Which attractions “under the filter” have you been deceived by?

The Blue House located in Qingshui Bay, Sanya, was listed as a "super secret place to take pictures" in the notes. However, after some tourists actually went there, they found that it was just a dilapidated public toilet and a deserted gravel beach.

Not only this "blue house", but the Internet celebrity attractions on Xiaohongshu such as Yunnan Chengjiang Internet celebrity beach and Inner Mongolia Internet celebrity tent camp are falling into a "group" The embarrassing situation of "ridicule".

"Mark my life", this Little Red Book Slogan was also very popular in China at that time. However, just half a month after the National Day Golden Week, #小红书 apologizes to filter attractions# became a hot search topic, which also caused cracks in Xiaohongshu’s “filter” halo.

In the apology statement, Xiaohongshu responded, admitting that some users excessively beautified their notes and apologized. At the same time, Xiaohongshu said it will launch "pitfall avoidance" notes, fully display them to users through better product mechanisms, and provide users with more diverse information for decision-making. Before and after the holidays, Xiaohongshu is often seen behind the scenes in many Internet celebrity hotels, shopping malls, and tourist attractions. As of October 18, a topic on Weibo titled #小红书的网图综合视频免费 is up to 390 million times read. There are many users who claim to be Xiaohongshu’s “victims” in the comments. Said to come to participate in the war

According to the "complaints" of the Weibo tour group, some of the notes on the scenic spots in Xiaohongshu are quite different from what they actually saw.

According to statistics from Xiaohongshu Notes, at least 63 cities in China have "Little Santorini", 62 cities have "Little Kyoto", and 59 cities have "Little Nara".

However, despite Xiaohongshu’s high praise for its articles, there are always “victims” who come to complain. When the filter breaks, tourists see a different scene with their naked eyes.

Little Red Book bloggers are not convinced by the ridicule on Weibo.

October 17th

A reporter contacted the Xiaohongshu blogger "imxiaooo" whose notes were used as negative cases. On May 1st, she posted a note on Xiaohongshu, "A sense of déjà vu at Miyazaki Hayao Animation World, a beautiful free photo location in Wuhan." In the photo, there was a large stretch of green grass, which felt very fresh. Netizens criticized her for taking the photo after going there to take it again. distortion.

"imxiaooo" said that his notes were not overly modified. The person who took the real pictures and himself may not have gone to the Fuhe Wetland in the same season, and they may not have gone to the same grassland. Judging based on this alone It doesn't make sense that her notes were a "fraud."

"We went there in mid-April. The Fuhe Wetland is very big. We drove the car very far inside and picked a better piece of grass. We were the only ones on that piece." "imxiaooo ” told reporters, “The actual scenery was very beautiful when we went there, but it may only be so beautiful in March and April, and the water will rise in May.”

Different seasons and conditions. The weather does make some attractions look different. Qinghai Chaka Salt Lake, another controversial scenic spot on Xiaohongshu, has completely different effects when viewed on a sunny day than when viewed on a cloudy day. The search results include both strong recommendations and strong "pulling the grass".

Lv Xiaona said, "The weather was very good when we went, and with the photographer's angle, we got such a photo! Can this be solved with a filter? First learn "Photography Eyes" "Cultivation."

She also pointed out, "It's not like I get a kickback from you for going to this attraction. What am I lying to you for?"

She also loves photography! Some people believe that scenic spot filters do not deserve too much criticism. The photography industry generally installs a UV filter, which is a physical filter, in front of the lens in order to produce better pictures.

Most of the bloggers who love to share these filtered photos think they are due to their superb photography skills, but the onlookers are not impressed. Xiaohongshu still cannot escape the fate of being criticized.

The scenic spots filtered by Xiaohongshu have become controversial, and both parties think they are justified, stemming from their different understandings of tourism.

As a lifestyle sharing platform and community e-commerce, Xiaohongshu was founded in Shanghai in 2013 by Mao Wenchao and Qu Fang. In July 2019, its users exceeded 300 million (monthly active users exceeded 100 million) and it has deeply cultivated UGC (users create content).

According to Analysys Qianfan data, in terms of Xiaohongshu user composition, women account for 67%, users under 24 years old account for 44.99%, and the total proportion of medium consumers and middle and high-end consumers is as high as 75.62%.

Young, female, mid-to-high-end, these are all considered high-quality customers in the Internet world, but when it comes to travel or travel photography, Xiaohongshu’s Users obviously focus more on the latter, which is directly related to the commercial attributes of the platform.

Public information shows that travel has become the second largest source of content on the Xiaohongshu platform, but Xiaohongshu is not a simple travel sharing platform, but more similar to a platform that gathers beauty, clothing, and A grass-growing community for food, travel and other content.

After traffic has become a scarce resource, planting grass must be beautiful. The pursuit of sophistication already gives Xiaohongshu a layer of filters, and the blurring of boundaries between planting and advertising makes it even more difficult to distinguish between authenticity and authenticity.

Therefore, some netizens who sided with Xiaohongshu bloggers questioned the criticism of the scenic spot filters, "Should girls apologize for using their beauty makeup to take pictures?"

One Ling Ziqi, a Xiaohongshu blogger who was criticized, said aggrievedly, "I also want to sign up for a travel photography group. The price is expensive and it is difficult to control the quality of the photos. However, the niche scenic spots on Xiaohongshu are not only beautiful but also beautiful." "It's free."

Ling Ziqi's idea of ??sharing her shooting experience with users is to "let more people know about this easy-to-shoot, free attraction, and at the same time, sharing useful information will often lead to more likes and Collection. ”

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In early January this year, the Xiaohongshu Dandelion platform was launched. This is an upgraded version of the Xiaohongshu brand cooperation platform, aiming to strengthen Reporting of platform business notes.

After the blogger’s business notes are reported on the platform, the platform will charge a commission of 10% to the brand and a 10% withholding tax to the individual blogger. For the user side, these reported notes will be marked as promotions, and users do not need to open their eyes or tense their nerves to identify them on their own.

As a result, beauty, clothing, etc. are important channels for Xiaohongshu’s revenue, and the graphic notes of such bloggers are subject to strong supervision.

In any case, after the Xiaohongshu filter attractions became a hot topic, the Xiaohongshu platform clearly stated in its apology statement that it would make some changes in the future.

In response to this, Xiaohongshu founder Qu Fang responded in an interview in 2019. She said that Xiaohongshu’s algorithm recommendation model has values ??and is designed to better serve users and help them make better consumption decisions.

Qu Fang said: "We are cracking down on untrue content at different product and technical levels. It is difficult for Xiaohongshu to verify the authenticity of the content 100%, but it can filter out the more useful information and present it. In front of users.” In 2021, Xiaohongshu is still on the path of pursuing reality.