Core Insights - The article discusses the recent success of the short drama "Lovesick" on Xiaohongshu, which achieved over 52 million views within 24 hours of its release and surpassed 80 million views in total within ten days, indicating a strong market for short dramas [1][3][8]. Industry Overview - The micro-short drama market in China is projected to reach a scale of 87 billion yuan by 2025, with a user base exceeding 680 million, accounting for over 75% of mobile internet users [3]. - Various platforms, including Douyin, Kuaishou, Bilibili, and iQIYI, are competing to capture attention in the fragmented entertainment landscape, with Xiaohongshu also entering this space [3][9]. Xiaohongshu's Short Drama Strategy - Xiaohongshu's short drama "Lovesick" stands out due to its unique narrative structure that combines elements of "replacement literature," suspense, and emotional conflict, appealing to viewers' curiosity and emotional engagement [4][6]. - The production quality of "Lovesick" is notable, being the first 4K vertical short drama, utilizing cinematic techniques to enhance viewer experience [6][8]. - Xiaohongshu has been strategically developing its short drama business since 2023, with initiatives like the "Potato Drama Spotlight Plan" to encourage creators and enhance community engagement [9][19]. Competitive Landscape - Other platforms like Hongguo Short Drama have rapidly gained traction, achieving over 140 million monthly active users by leveraging Douyin's traffic and a free model [24][30]. - Kuaishou and Bilibili are also making significant strides in the short drama sector, with Kuaishou's revenue from short dramas increasing from 2.06 billion yuan to 18.2 billion yuan in one year [32]. Target Audience and Content Focus - Xiaohongshu's core user base consists of young women in high-tier cities, who are sensitive to emotional and social issues, making them a prime audience for short dramas that explore complex relationships [21][22]. - The platform's short dramas are designed to resonate with female users' aesthetic preferences and emotional needs, as seen in the thematic focus of "Lovesick" [19][22]. Challenges and Opportunities - Despite its advantages, Xiaohongshu faces challenges in content supply compared to established players, with many of its short dramas receiving only modest viewership [38]. - The platform's user experience for short drama viewing needs improvement, as the current interface does not facilitate easy access to content [38]. - The short drama market still holds significant opportunities, and if Xiaohongshu can continue producing high-quality content like "Lovesick," it may carve out a niche in this competitive landscape [39].

小红书正在加速从红果短剧的盘子里"抢蛋糕"。 520档，小红书独家首发的短剧《痴人之爱》上线两周后，已超过7500万次播放，讨论曝光破2亿，打破了站内短剧记录， 继5000万+播放量、风芒分销短剧《坠入春夜》之后，拥有了又一部短剧代表作。 一场攻防战正式打响。日前，红果短剧正式宣布测试其全新"社区"功能，6月9日，红果推出了图文激励计划，面向所有的 用户，只要成功发布1条优质图文即可获得1万金币激励，超10条优质图文可获得20万金币奖励，金币数量达到一定数额可 进行提现。 目前入驻"社区"的主要是短剧版权方和演员，多为聊剧情、互动及高光片段剪辑，意在为短剧宣发和导流，完善平台生 态，"短剧+社交"布局初显。其双列瀑布流的信息排布形式，很容易联想到小红书，但定位更为垂直。 考虑到小红书女性用户占比七成以上，"短剧一哥"红果短剧女性用户占比六七成以上（巨量算数24年底统计为62%，最新 数据显示，平台女性用户占比同比提升14个百分点，年轻用户增长40%），短剧正在摘掉"下沉市场"的标签，而越来越多 地攻陷一二线用户，当双方均加速发力女频内容，意味着必有一战。 流量增长挑战下，小红书与红果纷纷踏出舒适区，向对方的优 ...