With the arrival of the new energy era, many car companies have started the road to the new energy track. No matter whether it is a new force to build a car or a traditional car company, there is no doubt that they are competing to make efforts. After all, who can take the lead in bringing better products into the market will get the market initiative, but is this really the case? I believe that Haval Xiaolong MAX will appear in most people’s answers. The positioning of plug-in hybrid medium-sized SUV, the standard four-wheel drive system in the whole system, and the good configuration level, the key price is less than 160,000, and this "king of volume" can be said to give a lesson to peers.

Modeling design is unique.

In fact, most of today’s car designs are similar, especially the design of new energy vehicles in modeling is difficult for consumers to find bright spots. Although different people have different opinions on the appearance, many young consumers are very concerned about the first impression of a new car. Therefore, on the new energy track, Harvard brand does not use the design style of dolls. On the one hand, it wants to show consumers a new side. On the other hand, Harvard brand is committed to creating a more unique new car design, making the brand more in line with the aesthetics of young consumers and showing the brand’s latest product image. Harvard Xiaolong MAX is one of them.

As a plug-in SUV, Haval Xiaolong MAX adopts minimalism as a whole, but skillfully incorporates unique elements to create a brand-new product image that is younger and more scientific. In itself, it is a new breakthrough in technology. If the design does not bring forth new ideas and insists on the traditional SUV design, it will not only fail to keep up with the trend of the times, but also make consumers lose interest. Therefore, the value of Haval Xiaolong MAX alone will definitely make consumers shine.

From the appearance alone, the style of Haval Xiaolong MAX this time can be said to be very different from the fuel car under the previous brand. The design of low wind resistance body lines gives the new car a sense of movement and smoothness, and also improves the overall aerodynamic performance. The unique laser mesh air intake grille also increases the recognition visually, making Haval Xiaolong MAX stand out among many models.

The most impressive thing about the interior is the 12.3-inch full-color LCD central control screen +12.3-inch full-color LCD auxiliary driving screen+12.3-inch full-color LCD instrument. The three screens do not interfere with each other and the image is clear. Among them, the 12.3-inch full-color LCD co-driver screen is equipped with the exclusive entertainment system of the co-driver, which greatly enhances the fun of driving. This design makes the co-pilot no longer feel boring during the long journey.

What new energy needs is safety.

At present, there are many types of new energy vehicles, and the number of new energy vehicles is gradually increasing. Therefore, the safety problems of some new energy vehicles have indeed attracted the attention of many consumers, such as spontaneous combustion and car accidents caused by intelligent driving failure, which are the fuses that restrict consumers from starting new energy vehicles. However, whether it is active or passive, Haval Xiaolong MAX can be said to be full in terms of safety configuration, giving drivers and their families a full sense of security.

First of all, Haval Xiaolong MAX is equipped with Coffee Pilot intelligent driving system, and the top model is equipped with 22 intelligent sensors, which can support L2+ intelligent driving assistance function, which undoubtedly provides drivers, especially novices, with more reliable driving safety protection.

For example, in the scene of daily commuting and long-distance travel, the system can provide intelligent driving assistance functions including ACC full-speed domain adaptive cruise, intelligent cruise, lever change (HWA), intelligent cornering, intelligent dodge active emergency braking, lane departure warning, lane keeping and emergency lane keeping assistance. If you are a novice driver who just got a driver’s license, this configuration can not only make you tired after long-distance driving, but also minimize the occurrence of traffic accidents and ensure the safety of vehicles and occupants.

Moreover, the 540 panoramic panoramic image equipped by Haval Xiaolong MAX can capture road safety hazards more comprehensively during driving, avoid potholes and obstacles in time, and avoid tire sinking and chassis rubbing. Full-scene automatic parking system has three auxiliary functions: integrated parking, remote parking and tracking reversing. By identifying the appropriate parking space and automatically controlling the vehicle, the driver can drive in and out of the parking space only by manipulating the vehicle according to the system prompts, which greatly reduces the parking difficulty of novice drivers in hutong and narrow parking spaces.

Don’t worry about passive safety. The front row has double pre-tightening belts with limited force, and the rear row has tight-limiting seat belts on both sides. The proportion of high-strength steel used in the car body is 73.6%, and the whole system is equipped with 6 airbags as standard, which has reached the C-NCAP five-star safety standard.

Hi4 with intelligent four-wheel drive electric hybrid technology

As a new energy vehicle, especially plug-in hybrid vehicles, efficient powertrain is the biggest selling point. Haval Xiaolong MAX is built on the latest hybrid platform of Great Wall Motor and equipped with a new hybrid architecture Hi4. The power system consists of a brand-new 1.5L high thermal efficiency engine, a two-speed hybrid special transmission, a 70kW front axle motor, a 150kW rear axle motor and a battery pack. The comprehensive power of the system is 205kW, and the comprehensive torque is 585 N m. It takes only 6.8 seconds to accelerate at zero speed, with faster response speed and stronger torque output, which is more advantageous than the traditional double power.

Hi4, a new hybrid architecture, adopts the innovative configuration of series-parallel electric four-wheel drive with front and rear axles, and combines intelligent energy management and iTVC intelligent torque vector control system to accurately identify real-time road conditions and realize intelligent dynamic switching of 3 engines and 9 modes. Equipped with a brand-new single-motor two-speed hybrid special transmission, it adopts fixed-axis gear train and lightweight design to realize multi-mode switching, flat-wire motor and high-efficiency bearing, and all modes operate efficiently to reduce transmission loss. The power battery adopts laminated bipolar ear design, and the anode of the battery cell is made of NCM polycrystalline material, which makes the power battery have strong fast charging ability, with 33kW DC fast charging, and the power is from 30% to 80%, and the fast charging takes only 26 minutes; The maximum discharge power is 3.3kW, and the efficiency is higher.

Not only that, Haval Xiaolong MAX adopts the front McPherson independent suspension and the rear trailing arm three-link independent rear suspension. This suspension has high reliability, strong durability, light weight and fast speed response, which effectively improves the comfort of riding in the back row and does not shake at high speed, greatly reducing the possibility of long-distance carsickness.

Write at the end:

The biggest highlight of Haval Xiaolong MAX is that it has the experience of intelligent electric four-wheel drive under the premise of having the energy consumption of two-wheel drive of the same class. If you are considering buying an SUV that can give strong power and give consideration to fuel economy, and the internal and external design can keep up with the fashion trend and also has a personality, consider this Haval Xiaolong MAX.

　　CCTV News:Faced with the question that "voice" is greater than "product", since the beginning of this year, the new car-making force, which is mainly based on the Internet, has begun to provide a large number of new cars to the market. In the first half of this year, the production and sales of the three head enterprises, Tucki, Weimar and Weilai, all approached 10,000 vehicles. While consumers are experiencing the new mode of building cars on the Internet, new problems have also emerged.

　　Just bought a new car, changed the old one, and the loyal car owner turned black.

　　Early in the morning, Zhu Yue drove his new car, which he had just bought for less than a month, from Shenzhen to Xpeng Motors headquarters. Now, he has long forgotten the joy when he picked up the car. The purpose of going to Guangzhou this time is to discuss this new car.

　　Zhu Yue, owner of Xpeng Motors, Shenzhen, Guangdong:I feel trapped and cheated. Because at the beginning, I also wanted a high battery life when I ordered this car, but the sales kept telling me that there was no such version.

　　To Zhu Yue’s surprise and anger, on July 10th, Xpeng Motors officially released the G3 2020 model and accepted the reservation at the same time. The new model not only fully optimizes the chassis and braking performance, but also greatly increases the maximum cruising range from 365 km to 520 km, while the price has only increased by more than 10,000 yuan.

　　Zhu Yue, owner of Xpeng Motors, Shenzhen, Guangdong:I can’t accept this high-endurance version later. I have repeatedly stressed the need for a high-endurance version even if the price is increased.

　　What makes car owners most dissatisfied is that in June, many salespeople not only denied that there would be a new car with high endurance in the near future, but also urged car owners to book cars on the grounds that subsidies for new energy vehicles would decline.

　　Hao Xianju, owner of Xpeng Motors, Guangzhou, Guangdong:There is no reason to build a car, only half a month and then build it. So I feel misled and cheated.

　　Fan Nina, Head of Guangzhou Gaode Land Experience Center in Xpeng Motors:We also know the news synchronously with the consumer, just one hour in advance.

　　Data show that G3, as the first product in Xpeng Motors, did not start mass delivery until March this year. In other words, most car owners have only used 2019 new cars for less than 4 months, and now they have become old models. In June 2019 alone, the 2019 model of G3 sold 2,237 vehicles, accounting for almost a quarter of the total cumulative sales of 9,596 vehicles.

　　Li Pengcheng, General Manager of Xpeng Motors Brand Public Relations:There are some differences between the new forces of making cars and traditional automobile enterprises. Our products will be iterated quickly from now to the future, and the hardware iteration, such as the electronic control of battery motors, has indeed developed rapidly in recent years, so the product iteration will be relatively faster.

　　The solution is not satisfactory. It is difficult for consumers to defend their rights.

　　In the face of the dissatisfaction of car owners, recently, He Xiaopeng, chairman of Xpeng Motors, publicly apologized on the Internet. "The rapid iteration of our hardware really blocked our former Pengyou, sorry!" This week, Xpeng Motors officially gave the exclusive rights and interests of the old car owners, but consumers didn’t buy it. Just this weekend, car owners in many cities across the country are defending their rights to Xiaopeng Automobile.

　　At the Xpeng Motors Service Center of Chengshou Temple in Beijing, more than 30 car owners and the staff of Xpeng Motors are having a heated debate. According to the solution put forward by Xpeng Motors on July 24th, every old car owner has two choices: to get a consumption fund of 10,000 yuan now, or to choose the right to replace it with a 60% discount when it is replaced in Xpeng Motors three years later. Faced with such a solution, the car owners at the scene did not agree.

　　The legal person believes that if the salesperson’s introduction to the old model is true and no other facts are fabricated, it will be difficult to legally determine that it constitutes fraud, and it will be difficult to terminate the contract. At the same time, it is not easy to organize evidence to prove that salespeople are subjectively and intentionally concealing facts.

　　Li Bin, lawyer of China Consumers Association Lawyers Group:If all the information propaganda of the old car itself is true, it just means that you bought the old car because you didn’t know that the new car was coming on the market, which obviously doesn’t conform to the legal situation that you can legally return the car unilaterally, so I’m afraid it won’t be realized.

　　Iteration accelerates to normal, and new forces encounter new problems.

　　The core of the dispute between consumers and Xpeng Motors is the iteration of automobile product upgrading. Under normal circumstances, the price of traditional cars will be gradually lowered over time. Car companies will generally forecast the new models in advance, and promote the price reduction of the previous generation models to a certain extent, and the update time is generally 3 ~ 4 years. This time, Xpeng Motors caused controversy mainly because the product iteration was too fast, and the news of updating the model was not told to consumers before. These new problems are also industry problems faced by Internet car companies.

　　The new car-making forces, represented by Weilai, Tucki and Weimar, have deep Internet genes, and their sales models are very different from those of traditional cars. On the one hand, the iterative speed of product upgrade is fast, and the technology will be updated in half a year or even three months. On the other hand, because the enterprise has a weak foundation for building cars, the production cycle of initial models is long, and consumers have to wait for several months or even more than one year after placing orders.

　　Experts said that at present, the domestic battery cost is basically declining at a rate of 20% per year, and the cruising range is rapidly increasing, with "revolutionary changes" almost every year. In order to seize the market, all car companies will apply the latest technology to new cars at the first time, and the price is also sold at the cost.

　　In December last year, the second mass production model ES6 of Weilai was officially launched, which caused a dispute about whether the old model ES8 would be eliminated or reduced in price. On February 28 this year, Tesla officially announced that the price of all the models on sale had been greatly reduced, which was fiercely resisted by the old car owners. Tesla was also forced to introduce a compensation plan for users who had placed an order and did not mention the car. How to deal with the relationship between technology upgrading, rapid product iteration and consumers will be an urgent problem for Internet car companies.

　　Two of the most mainstream hybrid SUVs, let’s take a look at the fuel consumption that everyone is most concerned about. There are two kinds of fuel consumption declared by the Ministry of Industry and Information Technology of Honda Sharp CR-V Hybrid Net Speed Edition, the NEDC comprehensive working condition is 4.9 liters, and the Tang DMi is 1.2L. In addition, Tang DMi also has a power loss and fuel consumption of 5.5L

　　In the actual test drive evaluation, when the speed of 0-80 is below 100 km/h at most, the DONG DMi Zunrong model has always been in the most fuel-efficient range, with an average fuel consumption of about 3.5L At this time, it is mainly driven by the motor, and the engine is only responsible for charging the motor, and it continues to operate in a high-efficiency area, so the fuel consumption is very low. Moreover, Tang DMi also has a pure battery life of 112 kilometers. At this time, the fuel consumption is 0. The engine is not working. Therefore, Tang DMi is very suitable for driving at a speed of about 30 kilometers per hour on urban congested roads. The more blocked, the more fuel-efficient it is, which is worthy of the name.

　　Similarly, when the speed of 0-80 is below 100 km/h at most, the Honda CR-V sharp hybrid net speed version is also the most fuel-efficient range. However, it is not 100% motor-driven like I when starting, but the motor directly drives the engine to start running together, even if the full charge is sufficient. Therefore, its comprehensive fuel consumption in Bitang DMi is slightly higher. When it is below 100 kilometers, it is usually measured at around 6L.

　　Then, at the speed of 100-140 kilometers per hour, the fuel consumption of both cars has increased a lot. When the average speed of Tang DMi is 130, the highest measured fuel consumption of both cars exceeds 9L-10L. It can be said that there is no difference between high-speed industrial and mining hybrid and ordinary self-priming fuel consumption.

　　Let’s look at the following chassis. The suspensions of both cars are very good, flexible and comfortable to drive. If we must say something bad, the tire noise is a bit loud when the speed exceeds 130 per hour. In addition, Tang DMi chassis protective guard plate is larger than Cr-V.

　　Finally, neither car has a spare tire, and the CR-V comes with an air pump and a tire repair tank. Don DMi does have a tire tonic. Because the battery is under the trunk of the hybrid model. There is no room for sinking.

　　The interior atmosphere and materials are basically dominated by Tang DMi. In particular, the buttons on the CR-V steering wheel feel cheap, the multimedia screen is small and the switching speed is slow. Of course, there are also comments that BYD is slow, but the one we tested is ok.

　　Well, after comparison, it is found that Tang DMi and CR-V sharp hybrid net speed version are evenly matched, with better space and interior, almost equal power and fuel consumption, and Tang has a slight advantage. However, Tang DMi has just been listed, and its stability and reliability need to be tested for a long time. CR-V sharp hybrid has been well-known in the market for nearly five years. In addition, Tang DMi has two-wheel drive systems, and CR-V sharp hybrid has four-wheel drive systems. If there are only short-distance urban scenes, you may wish to try Tang DMi. If there is still off-road demand, please consider CR-V sharp hybrid four-wheel drive systems, or Tang DM.

　　Welcome to leave a message to support the one-click attention of engineering women.

　　Looking back at the space and power comparison between the two cars, please see the first episode: Who is better for home hybrid SUV? Tang DMi top version contrast CR-V sharp mixed net speed version

The automobile field has always been an industry with continuous progress and development, among which Mercedes-Benz brand stands out in the market with its excellent quality and innovative technology. As a classic model of Mercedes-Benz brand, Mercedes-Benz E300 has always been the focus of consumers’ attention. Today, we will discuss the body size and characteristics of Mercedes-Benz E300 in depth to help you better understand this car.

Mercedes-Benz E300′ s body size is very suitable, neither too large nor too compact. Its length, width and height are 4925mm, 1860mm and 1470mm respectively, and its wheelbase is 2939mm. This body size not only provides drivers with spacious driving space, but also provides passengers with a comfortable ride experience.

In appearance, the lines of Mercedes-Benz E300 are smooth, and the body proportion is coordinated, giving people an elegant feeling. Its front face adopts a family-style design, and the combination of headlights and air intake grille is both domineering and gentle. The lines on the side of the car body are smooth, and the waistline extends from the front wheel eyebrows to the taillights, which enhances the three-dimensional sense of the car body. The design of the rear of the car is simple, and the shape of the taillights is unique, which echoes the headlights and makes the whole car look more harmonious and unified.

In the interior, Mercedes-Benz E300 also performed well. The car has spacious space, exquisite materials and fine workmanship. The seat is made of high-grade leather, which is extremely comfortable. The design of the center console is simple and generous, and the layout of various buttons and knobs is reasonable and easy to operate. In addition, E300 is equipped with many high-tech configurations, such as navigation system, reversing radar and multi-function steering wheel, which provides great convenience for drivers.

The following is a simple table, which can visually show the comparison between the body size of Mercedes-Benz E300 and that of the same class:

By comparison, we can see that the body size of Mercedes-Benz E300 is in the leading position in the same class, and its wheelbase and width are particularly outstanding. This not only means that E300 has more spacious interior space, but also makes it more stable during driving.

Generally speaking, the body size of Mercedes-Benz E300 is one of its highlights, which not only meets the consumer’s demand for space, but also reflects the Mercedes-Benz brand’s unremitting pursuit of vehicle performance and comfort. If you are considering buying a luxury medium and large car, Mercedes-Benz E300 is definitely a choice worth considering.

On October 1st, its heavy-duty model Song PLUS was officially launched in Hunan International Convention and Exhibition Center. The new car is positioned as "New Sensory Comfortable Class B SUV" with a 1.5T high-power engine. At present, there are four models to choose from, and the price range is 11.58-14.38 million yuan. It is understood that the pure tram version will also be listed in the future.

At the same time, the 2021 Tang, which has been waiting for countless "Di" powders for a long time, also officially appeared in Xingcheng at the same time. The guiding price of the 2021 comprehensive subsidy is 279,500-314,800 yuan; The guidance price after comprehensive subsidy is 236,800-286,800 yuan; The price of the 2021 Tang fuel version is 165,800 yuan.

Whether it is Song PLUS or 2021 Tang, the sense of advanced design inside and outside the new car has been greatly improved. Not only that, the luxury and power of the two models are outstanding at their respective price points. It is foreseeable that this double "sword" will not only provide users with better travel choices, but also make the future of the brand more worth looking forward to.

Global Super Safe Intelligent SUV——2021 Tang

The 2021 Tang still inherits the Dragon Face family-style design language created by Iger, integrates Chinese style and oriental culture into the design, and perfectly integrates China oriental culture and technology. Since its listing, it has been recognized by 210,000 car owners.

The new generation of Tang headlights adopt suspended Dragon Crystal LED headlights, and the rear taillights adopt seamless through LED taillights. There are 31 kinds of color-changing interactive intelligent cockpit atmosphere lights in the car, and there are over 770 LED beads in the whole car, allowing users to experience the beauty of the East and another beauty brought by technology.

In addition to the luxurious look and feel and comfortable experience, the 2021 Tang, as an ultimate performance product, has also been upgraded in handling. The 2021 Tang perfectly inherits the high-performance genes of family products and is equipped with super-performance DM-p technology, which only takes 4.3 s to accelerate 100 kilometers; The acceleration of 100 kilometers is only 4.4s, and the performance experience surpasses most million-class super-running SUVs.

Not only must it run fast, but it can also stop. The 2021 model is equipped with Braebo high-performance brake calipers commonly used in super running, and equipped with Bosch IPB integrated brake control system, with a braking distance of only 36m.

It is worth mentioning that the comprehensive endurance of the 2021 model has leapt again, reaching 800 kilometers, surpassing most medium and large fuel SUV；; The 2021 model equipped with a blade battery has a working life of 565 kilometers.

Song PLUS, a New B-Class SUV with Super Sense.

The face value of Song PLUS is controlled by a strong team. Former design director Iger is responsible for the overall design, former exterior director Lopez is responsible for the exterior design, former interior design director Michele is responsible for the interior design, and three international masters work together to create it. Then, the aesthetics of Song PLUS Dragon Soul will be further advanced and the comfort of the suspended cockpit will be enjoyed.

The body size of the new car is 4705/1890/1680mm, and the wheelbase is 2765 mm. The wide and low-lying design is matched with the stretched body lines and the penetrating waistline, which shows the dynamics and strength of the car body. The penetrating taillights and hidden exhaust make the tail lines simple but not simple.

The multi-layer suspension design of the interior of Song PLUS realizes the perfect integration of aesthetics and functional practicality. Song PLUS adopts gradient interior for the first time, combined with the use of imported suede materials and the embellishment of double stitches, this luxury is far ahead at the same level. Of course, traveling is not just a person on the road, but also to meet the travel of the whole family. Song PLUS has the widest body in its class, and the super-long wheelbase of the B-class SUV. Moreover, the best riding comfort angle of 28 degrees is adopted in the rear row, and the flat floor is added to create a real standard three-person seat in the rear row.

In terms of power, Song PLUS is equipped with Xiaoyun’s brand-new 1.5TI high-power powertrain, which is matched with a brand-new 7-speed wet dual-clutch gearbox, making the whole shift operation very smooth. The highest transmission efficiency reaches 95%, and the fuel consumption per 100 kilometers is reduced by 15%.

Not only that, as a dynamic and comfortable SUV, under the adjustment of our chief chassis expert Hans team, Song PLUS has brought the chassis performance of the former McPherson and the rear multi-link to the extreme. In the face of increasingly congested traffic, Song Plus has a minimum turning radius of 5.55 meters at the same level, which can truly achieve "one turn".

In addition, Song PLUS is also equipped with DiPilot intelligent driving assistance system, such as lane assistance, intelligent navigation, traffic sign recognition and other functions, making users travel safer and more comfortable!

At the same time, Song PLUS is also a smart car that can constantly evolve, constantly upgrade and iterate. The OTA remote upgrade function of the whole vehicle comes standard, bringing users an ever-evolving leading technology experience.

Car home Wuxi preferential promotion channel brings you the latest preferential information! At present, the price reduction promotion is being carried out in Wuxi area, with the highest discount reaching 132,400 yuan. The starting price is 283,900 yuan. You can click "Check the car price" in the quotation form to get a higher discount. Come and buy it quickly!

Volvo XC60 is a medium-sized SUV with luxury and sporty style, and its design is simple and atmospheric, full of Nordic style. The front face of the car adopts the iconic Volvo design elements, including the straight waterfall air intake grille and the sharp LED headlight group, creating a strong visual impact. The body lines are smooth, and the roof lines are tilted backwards, creating a dynamic body posture. The side of the car body adopts double waistline design, which echoes the roof line and looks more dynamic and fashionable. The overall style is elegant and elegant, yet youthful and energetic, which is the consistent style of Volvo brand. At the same time, Volvo XC60 also provides a variety of personalized options, allowing consumers to customize their cars according to their own preferences. Whether on urban roads or rugged mountain roads, Volvo XC60 performs well, and it is a rare medium-sized SUV.

Volvo XC60 is a medium-sized SUV with a body length, width and height of 4708*1902*1660mm, a wheelbase of 2865mm, a front track of 1653mm and a rear track of 1657mm. The body lines are smooth, and the side contour lines are simple and smooth. With the tires with tyre size of 235/60 R18 in front and rear, it presents a beautiful curve and dynamic design style. The distance between the front wheel and the rear wheel is moderate, which makes the car body more stable and provides more spacious interior space. This model has a large body size, but the overall proportion is coordinated, highlighting the perfect combination of luxury and sportiness.

The interior design of Volvo XC60 is simple and generous, made of high-quality materials, and the overall style is fashionable and luxurious. The steering wheel is made of leather, which feels comfortable and supports manual adjustment up and down and back and forth, so that the driver can find the best driving posture. The size of the central control screen is 9 inches, which supports the speech recognition control system, including multimedia, navigation, telephone and air conditioning functions, and is easy to operate. The front and rear rows are equipped with two USB/Type-C interfaces, which is convenient for passengers to charge. The seat is made of imitation leather. The main and co-pilot seats support front and rear adjustment, backrest adjustment, height adjustment and lumbar support. The front seats also have heating function, and the co-pilot seats also support electric seat memory function. The rear seats support proportional tilting, providing more storage space.

The Volvo XC60 is powered by a 2.0T 250 HP L4 engine with a maximum power of 184kW and a maximum torque of 350 N m.. This car uses an 8-speed automatic transmission, which can provide a smooth shift experience and efficient fuel economy. This engine not only provides excellent power performance, but also has excellent fuel economy and reliability.

Conclusion: Thanks to car home car owners for their high evaluation of the appearance of Volvo XC60. As he said, the appearance of XC60 is really impressive, giving people a sense of domineering. Volvo has always paid attention to design and details, and the design of XC60 continues this tradition. The appearance of XC60 is very attractive both in whole and in part. I hope readers will have a deeper understanding of the appearance of XC60 after reading this article. Thank you for reading. See you next time!

Original title: I found a major trend by digging into 30 bloggers of maternal and child nutrition in Xiaohongshu!

Xiaohongshu has always been an important platform for the new generation of treasure mothers to learn parenting knowledge and collect good things.

In the app store,The prompt of Xiaohongshu has been quietly changed to "a living community shared by 300 million young people".The age of this young man can’t be defined. According to the data of the Seventh Census, the population aged 15-59 is 894.38 million, accounting for 63.35%, and one third of them are in Little Red Books, which may actually be higher.

Among the massive topics that young people pay attention to, such as travel, photography, weight loss, study and life,Mother and baby are one of the most important sectors.There are also various mother-infant related posts in Little Red Book.

After a period of research and study, I selected some bloggers with good fans, praise and collection, and carefully watched what they shared. The main types are the sharing of daily life, the evaluation of similar products, daily parenting recipes, clothes, Bao Ma’s postpartum care, scientific nutrition and parenting knowledge, and the experience of stepping on a pit.

The identity of bloggers is mainly concentrated in baby nurses, nutritionists, babysitters, teachers, doctors, etc.There is a certain professional background to support, and the content shared is relatively dry.

Today, I also selected 30 bloggers as cases. On the whole, the core is professional content. Some bloggers have only published dozens of articles, and the number of fans has exceeded 100,000. Some may have published hundreds of articles, and the number of fans is only about 100,000. From the perspective of praise and collection, it can better reflect the key of content. Many bloggers have been praised and collected several times as much as the number of fans, while others are equal to the number of fans.

Therefore, let’s look at the little red book again. In fact, it is not as we imagined that "users are irrational fanatics". On the contrary, after several years of precipitation,Users are actually more rational and have very high requirements for good content. Imagine this kind of professional customers entering the store. Do you really hold it?

Little Red Book Name: Rice Cake Mom

Number of notes: 1525

Fans: 727,000

Praise and collection: 2.065 million

Introduction: Master of Medicine from Zhejiang University, second-born mother, founder of rice cake mother. Author of the best-selling book "Your parent-child relationship is worth millions" and "Encyclopedia of Easy Parenting for Rice Cake Mothers". Share with you the feeding, nursing and enlightenment experience of children aged 0-6, and how to deal with intimate relationships.

Little Red Book Name: Mama Jinning

Number of notes: 1305

Fans: 687,000

Praise and collection: 10.9 million

The main introduction: the hot mom after 90 loves food and enjoys the process of making, and the food is constantly updated.

Little Red Book Name: Xiaoyuan Mama

Number of notes: 349

Number of fans: 201,000

Praise and collection: 950,000

Introduction: Second-born mother loves life sharing.

Little Red Book Name: Bean Bag Mom Xiaoshan

Number of notes: 430

Fans: 210,000

Praise and collection: 973,000

Mainly introduces: food, parenting, photography, lifestyle, warm food notes of bean curd and mother, recording CCTV2 "Going home for dinner" with my daughter, and recording delicious time with love cooking.

Little Red Book Name: Nutritionist Wukong Mama

Number of notes: 275

Fans: 397,000

Praise and collection: 1.431 million

Mainly introduced: Wa is 3 years old, a senior nurse, an ACI international nutritionist, and has been working in the maternal and infant industry for 6 years. Evaluation & Composition & Technology Revealing.

Little Red Book Name: Cocoa Nutritionist

Number of notes: 72

Fans: 124,000

Praise and collection: 1.241 million

Introduction: ISF international registered dietitian, chief nutrition officer of Kiddyfresh Deer Youxian, sharing tips on parenting.

Little Red Book Name: Nutritionist Cher

Number of notes: 285

Number of fans: 108,000

Praise and collection: 349,000

Main introduction: second-class nutritionist, senior child-rearing expert, pediatrician & master’s degree, millions of fans all over the network.

Little Red Book Name: Xiaoxiao

Number of notes: 1168

Fans: 186,000

Praise and collection: 879,000

Main introduction: During pregnancy, a graduate student, a nutritionist, has two treasures at home, recording a simple and happy life.

Little Red Book Name: Nutritionist Anxin Mom

Number of notes: 400

Number of fans: 201,000

Praise and collection: 487,000

Main introduction: keen to sort out dry goods, share parenting experience, share good things, graduate MBA, national first-class nutritionist

Little Red Book Name: Nutritionist Mumu Ma

Number of notes: 344

Fans: 160,000

Praise and collection: 653,000

The main introduction: Senior nutritionist/senior baby nurse, Gu Jia Cancer & picky party, seriously sharing 100 experiences on the road to raising a baby.

Little Red Book Name: Nutritionist Mom Emily

Number of notes: 222

Fans: 205,000

Praise and collection: 312,000

Main introduction: doctors and nutritionists in 3A hospitals.

Little Red Book Name: Nutritionist Glutinous Rice Mom

Number of notes: 371

Number of fans: 201,000

Praise and collection: 326,000

Introduction: Master, high school teacher, second-level nutritionist, Xiaobao is 10 months old and Dabao is 7 years old.

Little Red Book Name: Nutritionist Xiao Xiao Ma Ma

Number of notes: 151

Fans: 134,000

Praise and collection: 806,000

Mainly introduced: a little sister who loves home and life, a family with two daughters, and a little cotton-padded jacket from her father.

Little Red Book Name: Mike Mom, Senior Nutritionist

Number of notes: 288

Number of fans: 162,000

Praise and collection: 505,000

Introduction: Senior nutritionist, master of education, exquisite hot mom has a good way to protect skin.

Little Red Book Name: An Miqi, Nursery.

Number of notes: 614

Number of fans: 2.153 million

Praise and collection: 6.397 million

Mainly introduce: Triplet numbness, which is not only a baby nurse but also a yoga instructor for maternity.

Little Red Book Name: Aimee, Nurses

Number of notes: 190

Number of fans: 202,000

Praise and collection: 529,000

Introduction: Senior baby nurse, sharing the experience of life and parenting dry goods.

Little Red Book Name: Nursery mongo

Number of notes: 315

Fans: 157,000

Praise and collection: 348,000

Main introduction: parent-child parenting, complementary food home, baby nurse.

Little Red Book Name: Baby Nurse Steamed Bun Xin

Number of notes: 550

Fans: 533,000

Praise and collection: 778,000

Mainly introduced: Intermediate baby nurse, 6 years of maternal and child care experience, full-time mother with millions of fans in the whole network after 90, more professional than ordinary people, more grounded than doctors.

Little Red Book Name: Babysitter Amon Memories

Number of notes: 341

Fans: 186,000

Praise and collection: 317,000

Mainly introduce: intermediate baby nurse+health manager, special editor of parenting forum, parent-child wearing, parenting sharing, life and home.

Little Red Book Name: Baby Nurse Dolphin Mother

Number of notes: 425

Fans: 204,000

Praise and collection: 485,000

Introduction: Senior high school teacher, intermediate baby nurse, 4-year-old boy&12-month-old girl, with millions of fans on the whole platform.

Little Red Book Name: Nico Sauce for Nurses.

Number of notes: 425

Fans: 205,000

Praise and collection: 290,000

Introduction: Nurses/Kindergarten Teachers, Mothers and Infants, Good Living Species Grass.

Little Red Book Name: Baby Nurse Rice Cake Mom

Number of notes: 24

Fans: 235,000

Praise and collection: 614,000

Mainly introduce: parenting sharing/good thing evaluation/wearing in person, baby-sitter and mother with cute baby at home, multi-platform baby-sitter

Little Red Book Name: Nurse Peony Sister

Number of notes: 291

Number of fans: 128,000

Praise and collection: 329,000

Introduction: Senior Nurses, Picture Book Sharing, Parenting Sharing, Good Species Grass.

Little Red Book Name: Baby Nurse Orange Mother

Number of notes: 51

Number of fans: 121,000

Praise and collection: 244,000

The main introduction: Xiong Xiaoying’s orange mother, nurse, teacher, and cute baby at home are happy and share every bit of life.

Little Red Book Name: Baby Nurses Pumpkin Sauce

Number of notes: 215

Number of fans: 108,000

Praise and collection: 227,000

Main introduction: intermediate nursery teacher, junior high school teacher.

Little Red Book Name: Babysitter Mi Erer

Number of notes: 117

Fan count: 90,000

Praise and collection: 193,000

Introduction: Intermediate baby nurse, child-rearing expert, female treasure 12 months, male treasure 7 years old.

Little Red Book Name: Nursery Moon Mother

Number of notes: 48

Fans: 117,000

Praise and collection: 219,000

Main introduction: mother and baby, dry goods, evaluation, home, personal.

Little Red Book Name: cindy’s mother, the nurse.

Number of notes: 58

Number of fans: 102,000

Praise and collection: 219,000

Main introduction: nutritionist, baby nurse, like to share parenting knowledge.

Little Red Book Name: kimi’s Nursery Mother

Number of notes: 85

Fans: 115,000

Praise and collection: 124,000

The main introduction: Even the baby nurse is kimi’s mother, sharing early childhood education, parenting skills, practical and good things, and raising babies scientifically.

Little Red Book Name: Mother Rui Rui, the Parenter.

Number of notes: 56

Number of fans: 150,000

Praise and collection: 1.275 million

Introduction: Rui Rui, a mixed-race child, is one year old. Her mother is a doctor and a national third-class nutritionist. She is pregnant with a second child.

Editor in charge:

On September 12th, the new M7 just went on the market, and 30,000 vehicles were ordered in 19 days. It hasn’t been a month since the appearance and interior of M9 have been exposed. It seems that the news that it is expected to be listed in December is almost stable.

Get rid of complexity and simplify, and the appearance is atmospheric and natural

In terms of appearance, the M9 is obviously different from the M5 and M7 models on sale, and it adopts a brand-new design language, which is more fashionable and atmospheric than the current models. The closed front grille and the central through-lamp belt connect the polygonal headlight groups on both sides, creating a simple and atmospheric sense of sight for the front of the car.

It is worth noting that the chrome-plated decorative stripes under the front of the car and the side skirts of the car body are at the axial position of the front wheel hub, and then they extend to the tail in a full-scale way, which brings a diving visual effect, and at the same time makes the whole car body look not too bloated, even if the side of the car body is not too complicated, it gives people a sense of luxury.

The overall body is designed with blue and white double colors, and with the matching of light interior, it gives people a feeling of driving a luxury yacht. From the unique design of the exterior rearview mirror, it is not difficult to see that this time the world wants to make every design to the extreme. If you look at the design of a series of luxury models such as BMW 7 Series and Lincoln Continental, you will know the intention of every detail design of M9 this time.

The tail design retains the design language of the world family, which brings high overall recognition. The taillight shape is exactly the same as the headlight design, which is more like the continuation of the front. A large area of chrome-plated trapezoidal guard at the bottom makes the design look less monotonous.

Full of details, the cockpit is luxurious and comfortable.

Although the position of the central control part is disguised, it is not difficult to see that the overall design is similar to that of Mercedes-Benz EQS, and the flying wing triple screen design is adopted. However, the position design of the wireless charging panel under the air outlet of the air conditioner is very abrupt, which has some sense of disobedience with the overall luxury atmosphere. It would be better if a push-pull cover plate can be designed.

At first glance, you can see the leather covering and solid wood decoration of the central control and the door panel. The knob of the central armrest is made of crystal material, which proves the luxurious positioning of the M9. There is a storage space under the central control armrest. Instead of using a hollow design like the market models, it adopts a closed design to bring better storage privacy to the owners.

Thanks to the length of 5230 mm and the wheelbase of 3110 mm, it provides more comfortable seating space for the third row of passengers, making the third row no longer a useless design for temporary riding. In addition, the new car not only provides the third row passengers with a variety of configurations, such as water cup holder, air conditioning outlet, stereo, etc., but also provides a rare third row seat adjustment function. This time, the M9 really filled the details directly and took good care of the riding experience of the third row passengers.

Provides two power modes.

In terms of power, Wenjie M9 provides two power modes: extended range and pure electric. The extended range version is matched with a 1.5T range extender, and the battery pack capacity is 50kWh. The pure electric version will be equipped with a four-wheel drive system composed of Huawei’s high-voltage electric drive, equipped with a 100kWh battery pack, and its battery life is expected to exceed 600km.

Write at the end: seize the market with ideal and Weilai.

The listing of M9 also means the overall layout of the SUV market in the world, breaking through the medium-sized SUV market of about 200,000 to 300,000, and relying on the word-of-mouth accumulated in the early stage and the far-ahead intelligent driving advantage, we will seize our own domestic new energy large-scale luxury SUV market with Ideal and Wei, enriching the product line and improving the brand influence. The M9 is expected to be listed in December. Considering the sales of M5 and M7, it may really be recognized by the market.

1905 movie network news The film directed by, starring, and starring is being shown. Yesterday, the national roadshow "Hot Search" and "Sound All the Way" came to Chengdu. Director Xin Yukun, actors Song Yang and Justin came to the roadshow to communicate with the audience after the show. The audience said that "the film shows the cross-section of the whole fermentation process of the hot search event to everyone", and fans with directors praised that "the director still brought us different shocks after years of violation".

In the film, the reversal of public opinion is closely linked, and the audience said that when watching it, "the heart is ups and downs, and the first half is very painful. Finally, it is very enjoyable to see Chen Miao’s comeback, and it is also a great surprise." There is also an audience who bluntly said that "Peng Yue is so bad that he was so angry that he wanted to rush to hit him". At the roadshow, the audience enthusiastically taught Justin Sichuan dialect "Angry at Peng Yue", and the atmosphere was very happy.

Empathy! The audience praised the social significance of the film.　

News students are deeply touched "will stick to the original heart of news"

High-flow social events, various reversals of public opinion, and the contest between good and evil behind the push … The film moved the hot spots behind the stage, making the audience sigh that "the film touched on social topics such as cyber violence, sexual assault, and public opinion reversal, which is of great social significance and deserves to be seen by more people". The director said that the hot spots in the network change very quickly. "The movie has the opportunity for everyone to sit down and slowly see behind an event." At the scene of the road show, some viewers said that the reality of public opinion presented in the film made them feel the same, and they were threatened by their voices. "So I know more about how much harm a vicious word can do to a person and how much courage it takes to make a small voice."

After watching the movie, a news professional audience said that "the film’s presentation of hot events is very real, and the DNA of learning news has moved." The director said frankly: "The film has the responsibility of recording the times. In the period when the media is very prosperous, the complexity of online public opinion and the power of different classes under the background of the times are necessary to be recorded by the film." The audience also mentioned that Chen Miao’s adherence to the ideal of news in the process of speaking for the weak made him very touched, saying that "I will also adhere to the original heart of news." Song Yang said: "Everyone has a wonderful Chen in his heart, which leads us to speak out bravely at an appropriate time."

Female mutual help is figurative, presenting girlfriends, and the audience is moved to tears.

Lawyers, audience, two movies, calling on everyone to speak bravely.

At the roadshow, girlfriends watched the movie together, indicating that they were moved by the power of women’s mutual help in the movie. When they saw that justice was done, they "shed tears with excitement" and lamented that "the power of girls help girls is really concrete. It is a matter of special courage to stand up and help people who are being hurt". Some viewers said that they were deeply impressed by the lyrics of the ending song Byakki Smoker, which reflected the difficulties faced by many women. The director said frankly that he hoped to "record the distinctive power of women’s mutual assistance in this era and the plight of different classes in their depths" through the film.

There is also a lawyer audience at the scene who said that he has already brushed the film twice, and he was deeply touched. "The current network environment is very complicated, and public opinion supervision is very important, but there must be no public opinion trial, which may make the parties face social death on the Internet first." As a legal practitioner, I will try my best to ensure that every case is echoed in fairness and justice. Song Yang said: "The network can make a sound. I hope that everyone can make a sound when they are hurt, and gather into a fire to overthrow all evil forces."

The film "Hot Search" is showing.

Wen/Muyu

Xiaohongshu wants to build an online city-state.

　

The reason why we say "polis" instead of "city" is because the word sounds more humanistic and ideal. Recently, Xiaohongshu officially launched the Community Business Convention. On the basis of the community values of "sincere sharing and friendly interaction" in the Community Convention last year, it added the business values of "sincere management and intentional creation", which set the tone for the direction of community operation.

　

Little Red Book officials are trying to convey an idea that they are creating an online city-state, and the users are all residents. They are sharing their real life online.

　

When anything develops to a certain scale, it will inevitably form some kind of public cognition, and Little Red Book, as the source of new consumption and online celebrity brand,Its "planting grass" attribute is deeply rooted in people’s hearts, which naturally makes people think of the scourge of "consumerism".

　

In Xiaohongshu COO Conan’s view, the public has a "cognitive angle" to Xiaohongshu.

　

Xiaohongshu COO Conan

The question that Little Red Book needs to answer is: Does it convey a "better life" or promote a "beautified life"? But this is not how the management expresses it, but will eventually land in the governance of the community.

　

From the official attitude, we attach great importance to this "convention".

　

As early as when the Community Convention was just launched, COO Conan of Xiaohongshu explained that it was called the Convention instead of the value norm because the value norm was more like a one-way request from the top down to the community residents from the perspective of community operators, while the Convention was a contract that Xiaohongshu repeatedly discussed and revised with different types of residents and finally formed.

　

When the content community is generally attacked by the community atmosphere and commercial realization, Xiaohongshu’s move is to return the focus to community governance.Is this "duty-keeping" a way to avoid conservatism or stick to one’s original heart? What impact will it have on its business fundamentals?

Left or right

　

Xiaohongshu chose to reinforce the city wall to counter the panic of commercial realization.

　

It seems that people in the content community are generally not good at making money. From Kelly Y Zhou in Zhihu, Rui Chen in bilibili, and Qu Fang in Xiaohongshu, they all talk about content operation, but they are all difficult in realizing business.In them, what you see is more the extension of some idealism, but less the decisive ferocity of some wars.

　

"In the early days of our business, we focused on content, never thought about the development path, and we were even more confused about how to realize it." Qu Fang’s words may represent the plight of all content communities.

　

The birth of these major content communities seems to have a sense of mission, but under the cruel survival test of business, these sense of mission now seems to be at a loss.

　

Data source: burning knowledge consulting, finishing by China Commercial Industry Research Institute.

Zhihu and bilibili, which have been listed, are under greater financial pressure. Take Zhihu as an example. In addition to the most traditional advertisements, members are sold, e-commerce, live broadcast and knowledge promotion are paid, but they are still struggling.

　

Compared with the first two,Xiaohongshu seems to be more "Buddhist" and "flat". He also does e-commerce and videos, but he feels that he has not exhausted his efforts. His local life is also in a state of "stocking" and he still earns money from advertising honestly.

　

However, it is obviously more and more difficult to earn money from advertising, and the traffic peaks, and the tigers are waiting around.

　

QuestMobile predicts that the growth rate of Internet advertising market in China will continue to decline in the next two years, and the content community platform is no exception. According to the report, the growth rate of social advertising market in 2022 and 2023 is expected to be 16.4% and 12.1%, which is significantly lower than the peak of 28.3% in 2020.

　

What is even more troublesome is that the business of "planting grass" itself has also been targeted by more and more people.

　

After Sina failed to push the oasis to stop Xiaohongshu in 2019, it quietly launched Hobby in March this year, positioning itself as a trend party for young people to create a community; Netease recently launched "Bi Ying", which is positioned as an emotional video interactive community for young people. In terms of product form and operation mode, both of them pay attention to and encourage life sharing, which is more like the video version of "Little Red Book" for the Z era.

　

Weibo screenshot

Not to mention Taobao and Tik Tok.

　

At the end of 2020, Taobao went online and became the first-level entrance of the homepage. It belongs to the grass content aggregation platform that positively marked Xiaohongshu. In less than one year, it achieved over 250 million monthly activities and over 50 million daily activities, contributing one-third of Taobao’s orders. Last year’s Double Eleven, Taobao visited more than 250 million users browsing grass content.

　

In Tik Tok, a team codenamed "L" was set up in the middle of last year to study Little Red Books, and the graphic function was launched in the App. There are rumors that a life-like community product is planned.

　

For Xiaohongshu, the diversified realization of uniform structure is still far away, advertising still supports the main revenue, and the businesses of the giants are crossing each other without borders. At this juncture, it is obviously more important to hold the basic disk of the community than commercial expansion.

What is "copy not to go"?

Little Red Book is an encyclopedia of life in the cloak of community.

　

In the Internet field, products are easy to copy, even at the pixel level, but at the same time, products are difficult to copy, and even the founding team can’t make a new one.

　

The moat of Little Red Book is actually higher than many people think, which is also its core value.

　

Peeling off the seemingly exquisite consumerism coat of Little Red Book, its skeleton is actually very pragmatic.

　

This pragmatism is not the efficiency orientation of the business model. In fact, Xiaohongshu’s start-up team has no entrepreneurial experience or Internet experience. The earliest product of Little Red Book is a PDF of Hong Kong shopping guide, which was made by Conan. In fact, it is a very simple strategy sharing, and strategy is a collection of methodology. Later, less than a month after the PDF document was launched, it was downloaded 500,000 times.

　

Source: Network

The later content trend of Little Red Book also continued this route, that is, sharing practical life notes.

　

Before 2016, Xiaohongshu’s recommendation mode was featured by editing and centralized operation, which would affect the product efficiency, but it formed an overflow of social and cultural content value, which is actually the function of the media, with the content surplus of local culture to popular culture, realizing the spread of influence and the growth of users.

　

Under the greatest common denominator of "life", the content boundary of Xiaohongshu has been continuously broadened, from beauty and clothing to home improvement, emotion, workplace and self-growth, but it is always inseparable from the word "useful".

　

This is the root of the strong search attribute of Little Red Book as a content community.

　

It has precipitated a lot of practical life experiences, and the long tail effect of the content is obvious, and many notes are constantly being dug by latecomers. A strange phenomenon is that the notes of Xiaohongshu are often collected more than praised.

　

The strong functionality of the little red book actually makes it play the role of an online dictionary of life experience in a sense, which means that the longer the little red book is operated, the higher the value of the precipitated content and the higher the moat.

　

The maximization of this "usefulness" lies in encouraging users to produce UGC content.In turn, it promoted Xiaohongshu to build a set of traffic "equal rights" mechanism.

This is actually closely related to the attributes of the content.

　

Life experience is universal rather than authoritative, and it doesn’t need any vertical professional endorsement. For example, Weibo and Zhihu started their business by introducing public knowledge, while the latter invited Internet tycoons and elites to endorse the platform through social status and identity authority, and output high-value content to achieve the diffusion effect from the center to the periphery, attracting more users with an attitude of onlookers and learning.

Screenshot of Xiaohongshu

These big V’s are performers in the center of the stage, and users are fans who applaud, which constitutes the power structure of the platform. Once this power structure is broken, for example, Weibo is publicly criticized and Zhihu V is skinned, the authority of community content will be completely deconstructed and become a noisy and disorderly public opinion field.

　

The content, form and operation mechanism of Little Red Book avoid this kind of conflict, and the subjectivity of life experience makes it not have top-down power and class overlooking color.

　

Unless "showing off wealth", this is also the main source of the public relations crisis and negative public opinion of Xiaohongshu. Therefore, in the Community Convention, Xiaohongshu explicitly opposes showing off wealth. In the conversation between Conan and Liu Qing, she also mentioned that Xiaohongshu will blur this class and sense of gap through operation.

Life experience can be contributed by everyone, so in order to let users contribute more UGC, Xiaohongshu did not intend to guide KOL, which also formed a situation that Xiaohongshu was all over the small KOC and lacked the top KOL. Here, the content distribution of "Little Transparency" and "Big Brother" is equal in traffic, and ordinary users without fans may also produce an "explosive article".

This is also related to the content form of pictures and texts. For example, in bilibili, the aesthetic threshold of video content produced by amateurs will be very low, which will affect the content presentation quality of the whole community. Therefore, bilibili will intentionally guide the professional UP, while the production threshold of pictures and texts with little red books less than 1,000 words is much lower for ordinary people.

　

Bilibili and Xiaohongshu, as the two most sticky communities in the content community, are inseparable from their respect for users themselves, rather than just treating them as digital traffic.

　

In an exclusive interview with LatePost, Rui Chen bluntly said: "Users in China are the cutest, because too few enterprises in China regard users as equal people. As long as you treat him as an equal, he is very protective of you. "

　

The complexity of the multilateral relationship in the content community naturally makes it difficult to operate, which is different from the clear bilateral relationship of buying and selling in the e-commerce platform, and the nodes with balanced interests are easier to control.

　

Therefore, the content community will inevitably go into strong operation and realize intervention through value orientation.With the growth of users, how to find a clear and definite value of the greatest common denominator is also a challenge for every content community.Bilibili broke the circle from the secondary group and Zhihu sank from the Internet elite, both of which were and are still facing the situation of split community atmosphere.

　

Data source: burning knowledge consulting, finishing by China Commercial Industry Research Institute.

It was not until 2021 that Xiaohongshu explored the Community Convention, condensed the community values of "sincere sharing and friendly interaction", and extended it to the business values of "sincere management and intentional creation" in the recent Community Business Convention, and guided it through detailed provisions.

　

Zhang Xiaolong mentioned in the product view behind WeChat that people are the reactor of the environment, so it is necessary to create an "environment", and then this "environment" will determine what kind of reaction users will make, and users will be drawn by the "environment" you create.

　

This actually means that the content community can’t really be "decentralized". Conan also said when talking with Liu Qing that Xiaohongshu can’t accept all phenomena just because it is a platform. After 2016, Xiaohongshu introduced algorithm recommendation and implemented "decentralization" in traffic distribution. However, it is still exploring "central idea" in operation and value guidance, which is the hidden line of Xiaohongshu and intentionally shapes the community atmosphere through traffic mechanism.

　

The biggest moat of Xiaohongshu lies in the "organic environment" that it combines systematic evolution with its own value orientation.

How does the "polis" do business?

　

Not making money is immoral in business.

　

Xiaohongshu proposed to build an online city, of course, not only based on a community experiment, although the community does have a lot of room for exploration in China. The earliest pioneer of content community in this respect is Douban. As early as ten years ago, Douban built an online Alpha City, and the street names were completely decided by residents’ voting. It also built its own economic system, using virtual currency "adzuki bean" to trade, and residents can open small shops themselves. Here you can see a variety of services, even "casinos" and "cemeteries".

　

Alpha City is more purely experimental, and in today’s popular words, it is the earliest community meta-universe in China.

　

Compared with Douban’s willful "lying flat", it is not qualified not to make money because it has raised a large amount of money all the way to today, and its valuation is equivalent to 3 bilibili, 4 Weibo and 20 Zhihu.

　

Source: Network

When the Community Convention was launched a year ago, many business brands questioned whether Little Red Book was against business. For example, various restrictions on "planting grass". Since Xiaohongshu launched the special treatment of illegal marketing in December 2021, 81 brands with illegal marketing behaviors have been banned, and 172,600 related notes and 53,600 illegal accounts have been handled, including some well-known brands. The reasons for the attack are mainly concentrated in non-compliant marketing behaviors such as false grass planting, amateur spreading, and writing on behalf of others.

　

Subsequently, the brand violation sub-system was launched to further standardize and improve business rules by gradient governance.

　

This series of measures, from the perspective of community atmosphere governance, are radical, but from the perspective of business, they are actually pre-rules, and community atmosphere and commercial realization are not irreconcilable.

　

In the recent Community Business Convention, Yin Shi, the head of community ecology in Xiaohongshu, further explained, "We hope to fully express our attitude through the publication of the Convention, and we welcome business very much. Business itself is to create value, which is completely consistent with the core of Little Red Book. Business prosperity is also a particularly important part of the community. "

　

In the face of Liu Qing’s doubts about consumerism, Conan explained that consumption is an objective behavior, unless the content about consumption appears in a small red book with high density, it can only rise to individualism when it reaches a certain extreme, and the anti-consumerism appearing in a small red book is used to present the diversity and inclusiveness of the community.

　

Dialogue between Liu Qing and Conan

In the final analysis, Xiaohongshu wants to establish a sustainable development cycle system and improve the efficiency of business with systematic ecology. Xiaohongshu chose the concept of "city" because for a city, commerce is actually an indispensable role for residents to live and work in peace and contentment, and even the prosperity of the city depends on the development of commerce.

　

From the perspective of community governance, from "city" to "convention", a set of self-consistency in operation logic is constructed to resolve the tense relationship between life sharing and commercial realization.

　

In the Convention on Community Commerce, the perfection of the two rules of "transaction" and "marketing" is also forcing the brand and KOC to standardize their business operations, and further gathering them into Xiaohongshu’s own dandelion platform for trading. However, the problem is that in the past, commercial and KOC bypassed the official transactions, in addition to maximizing the benefits, it was also because Xiaohongshu’s 10% two-way commission was much higher than the general 5% industry proportion of platforms such as Tik Tok.

　

After the supervision of Xiaohongshu has become stricter, it is even more necessary to answer a question. How to prove that it has higher conversion efficiency than other platforms? Especially today, when the new consumption trend is slowing down and the brand of online celebrity continues to charm.

　

In the "Convention" and the official public speech, Xiaohongshu particularly emphasized "truthfulness" and "sincerity", which means letting KOC recommend only the products it recognizes from the heart and letting the brand introduce its services objectively and simply. This sounds very good and has a long-term color, but it still faces many challenges in the actual landing process.

　

Source: rocket data

A number of insiders close to Xiaohongshu have said that Xiaohongshu’s revenue data in 2022 will triple that in 2021. In the face of this pressure,Can the action be kept unchanged during the implementation of the Convention? Moreover, if the path of advertising dependence remains unchanged, revenue growth cannot avoid the increase in the density of commercial content. How can this be balanced?

　

A city without business can’t work, but a city full of advertisements will make people want to escape.

　

Xiaohongshu has planned a utopian online city picture, but there will also be a false prosperity in the city. For example, the stalls are big and look glamorous, but the fiscal revenue is far from enough to cover the cost of public construction, the deficit is too large, and the balance is far away.

　

Before the massive investment and sky-high valuation, can the account of Xiaohongshu be counted?