告别“为爱发电”，小红书内测付费笔记功能

Core Insights - The report indicates that China's digital consumption user base has surpassed 958 million, with the "Z generation" accounting for 261 million users, representing 27.2% of the total, and driving demand for smart products, digital content, and emotional consumption [1] - In the first half of 2025, the total digital consumption reached 9.37 trillion yuan, nearly half of the total household consumption expenditure [1] - Xiaohongshu has launched a beta test for its "paid notes" feature, aiming to leverage paid content to capture a larger share of the digital consumption market [1] Digital Content Overview - Digital content encompasses various forms, including text, images, audio, video, and interactive media, all integrated through digital technology [1] - Xiaohongshu's paid notes feature includes three models: high-definition original images, long-form articles, and paid collections of notes, each targeting specific creator groups and user needs [3][5] Paid Notes Functionality - The high-definition original image model allows visual creators to sell high-resolution images, addressing copyright issues and enabling creators to monetize their work effectively [3] - The long-form article model offers a "free preview + paid unlock" option, allowing users to read a portion of the content for free before paying to access the full article [5] - The paid collection model targets serialized content, enabling users to pay for a bundle of related notes, enhancing user engagement and monetization opportunities [5][6] Market Potential - The market for image usage in China is substantial, with over 600 billion images used annually online, leading to a potential market size of 150 billion yuan based on low copyright compliance rates [10] - Long-form content consumption is also on the rise, with significant increases in reading volume reported, indicating a growing audience for in-depth articles [12] - The online literature market has reached 63.8 million users, with a revenue scale of 49.55 billion yuan, showing strong growth potential for Xiaohongshu's paid content initiatives [12] Creator Monetization - Xiaohongshu's paid notes feature aims to transition creators from relying solely on brand partnerships and advertising to a more direct monetization model [14] - The platform's user demographics, particularly among the Z generation, show a willingness to pay for exclusive content, aligning with the platform's strategy to enhance user engagement and satisfaction [14] Challenges Ahead - Xiaohongshu faces challenges in shifting user habits from free to paid content, requiring effective strategies to demonstrate value [15] - Ensuring high-quality content from creators is crucial to avoid content saturation and maintain user interest [15] - Protecting copyright and preventing piracy of paid content will be essential for the success of the paid notes feature [15] Future Outlook - The success of Xiaohongshu's paid notes feature will depend on balancing commercialization with the platform's community-oriented ethos [17] - This initiative represents a significant shift in Xiaohongshu's monetization strategy, potentially leading to a new era of content value realization in the digital consumption market [18]