What happened to the little red book filter scenic spot incident?

What happened to the little red book filter scenic spot incident?

What happened to the little red book filter scenic spot incident? Xiaohongshu has been established for 8 years, and its monthly users are about 654.38+48 million. Although it can't compare with short video platforms such as Tik Tok and Kuai Ah, it can also compare with Bi Li. What happened to the little red book filter scenic spot incident?

What happened to the incident in Xiaohongshu Filter Scenic Area110 June 17 On the afternoon, Xiaohongshu posted an apology statement entitled "Insist on sincere sharing and firmly believe that ordinary people help ordinary people" on its official WeChat account. This is also the first positive response of Xiaohongshu to the recent problem of "filtering scenic spots".

Since the "Eleventh" holiday, the "filter" of Tucao Xiaohongshu Scenic Area has become the traffic password of various social platforms. Many netizens have found that the little red book with the slogan "Mark my life" is now all soft-text advertisements, and the content of "planting grass" in rollover is even more numerous.

It can be seen from the "filter" attractions of Xiaohongshu summarized by netizens that the so-called beautiful blue house in Qingshuiwan, Sanya, Hainan is actually a dilapidated house with paint falling off; The pink beach full of dreams in the little red book is actually just a pile of brick-red rocks and soil mixed with sparse weeds, and the lake is muddy. In addition, users can also find countless scenic spots such as Little Switzerland, Little Kamakura, Little Nara and Little Kyoto in Little Red Book. Some netizens said that most of these scenic spots are small lakes or parks near their homes, and they have no idea that their surroundings have become "famous" scenic spots.

It is not just the "fake" of the scenic spot that arouses users' disgust. Xiaohongshu has commercial contents that are over-beautified or even falsely publicized in the fields of clothing, food and beauty. Xiao Zhang, who lives in Beijing, noticed a grass planting article in a massage shop in Xiaohongshu a few days ago. The massage shop is known as "the king of massage cost performance in Beijing" and "the holy land of fairy massage that Beijing must go to". As a "migrant worker", Xiao Zhang immediately let his partner experience it. As a result, he found that the content in the little red book was too exaggerated, which was far from the same type of massage shop he had experienced in other cities before.

Xiaohongshu has been established for 8 years. According to the data of Analysys Qian Fan, the monthly users of Xiaohongshu are about 654.38+48 billion, which is not as good as Tik Tok, Aauto and other short video platforms, but it is equivalent to Bi Li. In terms of user composition, women account for 67%, users under the age of 24 account for as high as 44.99%, and medium-sized consumers and medium-high consumers account for as high as 75.62%.

The initial users of Xiaohongshu were mainly women. They started out as Haitao Raiders and later turned to the community. Exquisiteness is the unique feature of Little Red Book. Qin Xiao, a blogger of Xiaohongshu, told Cai's media that "Xiaohongshu's clients are mostly women, and the psychological positioning point is that Xiaohongshu is a beautiful girl, because the sharing habits of user groups are like this."

In fact, "photo cheating" and the proliferation of soft notes are not only on the platform of Little Red Book, but also on public comments and beauty groups. This kind of content is often illustrated, true feelings, consumers can easily fall into the trap.

Qin Xiao also said that it is understandable for everyone to "decorate" their own content appropriately, but it is also very necessary to explain the problems that need attention after "decorating". In fact, the earliest tourism platform already has the problem of "filtering" scenic spots. Even after Tik Tok, there will be a certain gap between what is presented in the video and the reality.

Xiaohongshu has more than 6,543.8+billion monthly users, unique grass planting properties and a huge female user group, which has attracted much attention from capital for many years. Since the establishment of 20 13, Xiaohongshu has received millions of angel rounds of financing from Zhenge Fund. Tianyancha APP shows that up to now, Xiaohongshu has received financing totaling hundreds of millions of dollars, and investors include many well-known institutions such as Alibaba, Tencent and Sheng Yuan Capital. However, Xiaohongshu's latest publicly disclosed financing is 20 18, and news of its listing has been frequently reported in the past two years.

At present, Xiaohongshu seems to be unable to find the balance between "real content" and commercialization. How to realize the realization of content while maintaining the community atmosphere has become an urgent problem for Xiaohongshu. Daisy, a deep user of Little Red Book, told Chua's media that Little Red Book has really changed a lot in recent years. There are many short videos that were not available before, and the overall content has increased, and the marketing promotion has also increased. The result of this "many but not refined" is that users will easily regard Little Red Book as a search engine. User Aqi said that she only opened the little red book when she needed raiders and materials.

Xiaohongshu's current profit model is based on "advertising+e-commerce", of which advertising business accounts for more than 80%. According to Caijing Unscrupulous, in 2020, the advertising value of Xiaohongshu will increase by 85%, second only to Tik Tok. This means that Xiaohongshu has become one of the best traffic portals for advertisers. However, this "scenic spot filter" incident also revealed that the exploration of commercialization of Little Red Book is far from complete. For a long time, the platform full of marketing promotion and homogenization content will inevitably lose credibility, and users will inevitably vote with their feet. I believe this is not what Little Red Book wants to see. In this regard, Chua's media failed to contact the relevant personnel of Xiaohongshu.

In the apology statement, Xiaohongshu also said, "Xiaohongshu is a community where ordinary people help ordinary people. I hope everyone can feel it when they come to Little Red Book. Life has expectations, and there are wonderful things everywhere. "

Little Red Book Filter Scenic Event 2 What's going on Recently, some photos of scenic spots posted by users of Little Red Book have been exaggerated, and the "filter scenic spot" event accused of over-packaging for marketing has become a hot topic on social networks. Among them, Sanya Blue House has received special attention because of the attention of star whitehairpin Weibo trumpet. In Weibo's comments, he said, "Where the photographer was looking for, I climbed over the rock in shoes with heels, but I didn't take the last photo." .

65438120, the blogger of Little Red Book "Lv Xiaona who loves bait" (hereinafter referred to as "Lv Xiaona") responded in his Weibo that the photos are not commercial marketing, and the Blue House in Sanya is a local free scenic spot, and there is no excessive filter in the pictures involved, and the original comparison parameters were posted.

According to Weibo's response of "Southern+Reporter" published by Lv, Lv said that Blue House is located at a beach in Qingshui Bay, Sanya, which is a local free scenic spot. She also exposed the original image data and composition process to clarify the excessive filter of the photo. "This picture was taken in Sanya on 202 1 Chinese New Year. At that time, there were no clouds in Wan Li, and the gorgeous blue house that had just been painted was very pleasing to the eye at that moment. "

Screenshot from Lv Weibo, with blurred characters.

Lv Xiaona said that she has few fans-Little Red Book account 2000+, Weibo 8000+. Sharing mito has no interest transfer, but sharing life. She said that she is an ordinary office worker, working as a clerk, and traveling is her biggest hobby and attitude towards life. Every time she travels, she will share beautiful pictures in Weibo, Little Red Book and friends circle. "We just took and adjusted our favorite photos in a free public place and free minority scenic spots, and shared them with friends and like-minded netizens on a free platform." Lv Xiaona wrote.