commerce

<p>Joining <a href='https://www.linkedin.com/in/aladin-production-services-china-news/'>Aladin Farré</a> on this episode of Middle Earth are <a href='http://www.linkedin.com/in/miroli/'>Miro Li</a> (founder of <a href='https://www.doublevconsulting.com/'>Double V. Consulting</a> and CHINAble Academy) and <a href='https://www.xiaohongshu.com/user/profile/5b0406a06b58b75196084774?'>Rose Zhu</a> (Xiaohongshu lifestyle influencer). The three discuss the ecommerce/short-video app Xiaohongshu, what distinguishes this app from its competitor Douyin, how the nature of short videos has changed as a result of the pandemic, and more. </p><p>Middle Earth is made by <a href='http://bit.ly/34glLBk'>China Compass Productions</a>. If you have a China-themed cultural project, please get in touch!</p><p>With thanks to<b> </b><a href='http://www.behance.net/bgonsalves'>Brenden Gonsalves</a> for graphic design and <a href='http://soundcloud.com/ramon-calvo-music'>Sean Calvo</a> for music support.</p><p><b>Recommendations:</b> </p><p>The brand <a href='https://www.xiaohongshu.com/page/brands/5a43849c8000862471d161aa'>HEYTEA</a>, which provides recipes and teaches followers how to make milk tea at home.</p><p>The social influencer <a href='https://www.xiaohongshu.com/user/profile/57befae982ec390d209ce42c'>Alex 绝对是个妞儿</a>.</p><p><b>Answers to the quiz:</b></p><p>Xiaohongshu’s founders are Miranda Qu and Charlwin Mao.</p><p>Because of some adult content, Xiaohongshu got the nickname Xiaohuangshu. </p><p>Fàn Bīngbīng 范冰冰 has the biggest account on Xiaohongshu.</p>