App launches rating system to enhance authenticity of product reviews

Social commerce startup Xiaohongshu, or Little Red Book, has launched a rating system soliciting public opinion on a wide range of products in a bid to enhance authenticity of product reviews generated by its 250 million users.

Dubbed "Little Red Heart", the system is inviting users to rate some 3,100 popular beauty and fashion items available on the company's namesake digital shop.

"The move aims to translate real user experience and comments into new product parameters, helping them make more efficient shopping decisions," said Deng Chao, a product manager overseeing the new system at Red.