What is the score for Wang Yutong’s name? Text | Wang Yutong Xiaohongshu, which is known for its “exquisiteness”, seems to be returning to reality.

Recently, topics such as "How powerful are Xiaohongshu's photo filters" and "Xiaohongshu's grass-planting notes are distributed for 4 yuan per article" have been on the hot searches and attracted much attention.

After the incident, Xiaohongshu quickly apologized and announced that it would try to create a scenic spot rating list, a thunder-stoking list, and work with others to jointly fight illegal activities.

However, the continuous negative hot searches point directly at the content ecology that Xiaohongshu is proud of and even based on. Xiaohongshu’s seemingly sincere response does not seem to make users pay.

The "authenticity" of Xiaohongshu has been lost. Are users angry about the filtered landscape pictures?

Yes and no.

Users’ emotions are more a result of the accumulation of false content and persona created by Xiaohongshu over a long period of time.

Just traveling on November 1, let the filtered scenery become a breakthrough for this emotion.

As a content community, "real" sharing allowed Xiaohongshu to complete early user accumulation and even capital accumulation.

It has established a huge female user base through travel, beauty, clothing and other sections, which once attracted the attention of JD.com and JD.com.

The "Go Around" section built in later and the "Go Around" on JD.com's homepage are all the same as Xiaohongshu.

In the highlight moment, Xiaohongshu even rivaled the "Double Weibo", and together with Bilibili, it was a new choice for brand announcements, and once shouldered the lofty mission of realizing content monetization.

However, in just two years, the intersection of business and grass-growing content has caused the "real" content that Xiaohongshu was once proud of to be replaced by false sophistication.

Regardless of whether the content is practical or not, the header image must first be exquisite and the title must be attractive enough. This is considered to be the "traffic password" of Xiaohongshu.

Therefore, we can see that after a popular food or beauty sharing content, there will always be content of different sizes; a certain brand of beauty products will always be highlighted by large, medium and small bloggers.

, retouch pictures to show its "beauty"; food is a similar operation.

If Xiaohongshu does not need to apologize for the filtered scenery because it does not need to be responsible for aesthetic deviations, equipment and technical deficiencies, then what about beauty, food, and good things?

Responsible?

What's more, after being repeatedly criticized for showing off their wealth, as they followed the traffic, they became the so-called "Yuan", "Yuanyuan" and "Liyuan". They wore exquisite makeup and showed off their wealth.

Wearing a good figure, talking about traffic passwords, gaining sympathy from others, and taking advantage of the opportunity to bring goods and make a lot of money?

The illegal industry may be conniving. Whether it is false personas, false content, or repeated illegal behaviors such as ghostwriting and distribution, what is behind it is the incomprehensible commercialization of Xiaohongshu.

"E-commerce is responsible for making money to support the family, and content is responsible for being as beautiful as a flower." This is considered the most ideal business of Xiaohongshu.

But the reality is that as a product, Xiaohongshu is successful. As a company, the behavior of "Xiaohongshu planting grass, shopping on , JD.com, and Pinduoduo" tells it all the time: it lacks e-commerce genes and it is difficult to

Form an ecological closed loop.

It is not that Xiaohongshu has never tried to build its own e-commerce, but whether it is cross-border e-commerce, private brands, or live streaming, even with the help of "Li Jiaqi's little assistant" Fu Peng, Xiaohongshu finally participated and sadly

end.

Brand marketing has always been the main focus of Xiaohongshu’s commercialization.

Under this kind of business logic, the repeatedly banned illegal activities in Xiaohongshu seem to be justified.

What's more, there is no clear boundary between the behavior of planting grass and illegal activities. Although Xiaohongshu intends to crack down on it, as long as "grass planting" exists online, illegal production will always exist.

How to eliminate black products without harming the brand or its own commercial logic seems to be a paradox in Xiaohongshu.

The road to listing is not smooth. The launch of the "pit list" is, to a certain extent, Xiaohongshu's attempt to serve users.

Before it became a hot search topic, it was revealed that Xiaohongshu was working hard to go public.

Although Xiaohongshu later denied the matter, with the successful listing of Bilibili and Zhihu, as they both share content, it seems that they will not be favored by capital if they are not listed?

Xiaohongshu may have realized that if big Vs leave and users are lost before commercialization is completely smoothed out, then it will completely lose the possibility of telling a sustainable development story in front of capital.

Users and retaining users are particularly important.