招募小红圈圈主，小红书又要对兴趣社交“下手”

Core Insights - Xiaohongshu is actively expanding its social features, recently launching a recruitment plan for community leaders as part of its new "Xiaohongquanquan" product aimed at enhancing user engagement and reducing churn [1][4] - The platform's previous attempts in the social domain have faced challenges, but it continues to explore opportunities in interest-based social networking, which has shown promising growth in user engagement [3][6] Group 1: Product Development and Strategy - Xiaohongshu's new community product, "Xiaohongquanquan," will initially open 100 groups and seeks leaders who resonate with the community concept and are willing to invest time in its development [1] - The platform aims to connect content, e-commerce, and local services through this community initiative, potentially expanding its commercialization opportunities [4] - Interest-based social interactions have shown a significant increase, with group chat daily active users growing nearly 70% year-on-year, indicating a shift towards more engaging content [6] Group 2: Challenges and Market Competition - Despite the potential of interest-based communities, Xiaohongshu faces significant challenges, as many similar products in the market have failed, highlighting the difficulty of sustaining such platforms [8] - The platform must navigate the risk of communities becoming insular and self-sufficient, which could hinder broader engagement and monetization efforts [8] - Competitors like Douyin and Kuaishou are also pursuing social features, and the return of WeChat's "Shake" function indicates a competitive landscape for social networking [10][12] Group 3: User Experience and Retention - Users seeking social connections on Xiaohongshu desire a low-pressure experience, but the current environment may complicate this, as users must sift through content to find suitable connections [10] - The challenge remains for Xiaohongshu to provide compelling reasons for users to stay on its platform rather than migrating to WeChat for social interactions [12]