"中产破防了。" 这个神话很成功。 反复刷到这句话，山姆上架了好丽友，"中产破防了"；孩子放假去的夏令营太贵，"中产破防了"；看到了讲失业生活的电视剧，"中产破防了"；什么也没 干就因为到了 35 岁，"中产破防了"。 为什么中产容易破防？ 这是最容易提出的问题，但其实也是个陷阱，因为背后是默认的前提：存在一个叫"中产"的群体，而这个群体的特点，就是"容易破防"。 但有没有可能，问题出在这个前提本身？ 人类学家豪道斯·魏斯的书，《我们从未中产过》，观点明确：中产阶级，作为一个稳固的、客观存在的实体，其实并不存在。它是一套被建构出来的意 识形态，一个关于社会流动的现代神话。 它用"中间"（Middle）这个词，许诺了一个关于个人奋斗就能向上流动的梦想；同时，它又巧妙地抹去了"阶级"这个词背后的一切对抗性。 它为我们每个人，都量身定做了一个角色：每个人都是自己生活的第一责任人。我们人生的所有成败，都被归因为自己的选择。成功是你投资得当，失败 是你咎由自取。 在关于山姆上架好丽友的讨论里，我用了"故事"这个词，因为关于中产的身份认同，并不基于稳固的权力，也不基于真实的生产，而是基于"故事"，一个 无数个原子化的个体 ...

Core Viewpoint - The "Hushiba" policy document represents Shanghai's strategic declaration to reshape its cultural leadership in the digital civilization wave, focusing on the internet content creation industry as a vital component of the digital economy and cultural influence [1][3]. Group 1: Policy Impact on Content Industry - The policy supports the entire content industry chain, facilitating connections between MCN institutions and multi-level capital markets, enhancing the "creation-production-distribution-monetization" process [1]. - It aims to reshape the city's soft power by encouraging the creation of high-quality content with a "Shanghai identity," promoting Chinese culture globally [1]. - The policy emphasizes a quality-oriented approach, supporting professional and in-depth content while establishing a scientific evaluation system for the content industry [1]. Group 2: Opportunities for Creators - Shanghai is becoming a "creative rainforest" for self-media and influencers, with policies providing support for flexible employment and easing talent settlement and title evaluation [2]. - The new trends in Shanghai's content industry include AIGC empowering creative revolutions, with AI companies like SenseTime leading the way, allowing creators to focus on core ideas while AI assists in content production [2]. - The policy encourages cross-industry integration, exemplified by successful cases where content has activated local businesses, such as Bilibili documentaries boosting offline barbecue restaurants [2]. Group 3: Global Narrative and Cultural Influence - The policy aims to build global narrative capabilities, leveraging platforms like the Shanghai International Communication Center to support "going global" initiatives [2]. - Shanghai is expected to cultivate a number of internationally influential content IPs, enhancing the definition of Chinese culture in the global digital arena [2]. - The deeper significance of the "Hushiba" policy lies in its institutional innovation, aiming to redefine the essence of Shanghai's cultural identity in the digital age [3].

Core Insights - The report titled "The Golden Formula for Creating Viral Posts on Xiaohongshu: 7 Steps to Replicate Popular Industry Posts" systematically analyzes the logic and practical methods for creating viral notes on Xiaohongshu [1] Group 1: Flow Model and Key Metrics - The flow model indicates that post traffic is distributed across multiple entry points such as the Follow Page, Discovery Page, and Search Page, with core metrics including interaction value (likes, saves, comments) and transaction value (product click-through rates, purchases) [1] - Common misconceptions in operating new accounts are addressed, such as the belief that linking will limit traffic and that poor data should lead to immediate deletion of posts [1] - The report emphasizes the need to avoid six common issues, including non-original content and violations of traffic diversion rules [1] Group 2: Steps to Create Viral Content - The first step is to create a title that is "substantial and useful," incorporating visualized selling points (like ingredients and prices), target demographics, and numerical information to attract clicks [1] - The second step involves designing an attractive cover that highlights the theme and key points, with a recommended image-to-text ratio of 3:4 [1] - The third step is to showcase the product through images or videos in relatable life scenarios, avoiding excessive photo editing [1] - The fourth step requires original content that focuses on user pain points, clearly presenting product differences and maintaining a readable structure [1] - The fifth step suggests adding 5-15 relevant topics to enhance search matching [1] - The sixth step involves creating interactive components like polls and group chats to maintain engagement in the comments section [1] - The seventh step is to provide links in the product showcase or comments to shorten the purchase path [1] Group 3: Content Formulas - Different content formulas are summarized, including multi-image collages for product recommendations, comparison reviews to highlight effectiveness, tutorial guides using tables/flowcharts to lower learning barriers, unboxing experiences for complete product exposure, immersive experiences to create situational engagement, and interactive giveaways to increase followers [2] - These formulas cover various sectors such as food, beauty, and maternal and infant products, facilitating creators to efficiently produce high-traffic notes and optimize the entire conversion process from content exposure to transactions [2]

Core Viewpoint - The company, Xiaohongshu, is redefining its business model from a content community or new e-commerce platform to a cross-platform content distribution hub, aiming to enhance its bargaining power in precision marketing and attract capital investment [1][5]. Group 1: Strategic Partnerships - Xiaohongshu has formed a strategic alliance with JD.com ahead of the "6·18" shopping festival, focusing on selling traffic rather than products [2]. - The partnership is aimed at leveraging Xiaohongshu's content ecosystem and user data to help traditional e-commerce platforms like Taobao and JD.com overcome user growth challenges [2][3]. Group 2: User Engagement and Data - As of the end of 2024, Xiaohongshu is projected to have 300 million monthly active users, with significant user engagement metrics such as 120 million daily screenshot actions and over 6 million requests for links in comments [2]. - Despite high user engagement, Xiaohongshu's self-operated e-commerce GMV is only in the hundreds of billions, significantly lower than competitors like Douyin and Kuaishou [2]. Group 3: E-commerce Challenges - Xiaohongshu faces challenges in converting user engagement into sales, as users tend to engage in "grass planting" rather than immediate purchases, leading to longer conversion paths [3]. - The platform struggles with building and integrating a supply chain, particularly for non-standard products that require strong buyer selection capabilities [3]. Group 4: Business Model Adaptation - The "Red Cat Plan" is a strategic move to drive short-term sales by redirecting transactions to established e-commerce platforms while allowing Xiaohongshu to develop its own e-commerce capabilities over time [3][5]. - By connecting to a vast product pool from Taobao, Xiaohongshu aims to enhance its product offering and reduce user requests for purchase links [4]. Group 5: Market Positioning - Xiaohongshu is focusing on categories with longer ROI cycles, such as fast-moving consumer goods and health products, while retaining control over impulsive purchase categories like clothing and snacks [5]. - The company must balance content and transactions, closed and open systems, and community values with commercial efficiency to maintain its core data assets [5].