Core Insights - The emergence of offline comic conventions, previously dominated by Bilibili, is now being pursued by social platforms like Weibo and Xiaohongshu, indicating a shift in the competitive landscape of the industry [1][6][10] - Xiaohongshu aims to create a "2.5D experience" that resonates with its user base, while Weibo focuses on leveraging its social media influence to generate buzz and online discussions around these events [3][5][9] Group 1: Event Overview - Xiaohongshu's RED LAND event in Shanghai featured an immersive experience with interactive installations and a music festival, aiming to transform the convention into a lifestyle festival [1][3] - Weibo's first gaming and anime expo attracted 68,000 attendees, with a significant portion of the audience being under 30, showcasing the platform's ability to generate substantial online engagement [3][6] Group 2: Market Dynamics - The growth of the ACG (Anime, Comic, and Game) economy is driving platforms to engage in this space, with the number of pan-ACG users in China projected to grow from 210 million in 2017 to 526 million by 2025 [7][10] - The demand for comic conventions is increasing, with over 1,000 events planned nationwide in May alone, indicating a shift from niche to mainstream consumer interest [7][9] Group 3: Competitive Landscape - Bilibili's established event, Bilibili World, has become a significant industry event, attracting 400,000 attendees in 2025, while ChinaJoy also set a record with over 410,300 visitors [6][10] - The entry of Weibo and Xiaohongshu into the convention space is expected to diversify the market, moving it from a niche gathering to a broader platform competition [6][10] Group 4: Challenges Ahead - Both Weibo and Xiaohongshu face challenges in content and IP accumulation, relying heavily on external resources rather than developing their own original content [10][12] - Execution issues have been noted, such as long wait times and limited facilities at Xiaohongshu's event, which could affect the overall attendee experience [12][14] - For these platforms to establish a lasting presence in the convention space, they must focus on building content, commercial viability, and user recognition rather than just short-term engagement [14]

Core Insights - Xiaohongshu's recent foray into the ACG (Anime, Comic, and Game) community has not significantly altered the existing landscape, with core players still favoring platforms like Bilibili for in-depth content and Douyin for short videos [1][10] - The RED LAND event in Shanghai, strategically located near Bilibili's headquarters, symbolizes a new round of competition among internet platforms for the youth demographic [1][3] User and Strategic Drivers - Xiaohongshu's RED LAND marks its first large-scale offline event in the gaming and ACG sector, with a 175% increase in ACG content and a 168% rise in gaming content published on the platform over the past year [3][5] - The user demographic has shifted, with 50% of users being post-95s and 35% post-00s, predominantly female, aligning closely with the ACG audience [3][5] - The platform's rebranding from "Your Life Guide" to "Your Life Interest Community" reflects a strategic pivot towards interest-based social engagement, aiming to harness the spending potential of younger users [5][10] 2.5D User Engagement - The concept of 2.5D users, who integrate ACG interests into their daily lives, is crucial for Xiaohongshu's strategy in the ACG space [7][9] - The rise of "Guzi Economy" has facilitated the conversion of ACG enthusiasm into real-world consumption, contrasting with traditional core ACG communities [7][9] - Despite advantages in the otome game sector, Xiaohongshu struggles to attract hardcore gamers focused on in-depth content, indicating a limitation in its appeal to competitive gaming audiences [7][9] Competitive Landscape - The Chinese ACG industry is projected to reach a market size of 221.9 billion yuan in 2023, with the number of ACG users expected to grow from 210 million in 2017 to 526 million by 2025 [10][12] - Bilibili's established community culture and content ecosystem provide a more immersive ACG experience, while Xiaohongshu is still in the early stages of community expansion [12][13] - Other platforms like Douyin and Weibo are also targeting the youth demographic, leveraging their unique strengths to engage with ACG audiences [12][13] Future Challenges - Xiaohongshu's ability to convert the enthusiasm of 100,000 event participants into a sustainable community ecosystem will be critical for its success in the ACG sector [10][13] - The platform's current focus on brand exposure rather than deep partnerships with game developers may limit its long-term growth potential in the ACG market [12][13]

Core Insights - The competition between Xiaohongshu and Bilibili in the ACG (Anime, Comic, Game) sector is intensifying, with both platforms hosting large-scale events in Shanghai during the summer of 2025, highlighting their rivalry for young users' attention and spending power [2][20][26] Group 1: Event Comparisons - Bilibili World (BW) attracted over 400,000 participants and covered 250,000 square meters, making it the largest ACG event globally [2] - Xiaohongshu's RED LAND event, held on an 80,000 square meter outdoor site, drew approximately 100,000 attendees, emphasizing a different approach by focusing on immersive experiences rather than traditional exhibition formats [6][9] - BW featured a more extensive lineup with 167 exhibitors and over 30,000 cosplayers, while RED LAND emphasized a theme park-like experience with three main exhibition areas [4][10] Group 2: Market Dynamics - The ACG content release on both platforms saw significant growth, with a 175% increase in ACG content and a 168% increase in game content on Xiaohongshu, indicating a shift in user engagement [2][3] - Bilibili reported a net revenue of 7.003 billion yuan in Q1 2025, a 24% year-on-year increase, with mobile game revenue surging by 76% [2][17] Group 3: User Demographics and Engagement - Xiaohongshu's user base is predominantly young, with 50% aged 95 and 35% aged 00, and a significant female user demographic, aligning well with the ACG audience [11][12] - Bilibili has a daily active user count of 106.7 million and a monthly active user count of 368 million, while Xiaohongshu's monthly active users reached 350 million by the end of 2024 [13][15] Group 4: Strategic Implications - Xiaohongshu's entry into the ACG space represents a strategic shift from a lifestyle platform to an interest-based community, aiming to redefine its user value and business model [21][23] - The competition for advertising revenue from game developers is a critical driver for both platforms, with Xiaohongshu seeking to capture a larger share of this market [23][24] Group 5: Future Outlook - The ongoing rivalry between Xiaohongshu and Bilibili will significantly influence the future landscape of China's ACG industry, as both platforms strive to enhance their offerings and user engagement [25][26]

Core Viewpoint - The article discusses the evolution of the Xiaohongshu community, highlighting the significant growth in the gaming and ACG (Anime, Comic, Game) content sectors, which are now among the top categories on the platform, indicating a vast potential for interest-based communities [4][18][19]. Group 1: Event and Community Engagement - Xiaohongshu created a unique immersive experience called "Pain Island" to cater to the gaming and ACG community, showcasing the platform's commitment to engaging its user base [7][10]. - The event featured over 50 well-known gaming and anime IPs, including popular titles like "Honor of Kings" and "Genshin Impact," enhancing the immersive experience for attendees [11][18]. - The community's engagement was further amplified by live performances, such as the Echo Project music festival, which resonated deeply with the audience, marking a significant cultural moment for fans [13][14]. Group 2: Growth Metrics and Trends - From 2023 to 2025, Xiaohongshu's ACG content has rapidly grown, becoming the third-largest category on the platform, with a notable increase in user engagement [18][19]. - The platform reported that the number of posts related to gaming and ACG content has increased by 175% and 168% year-on-year, respectively, indicating a strong upward trend in user-generated content [19][20]. - Xiaohongshu's gaming user base has reached over 110 million monthly active users, with daily exposure of gaming posts exceeding 2 billion [18]. Group 3: Cultural Integration and User Experience - The concept of "2.5D" culture is emerging on Xiaohongshu, blending virtual and real-life experiences, allowing users to engage with gaming content in a more relatable manner [20][24]. - The platform is fostering a community where gaming and ACG culture are integrated into daily life, as seen in user-generated content that reflects real-life applications of gaming themes [25][30]. - Xiaohongshu's shift from a lifestyle guide to an interest-based community signifies a broader cultural acceptance of niche interests, allowing for deeper emotional connections among users [33][39].

Core Viewpoint - The article discusses the transformation of Xiaohongshu from a "lifestyle guide" to an "interest community," highlighting the rapid growth of content related to gaming and the ACG (Anime, Comic, and Game) culture, which has become a significant part of the platform's user engagement and content creation [5][11][18]. Group 1: User Engagement and Growth - Xiaohongshu's monthly active users (MAU) are projected to exceed 350 million by the end of 2024, with a significant portion of users aged 18-34, accounting for over 70% of the user base [12][10]. - The average daily usage time for users has increased from 58 minutes in 2022 to a peak of 74 minutes in 2024, indicating higher user engagement [12][14]. - The platform has seen a 175% year-on-year growth in ACG content and a 168% growth in gaming content, making these categories the fastest-growing on the platform [5][14]. Group 2: Content Trends and User Behavior - Users are shifting from sharing essential lifestyle content to more engaging and frequent consumption of spiritual and interest-based content, such as gaming and ACG, which enhances user retention and community interaction [18][20]. - Xiaohongshu's content ecosystem is increasingly driven by user-generated content (UGC), with 50% of community traffic allocated to ordinary users, fostering a competitive environment for content visibility [14][16]. - The platform's search functionality is robust, with 70% of users engaging in search behaviors, leading to a 30% higher conversion rate for users who arrive via search compared to those browsing content [16][18]. Group 3: Community and Cultural Integration - The emergence of the "2.5D" culture on Xiaohongshu reflects a blending of ACG elements with everyday life, indicating a trend where younger users integrate gaming and ACG into their daily activities [18][20]. - The RED LAND event exemplifies Xiaohongshu's strategy to enhance its community atmosphere and solidify its new positioning as an interest-based platform, moving away from traditional lifestyle content [5][34]. - The platform's community remains vibrant and open, allowing for natural growth and the acceptance of diverse interests, which contrasts with the more rigid structures seen in other platforms like Bilibili [29][31].

Core Insights - Xiaohongshu has transformed its branding from "Your Life Guide" to "Your Life Interest Community," reflecting a shift towards a more interest-based community model [3][9] - The platform has seen significant growth in user engagement, particularly in the gaming and ACG (Anime, Comic, Game) sectors, with content publication in these categories increasing by 175% and 168% respectively over the past year [4][15] - Xiaohongshu's monthly active users (MAU) are projected to exceed 350 million by the end of 2024, with a notable increase in user engagement time [11][12] User Engagement and Content Trends - Xiaohongshu's MAU is expected to average around 330 million in 2024, with over 70% of users aged 18-34 [11] - The average daily usage time has increased from 58 minutes in 2022 to a peak of 74 minutes in 2024, indicating rising user engagement [12] - The platform's content landscape is diversifying, with 70% of users engaging in search behaviors, and a significant portion of content being user-generated [19][20] Community and Cultural Shifts - The rise of "2.5D" culture on Xiaohongshu reflects a blending of ACG elements into everyday life, showcasing a trend where young users integrate these interests into their daily activities [24][27] - Xiaohongshu's community atmosphere is characterized by high engagement and a youthful vibe, distinguishing it from other platforms like Bilibili [8][42] - The platform's focus on user-generated content (UGC) allows for a more organic community growth, avoiding the dilution of core interests seen in other platforms [42][44] Competitive Landscape - Xiaohongshu is not directly competing with Bilibili but rather reflects a different approach to community engagement and content creation [29][35] - The platform is exploring partnerships with gaming companies and integrating gaming content into lifestyle discussions, aiming to enhance user interaction [45][48] - Xiaohongshu's strategy emphasizes the importance of community over strict content categorization, allowing for a more fluid interaction between different interest groups [40][51]

Core Insights - The article highlights the emergence of Xiaohongshu's RED LAND event as a significant competitor to Bilibili World, marking Xiaohongshu's entry into the ACG (Anime, Comic, and Games) sector [2][3] - Both events are positioned in Shanghai, showcasing the city's vibrant ACG culture and the growing demand for such activities [6][10] Group 1: Event Comparisons - RED LAND attracted 70,000 ticket holders and featured an 80,000 square meter venue, indicating strong interest and attendance [1] - The two events are compared in terms of their branding and audience engagement, with RED LAND focusing on immersive experiences while Bilibili World emphasizes community culture [4][5] Group 2: Market Dynamics - Xiaohongshu reported a 175% increase in ACG-related content and a 168% increase in gaming-related posts over the past year, making it the fastest-growing content category on the platform [2] - The Shanghai market is large enough to support multiple major ACG events, as evidenced by the simultaneous hosting of CCG EXPO, Bilibili World, ChinaJoy, and RED LAND [6] Group 3: Youth Engagement - The events cater to a young demographic, with a focus on integrating ACG content into daily life, thus appealing to the interests of the youth [4][10] - The presence of numerous universities in Shanghai contributes to the city's vibrant ACG culture, highlighting the importance of youth engagement in driving innovation [9][10]

Group 1 - The core viewpoint of the article highlights the significant growth in the publishing volume of content related to the ACG (Anime, Comic, Game) sector on Xiaohongshu, ranking third and fourth among all categories with year-on-year increases of 175% and 168% respectively, making it the third largest category after fashion and food [1][1][1] Group 2 - Xiaohongshu recently launched an event called "RED LAND" in Shanghai, which is an open-world adventure island, taking place from August 8 to August 10 [1][1] - The "RED LAND" venue spans 80,000 square meters and features over 50 popular IPs globally, including more than 20 classic anime IPs from companies like Pokémon, Aniplex, and others, as well as over 30 popular game IPs such as Honor of Kings, Genshin Impact, and Cyberpunk 2077 [1][1][1]

Core Viewpoint - The article discusses the transformation of Shanghai's Fuxing Island into a "Pain Island" for anime and gaming enthusiasts, highlighting the growing popularity of the two-dimensional culture and its integration into daily life [2][3]. Group 1: Event Overview - The event, organized by Xiaohongshu, featured over 50 global top-tier anime and gaming IPs, including Pokémon and Cyberpunk 2077, as part of the Shanghai Summer International Animation Month [2]. - Approximately 300,000 people participated in a quiz to obtain free tickets, with tickets selling out rapidly, indicating strong demand from the gaming and anime community [3]. Group 2: Community Engagement - Xiaohongshu's community market manager noted that the platform has seen a 175% year-on-year growth in two-dimensional content and a 168% increase in gaming content, making it the third-largest category after fashion and food [3]. - Users on Xiaohongshu are increasingly integrating gaming and anime into their real lives, such as celebrating game character birthdays, reflecting a trend among younger generations to blend virtual experiences with physical activities [3]. Group 3: Economic Impact - During the event, Yangpu District distributed 5 million yuan in consumption vouchers, collaborating with local businesses to enhance the event's reach and impact on the surrounding commercial area [4].

Core Insights - The event "RED LAND" is being held from August 8 to August 10 in Shanghai, featuring an area of 80,000 square meters dedicated to various popular IPs [1] - The event includes over 50 popular IPs globally, with more than 20 classic anime IPs and over 30 phenomenon-level game IPs [1] Group 1 - "RED LAND" is the world's first open-world adventure island event created by Xiaohongshu [1] - The event showcases a diverse range of content, including collaborations with well-known brands such as Pokémon, Aniplex, and Cyberpunk 2077 [1] - The venue features more than 10 original exclusive exhibition booths [1]