小红书加速掘金金融赛道，获客中介兴起“废号流”玩法

Group 1 - The core viewpoint of the article is that Xiaohongshu has relaxed its "consumer finance" Blue V certification standards, allowing a wider range of companies to qualify for certification, which has led to a surge in related content on the platform [1][4][19] - In September 2025, a summit titled "How to Do Finance on Xiaohongshu" was held, marking the platform's formal entry into the financial sector [4][21] - The certification requirements for "consumer finance" now include a minimum establishment period of one year and a limit on operational risk records, but the actual review process is reportedly lenient, allowing many non-compliant entities to gain certification [4][22][23] Group 2 - In November 2025, Xiaohongshu invested 148 million to acquire a third-party payment license, completing a crucial part of its transaction ecosystem [3][20] - The platform's financial ecosystem is characterized by a "waste account flow" strategy, where a core account is supported by multiple auxiliary accounts to generate leads for offline intermediary companies [3][12][28] - The user demographics of Xiaohongshu, primarily young women, have shown strong purchasing power and repayment capability, making the platform attractive for financial institutions [8][26][27] Group 3 - The relaxation of certification standards has led to the emergence of a gray market, with many intermediaries claiming to guarantee certification success for a fee [6][23] - The financial landscape on Xiaohongshu is becoming increasingly complex, with both licensed institutions and unqualified intermediaries operating on the platform, raising concerns about compliance and user protection [16][33] - Xiaohongshu is actively seeking to balance traffic monetization with compliance, as evidenced by its recruitment of compliance legal professionals to navigate regulatory frameworks [17][34][35]