中國小紅書，如何擄獲千萬少女心？真的有被當統戰工具嗎？ft. 前小紅書工程師 Nick 《神秘職業大揭秘》EP026｜志祺七七

Summary

In this engaging conversation, the speaker reflects on the growth of Xiaohongshu, its societal impact, and the controversies surrounding the platform. They delve into topics like the role of algorithms in amplifying issues such as appearance anxiety, surprising data insights about gender stereotypes, and the unintentional spread of Chinese cultural influence. They also share their experiences working in a rapidly growing company, the shift to a corporate environment, and provide advice for aspiring entrepreneurs in China. With candid personal reflections on technology use, this script offers a nuanced perspective on the evolution of social platforms and their effects on modern society.

Takeaways

• 😀 Xiaohongshu (Little Red Book) initially focused on limiting advertisements to maintain a user-friendly experience but relied heavily on an algorithm that amplifies content based on user preferences.
• 😀 The platform has unintentionally contributed to societal issues like appearance anxiety, especially among young people, due to the prevalence of beauty-related content.
• 😀 Data from Xiaohongshu revealed surprising trends, such as a higher number of male users interested in beauty products and treatments than originally expected, challenging traditional gender stereotypes.
• 😀 Despite concerns about cultural influence, Xiaohongshu's growth in Taiwan happened organically, without significant advertising efforts, leading to discussions about potential 'united front' concerns with the Chinese government.
• 😀 The platform’s algorithm amplifies societal trends, including the growing anxiety around appearance, highlighting how digital content can reflect and exaggerate real-world issues.
• 😀 A comparison between Xiaohongshu and other social media platforms (like Facebook, Instagram) reveals that the latter have a more significant influence in regions like Taiwan, overshadowing Xiaohongshu’s younger demographic.
• 😀 As Xiaohongshu grew, the company transitioned from a relaxed startup culture to a corporate environment with over 3,000 employees, marking a shift in the work atmosphere and introducing more strict regulations.
• 😀 The company's increasing professionalization included new policies like no drinking at work and using face recognition technology to monitor employee working hours.
• 😀 Entrepreneurs are cautioned against entering the Chinese startup scene, as it has become highly competitive and saturated, suggesting that Taiwan might offer a better environment for innovation and growth.
• 😀 The speaker humorously critiques the overuse of mobile phones and social media, stating that despite their involvement in algorithm design, they personally avoid using platforms like Xiaohongshu and Douyin.

Q & A

How did Xiaohongshu manage to balance commercialization without overwhelming its users with ads?

Xiaohongshu focused on maintaining a community feel by avoiding heavy commercialization in its early stages. They understood that too many ads would alienate users, so they took a restrained approach, gradually introducing commercial elements without compromising the user experience.

What is the relationship between Xiaohongshu's algorithm and appearance anxiety among young users?

The algorithm on Xiaohongshu tends to push content that aligns with users' interests, which can amplify societal pressures, such as appearance anxiety. While the platform itself is neutral, the algorithm enhances content related to beauty, potentially exacerbating concerns about appearance, especially among teenagers and young women.

How does Xiaohongshu’s data challenge traditional gender stereotypes, particularly regarding beauty and cosmetics?

Xiaohongshu's data revealed that a significant number of men search for beauty treatments and cosmetics, defying the stereotype that such products are primarily of interest to women. This highlights how societal norms around gender and beauty are often more fluid than commonly assumed.

What role did sex toys play on Xiaohongshu, and how was this issue handled by the platform?

In the early years, Xiaohongshu sold sex toys, particularly catering to female users. The platform saw a surge in interest around these products, especially late at night. However, after a few days, the company received a warning and had to remove these products, reflecting the tension between user demand and social norms.

How does the concept of 'cultural united front' relate to Xiaohongshu’s influence in Taiwan?

The speaker addresses concerns about Xiaohongshu being part of a cultural united front due to its Chinese roots. However, they argue that Xiaohongshu’s impact in Taiwan is more about cultural spillover rather than intentional political influence. Despite being a Chinese company, Xiaohongshu is not as politically potent as platforms like Facebook.

What changes occurred in Xiaohongshu’s company culture as it scaled, and how did this affect employee experience?

As Xiaohongshu grew, its company culture shifted from a relaxed, startup atmosphere to a more corporate environment. The introduction of stricter rules, such as face recognition for clocking in and long working hours, led to a more rigid and less enjoyable work environment, which the speaker found frustrating.

What advice does the speaker offer to entrepreneurs considering starting a business in China’s current environment?

The speaker advises against starting a new business in China due to its already saturated market. They suggest that young entrepreneurs would have better opportunities in places like Taiwan or abroad, as China’s internet and startup scene is now in the middle to late stages of development.

How does the speaker feel about the overuse of mobile phones and social media?

The speaker expresses concern about the excessive use of mobile phones and social media. Despite working in the tech industry, they personally avoid platforms like Xiaohongshu and Douyin, reflecting their belief that people should reduce their screen time for better well-being.

What does the speaker say about the nature of the Chinese government’s regulation of internet companies?

The speaker explains that all Chinese internet companies, including Xiaohongshu, are regulated by the Chinese government. This includes measures like preventing certain companies from being listed abroad, enforcing censorship, and imposing strict control over content, which can lead to significant consequences for companies that don’t comply.

How did the speaker react to the evolution of Xiaohongshu’s internal policies, such as the ban on alcohol at work?

The speaker found the change in Xiaohongshu’s internal policies, such as the ban on drinking at work, to be a major blow. They shared how, in the earlier days, the company’s relaxed atmosphere included communal drinking, which made the work culture more enjoyable. The shift to a more corporate, rules-driven environment was seen as a loss of the company’s original spirit.