Core Insights - The public value of trending topics is highlighted as a mechanism for controlling visibility and social attention allocation [4] - Xiaohongshu's recent controversies may not be entirely negative for the platform, as it has garnered significant attention with nearly 300 million views on the topic of "Xiaohongshu being investigated" [1][3] Group 1: User Experience and Content Quality - Users have expressed dissatisfaction with the increasing commercialization of content, feeling that their feeds are polluted with celebrity-related posts [3][12] - Xiaohongshu has acknowledged the issue and committed to rectifying it by forming a special task force for ecological governance of trending topics [4][6] - The platform's recommendation algorithm has been criticized for being overly aggressive, leading to repetitive and homogeneous content in user feeds [12][15] Group 2: Commercialization and Business Strategy - Xiaohongshu has been actively pursuing commercialization, merging its e-commerce and advertising divisions under COO Conan's leadership [7][11] - The platform reported a monthly active user count of 350 million, up from 300 million the previous year, indicating growth despite user concerns [9] - The increase in commercial content has led to a higher frequency of advertisements in user feeds, with some users reporting that up to 25% of their content is now commercialized [12][18] Group 3: Market Dynamics and Competition - The article discusses the competitive landscape, noting that Xiaohongshu's focus on community-driven content differs from platforms like Douyin, which emphasizes entertainment and rapid follower growth [20][25] - The success of Douyin in attracting celebrity content is attributed to its ability to engage users in a more dynamic and entertaining manner, contrasting with Xiaohongshu's community-centric approach [21][24] - The future of Xiaohongshu is viewed optimistically, with the potential for a richer ecosystem as more businesses and users engage with the platform [20][27]