内测笔记付费，小红书要抢知乎饭碗？

Core Insights - Xiaohongshu is testing a "paid notes" feature, allowing creators to set prices between 1 to 199 yuan for their content, marking a shift towards monetization beyond advertising and e-commerce [1][2] - The platform aims to establish a third growth curve, but faces challenges in user payment habits, community atmosphere dilution, and content value definition [2][10] User Base and Engagement - By 2025, Xiaohongshu's monthly active users (MAU) are projected to exceed 339 million, with 85% being post-95s and 66% from first-tier and new first-tier cities [2] - The platform generates over 9 million notes and 70 million comments daily, providing a substantial user base for exploring paid models [2] Monetization Strategy - Xiaohongshu's paid notes feature is designed to be accessible, requiring only 100 followers, no violations in the last 90 days, and real-name verification for creators to participate [3] - The monetization options include high-definition original image downloads, single note payments, and bundled purchases for serialized content, catering to various creator types [3][5] Comparison with Competitors - Xiaohongshu's approach contrasts with Zhihu's more professional and high-barrier content monetization, which favors established experts and specialized knowledge [3][6] - Zhihu's paid content is often seen as "essential," while Xiaohongshu's offerings may be perceived as "non-essential," leading to potential user resistance to payment [7][10] Community and Ecosystem Impact - The introduction of paid content could dilute Xiaohongshu's core appeal of free, diverse, and relatable community interactions, risking user attrition if not managed carefully [8][10] - Users have expressed concerns about the value of paid notes, indicating a preference for free content and a potential backlash against monetization efforts [10] Future Outlook - Xiaohongshu is exploring new revenue streams, including local lifestyle services and second-hand sales, but these initiatives have not yet gained significant traction [11] - The success of the paid notes feature may depend on its ability to attract niche creators and provide unique value, rather than competing directly with established platforms like Zhihu [12][13]