Why does Xiaohongshu apologize?

Why does Xiaohongshu apologize

Why does Xiaohongshu apologize? In view of a large number of users' spitting about the filter attractions on Xiaohongshu, Xiaohongshu issued a statement to apologize to users. We sincerely apologize to users who have experienced disappointment or who have not met' cheating'. Why should Little Red Book apologize? Why does Xiaohongshu apologize? 1

On the afternoon of October 17th, an article in Xiaohongshu APP "Insist on sincere sharing and firmly believe that ordinary people help ordinary people" attracted wide attention. In this article, users who found a big gap during field visits and felt cheated expressed "sincere apology".

However, with the "Little Red Book apologizes for the filter scenic spot" rushing to Weibo hot search, some netizens spontaneously "complained" for Little Red Book, thinking that the content spontaneously uploaded by users has its own unique perspective, and the platform did not use it as an authoritative travel punching guide.

"Behind Xiaohongshu's apology, it is actually a problem caused by too many mixed interests after' online sharing' has increasingly become' online celebrity economy'." In the eyes of some insiders, in the future, we should gradually establish a new definition of advertising, marketing, punching and other behaviors of various platforms in line with the Internet era, and at the same time, the platform should introduce big data services to facilitate more users to look at these "online celebrity" punching places more objectively.

There is still a lack of information behind the "filter scenic spot"

Before the little red book was published, many netizens on the Internet spoke out about the "filter scenic spot": obviously, they made a special trip to punch in the beautiful pictures in the little red book, and found that the reality was far from the photos.

For example, the "Blue House in Clear Water Bay, Sanya", which has been much talked about on the Internet, is a small house whose facade is painted blue on a reef by the sea in some netizens' sharing notes, and it is said that "it is a Korean drama poster if you shoot it at will"; However, some people who made a special trip to the local area because of these photos found that this was an abandoned hut by the sea, with weeds beside it.

And the "China Little Kamakura" which was widely circulated on the Internet before, many of the materials came from Xiaohongshu. For example, the "China Little Kamakura" in Beijing, some netizens visited on the spot and found it to be an extremely ordinary intersection; There is also the "Little Kamakura" in Wenzhou, and the "sea" in the background turned out to be the local flood control building.

"In the past, when I went out to travel as a guide, I had to look up a lot of information, even buy magazines and books, and consult local friends. Now everyone is used to looking for ready-made information in several forums and apps." Wu Qingyi, a citizen who likes to travel, once searched for information on several popular life service apps in the market and found that a large number of them are the same: "Young people laugh at the elderly going to scenic spots with groups, but young people themselves are actually caught in the myth of' punching cards with online celebrity'."

Mr. Hong, who is engaged in tourism, believes that the "punch-in" information on the network platform dispels the authoritative appraisal in the past, and the algorithm of big data makes this kind of information aggregate: "For example, if I search a city and click on a scenic spot in online celebrity, the platform will continuously push all kinds of contents or similar places of this other party, giving people the illusion that this is the place worth going." And his method of judging whether these places are worth visiting is "looking for bad reviews": "Good reviews may be the same, and bad reviews must have a reason, which may more truly reflect the' situation' of this place. "

Conan's eyes or eyes that discover beauty?

After the hot search, many netizens took the initiative to defend Xiaohongshu. "Now who take pictures don't fix a picture? Knowing that you have retouched the picture, you must rationalize the expected value. Just like you have taken a selfie, you must know that you are not exactly the same as in the photo. "

"In fact, there are only a few categories of tourist attractions. The key is whether you have found beautiful eyes." Zhang Fan, a citizen, takes Qingdao's "Sky Stairs by the Sea" circulated on the Internet as an example. In the picture shared by Xiaohongshu, the background is a large piece of blue sky and white clouds, and the girl climbs the stairs as if she is heading for the sky. However, after people actually visited, they found that this is a half-white ladder set up by the sea. "This kind of ladder device is available in many places, which is for people to take pictures." Zhang Fan said that after seeing the photos shared online, many people may imagine the beautiful scenery of Xu Lai, but when they look at the photos rationally, they will find that a lot of information is missing: "I can take such photos on my roof at home. Is this place worth going to, then I will put a question mark. "

Another "filter scenic spot"-Fuhe Wetland in Wuhan, the grassland in the picture seems endless, dotted with puddles, but in reality it is a meadow by the river. Zhang Fan admits that this is a way that people who like to take pictures are "best at it": "For example, how to take a picture of the spring prairie in a small park in Shanghai? Just let the whole flower bed fill the lens and you can't see the boundary. "

"instead of breaking the filter like detectives, why can't we learn from these online celebrity bloggers who have a pair of eyes for finding beauty?" Wu Qingyi believes that nowadays, many people put the cart before the horse when traveling. They are busy punching in and taking pictures, but forget to discover and enjoy the beauty of life. He took a dessert shop that was touted as a "filter attraction" on the Internet as an example. This small shop that was labeled as "full of vitality" and "Japanese style" in Little Red Book was actually a small shop under a residential building: "There are many such small shops in Shanghai, which are full of life, and it was not a online celebrity punch point. When we passed by, did we pay attention to them under the buttonwood, at the beginning of the lights, and in the light rain? Why don't you find beauty and share beauty, you can only punch in after others, and you have to complain that it is' cheating'? "

The transmutation of "content sharing" needs to return to the original heart.

Xiaohongshu repeatedly emphasized in the article that "we firmly believe that ordinary people help ordinary people"-let ordinary netizens provide, supplement information and share their own feelings, which is the reason why this kind of life information platform was established at the beginning.

"When these platforms were just famous, they could still see many real comments, but in recent years, they feel that they have seen more and more favorable comments, but it is increasingly difficult to tell the truth from the false." Citizen Sheng Yan "loves and hates" such platforms: "They do bring a lot of fresh consumption information in the city, but the more you rely on these platforms, the less accurate you will find."

Open a variety of life information apps, and some active users span multiple platforms, leaving contact information for "business cooperation". "The so-called business cooperation is to advertise and use our fans to bring traffic to businesses." An active blogger on a certain platform admits that at first he really shared his daily consumption. After having a certain fan base, some merchants took the initiative to invite paid comments to share. Later, the first batch of "online celebrity" was developed: "You will find that online celebrity on this kind of platform was famous for his' poison tongue' at first, and later he became a good speaker." With the rise of the "goods-carrying economy", "online celebrity" has become professional and has increasingly formed an industrial chain. "If you see several big V's pushing a place at the same time, don't doubt that it is paid promotion."

however, compared with traditional media, which clearly distinguishes between "content" and "advertising" and "marketing", users can hardly distinguish them on these platforms. In the eyes of some insiders, it is necessary to establish differences between advertising, marketing and content sharing on these emerging platforms. In addition, some platforms will be more inclined to the "big V" with a large number of fans in the big data algorithm, but in the eyes of the industry, random associations should be added. "For example, under the information of a certain online celebrity scenic spot, the feelings of more ordinary people can also be seen, thus providing a more objective basis." Why does Little Red Book apologize? On the afternoon of October 17th, 2

In response to a large number of users' spitting about "filter attractions" in Little Red Book, Little Red Book issued a statement apologizing to users, saying, "We sincerely apologize to users who have experienced disappointment and those who have not met' cheating'."

Recently, the topics of "I don't trust Little Red Book any more" and "How strong is the net graph filter of Little Red Book" rushed to Weibo for hot search, and the reading volume of both reached more than 5 million and 39 million respectively. According to the content released by netizens, there is a big gap between the real scene and the punching place in online celebrity presented in Little Red Book, and this content has also caused discussion and buzz among netizens.

xiaohongshu said that it has launched a series of operational activities to encourage publishers of xiaohongshu to share useful rather than beautification. When people search for a scenic spot, Little Red Book will also provide richer search association words, and show more contents such as "avoiding pits". Xiaohongshu will also try to launch products such as scenic spot rating list and trampling list, so that everyone can get more information.

As a content community platform, Xiaohongshu has an active community creative atmosphere. According to official data of Xiaohongshu, by the end of March 221, Xiaohongshu had more than 1 million monthly active users, more than 43 million content creators on the platform, and more than 3 million notes were published. In April this year, some media reported that according to people familiar with the matter, Xiaohongshu plans to conduct an IPO in the United States around the middle of this year, raising about 5 million to 1 billion US dollars, and has secretly submitted a listing application. Later, Xiaohongshu said that he would not comment.

In October this year, according to many media reports, Xiaohongshu was considering an IPO in Hong Kong after shelving its plan to go public in the United States, raising about $5 million. In response to this, Xiaohongshu said that it will maintain communication with the capital market in stages, but there is no clear plan for the time being.