Recently, "Little Red Book APP has been removed from the shelves of major application markets" has become a hot topic. Previously, Little Red Book has repeatedly caused disputes such as note writing and data fraud. And many similar platforms and accounts with the original intention of sharing life are running fast on the road of "bad taste". How can the polluted "planting grass" platform return to tranquility and beauty with the product promotion of "don’t buy, not people" and the rich life of full-screen cars and famous bags?
Temporarily removed from the shelf
Xiaohongshu was fined for violating the advertising law many times.
On July 29, some users reported that Xiaohongshu could not be downloaded in some Android application markets, and it was suspected to have been removed. Xiaohongshu responded on July 30 that it has understood the situation and is actively communicating with relevant departments to solve it. Users who have installed Xiaohongshu APP will not be affected in normal use. On August 1st, Xiaohongshu issued a statement in the official Weibo, stating that APP has recently been removed from all major application markets, and has started a comprehensive investigation and rectification of the contents in the station, conducted in-depth self-examination and self-correction, actively cooperated with relevant departments, and promoted the optimization and upgrading of the Internet environment.
As a lifestyle community, Xiaohongshu has attracted much attention due to its rapid growth in the past two years. In May 2019, Xiaohongshu announced that the number of users exceeded 250 million, and the community generated 3 billion exposures of graphic and short video content every day, 70% of which came from UGC (User Generated Content).
From Xiaohongshu’s response, we can partially see the problems it has encountered in content: since September 2018, content governance measures have been introduced from various levels such as platform rules, brand cooperation rules and user supervision, including a comprehensive inventory of the content descriptions of cosmetics, health care products and food products according to the restrictions on advertising violations; Upgrade technical means and severely punish data fraud and false notes.
According to the information released by the Shanghai Consumer Protection Committee recently, a total of 97,678 complaints were received in the first half of 2019, and the number of complaints from Xiaohongshu ranked tenth exceeded 1,000. The reporter found through the "enterprise investigation" that the organizer of Little Red Book has had 20 administrative penalties since June 2015. Many of them violate the advertising law. For example, in 2018, when the company sold "Thompson’s Thompson Super Coenzyme Q10 Capsule" in its self-operated APP Xiaohongshu Welfare Agency, it promoted the efficacy of the product to prevent myocardial ischemia, coronary heart disease, etc., but the product actually did not have the approval of national health food, drugs or medical devices; Another product introduction page of "MARASIL Electric Vacuum Negative Pressure Blackhead Absorber" describes that the place of origin is Japanese, and the place of origin marked on the actual product is China.
Content chaos
"height-increasing medicine" makes you easily grow 15 cm tall?
"In the past two years, the filters of bloggers have become bigger and bigger, and the product promotion language has become more and more exaggerated." Li Shuyi, a Shanghai white-collar worker who has graduated for two years, loves to use little red books in college. The evaluation and comparison of bloggers often make her unable to buy some clothes and cosmetics. This process of content sharing has also been called "planting grass" by netizens.
But in the past two years, she felt that the era of "happy planting grass" was gone forever.
The reporter searched for several key words in Little Red Book, and the notes and pictures that appeared were very eye-catching: there are height-increasing drugs that claim that people aged 10-50 can easily grow 15 cm tall, cheats that "you can lose 10 kg without exercise for a week", popular lipsticks and eye shadows are accompanied by confusing words such as "you must buy it all your life" and "you are not a human being if you don’t buy it" … … The number of likes collected by these notes is usually more than four digits, and the comments are full of voices eager to buy links.
"Now, only by looking at the notes that are not popular, it is possible to get a real evaluation. The top notes are either over-retouched or flooded with advertisements." Li Shuyi said that this is also the choice of many old users like her.
Not only the little red book, but also the life sharing content of many internet platforms seems to be caught in the strange circle of "chaos on fire". In recent years, Toutiao, Tik Tok, Aauto Quicker, Zhihu and other platforms have been punished for poor content management, and the number of active users of these platforms has mostly exceeded 100 million. The exposed problems involve spreading illegal information, publishing illegal advertisements, and suspected false and vulgar content.
Netizen tucao
"Open the little red book, Hermes is all over the screen."
Starting from the original intention of sharing a better life, it went astray under the influence of traffic. The reporter concluded that many social platforms with the function of "planting grass" have made such "three axes":
First, paid promotion is popular. "False notes" have made Xiaohongshu hot for many times, but it is not just Xiaohongshu who is polluted by "paid sharing".
The reporter contacted a businessman who claimed to be "KOL (Opinion Leader) Operation Expert". He said that he could publish marketing content on various social networking sites such as Tik Tok, Zhihu and Forum, saying that he had more than ten professional writers and more than 100 Zhihu Cooperation V, and paid 10,000 to 50,000 yuan, so he could promote the designated products and content by answering questions under the hot topics in Zhihu, and he could also plan new questions and provide several effective answers.
Second, illegal content has entered the room. From cigarettes, illegal drugs to high imitation fakes, these products that cannot enter the traditional advertising channels are promoted openly on the "planting grass" platform.
The monitoring results of Internet tobacco marketing data in China in 2018 released by Beijing CDC in April this year show that the Internet tobacco marketing information is more soft-implanted, and women and teenagers are the main communication targets. In addition, slimming needles and botulinum toxin that have not been approved by National Medical Products Administration have been transformed on various platforms and have been repeatedly banned.
Third, the values are distorted, advocating showing off wealth. In the little red book, many notes on Hermes, diamonds and other themes have been praised by more than 100,000 people, and the content of showing off wealth has become a key from "eye-catching" to "gold-sucking".
A "online celebrity practitioner" who turned from a model revealed that there is often a gray industrial chain behind the bloggers who show off their wealth. "Shoes, bags and diamonds are mostly borrowed by online celebrity brokerage companies to take pictures, and villas and luxury cars may be videos bought by brokerage companies. The company put ‘ Rich people set up ’ After it is stable, it will attract hundreds of thousands of fans and then receive advertisements to earn business cooperation fees. "
"Open Zhihu, everyone just got off the plane, with a monthly salary of one million; Open the little red book, and the screen is full of two meters of long legs, Hermes and luxury cars … …” In the words of netizens’ jokes, they reflect their antipathy to the distorted and distorted online world. (Xinhua News Agency)