From the beginning to the end, it is not only the "fraud" of the scenic spot that arouses users' disgust. Xiaohongshu over-beautified and even falsely publicized the commercial contents in the fields of clothing, food and beauty. The whole story of the little red book filter scenic spot event.
The whole story of Xiaohongshu filter scenic spot incident 1 Letter WeChat official account issued an apology statement entitled "Insist on sincere sharing and firmly believe that ordinary people help ordinary people". 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.
With more than 6,543.8+billion monthly users, unique grass planting attributes and a huge female user group, Xiaohongshu has also attracted much attention from capital for so 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 Attraction Event 2 Recently, because of the continuous fermentation of the "filter attraction" event, Little Red Book was pushed to the forefront. 65438+ 10 65438+July, in view of the topic that the "filter scenic spot" notes published by blogger Xiaohongshu were far from the viewers, Xiaohongshu apologized to users through the official account of WeChat, and reflected that the diversified information provided for users' decision-making was not enough. He admitted that some users over-beautified their notes and said that he would try to launch products such as "stepping on the pit list".
The "network celebrity attractions" routine is deep, so don't take it too seriously. Some "network celebrity scenic spots" were unknown at first, but after adding various filters, it seems that they have the temperament of "being kept in an inner room and no one knows her". Most of the "attractions among network celebrities" are intentional by scenic merchants. They either go into battle to fake packaging themselves, or find bloggers to do "fake" promotions, over-beautify the scenic spots through filters, or exaggerate publicity through social platforms to quickly enhance the visibility of scenic spots, attract tourists and seek high returns in the short term. Last year, a fake shooting incident was exposed in the Hunan network celebrity "Mirror of the Sky" scenic spot, and was fined 6.5438+0.2 million yuan for false propaganda.
The deceptive "network celebrities" scenic spots have been exposed and punished repeatedly, but imitators are still wave after wave, even more and more, which is caused by the "traffic-only" thinking. Traffic is the benefit, not only businesses are rushing, but also some ordinary tourists are inadvertently adding fuel to the fire. It can be said that the false prosperity of some "network celebrity scenic spots" can not be separated from tourists' "punch-in" travel mode and stereotyped filters. When tourists' eyes are attracted by the exquisite pictures of "online celebrity scenic spots" on the Internet, most people's expectations for offline real scenic spots are mainly focused on "looking good" visually. They go to the "network celebrity scenic spot" to punch in, copy and imitate similar photos, and then share them on social platforms, which means you are finished. Even sometimes people find themselves fooled, but with the mentality of "along the way", they try their best to decorate a beautiful picture with software to deceive themselves.
When punch-in tourism promoted by "online celebrity scenic spots" becomes popular, and whether or not to take good-looking photos becomes the starting point and destination of tourism, the deeper natural, historical and cultural values of tourist attractions will be covered up, and shallow and false "online celebrity scenic spots" will become popular. At this moment, we should reflect, is the original intention of our trip a photo with a filter?
The steady development of tourism is ultimately a matter of products and services. Just like Datang City, the city that never sleeps in Xi 'an, although it is also a place of "network celebrities", relying on Xi 'an's rich cultural heritage, it has a steady stream of vitality, which is by no means brought by filters. The "network celebrity scenic spot" packaged by filter is a short-sighted behavior of "buying and selling with one hammer", which is doomed to go far. More importantly, blindly chasing such false prosperity may bring immeasurable damage to the local tourism environment and make those excellent scenic spots that operate in good faith become victims. Therefore, it is not enough to rely only on the "soft constraints" of social platforms for places where online celebrities are not worthy of the name. Relevant functional departments need to actively intervene and take the initiative to crack down on illegal activities such as false packaging and exaggerated publicity.