文 | C2CC新传媒 7月，小红书将Sologan从"你的生活指南"升级为"你的生活兴趣社区"；12月，小红书推出小红圈新功能内测，加码兴趣社交领域。 9月上旬，小红书就已经开启"小红圈圈主招募计划"，该计划首批将开放100个圈子。目前看来，小红圈的展现形式与贴吧、豆瓣小组、微博超话类似，是 兴趣相近用户的主要聚集地。 关于"圈主"申请，平台要求有一定的社群"管理经验"，要么以前当过组长/吧主，要么是资深组员；同时，基本条件也得满足，必须通过实名认证，且需 要一定的活跃度，但最终还需通过平台审核。 除了"圈主"申请门槛高， "小红圈"内容展示也极其隐蔽。目前，在APP的搜索栏里是搜不到的，只能通过圈主或者成员发布口令，复制口令才能进圈。这 简直是将极致的"私域社交"属性刻在了产品的DNA里。 3亿用户的"活跃度焦虑"，小红书"兴趣社区"的野心 中国社交平台的竞争已经进入到白热化阶段，小红书以月活用户超3亿、内容创作者超1亿的量级，稳坐中国UGC内容社区头把交椅。 得益于UGC社区的定位，小红书沉淀了大量素人的生活经验和好物种草，从旅游攻略到生活妙招，从食谱菜谱的好物推荐，逐渐让用户形成了"遇事不决 问小红书 ...

Core Insights - Xiaohongshu is actively expanding its social features, recently launching a recruitment plan for community leaders as part of its new "Xiaohongquanquan" product aimed at enhancing user engagement and reducing churn [1][4] - The platform's previous attempts in the social domain have faced challenges, but it continues to explore opportunities in interest-based social networking, which has shown promising growth in user engagement [3][6] Group 1: Product Development and Strategy - Xiaohongshu's new community product, "Xiaohongquanquan," will initially open 100 groups and seeks leaders who resonate with the community concept and are willing to invest time in its development [1] - The platform aims to connect content, e-commerce, and local services through this community initiative, potentially expanding its commercialization opportunities [4] - Interest-based social interactions have shown a significant increase, with group chat daily active users growing nearly 70% year-on-year, indicating a shift towards more engaging content [6] Group 2: Challenges and Market Competition - Despite the potential of interest-based communities, Xiaohongshu faces significant challenges, as many similar products in the market have failed, highlighting the difficulty of sustaining such platforms [8] - The platform must navigate the risk of communities becoming insular and self-sufficient, which could hinder broader engagement and monetization efforts [8] - Competitors like Douyin and Kuaishou are also pursuing social features, and the return of WeChat's "Shake" function indicates a competitive landscape for social networking [10][12] Group 3: User Experience and Retention - Users seeking social connections on Xiaohongshu desire a low-pressure experience, but the current environment may complicate this, as users must sift through content to find suitable connections [10] - The challenge remains for Xiaohongshu to provide compelling reasons for users to stay on its platform rather than migrating to WeChat for social interactions [12]