Comments 丨 "Kill the Pig Drive" stare at Xiaohongshu, and the platform culture must be anti -bow.

To crack, I am afraid that we must find the root cause of the platform culture.

It was unexpectedly unfortunate. According to "Chinese Entrepreneurs", many users were stared at by criminals after posting on the topic of financial management and blind date on Xiaohongshu, which led to "killing pigs". Hangzhou Yuhang Public Security received a report. Some girls were deceived for 820,000 yuan after leaving a message under the small red book blind date. And searching for "killing piglets" on Xiaohongshu, more than 40,000 notes jumped out. Except for some bloggers who accused their photos of being stolen, most men and women were crying to complain about their experiences of being cheated and cheating.

"Little Red Book, mark my life" -On this social platform with 300 million users and 43 million+ sharedrs (creators), thousands of people have exposed their lives to meet psychological needs and social networks At the same time, it is also facing the risk of precision hunting of "killing pigs".

"Killing Pig Drives" is imported from the goods and first appeared in online gambling. In the case of "killing pigs", trading platforms such as gambling platforms are generally identified as illegal operations or frauds, and criminal responsibility. On social networks, the "killing pig plate" is more to use social platforms to find "prey". There are controversy on social platform responsibilities. Once people encounter, they can only be hoped on the police to solve their cases and defend their rights. In the details of Xiaohongshu's products, when strangers send sensitive information such as WeChat accounts or Alipay accounts, Xiaohongshu prompts "there is a risk of communication or transactions from Xiaohong Book platform, please beware of bad behaviors such as fraud and advertising. Click on. Click on. "Reports in the upper right corner" can also be considered as reminding responsibilities. Rao is so, why did the "killing pig plate" still stare at Xiaohongshu?

"Xiti luxury car", "monthly income six digits", "how to spend 1 million in a day" ... These are familiar words in Xiaohongshu. And "marked life" more or less with a "show off the wealth". Related exposure cases show that there are people who shoot luxury cars and luxury goods to show off their wealth; there are those who preach the outlook on luxury consumption; forgery, there are those who obtain traffic ... It is not surprising to form a flock effect and enter the vision of "killing piglets". Even some Xiaohongshu netizens ridiculed themselves, "strive to earn money and strive not to be looked down on by Pan Ge (referring to the piglet trader).

In fact, in the face of "showing wealth", Xiaohongshu is not without action. From April 25th to May 8th this year, the platform handles more than 1,100 illegal content related to showing wealth; from May to October 2021, the platform disposed of more than 8,700 violations of wealthy wealth, and the accounts were punished. However, after several rounds of governance, this "show off the wealth", which has become the favor of "killing pigs". To crack, I am afraid that we must find the root cause of the platform culture.

"Dazzling wealth" can be said to be a stubborn disease to accompany Xiaohongshu all the way. The business model of Xiaohongshu is highly dependent on the advertising business, and the advertising model is seriously dependent on traffic. The traffic can be said to be the "lifeline" of the Xiaohong Book platform. The traffic brought by its dazzling culture also constitutes the so -called "win -win" for the platform and creators. The criminals also use the characteristics of some small red books users to make it the object of "killing piglets". The platform and users are "mutual achievements", and they have a little black humor.

You know, the Internet platform also has "human settings", and the platform "human settings" reflect the values ​​of the enterprise. What kind of people will have what kind of audience, and the audience strengthen the platform. From the early cross -border e -commerce "discovered good things in the world" to the main lifestyle community, "marking my life", in this process, it gradually formed its own platform culture. "Mark my life" is beautiful, but if the marking is mostly a "filter" life that is deliberately created, most of the people who are out of the circle are showing wealth and superior culture. It will undoubtedly continue to strengthen the platform of the platform. Molecular exerting guidelines for "killing pigs" will also affect the long -term development of the platform and a good society. Regardless of the platform and users, they need to fight against the province and make changes.

Edit Wang Yitao

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