Recently, Qu Fang, the founder of Little Red Book, is a bit "busy". On April 14, Qu Fang appeared on the list of "Mulan in Business" published by China Entrepreneur magazine. Two days later, the topic # 95,000 Little Red Book of Tobacco Soft Text was airborne in Weibo.

The "20 18 Internet Tobacco Marketing Data Monitoring Report" released by Beijing CDC shows that there are still a large number of tobacco marketing information on the Internet platform in China, and Xiaohongshu was directly named by the media. Before April 16, searching for the keyword "cigarette" or "female cigarette" in Xiaohongshu APP will lead to a full screen of tobacco marketing articles. After being exposed by the media, Xiaohongshu removed all the "planting grass" about tobacco that night.

The word "planting grass" was first popular in beauty forums and communities. It has become a shopping habit for many young people to browse the little red book "Notes on Planting Grass" before shopping. From innocent people, to the stars "bringing goods", and then to the little red book "Notes on Planting Grass", it has won many female users. Some even sighed with emotion: "If you fall in love with a prairie, you are afraid that you will have no money in your pocket."

Nowadays, this grassland is mixed with many poisonous "fake grasses".

Just changed a "vest"

"10 to June 20 18 to 65438+ A total of 5 1892 tobacco advertisements and promotions, 7,289 tobacco news and 47,304 smokers discussed." This is the data in "20 18 Internet Tobacco Marketing Data Monitoring Report".

In addition, the monitoring also found that there are a lot of tobacco marketing information dominated by women on some shopping guide sharing platforms. Women and teenagers are becoming the main targets of tobacco marketing information. Compared with traditional advertising forms, tobacco marketing information on the Internet platform is more embedded in a soft way, which is more concealed.

In addition to concealment, these tobacco advertisements also play emotional cards and promote pseudo-scientific information. Before April of 16, Xiaohongshu's tobacco "smoke bomb" had publicly existed on the platform, and "affection" was also his usual method.

"Anyone who has seen" Ming and Jiao in Spring "knows that they met through smoking. That scene left a deep impression on me: at that time, smoking was banned in Hong Kong, and the price of cigarettes had to be raised. That night, Zhiming bought all the green lottery tickets one by one ... "After the article is related to the movie, users will have a sense of substitution, at least they will be curious.

In Little Red Book, The Notes on Planting Grass, which ranks first in cigarette search, is an electronic cigarette from 39 yuan. "Just like lipstick, I pursue different color numbers and like to eat various flavors of sugar ... I have four flavors ... litchi flavor is really sweet for a sweet girl ..." A few hundred words of note greatly aroused people's desire to shop. Before this note was deleted, 1730 people liked it, 1780 people marked it with stars,11people left messages.

In Little Red Book, there are 2,656 comments on the topic of e-cigarettes, with a total page view of 49 1.6 million. In addition to e-cigarettes, there are many recommended articles on traditional tobacco on the platform. In a recommended article on "A Series of Cigarettes Suitable for Girls", there are at least hundreds of traditional cigarettes on the home page.

20 15 article 22 of the newly revised advertising law of People's Republic of China (PRC) clearly stipulates: "it is forbidden to publish tobacco advertisements in mass media or public places, public transport and outdoors. It is forbidden to send any form of tobacco advertising to minors. " However, all these failed to stop the tobacco soft text on the platform of Xiaohongshu from growing.

After the incident, Xiaohongshu replied that they opposed any form of tobacco transmission, and checked all the information at the first time, deleting all the remarks about tobacco. After logging on to the platform, our reporter found that although searching for keywords such as "cigarettes" and "female cigarettes" showed "no relevant content", after changing the keywords to "no tar" and "atomized energy bar", the former appeared 649 notes, including e-cigarette notes and traditional cigarettes, while the latter appeared 92 notes, mainly e-cigarettes. Tobacco Ruan Wen has changed a vest, and her life is still moist.

# Xiaohong writes an article, 50 yuan #

Qu Fang, the founder of Xiaohongshu, has always advocated helping everyone "find good things in the world". Xiaohongshu was initially positioned as an overseas shopping sharing community and an e-commerce shopping platform. Today, the Slogan of Xiaohongshu has been changed to "mark my life", calling for the establishment of a UGC content sharing community.

However, there is no guarantee that these contents are really views freely exchanged among users. On March 14 this year, the day before the International Consumer Rights Day, Xiaohongshu wrote an article about 50 yuan with the title # Xiaohongshu. Our reporter interviewed several loyal users of Xiaohongshu, and they all said that they had long known this kind of "grass notes" similar to advertisements. Some people even said, "Now they are advertising in Little Red Book. Commercialization is the only way or how to make money. "

Xiaohongshu collects users' private messages and can filter the data of the whole platform. "You can dig out the types of customers you need, say hello and wait for the other party to reply. After confirming that you are an active user, you can push an advertisement, one in 0.5 yuan, and display it in the form of a picture, and 3000 will be launched. " The staff member told reporters. Take skin care products as an example. After writing, it takes "hydrating", "whitening" and "anti-aging" as key words, ranking the top 4 in the platform, with a price of 4500 yuan.

However, you have a good idea, and I have a wall ladder. The above-mentioned staff responsible for the promotion of little red books told reporters that after 3. 15, the wind was really much tighter, but the data could still be brushed. "3. 15, the hot search on Xiaohongshu caught a group of studios where we brushed data. Now we take orders during the day and brush them at night."

The result of brushing data is that it is difficult for users to see the real "grass notes" they want to see, and they will only think it is a full-screen advertisement. Wang Rourou, a little red book user with 10,000 fans, told this reporter, "There are more and more advertisements. I used to play little red books just to share some good things with like-minded people. Now I don't send things very much, because the front pages are all advertisements, and others won't see my content. "

"Regular" Notes and IQ Tax

Xiaohongshu, born on 20 13, experienced six years of rapid running, grew into a unicorn in a field, and gradually became stale.

In 20 18, xiaohongshu completed the $300 million series D financing, which was led by Alibaba, and many institutions such as Tencent and Zhenge Fund participated in the investment. The valuation has exceeded $3 billion. A series of data of Xiaohongshu is dazzling: as of March 20 19, the number of Xiaohongshu users has exceeded 220 million, and the daily average notes have been exposed 3 billion times. Many users of little red books said that "Notes on Planting Grass" is as addictive as tobacco.

Qu Fang mentioned in a recent sharing that Xiaohongshu can still maintain the core competitiveness of rapid growth today because Xiaohongshu has always regarded "people" as the core of community operation.

Qu Fang's "human" has changed from an amateur to a star. On April 20 17, the star Lin Yun took the lead in turning into a beauty fashion blogger in Xiaohongshu, broadcasting live how to thrush, showing photos of the failure of dyeing her hair without makeup, recording her foot soaking experience, and turning herself into a grounded girl next door. Subsequently, Fan Bingbing entered Little Red Book with high profile, setting a record of millions of fans? Record.

As of June, 20 18, Little Red Book had more than 150 certified stars. The presence of the stars has greatly increased the popularity of Xiaohongshu and quickly gained many users and more advertisements.

In Wang Rourou's view, there are more and more advertisements for Little Red Books, which should start with the arrival of some stars. "We really want to see what stars usually use, but 90% of them are advertisements, and the representatives are Fan Bingbing and Jelly Lin." . From time to time, she will also receive private messages from Xiaohongshu on business promotion such as note optimization.

Minglu, who often uses Xiaohongshu, also told this magazine that she would often search for shoes, bags and beauty cosmetics on the platform. "I will go to Taobao to buy it after reading it, and I will not go directly to Xiaohongshu to buy it because I read the news that there are fakes." Recently, she found that there are too many advertisements for little red books. "Some people plant grass in the message and find that this person has nothing to share, so they won't buy what they say at all? West ".

Minglu also discovered the phenomenon that some big V videos on the platform went to the world. "The same video was posted on Little Red Book, Tik Tok and Aauto Quicker." . She also spit out that many of the star's "grass planting articles" are advertisements. "I thought it was closer to the stars, but many times I just looked at their advertisements in a different way."

In Xiaohongshu, in addition to the proliferation of advertisements, there are also many fakes. In media reports, some users bought fake lipsticks and brand-name belts with extremely simple packaging. After communicating with the little red book platform, they all encountered the problem of difficult return.

It is pointed out that for a platform like Xiaohongshu, which focuses on realistic UGC, if the realistic UGC advertised by the platform is paid advertisements by merchants and false planting of grass becomes the norm, then the foundation on which Xiaohongshu relies for survival will be seriously challenged, and the notes on planting grass will gradually become "routine" notes and IQ tax. Is such a little red book worth "planting grass"?

Looking at the world from Vista, numbering 1 1, 20 19.

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