For a time, everyone in content e-commerce was in danger, and Kuaishou immediately launched the Kuaishou E-commerce Thunder Operation, focusing on cracking down on private illegal transactions. Other platforms are also openly or covertly conducting content self-examination and self-correction.
At a time when the construction of Internet civilization is becoming more and more important, everyone knows that supervision may be late, but it is never absent.
Will uncontrolled content e-commerce be a "trap"?
In the field of management, there is a very interesting "Wine and Sewage Law". It says that if you pour a spoonful of wine into a bucket of sewage, you will get a bucket of sewage. If you pour a spoonful of sewage into a bucket of wine, you will get a bucket of sewage. It can be seen that the amount of wine and sewage is not the key to determining the nature of the bucket. What really plays a decisive role is the spoonful of sewage.
This law also applies to content e-commerce platforms, and Xiaohongshu’s removal from the shelves may seem sudden, but it is actually inevitable.
As a national-level grass-growing APP, Xiaohongshu currently has more than 250 million users, and its monthly active users have exceeded 85 million. With such a large user group, it is inevitable that there will be "a spoonful" of sewage, and it will inevitably become a "rabble" - a mixture of user types, and good and bad grass-growing content.
Compared with today’s Xiaohongshu, many friends miss its small and beautiful appearance. At that time, Xiaohongshu was not big in size, but it had high-quality content and a harmonious community.
However, where the traffic is, there are business opportunities.
When Xiaohongshu grew into a giant traffic pool, not only did more ordinary users come, advertisers also came, micro-businesses also came, special workers also came, black products also came, users were mixed, and the content began to get out of control.
Driven by profit, illegal drugs without formal national approval began to appear on Xiaohongshu, a large number of soft-text tobacco advertisements began to appear, "real grass-growing notes" made up by professional writers based on the needs of merchants began to appear, and anti-intellectual articles such as "Half a cup of stool made 19 pounds of feces" and "Tie a rubber band to lose 90 pounds in 7 days" began to appear.
Hey, a good content cultivation platform and a practical content e-commerce platform turned out to be a mess.
As a result, Xiaohongshu also started from the "Mark My Life" platform, which was nicknamed by netizens as the "Making My Fake Life" platform. No matter how much high-quality content it has, it cannot withstand the erosion of these low-quality content, just like wine dripping with sewage, then the wine also becomes sewage.
The Xiaohongshu-style overturn is a dilemma that is difficult for all content platforms to escape. Kuaishou and Kuaishou, which have far more daily activity than Xiaohongshu, also face the same problem.
For example, a Kuaishou anchor with 6 million fans claimed during a live broadcast that the patented toothpaste he sells has the effect of "removing bad breath in three days and whitening in seven days." A certain Douyin internet celebrity sold fake Hermès bags to fans for more than 3,000 yuan each at the original price of more than 3,000 yuan. Such content that uses lies and fake goods to sow "poisonous" weeds is self-evidently harmful to the platform and fans, and the consequences are also serious.
Don’t forget, the permanent shutdown of “Neihan Duanzi” with more than 200 million users is a lesson learned from the past.
2. Low-qual
