Travel smart

Red

"I don't want the world; I just want all of the world's good things." That's the tagline used by the e-commerce community app Red (or Xiao Hong Shu in Chinese, meaning "Little Red Book") in an advertisement on the Beijing subway. Launched in 2013, the versatile app gathers user-generated content on the worldwide shopping experience, mainly for sourcing the "good things" overseas. By May 2017, users of Red exceeded 50 million.

Log in the app with your WeChat, Sina Weibo or Tencent QQ account, or register with your phone number (though an English version is not yet available for the app). Follow the bloggers you're interested in or who you share a similar style with – those who shop extensively are able to provide information on good deals around the world. Many specialise in beauty products and luxury goods; you can also be a blogger yourself by sharing on your own account.

Take the example of "CKlam at Aus" (CKlam在土澳), a Red blogger based in Adelaide, Australia with 2,000 fans since she started her account in July 2016. If you're travelling to Australia and looking for some shopping deals, her posts could be helpful. She shares her experience of buying and using La Mer treatment lotion at a considerably discounted price; she also reviews a box of Australian-made Koko Black chocolate, which she thinks offers better value for money compared to a box of La Maison du Chocolat she bought at the Hong Kong airport.

"What are the best brands to buy?" "Where can I find the full range of styles offered?" "What can I buy in this country that can't be found in China?" These are among the most frequently asked questions the two founders of Red heard when they were overseas. With this app, eager Chinese shoppers can hear from their peers to help them make smart shopping decisions.