告别天真：小红书春晚幕后故事｜深氪lite

Core Insights - The article discusses the collaboration between Xiaohongshu and the 2024 Spring Festival Gala, highlighting the challenges and expectations faced by the company in this partnership [6][8][23]. Group 1: Collaboration Background - Xiaohongshu's first collaboration with the Spring Festival Gala aimed to enhance daily active users (DAU) and penetrate lower-tier markets, aligning with the event's massive viewership potential [8][9]. - The company faced high expectations internally, with significant investments made for the event, including over 1 billion yuan in sponsorship rights [11][22]. Group 2: Challenges Encountered - Xiaohongshu employees experienced a steep learning curve regarding the operational rules of the Spring Festival Gala, which differed significantly from their usual practices [17][20]. - The company struggled with technical issues during the live broadcast, such as sound quality and control over the event's pacing, which were not anticipated [19][22]. Group 3: Internal Reflections - Post-event, the mood within Xiaohongshu was reportedly somber, as the anticipated surge in traffic did not materialize, leading to a reassessment of their marketing strategies [22][23]. - Despite the challenges, the company recognized the experience gained as valuable, leading to a more realistic approach for future collaborations, including the 2025 Spring Festival Gala [23][24].