Recently, some netizens commented on the "Filter Spots" notes posted by the blogger of Xiaohongshu on Weibo, and there was a big gap between the viewers on-site visits.
In response to this hot topic, Xiaohongshu responded on the official WeChat account "Xiaohongshu".
On the 18th, #小红书 tried to launch the topic of
According to reports, during the development of Xiaohongshu, questions raised by the content frequently occurred.
The distorted and flooded soft notes... become a place of criticism.
The Qilu Evening News and Qilu Yidian reporter also found that many stores would buy accounts, find bloggers and tweets for promotion.
Some fans worry: After being flooded with filters and advertising information, is Xiaohongshu still the original one?
Qilu Evening News Qilu One Point
Reporter Sun Yuanming and intern Zhang Xiaoyu
"I don't believe in Xiaohongshu anymore"
Recently, with the continuous emergence of "beautiful films" in tourist attractions, Xiaohongshu has also been pushed to the forefront due to the continued fermentation of "filter attractions".
Many netizens complained on public social platforms and made comparison charts.
The "most western" coffee shop that has undergone artistic processing is actually a doorway that cannot accommodate two people at the same time; after the filter is added, the sunken new coffee shop at the subway entrance is actually next to the subway that has not been completed. Construction site; the pink sandy beach called Ko Kamakura is actually a river bank overgrown with weeds.
These "beautiful" scenic spots also have various titles, such as the Little Sanya in Xi'an, the Blue Danube Lake...
A netizen crashed: I don’t believe in Xiaohongshu anymore, I want to download the National Anti-fraud App!
Xiaohongshu apologizes and will launch the pit-stomping list
In response to this topic, Xiaohongshu published a response article on the official WeChat account "Xiaohongshu".
In response, Xiaohongshu "apologizes sincerely to users", reflecting on the insufficiency of the multiple information provided for user decision-making: some users over-beautify their notes, and there is insufficient display of "avoidance" notes in the community.
In addition, the reporter also learned that the Xiaohongshu community launched the "Community Pact" in April 2021, suggesting that community creators should abide by the declaration of interest when sharing content, resist showing off their wealth, oppose pseudo-science, and avoid excessive modification. in principle.
Xiaohongshu's move to step on the pit list has aroused heated discussions among netizens.
Some netizens worry that as long as they collect money in the process of exploring the store, some bloggers will be brainless to praise how delicious the store is and write some false comments.
The opponent can also pay for the blogger to write about which shops are trampling thunder and write some negative comments.
Some netizens commented that they used to spend money on the rankings to rush up. This is good, there are two rankings!
You can also spend money to drop down!
A sheep is slaughtered twice...The slaughter will kill the buyer!
Some netizens said that negative public relations may find some places or companies to ask for money.
Some netizens even scolded Xiaohongshu for turning into Xiaoheishu...
Buy account, buy promotion, several hundred yuan per order
As a "grass planting" community, the most direct mode of monetization is to bring goods or advertising.
It is understood that in 2020, Xiaohongshu's advertising business revenue will account for about 80% of its total revenue. As of May 2019, the number of registered users of Xiaohongshu is 250 million, and 3 billion notes are exposed every day.
These "grass" notes have become a means of advertising for businesses, and the huge revenue and benefits behind them have also prompted some "flexible" people to discover "business opportunities."
In response to this phenomenon, the reporter got the answer from a blogger in Xiaohongshu.
And got another message in the conversation with him: buy an account.
The blogger Xiaojin is a company employee who just joined the company. He got a channel to buy Xiaohongshu accounts from his company colleagues and was pulled into the group selling accounts. From these accounts, he chose an account that he likes, with different account prices. Different, "four thousand fans, twenty thousand likes, only three hundred yuan."
After that, you can start to take orders. Xiaojin added three or four order promotion groups, each with 200 to 400 people. He usually does some shop visits, outfits and product recommendations.
"4000 fans are about 200 yuan for a single promotion."
The promotion of these shop explorations is not that Xiaojin directly connects with the shopkeeper, but a public relations agency that collects information to determine the remuneration of this promotion. Different numbers of fans have different quotations, and different products have different quotations.
Qilu Evening News Qilu Yidian reporter found that there are also some official accounts that will release some small red book promotion announcements from time to time every day.
According to the product to recruit different types of bloggers with different numbers of fans, the pricing is also different.
According to netizen Xiaotao, she signed a contract with an MCN company on the recommendation of a friend. The operation process is roughly the same as that of blogger Xiaojin, but the difference from blogger Xiaojin is that Xiaotao is bound by the company's contract.
The company provides information to contracted bloggers and brands, and helps with data. The commission earned must be shared with the company, and the accumulated order amount will change with the company.
The stale little red book has been taken off the shelf
Founded in 2013, Xiaohongshu is a large-scale "grass-grass" content community and lifestyle platform in China.
True sharing used to be the trump card of Xiaohongshu, but now Xiaohongshu has lost the trust of some users. Distorted internet celebrity filters and flood of soft notes have made Xiaohongshu fall into a tear.
Earlier, the more than 90,000 tobacco articles published on Xiaohongshu caused controversy, and then Xiaohongshu announced that it had offline all notes mentioning tobacco.
In addition, according to a report from the Southern Metropolis Daily, there are still violations of laws and regulations in the Xiaohongshu App, such as micro-businesses openly posting to show the sale of nationally banned drugs, and even taking a lot of notes on the "Amway" 5th Intensive Learning Micro-plastic Surgery training class.
On July 30, 2019, Xiaohongshu was taken off the shelves of Android mobile app stores including Huawei, VIVO, OPPO, etc.
In October 2020, Xiaohongshu announced the launch of a special crackdown on unhealthy information content such as showing off wealth, vulgar, soft pornography, etc. It also announced the results of the first month of the "Woodpecker" program that month.
How does the little red book keep going "red"?
Earlier, when "Xiaohongshu App was removed by major application markets" became a hot topic, Zhu Wei from the Communication Law Center of China University of Political Science and Law pointed out in an interview, "The healthy development of social e-commerce in the future cannot only rely on the Internet. Honghe Flow, only cares about'planting grass' and recklessly promotes short-sighted drinking poison to quench thirst, and may bring down the platform and brand."
As a "grass planting" platform, the core of Xiaohongshu is to recommend really good products to users.
While making money, you must also strictly demand yourself.
Otherwise, if you have money, you can promote it. The platform does not review, and does not care about whether the product is true or not. In the end, it will hurt the platform itself.
When false information spreads on the platform, users’ trust will also be lost and they will be uninstalled.
It's time for Xiaohongshu to reflect. Don't run counter to the original intention of "sharing the truth". Don't be kidnapped by traffic and money. If you continue to let it go, can Xiaohongshu continue to be "red"?