刷小红书也要花钱了？

Core Viewpoint - Xiaohongshu is entering a "paid content" era, attempting to create new monetization paths for creators beyond advertising and e-commerce, which may intensify the platform's "Matthew effect" where top creators benefit disproportionately [5][6][21]. Group 1: New Monetization Features - Xiaohongshu is testing a "paid notes" feature, allowing creators to monetize their content, which could lead to a more diverse revenue stream for the platform [5][6]. - The "paid notes" feature is designed to cater to three types of creators: visual artists offering high-resolution downloads, long-form content creators with paid reading options, and serialized content creators with paid unlocks for entire series [8][13][18]. - The platform aims to alleviate growth anxiety by diversifying monetization methods, as traditional revenue sources like advertising and e-commerce have limitations [5][21]. Group 2: Market Position and Competition - The paid content model is seen as a response to competition from platforms like Zhihu and Douyin, which have also ventured into paid content [15][18]. - Xiaohongshu's user base is predominantly young, with over 70% of users aged 18-34, aligning with the demographics of paid content consumers [24][18]. - The domestic paid web literature market is projected to exceed 44 billion yuan by 2024, indicating a high potential for Xiaohongshu's paid content initiatives [18]. Group 3: User Engagement and Behavior - Xiaohongshu's monthly active users (MAU) reached over 3.5 billion, with increased user engagement reflected in longer daily usage times, growing from 58 minutes in 2022 to 77 minutes in 2024 [24][26]. - The platform has seen a shift in user content consumption from essential needs to more interest-based content, enhancing user engagement and community interaction [24][26]. - The community's demand for purchasing links has surged, with monthly requests growing from 1.7 billion to 2 billion, indicating a robust consumer interest [26]. Group 4: Strategic Developments - Xiaohongshu has made several strategic moves, including the launch of a local lifestyle membership and the introduction of a marketplace feature to enhance user experience and engagement [28][29]. - The platform is also focusing on expanding its content ecosystem by creating themed experiences and interactive events to attract users from other platforms [32][33]. - The company emphasizes maintaining its community-centric approach while exploring new business avenues, ensuring that monetization efforts do not compromise the community atmosphere [21][28].