小红书闯入付费阅读战场

Core Insights - Xiaohongshu has initiated a significant product internal test for a "paid notes" feature, introducing three payment models: high-definition original image downloads, single note paid reading, and paid unlocking of note collections [1][3] - The platform's user base is substantial, with over 339 million monthly active users (MAU) as of 2025, and a high engagement level, which provides a solid foundation for exploring paid content [3][4] Group 1: Paid Content Features - The three payment models include: 1) HD original image downloads for visual creators, 2) single note paid reading allowing users to unlock full content after a free preview, and 3) paid unlocking of entire series for serialized content [1][3] - The internal test for the paid notes feature is invitation-based, with relatively lenient entry requirements for creators [1] Group 2: Market Position and User Engagement - Xiaohongshu's user demographic is predominantly young, with 85% of users born after 1995, and 66% from first-tier and new first-tier cities, indicating a high potential for monetization [3][4] - The platform has previously launched initiatives like the "Xiaohong Card" for e-commerce, which was later suspended due to insufficient preparation, highlighting the challenges in its commercialization efforts [2] Group 3: Challenges and Considerations - The introduction of paid content may disrupt the community's established norm of free information access, necessitating a balance between community atmosphere and monetization [6][7] - Users' willingness to pay for content is uncertain, as they are accustomed to free access, and developing a culture of paid content may require time and high-quality offerings [6][7] - The platform must enhance copyright protection mechanisms to encourage creators and ensure a sustainable content ecosystem [6][7]