Core Viewpoint - The article discusses the significance of the RED LAND event organized by Xiaohongshu as a strategic move to penetrate the ACG (Animation, Comics, Games) market and directly challenge Bilibili's dominance in the two-dimensional space [4][15]. Group 1: Event Overview - RED LAND, Xiaohongshu's first offline event focused on gaming and two-dimensional IPs, took place on Shanghai's Fuxing Island, covering nearly 80,000 square meters and featuring popular IPs from Tencent, NetEase, and MiHoYo [2][4]. - The event attracted approximately 100,000 attendees, showcasing a mix of adventure experiences during the day and immersive music festivals at night [2][4]. Group 2: Market Strategy - Xiaohongshu aims to capture the rapidly growing gaming and two-dimensional community, which has shown significant content growth of 175% for two-dimensional content and 168% for gaming content over the past year [7][16]. - The company is transitioning from an online "grass-planting" community to a platform that can lead and shape offline lifestyle experiences [16]. Group 3: Competitive Landscape - RED LAND is positioned as a direct competitor to Bilibili's Bilibili World (BW), which has been running since 2017 and focuses on creating a "home" for its core users [15]. - While BW emphasizes strengthening connections between UP owners and fans, RED LAND leverages Xiaohongshu's community and commercial capabilities to connect B-end clients (IP and brand owners) with C-end users [15]. Group 4: Event Challenges - The event faced challenges such as extreme heat, with temperatures reaching 35-37 degrees Celsius, leading to long wait times and some attendees experiencing heat-related issues [10][11]. - Despite the difficulties, the event's popularity exceeded expectations, with many attendees queuing for hours to participate [9][10].

Group 1 - The core event, RED LAND, is the first offline venture of Xiaohongshu into the ACG (Animation, Comics, Games) sector, aiming to compete directly with Bilibili in the Chinese two-dimensional market [4][15] - The event attracted approximately 100,000 attendees, showcasing popular IPs from Tencent, NetEase, and Mihayou, among others, in a transformed venue on Shanghai's Fuxing Island [6][15] - Xiaohongshu's content strategy has shifted, with a new slogan emphasizing community interests, and significant growth in two-dimensional and gaming content, which saw year-on-year increases of 175% and 168% respectively [7][16] Group 2 - The event's location was strategically chosen to be in close proximity to Bilibili's headquarters, symbolizing a direct challenge to Bilibili's dominance in the sector [4][15] - The preparation for RED LAND involved extensive renovations and setup within a short timeframe of about 20 days, indicating a strong commitment to creating an immersive experience [8][15] - Despite the high attendance, the event faced challenges due to extreme heat and logistical issues, leading to some negative feedback from attendees [8][10] Group 3 - Xiaohongshu aims to transition from an online community to a platform that shapes offline lifestyle experiences, leveraging the growing two-dimensional market, which is projected to reach a scale of 221.9 billion yuan in 2023 [16] - The event's theme, "Welcome Home, Forever the Protagonist," resonates with the community's desire for connection, similar to Bilibili's approach but with a focus on commercial opportunities for brands [15][16] - The emergence of a "2.5-dimensional" community indicates a trend where younger generations integrate gaming and anime experiences into their real-life activities, presenting a significant market opportunity for Xiaohongshu [16]