Core Insights - The report provides a comprehensive guide for beginners on operating within the Xiaohongshu platform, focusing on account management, policies, mindset, and content creation [1][4][10]. Account Management - New accounts or those re-registered after cancellation should mimic normal user behavior for a week before posting to avoid being flagged as abnormal [5]. - It is recommended to maintain one account per device and limit the number of accounts on the same network to three [5]. - Users should avoid artificially inflating data through mutual likes or third-party services, as this can lead to severe penalties [6][40]. Policy Compliance - Users must adhere to laws and community guidelines, ensuring content aligns with mainstream values and avoids illegal or harmful topics [9]. - Personal profiles must not impersonate official entities, and sensitive information should be omitted [8]. - External linking behaviors are strictly prohibited across various sections of the platform [8]. Mindset Adjustment - New users often fall into traps of impatience, self-doubt, and self-satisfaction, which can hinder their content creation process [11][12]. - It is emphasized that self-media is a long-term endeavor, and maintaining a user-centric approach is crucial for success [12]. Content Creation - Content should avoid casual, unstructured posts typical of social media and instead focus on providing value to users [13]. - Maintaining a clear and professional profile is essential, as a chaotic homepage can deter potential followers [14]. - Titles and images must accurately reflect the content to avoid misleading users, which can damage credibility [15]. - Over-editing images and posting fake reviews are significant pitfalls that can lead to account penalties [16][18]. - Users must ensure that their content does not infringe on copyrights or promote prohibited topics, as this can result in account suspension [24][26].

国家网信办在发布上述有关小红书热搜榜公告时强调：网络空间天朗气清、生态良好，符合人民利益。 网信部门将持续聚焦破坏网络生态违法违规突出问题，发挥网络执法"利剑"作用，督促网络平台履行主 体责任和社会责任，切实维护清朗网络空间。 因此，为了上热搜，有些明星不管是负面的还是正面的信息都拿出来炒作，被赞或者是被骂都不重要， 只要有关注度就行。 一些平台也推波助澜。明星花钱买热搜已经形成了一个利益链条，这也已是人所共知的"秘密"。当热搜 榜成为一门生意时，其结果只能是一地鸡毛。 当日，小红书公告回应：我们诚恳接受，深刻吸取教训，认真落实整改要求。我们已对照网信部门的要 求，第一时间成立整改专项工作小组，推进热搜榜单生态专项治理，进一步提升热搜榜单管理能力。我 们将在网信部门的指导下，以此为戒，举一反三，切实履行信息内容管理主体责任和社会责任。同时虚 心接受广大用户和社会舆论监督，积极维护清朗网络空间。 有评论指出，明星自带流量光环，炒作明星相关内容能快速吸引用户点击，增加平台活跃度和广告收 益。在利益诱惑下，平台对这类不良信息的管理有所松懈，任由其在热搜榜单泛滥，或者自身参与其 中；若网络生态被破坏，充斥着不良信息、 ...

Core Viewpoint - Xiaohongshu, with over 200 million monthly active users, is facing compliance challenges in its advertising business as it attempts to monetize its platform while maintaining user trust [3][10]. Group 1: Advertising Compliance Issues - Recent advertisements on Xiaohongshu for financial products have raised concerns about misleading content, with claims such as "annualized returns greater than 14%" and "drawdown less than 0.5%" being highlighted prominently [3][6]. - Financial industry professionals have expressed surprise at the misleading nature of these advertisements, suggesting they imply guaranteed returns despite small disclaimers about past performance not predicting future results [3][5]. - Xiaohongshu's advertising practices have been criticized for lacking proper investor suitability checks, as the platform does not implement specific procedures for identifying qualified investors [6][8]. Group 2: Regulatory Framework - The advertising content in question appears to violate multiple regulations, including the Advertising Law, which prohibits guarantees of future performance or returns, and regulations on private fund promotion that restrict advertising to unspecified audiences [8][9]. - Legal experts have indicated that both the private fund sales institutions and the platform may face liability for publishing misleading advertisements, potentially leading to joint liability if investors suffer losses [9]. Group 3: Business Model and User Trust - Xiaohongshu's push for commercialization has led to an increase in advertising frequency, which some users perceive as detrimental to their experience, raising questions about whether users will continue to engage with the platform [10]. - Analysts suggest that while Xiaohongshu's user-generated content model fosters trust, a poor balance between content and advertising could negatively impact user perception and platform integrity [10].

Core Viewpoint - The Cyberspace Administration of China has conducted an interview with Xiaohongshu regarding its mismanagement of the hot search rankings, leading to penalties imposed on the platform [1] Group 1 - Xiaohongshu has acknowledged the issues raised by the authorities and expressed a commitment to learn from the experience and implement corrective measures [1] - The company has established a special task force to address the ecological governance of the hot search rankings in accordance with the requirements set by the Cyberspace Administration [1] - Xiaohongshu aims to enhance its management capabilities for hot search rankings and fulfill its responsibilities in content management and social responsibility [1] Group 2 - The platform has committed to accepting supervision from users and public opinion to actively maintain a clear online space [1]

Group 1 - The core issue is that the Cyberspace Administration of China has taken punitive measures against Xiaohongshu for poor management of its trending search list, which included inappropriate content related to celebrity gossip and personal matters [1][2] - Xiaohongshu has acknowledged the issue and is forming a special task force to improve the management of its trending search list in accordance with the requirements set by the regulatory authorities [1] - The regulatory body emphasizes the importance of maintaining a clean and healthy online environment, and will continue to focus on issues that disrupt the online ecosystem, ensuring that platforms fulfill their responsibilities [2]

Group 1 - The core issue is that Xiaohongshu has been penalized by the Cyberspace Administration of China for poor management of its trending search list, which included inappropriate content related to celebrity gossip and personal matters [2][3] - In response, Xiaohongshu has established a special task force to address the issues raised by the regulatory body and improve its management capabilities regarding the trending search list [1][2] - The company has committed to fulfilling its responsibilities in content management and social responsibility, while also welcoming supervision from users and public opinion to maintain a clean online environment [1][2] Group 2 - The regulatory actions taken against Xiaohongshu include a formal interview, a deadline for corrections, warnings, and strict penalties for responsible individuals [2][3] - The Cyberspace Administration emphasizes the importance of maintaining a healthy online ecosystem that aligns with public interests and will continue to focus on issues that disrupt the online environment [3]

Group 1 - The National Cyberspace Administration of China has taken action against Xiaohongshu for failing to manage harmful content effectively, leading to penalties including warnings and demands for corrections [1] - Xiaohongshu is a lifestyle platform founded in 2013, with over 220 million users as of March 2019, 70% of whom are post-90s generation [3] - Xiaohongshu's valuation increased by 19% in three months, reaching $31 billion, with the company representing 92% of a specific investment fund's assets [3] Group 2 - Xiaohongshu is projected to double its profits by 2025, reaching $3 billion, and is making significant progress in commercialization, indicating a potential upcoming IPO [3]

新华社北京9月11日电 记者11日从国家网信办获悉，近日，针对小红书平台未落实信息内容管理主 体责任，在热搜榜单重点环节频繁呈现多条炒作明星个人动态和琐事类词条等不良信息内容，破坏网络 生态问题，国家网信办指导上海市网信办，依据《网络信息内容生态治理规定》等有关规定，对小红书 平台采取约谈、责令限期改正、警告、从严处理责任人等处置处罚措施。 国家网信办表示，网信部门将持续聚焦破坏网络生态违法违规突出问题，发挥网络执法"利剑"作 用，督促网站平台履行主体责任和社会责任，切实维护清朗网络空间。 ...

格隆汇9月11日｜据网信中国，近日，针对小红书平台未落实信息内容管理主体责任，在热搜榜单重点 环节频繁呈现多条炒作明星个人动态和琐事类词条等不良信息内容，破坏网络生态问题，国家网信办指 导上海市网信办，依据《网络信息内容生态治理规定》等有关规定，对小红书平台采取约谈、责令限期 改正、警告、从严处理责任人等处置处罚措施。网络空间天朗气清、生态良好，符合人民利益。网信部 门将持续聚焦破坏网络生态违法违规突出问题，发挥网络执法"利剑"作用，督促网站平台履行主体责任 和社会责任，切实维护清朗网络空间。 (责任编辑：宋政 HN002) 【免责声明】本文仅代表作者本人观点，与和讯网无关。和讯网站对文中陈述、观点判断保持中立，不对所包含内容 的准确性、可靠性或完整性提供任何明示或暗示的保证。请读者仅作参考，并请自行承担全部责任。邮箱： news_center@staff.hexun.com ...

网络空间天朗气清、生态良好，符合人民利益。网信部门将持续聚焦破坏网络生态违法违规突出问 题，发挥网络执法"利剑"作用，督促网站平台履行主体责任和社会责任，切实维护清朗网络空间。 据"网信中国"公众号消息，近日，针对小红书平台未落实信息内容管理主体责任，在热搜榜单重点 环节频繁呈现多条炒作明星个人动态和琐事类词条等不良信息内容，破坏网络生态问题，国家网信办 指导上海市网信办，依据《网络信息内容生态治理规定》等有关规定，对小红书平台采取约谈、责令 限期改正、警告、从严处理责任人等处置处罚措施。 ...