Core Viewpoint - Xiaohongshu's strategy of leveraging external influences, such as celebrity endorsements, has led to a loss of confidence in its original direction and user base [1][20]. Group 1: Celebrity Influence and User Engagement - Zhao Lusi's live streaming on Xiaohongshu resulted in her follower count surpassing 20 million, a significant milestone for the platform [1]. - Zhao Lusi became a consistent presence on Xiaohongshu's trending topics, with daily discussions about her live streams dominating the platform [2]. - The live streams broke historical records in terms of viewership and peak concurrent users [3]. Group 2: User Experience and Growth Anxiety - The aggressive promotion of Zhao Lusi's content has led to user dissatisfaction, with some users expressing a desire for her to leave the platform [4]. - This situation exemplifies the "Zhao Lusi Paradox," where user experience is compromised for data growth, reflecting Xiaohongshu's "growth anxiety" as it seeks to maintain over 100 million daily active users [5][10]. - Xiaohongshu's previous strategy focused on organic growth through community engagement, but the need for rapid user acquisition has shifted its approach [9][13]. Group 3: Internal Changes and Strategic Shifts - In 2023, Xiaohongshu's internal operations began to prioritize user acquisition metrics over content quality, indicating a shift in focus towards growth [12][13]. - Significant organizational changes occurred in early 2024, with a restructuring of community and marketing departments to enhance growth strategies [14]. - The entertainment division has become more proactive in engaging with celebrities, aiming to compete with platforms like Weibo for entertainment influence [15]. Group 4: Cultural and Strategic Implications - Xiaohongshu's attempts to replicate the chaotic success of Weibo in its community may undermine its unique brand identity, which is built on trust and quality content [17]. - The platform's reliance on external figures for growth reflects a deeper cultural insecurity, suggesting a lack of faith in its organic user-generated content [18][20]. - This cycle of borrowing influence may hinder the development of a sustainable community culture, ultimately affecting Xiaohongshu's long-term viability [19][20].