Core Viewpoint - The article discusses the emergence and evolution of the "Zhengzhou Gang," a group of grassroots e-commerce entrepreneurs who have developed unique marketing strategies to thrive in the competitive landscape of platforms like Xiaohongshu, despite facing significant scrutiny and challenges from these platforms [3][15][31]. Group 1: Zhengzhou Gang's Marketing Strategies - The Zhengzhou Gang employs a grassroots marketing approach, utilizing a large number of accounts to generate free traffic through mass content production, which has led to significant sales for many businesses [3][9]. - Their strategy includes creating a vast number of "pull" posts on Xiaohongshu, which has proven effective in driving sales, with some businesses reportedly generating over 1 million yuan in sales from a single post [7][12]. - The operational model of the Zhengzhou Gang is characterized by a high degree of efficiency, with a structured content production process that allows new employees to quickly become productive [10][11][27]. Group 2: Challenges and Controversies - The Zhengzhou Gang's methods have drawn criticism for potentially harming user experience and violating platform rules, leading to significant account bans and platform crackdowns [4][17][19]. - The article highlights the tension between the marketing strategies of the Zhengzhou Gang and the expectations of platforms like Xiaohongshu, which advocate for authentic and high-quality content [12][15][31]. - Despite the controversies, the Zhengzhou Gang has been able to adapt and evolve, with some members transitioning to more compliant and sustainable business practices [20][22][31]. Group 3: Transformation and Future Outlook - The Zhengzhou Gang is currently undergoing a transformation, focusing on improving content quality, embracing paid advertising, and developing better product offerings to align with platform standards [20][21][22]. - The group is also exploring brand-building opportunities, with some businesses successfully transitioning from white-label products to recognized brands [20][22]. - The article concludes that the Zhengzhou Gang's journey reflects broader trends in the e-commerce industry, where businesses must balance efficiency with compliance and quality to achieve long-term success [31].

Core Viewpoint - The article discusses the emergence and strategies of the "Zhengzhou Gang," a group of e-commerce operators leveraging platforms like Xiaohongshu (Little Red Book) to generate significant revenue through standardized content production and algorithm optimization, despite their humble backgrounds and limited resources [4][11][12]. Group 1: Background and Emergence - In 2018, as major platforms like Taobao and Douyin gained traction, Xiaohongshu was initially overlooked, providing an opportunity for operators from Zhengzhou to exploit this underutilized platform [5][6]. - The Zhengzhou Gang consists of e-commerce companies that emerged from a resource-scarce environment, focusing on content production and marketing strategies that bypass traditional advertising methods [11][12]. Group 2: Content Strategy and Execution - The Zhengzhou Gang employs a content strategy characterized by mass production of "water under the table" notes, which are low-cost, high-volume posts designed to generate organic traffic without direct advertising [11][12][36]. - They utilize three classic content templates: reviews, grass-planting posts, and "fishing posts," which subtly promote products while appearing as genuine user-generated content [11][12]. Group 3: Market Dynamics and Challenges - As more players enter the Xiaohongshu space, the platform has tightened its regulations, making it harder for the Zhengzhou Gang to operate as freely as before, leading to a decline in the effectiveness of their strategies [7][14][40]. - The rising costs of traffic and shrinking marketing budgets have prompted brands to explore the Zhengzhou Gang's methods, but many have struggled to replicate their success outside of Zhengzhou due to the unique local dynamics [14][28][41]. Group 4: Future Outlook - The article suggests that while the Zhengzhou Gang's methods may not be sustainable in the long term, elements of their strategy could still be beneficial for established brands looking to optimize their marketing efforts [41][42]. - The ongoing tension between commercial interests and the community-driven nature of Xiaohongshu indicates that the "water under the table" approach may persist, albeit in a more regulated environment [41][42].

Core Viewpoint - The article discusses the emergence and strategies of the "Zhengzhou Gang," a group of e-commerce operators leveraging the social media platform Xiaohongshu (Little Red Book) to generate significant revenue through standardized content production and algorithm manipulation, despite their humble backgrounds and limited education [3][5][11]. Group 1: Background and Emergence - In 2018, as major platforms like Taobao and Douyin gained traction, Xiaohongshu was initially overlooked, with only around 10 million monthly active users [4]. - A group of operators from Zhengzhou, an economically disadvantaged area, began to exploit this overlooked platform, leading to unexpected success in e-commerce [5][6]. - The Zhengzhou Gang capitalized on the lack of competition and the platform's initial leniency, discovering a lucrative market niche [5][6]. Group 2: Content Strategy and Execution - The Zhengzhou Gang employs a content strategy characterized by mass production of low-cost, high-volume posts, often referred to as "water under the table" notes, to drive organic traffic and sales [11][12]. - They utilize three main content templates: reviews, grass planting (product recommendations), and fishing posts, which subtly promote products without overt advertising [12]. - The approach relies on a highly standardized and replicable process, likened to an electronic assembly line, where content creators mimic successful posts to increase the likelihood of virality [20][21]. Group 3: Market Dynamics and Challenges - As more players entered the Xiaohongshu space, the platform tightened its regulations, making it increasingly difficult for the Zhengzhou Gang to operate as freely as before [6][35]. - The rising costs of traffic and shrinking marketing budgets have prompted brands to explore the Zhengzhou Gang's methods, but many have struggled to replicate their success outside of Zhengzhou [13][25]. - The article highlights the challenges faced by brands attempting to adopt the Zhengzhou Gang's strategies, often resulting in poor performance due to a lack of scale and understanding of the operational intricacies [25][26]. Group 4: Future Outlook - The article suggests that while the Zhengzhou Gang's methods may evolve, the fundamental principles of leveraging low-cost labor and high-volume content production will persist in some form [39][40]. - As Xiaohongshu continues to prioritize quality content and restrict low-quality marketing practices, the Zhengzhou Gang's traditional tactics may face further scrutiny and adaptation [38][39].