小红书拟全面清理医美达人营销

Core Viewpoint - The recent decision by Xiaohongshu to prohibit content collaboration with influencers in the medical beauty sector marks a significant shift in marketing strategies for medical beauty institutions, leading to increased pressure on their marketing efforts [1][2]. Group 1: Impact on Medical Beauty Marketing - Xiaohongshu's new regulations will render popular marketing tactics, such as "before and after comparisons" and "personal experience sharing," ineffective on the platform [1]. - The platform has been a crucial marketing channel for medical beauty institutions due to its high-quality user traffic, with some institutions spending over 1 million yuan annually on advertising [1]. - The tightening of regulations is expected to escalate marketing pressures for medical beauty institutions as they navigate a more competitive landscape [1]. Group 2: Historical Context and Regulatory Challenges - This is not the first time Xiaohongshu has targeted medical beauty content; in 2022, the platform conducted three rounds of strict governance, resulting in the banning of multiple medical beauty institutions and the cancellation of certifications for over a hundred private institutions [2]. - Xiaohongshu's core strength lies in "community trust," and the proliferation of false marketing could undermine this value, especially in a sector where decision-making is complex and costly [2]. - The platform faces a challenging balance between commercial monetization, maintaining community integrity, and adhering to regulatory compliance, leading to fluctuating policies in recent years [2].