本文来自微信公众号：三表龙门阵，作者：三表的表，题图来自：AI生成 最后一次严正警告小红书：如果你们一意孤行继续全站 push 赵露思的内容，我将立马卸载。 事情是这样的，小红书最起码连续三天向我弹窗推送赵露思的内容。 我不认识赵露思，对她那些鸡零狗碎的新闻毫无兴趣。或许站内一不小心刷到过，但也立马点了不感兴 趣。 如果运营稍微有点人性的话，会非常识相地不再推送到我的信息流里。 结果呢，小红书变本加厉，居然用最打扰用户的弹窗推送机制来推广赵露思。 你们要是这么干的话，我看改名叫"小赵书"算了。 如果一个社区连一个重度用户的兴趣都搞错，那我们怎么相信你能实现打造生活兴趣社区的愿景呢？ 这是有移动互联网以来最悍然、最粗暴、最占用公共资源的一次打扰用户的行为。 我有理由怀疑，小红书的运营团队潜入了赵露思的极端粉丝，存在利益输送的情况也绝不是危言耸听。 请小红书站方予以彻查。 当然，理性告诉我，赵露思女士似乎在和经纪公司闹矛盾，小红书似乎表现出了承接她出走微博后泼天 流量的强烈渴望。 从商业操作上来说，无可厚非，小红书的流量、小红书的直播、小红书的商业化，需要赵露思这样的明 星。 但，请吃相好看点。 小红书起家靠的不 ...

Core Viewpoint - Xiaohongshu has redefined its slogan from "Your Life Guide" to "Your Life Interest Community," indicating a shift in platform positioning towards a broader focus on interests rather than just utility [2][5]. Group 1: Brand Evolution - The previous slogan emphasized a utilitarian approach, while the new slogan reflects a more expansive community-driven model aimed at fostering deeper connections among users [2][5]. - The transition from a shopping-centric app to a social platform in 2018 marked a significant turning point for Xiaohongshu, leading to substantial user growth and a new slogan "Mark My Life" [5][6]. - The evolution of slogans over the years illustrates a continuous expansion of the platform's core focus on lifestyle, culminating in a community of 300 million monthly active users [5][6]. Group 2: Content and User Engagement - The rise of the "ACG" (Anime, Comic, and Games) content category has become a significant area of growth, indicating previously underserved user demographics within the platform [6][8]. - Xiaohongshu's focus on interests allows for cross-demographic engagement, enabling users from different backgrounds to connect over shared passions rather than just lifestyle choices [8][12]. - The platform's ability to foster strong connections through interest-based content has led to a 70% year-on-year increase in daily active users in group chats, highlighting the effectiveness of this strategy [16][17]. Group 3: Competitive Landscape - Xiaohongshu stands out as a leading UGC content community in China, with few direct competitors that can match its scale and engagement [12][15]. - The platform's unique approach contrasts with other community products that have struggled with either stagnation or detrimental expansion, showcasing Xiaohongshu's successful adaptation to user needs [12][13]. - The ongoing evolution of Xiaohongshu reflects a broader trend in community-driven platforms, emphasizing the importance of genuine user engagement over traditional growth metrics [15][19].

Core Insights - The article highlights the emergence of diverse and seemingly "useless" interests among users on Xiaohongshu, transitioning the platform from a "lifestyle guide" to a "lifestyle interest community" [1] Group 1: Interest Exhibition - Xiaohongshu hosted its first "Great! It's a Useless Interest Exhibition" in Shanghai, featuring six exhibition areas and over 30 community interests, with more than 50 user-created interest works [1] - By June 2025, the platform is expected to have over 2,500 interest tags [1] Group 2: Cultural Trends - The "pain bag" culture is gaining popularity, with a 30-fold increase in search volume for related terms on Xiaohongshu, and over 70 million exposures for topics related to "pain hats" and "pain graduation gowns" [2] - The term "goods" (谷子) refers to merchandise derived from various media, and the exhibition showcased unique creations like "using goods to make goods" [2] Group 3: Creative Expressions - Users are engaging in various creative activities, such as nurturing unconventional items and documenting their experiences, which reflect a unique emotional expression among contemporary youth [3] - The trend of "collecting small happiness" is evident, with users sharing poetry inspired by nature and engaging in activities like cloud observation and birdwatching, leading to a 19-fold increase in birdwatching searches [4] Group 4: Community and Connection - The act of collecting fruits and sharing them among users fosters community connections, with one user amassing 26,000 followers through her fruit collection journey [5] - Xiaohongshu is witnessing a rise in users creating their own unique writing systems and reviving ancient cultural practices, indicating a growing cultural confidence among young people [5]