重拳出击虚假营销，小红书组建了一支“战队”

Core Viewpoint - The article emphasizes the urgent need to combat false marketing practices that undermine user trust on content platforms, particularly in the context of rising competition and the prevalence of low-quality, deceptive content [2][3][21]. Group 1: Background and Context - The shift in consumer decision-making has led to content platforms becoming battlegrounds for brands, resulting in widespread false marketing practices [2]. - The emergence of the "Zhengzhou model," which involves mass-producing viral content and distributing it through ordinary accounts, has drawn attention to the issue of false marketing [2]. Group 2: Actions Taken Against False Marketing - Multiple platforms have reached a consensus to combat false marketing, with Xiaohongshu (Little Red Book) taking a strong stance by forming a "False Marketing Combat Team" in March [3][9]. - Since its establishment, the team has banned over 12 million false accounts, dealt with 13.76 million false marketing posts, and removed over 360 million false comments, resulting in a 60% overall decrease in false marketing content [9][12]. Group 3: Governance Strategies - Xiaohongshu's governance strategy includes five main areas: account governance, content governance, industry governance, brand governance, and search governance, supported by a technical team [12]. - The account governance focuses on identifying and banning "pseudo-influencer" and "crowdsourced" accounts, while content governance aims to clean up posts with disguised advertisements and fake comments [12]. Group 4: Challenges and Adaptations - False marketing has evolved into a sophisticated operation, making it challenging for the combat team to keep up, likening the situation to a cat-and-mouse game [14][15]. - The team has had to continuously adapt its algorithms and strategies to counteract the tactics employed by false marketing organizations, which have become increasingly adept at evading detection [14][19]. Group 5: Community Trust and Brand Integrity - The integrity of Xiaohongshu's community, built on authenticity, is at risk due to false marketing, which can erode user trust and disrupt the ecosystem for legitimate brands [8][22]. - The platform prioritizes maintaining a genuine user-generated content (UGC) environment, even at the cost of some search data metrics, to ensure that users receive authentic content [24]. Group 6: Future Outlook - The combat against false marketing is described as a long-term battle, with the goal of making the cost of false marketing exceed its benefits, thereby rendering it obsolete [26].