千亿估值巨头，这次栽了个“大跟头”

Core Viewpoint - Xiaohongshu, a "grass-planting" giant with a valuation of $31 billion (approximately 220 billion RMB), is facing regulatory scrutiny as it approaches its IPO phase due to issues related to celebrity content and network ecology disruption [1][19]. Group 1: Regulatory Challenges - Xiaohongshu was recently warned by the Shanghai Cyberspace Administration for frequently promoting celebrity dynamics, which has been deemed harmful to the online ecosystem [2][6]. - The platform acknowledged the warning and committed to implementing corrective measures [4][6]. - This is not the first time Xiaohongshu has faced regulatory issues; it was previously fined for violating minor protection laws in January 2022 [14]. Group 2: User Experience and Content Strategy - Users have expressed dissatisfaction with the platform's focus on celebrity content, which has led to complaints about the lack of meaningful public discourse and the overwhelming presence of trivial celebrity news [10][12]. - Xiaohongshu's strategy of promoting celebrity content has been criticized for prioritizing short-term traffic and engagement over authentic user-generated content [13][26]. - The platform's user growth has shown signs of slowing down, with monthly active users (MAU) reaching 350 million but with a deceleration in growth rate [11][12]. Group 3: Financial Performance and IPO Prospects - Xiaohongshu's valuation has increased by 19% in three months, reaching $31 billion, with expectations of profits exceeding $3 billion by 2025 [19][22]. - The company is restructuring its business model to enhance monetization, including initiatives like the "Red Cat Plan" to improve traffic conversion efficiency [22][26]. - Despite achieving profitability for the first time in 2023, the market remains cautious about the sustainability of its advertising growth and e-commerce conversion rates [22][26]. Group 4: Community and Service Issues - Users have reported significant issues with the platform's customer service and after-sales support, describing it as ineffective and unresponsive [23][24]. - Complaints about the shopping experience highlight systemic flaws in the order fulfillment process, leading to user frustration [23][24].