Core Insights - The influx of TikTok users into Xiaohongshu is creating a significant traffic dividend, providing new monetization opportunities for creators [2] - The current environment is favorable for new entrants, similar to the early days of Douyin, with the platform being particularly welcoming to new creators [2] Group 1: Emerging Monetization Opportunities - The first opportunity is AI video production, which has a low entry barrier and can generate substantial views and revenue through simple, engaging content [2] - The second opportunity involves brand marketing, with brands actively seeking new ways to engage with foreign users, as evidenced by campaigns like "Helping Foreign Friends with Red Autumn Clothes" [3] - For small to medium-sized brands, now is an ideal time to invest in AI-generated images and short videos with bilingual subtitles [4] Group 2: Innovative Engagement Strategies - The third opportunity is live streaming with foreign guests, which has shown high viewer engagement and potential for community building [5] - The fourth opportunity focuses on teaching Chinese to foreigners, with accounts rapidly gaining followers by utilizing AI tools for content creation [5] - The fifth opportunity is cultural output, where creators are successfully engaging foreign audiences by sharing unique perspectives on Chinese culture [5] Group 3: Practical Applications and Community Building - The sixth opportunity involves creating guides for using Xiaohongshu, which is expected to grow as the number of foreign users increases [5] - The seventh opportunity is establishing English chat rooms, which have proven to be popular and have significant monetization potential [5] - The industry anticipates a window of 3-6 months for this traffic dividend, emphasizing the importance of quick action to capitalize on these trends [5][6] Group 4: Recommendations for New Entrants - Newcomers are advised to start with AI video production to familiarize themselves with the platform before exploring other monetization methods [6] - It is crucial for creators to choose a niche that aligns with their strengths, whether it be teaching, content creation, or service provision [6][7]

当商业野心穿上"兴趣"的外衣，这场合作究竟是社群需求的真诚响应，还是流量逻辑下的精准圈地？除此之外，算法匹配的"兴趣合谋"也在悄然重构城市 空间，当相遇被预设、探索被攻略取代，商业效率与公共价值的边界又该如何界定…… 星巴克与小红书的"兴趣友好"，是诚意还是野心？ 近日，星巴克中国与小红书宣布达成深度合作，将全国1800余家门店改造为宠物、手工、骑行、跑步四大主题的"兴趣社区空间"。表面上看，这是一场品 牌与平台的双向奔赴，但更进一步观察，合作背后是双方在市场竞争压力下的迫切突围。 星巴克中国资讯中心官方发布计划详情 2025年9月初，星巴克中国与小红书正式达成合作，联合启动"兴趣友好社区"计划。 根据该计划，全国1800多家星巴克门店变身为"兴趣社区空间"，围绕宠物、手工、跑步、骑行四大主题，打造具有明确功能属性的线下兴趣社交空间，不 同类型门店提供不同服务，对接兴趣人群需求： 宠物友好空间：450多家门店为宠物提供免费的"爪布奇诺"（宠物零食），为宠物主人提供美式咖啡、水及休息站，不定期举行宠物派对、生日会、 领养日活动； 手工友好空间：超1000家门店提供手工友好空间，可解锁手工盲盒体验； 跑步友好空间 ...

Core Insights - The core strategy for the pet industry on Xiaohongshu for the 2025 Double Eleven event is centered around "full power of cuteness," leveraging a base of 200 million pet interest users to enhance brand awareness and conversion efficiency [1][2]. Industry Trends - The pet ownership demographic is expanding, with over 90 million pet owners on the platform, including more than 60 million cat owners and 33 million dog owners. Additionally, 40% of dog owners and 34% of cat owners plan to increase their spending [1][2]. - There is a shift towards quality and refinement in pet product demands, with brand awareness in cat food rising by 5 ranks and dog food reputation increasing by 7 ranks compared to 2023. The search for senior dog food has surged by 920% year-on-year [1][2]. - The Double Eleven shopping event is a peak search period, with significant stockpiling behavior observed for essential items like cat litter and staple food, as evidenced by a 66,470% increase in searches for cat food strategies [1][2]. Marketing Opportunities - Marketing strategies are focusing on scenario-based and ecological interactions, with events like the Asia Pet Expo serving as significant traffic drivers. The "Little Cat and Dog Book" campaign aims to create a marketing loop through online and offline engagement [2][3]. - The competitive landscape in the cat food sector is intense, necessitating a dual strategy of awareness-building during the pre-sale phase and targeted conversion during the peak sales period. The dog food sector requires phased operations focusing on different life stages [2][3]. Growth Strategies - Full-link efficiency relies on tools and rhythm management, with key performance indicators set at a click-through rate (CTR) of 10% and a conversion rate of 2.5% for marketing strategies [3]. - Budget allocation is divided into phases: 30% for awareness, 60% for conversion during peak sales, and 10% for long-term brand reputation building [3].

黑灰产与正规广告并行的局面，使平台面临形象与合规双重风险。 近日，互联网社交平台上出现一批以"代理退保""信用贷款"为名发布的虚假宣传信息，诱导消费者转移资金，严重扰乱金融秩序。监管 在风险提示中再次点名此类乱象，强调将严厉打击中介机构及网络渠道的违规行为。 这已是监管部门连续两年多次就此类问题发出警示。多地金融监管局指出，部分代理退保机构"以维权为名，行牟利之实"，不仅侵害消 费者权益，也破坏保险市场稳定；而一些助贷广告则涉嫌将用户引流至高息贷款甚至非法集资活动。 尽管监管三令五申，但实际问题仍未彻底遏制。第一财经记者注意到，生活分享平台小红书等正成为金融黑灰产新的渗透土壤。 "经验分享"里的隐秘生意 在小红书平台搜索"保险退保""征信不好贷款""逾期还不上"等关键词，仍可发现大量相关笔记。记者注意到，这些内容多以"过来人"口 吻撰写：开头通常以对保险产品的质疑或贷款困难描述引发读者共鸣，逐步激发焦虑情绪，随后暗示可通过私信或添加微信获取"解决方 案"。 笔记评论区常见"求联系方式""可以帮帮我吗"等互动。对普通用户而言，这类内容看似是同龄人的"避坑指南"，实则为退保代理、助贷 中介的高效获客渠道。 "操作 ...

作者 | 王小娟 编辑 | 黄昱 "虚假营销不仅破坏了小红书真实的社区生态，也扰乱了公平的商业秩序。" 在小红书诞生的12年里，其一直以真实平等分享的社区氛围而被用户所追捧。如今它已经发展成为集社交、内容创作和电商于一身的综合平台，月活跃用户 突破3亿，它已成为中国新一代智能手机用户获取旅行评测与生活方式建议的首选平台。 而与此同时，随着用户养成在小红书搜索之后再购买的行为习惯，不少商家也盯上小红书，进行着一系列的虚假营销，持续影响着普通用户的使用体验。 所谓虚假营销，指的是通过伪装真实，来实现营销目的的行为。其治理难点在于利益驱动下的"强隐蔽性"和"强对抗性"。莱戈在分享中介绍："虚假营销往 往呈现跨账号、跨笔记/评论、跨环节的对抗特点，仅靠专项小组'各管一摊'难以根治。" 面对这一挑战，小红书的"打击虚假营销战队"构建了账号、内容、行业、品牌、搜索五大治理板块。 具体而言，账号治理从源头打击虚假营销。团队会捕捉账号的"异常行为"，并结合内容、关联违规品牌等多维度进行识别。 账号治理负责人必行介绍，团队会捕捉账号的"异常行为"，并结合内容、关联违规品牌等多维度进行识别，半年封禁1200多万虚假账号，主打不放 ...

一家三口站在某所知名小学校门前，松弛合照，下方评论区都在问询，"这么优秀的娃，究竟该怎么培养？"看似不经意的发帖，背后却是一番精心策划的 计算。 流量越涨越快，问询评论越来越多。终于，发帖人将育儿的话题引向一门编程课链接。 这便是小红书打击虚假营销战队分享的一则虚假营销的典型案例。 为何小红书会如此痛恨虚假营销？核心在于，成立12年来，依托最核心的特质——真实，小红书聚集了大量用户在社区内真诚友好分享，伴随种草文化的 生根发芽，它也逐渐成长为消费决策的关键一站。此类虚假营销，正在对小红书社区的真实属性发起挑战，不仅严重搅乱原有的社区生态，也损害了在小 红书商业生态中经营成长的品牌与商家的正当权益。 随着消费决策链路的下移，互联网内容平台成为品牌商家抢占心智的必争之地。竞争之中泥沙俱下，虚假营销开始成为这些平台的普遍乱象。低质、虚假 内容，以刷量、控评等手段操纵流量走向，破坏着用户对平台的信任。两个月前，以每天批量复制爆款内容生产出海量笔记，广泛投放于素人账号的郑州 模式也让这一话题受到了更广泛的关注。 打击虚假营销，已经成为今天所有平台的共识。从今年来，多个平台陆续推出新规治理"虚假营销"等不当行为。 作为一 ...

Core Insights - Xiaohongshu is projected to achieve a 200% increase in profit by 2025, reaching $3 billion, up from $1 billion last year, with its valuation rising by 19% to $31 billion in three months [1][3] - The platform is facing scrutiny from the National Cyberspace Administration for violating content management regulations, particularly regarding the promotion of celebrity-related content [1][3] - The incident highlights the challenges Xiaohongshu faces in balancing aggressive commercialization with compliance, especially as it approaches its IPO [3][19] User Engagement and Market Position - Xiaohongshu boasts 350 million monthly active users, who view it as a source for news, entertainment, and community sharing [4] - Despite its large user base, the platform struggles with effective monetization, as users often transition to professional booking platforms for travel decisions rather than completing transactions on Xiaohongshu [7][8] Commercialization Efforts - The platform has attempted various strategies to enhance its commercial viability, including launching a group buying feature and collaborating with travel agencies, but these efforts have not significantly impacted market share [6][7] - Xiaohongshu's e-commerce initiatives have also faced challenges, including a failed partnership with Taobao and a shift to an internal transaction model [8][10][11] - Advertising and marketing contribute approximately 70%-80% of Xiaohongshu's revenue, with its e-commerce gross merchandise volume (GMV) exceeding 400 billion [11][14] Content Strategy and Regulatory Challenges - The platform's shift towards celebrity content has raised concerns about its core value proposition, which is based on user-generated content (UGC) and community sharing [15][18] - The focus on high-profile celebrity content may undermine the platform's original mission of fostering a diverse and authentic community, leading to potential regulatory repercussions [15][19] - The recent regulatory scrutiny serves as a reminder for the industry to reflect on the balance between short-term gains and long-term community value [21]

（原标题：跨境电商进出口创新高；TikTok欧洲月活破2亿丨出海周报） 21世纪经济报道记者 董静怡 行业一览 商务部：上半年跨境电商进出口约1.3万亿元，创历史新高 在国务院新闻办公室11日举行的新闻发布会上，商务部有关负责人透露，今年上半年，我国可数字化交 付的服务进出口1.5万亿元，跨境电商进出口约1.3万亿元，均创历史新高。 中国进出口连续3个月实现双增长 海关总署9月8日发布数据显示，8月，中国货物贸易进出口总值3.87万亿元，同比增长3.5%。其中，出 口2.3万亿元，同比增长4.8%；进口1.57万亿元，同比增长1.7%。 海关总署统计分析司司长吕大良表示，8月当月出口、进口均增长，已连续3个月实现双增长。 今年前8个月，中国进出口累计29.57万亿元，增速达3.5%，较上半年再提速0.6个百分点。 美国长滩港一货船发生事故，60多个集装箱坠海 据央视新闻，当地时间9月9日上午，美国长滩港一艘名为"密西西比号"的货船发生事故，60多个集装箱 坠入海中，漂浮在水面，暂无人员伤亡报告。美国海岸警卫队在社交平台X上表示，大约67个集装箱落 水。部分集装箱疑似砸中船侧用于收集排放物的反污染船"STAX ...

今天分享的是：小红书0-1入门级宝典 报告共计：159页 《小红书0-1入门级宝典》核心内容总结 该宝典围绕小红书新手运营的核心需求，从账号、政策、心态、内容四大维度梳理避坑要点，同时涵盖高频问题解答、专业术 语解读、定位与内容创作技巧、引流投放策略及变现方式，为新手提供全面指引。 账号运营是基础，新号或注销重注册账号需模仿正常用户行为养号一周再发笔记，避免被判异常；建议一机一号，同网络账号 不超3个，且严禁刷假数据。个人资料中，昵称、头像等不可冒用官方或政府名称，不能留联系方式，小红书号可用微信号但忌 用手机号，简介仅能放邮箱且可借emoji替代敏感词，站外导流行为在资料、笔记、评论区等场景均需避免。 政策层面，用户需遵守法律法规与社区公约，发布符合主流价值观的内容，规避涉及违法、危害安全、违背公序良俗等违规内 容，可在创作中心规则中心查看详细公约。 心态调整同样关键，新手易陷入急功近利、缺乏自信、自我感动的误区，需认识到自媒体是长期过程，坚持输出并以用户思维 创作。 内容创作是核心，需避免朋友圈式碎碎念、主页混乱、题文不符、修图过度、虚假测评、侵权、发布违禁内容、无资质发布特 定领域内容、伪科普及广告植入 ...

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、 ...