When you fall in love with the niche, you will be afraid when you come back and know

The "out of the film" is seduced young people to ignore the risks on the journey. The moths flutter the fire and generally seek a magnificent landscape.

Last month, Sichuan Longtou Gully broke the mountain floods. The on -site tourists were washed away due to failure to evacuate, causing multiple people to be injured and killed. According to subsequent news reports, the Longxou Gully itself is not an attraction, but a flood gap. Although the local government has pulled up the fence and a warning sign reminds tourists not to go down the river, many tourists have managed to bypass the fence. I ignored the warning and went down the river.

It is found that many people have been recommended to plant grass on Xiaohongshu. Xiaohongshu quickly removed the relevant notes and warned users in the top layer of the search bar. However, we found that due to the user's love for "niche" on the Xiaohong Book platform, there is a potential destination that attracts people to check in.

Looking at these two things together, you may find that these behaviors are a bit difficult to understand. After looking at the posts of a number of tourist bloggers on Xiaohongshu, I found that many tourists entering the danger are actually not lacking rationality.

Xiao Wang, who came back from Dongshan Island, said, "It's a bit scared now."

Xiao Wang is mature and stable in the eyes of friends. This year's leave, he and his girlfriend went to Dongshan Island and found a niche attraction that it was difficult for ordinary tourists to find.

Xiao Wang and his girlfriend have long been used to being arranged by Xiaohongshu during the holidays. Whether you watch exhibitions or shopping every day, you will search for strategies first. He felt that it may be this sense of trust that made him ignore the potential danger of strange attractions.

Young people arranged by "out of the film"

If it wasn't for Xiaohongshu, the little king who grew up in the North China Plain may never think of traveling to Dongshan Island in Zhangzhou, Fujian.

For a long time, he and his girlfriend who worked in Beijing for a long time decided to find a comfortable vacation place, and he chose Dongshan Island in the tourism grass in the coastal city of Xiaohongshu. Comfortable, delicious, and niche, I feel that I can enjoy it and avoid the crowd. "It is actually not a attraction, that is, the city's style is relatively special and eats relatively rich." Compared to travel, Xiao Wang needs vacation.

In the Xiaohongshu, Dongshan Island is described as "Little Santorini in China". As the second largest island in Fujian Province, the blue sea and small houses close to the coastline have met the island All the imagination of the city. Although the traditional attractions on the island are unsatisfactory, the scenery of the local Sufeng Mountain coastal highway is very beautiful, and it is also easy to "produce" and become a new attraction for tourists.

But the goal of Xiao Wang and his girlfriend is even bigger. They saw that there was a sea erosion cave in Dongshan Island Windshanshi Scenic Area. This is a cave that appears after the bottom of the land cliff through the sea water. If you shoot backlight, you can take good -looking silhouettes.

On the book of Xiaohong, there are detailed posts to describe the specific position. This is not a developed attraction, because it will be submerged during the tide, and can only go in with the permission of the security guard for a few minutes. At the same time, there are other posts to guide. Once the security guards are not allowed to go down, the tourists can continue to bypass the supervision of the security guard from what path, and go down to the cave to take pictures.

The process of Xiao Wang and his girlfriend went to the cave like an adventure: first go down from a boardwalk, and as a result, it was mistakenly chased by the dog by the other people's backyard; cockroach". When I walked to the pavilion, the security guard told them that the tide was rapid and could not go down.

In the spirit of all coming, Xiao Wang finally took the road with his girlfriend, turned over the railing, and went down to the cave. They were relatively cautious. After taking a dozen photos, they felt that the sea water rose up and quickly left.

At that time, they didn't realize the problem. When they came back, they just saw the news of the Long Tuogou Mountain floods that instantly flushed the tourists, and they were a little afraid. After all, the tide of seawater is not slow. In case of being trapped in the sea erosion cave, it is really not clear every day.

Objectively speaking, if there are no such detailed guidelines, Xiao Wang and his girlfriend really did not expect to find such a small cave that did not see the classics; but when they saw good -looking pictures, they would be seduced. Moreover, as tourists, it is actually difficult for them to make comprehensive risk prediction in unfamiliar places.

It is not uncommon for a story like Xiao Wang.

Until now, if you search for keywords such as "niche punch cards", "niche attractions", "niche films", there will be a lot of similar locations: for example The field, accumulated rainwater for years, has become a small artificial lake, but the unique mining landscape and the reflection of the lake surface make the photos have a strong color contrast. Some people ask if they can get into the water. The blogger answers the ore with heavy metals, and it is not safe to launch. But at the scene, no one would stop it.

People can always find the "niche" and dangerous camera location at different attractions.

In addition, a blogger often drives to the suburbs of 1-2 hours from Chongqing City, and finds cosmetics and river camping. The blogger often mentioned "can be dropped" in the copywriting, but in the comments, it is pointed out that these rivers will be undercurrent, but they are not safe.

Safety is more important

In addition to the general "grass" bloggers, there are also professional adventure service teams. A blogger said to the 20th Society that you can see those posts with high views, including cave adventure, urban ruins, etc., but many of them have no prompts. This blogger is also the founder of an outdoor activity company. In his opinion, these activities have requirements for the physical fitness and sports ability of the participants. They also need to prepare comprehensive equipment. It is not an event that ordinary people who can participate in immediately.

In the small red book, there are many business teams that specialize in leading people to adventure, more of them are outdoor enthusiasts, local tour guides, and ordinary bloggers. Most of them do not have enough professional knowledge. Not to mention the risk of users who go before the name.

The question is, it is difficult for ordinary users to identify which are professionals and which are enthusiastic grass masters.

At present, Xiaohongshu has added some risk prompts. For example, when you search for obvious risk vocabulary such as "cave", Xiaohongshu will appear "beautiful, security and more important" in front of the search bar.

However, in the sharing related to the "Wild Scenic Spots", these tags mainly appear in the dragon grooves of the accident and the cave routes that were previously explored. Other scenic spots did not have obvious risk prompts.

Moreover, even if there is a company providing services, I believe most users do not have the ability to identify whether these companies have sufficient professional capabilities, and can preserve them when they encounter natural risks.

Today, people are looking for activities, especially when fresh experiences (Internet celebrities, niche attractions, trendy movements) are more inclined to search on Xiaohongshu. This is also the label that Xiaohongshu has been trying to create: from "planting grass" to today's "marking your life", it is emphasizing this, which can be said to be the success of Xiaohongshu.

To this day, such a success is showing another side: a platform with a monthly life of 200 million, what responsibility should you bear.

In fact, especially for tourists' behavior, the platform can do very limited, and there is indeed no direct responsibility. For example, if you choose to cross the railing, or enter the unmanned waters, it is even more impossible to be a problem that the platform can predict in advance.

A senior donkey friend believes that this is a complex system problem. What needs to be improved is people's awareness of safety of outdoor activities, and even a legal awareness, not a platform that can be completed.

However, in his opinion, the platform can actually provide more security guidance.

A Xiaohongshu user said that even if there is a label similar to the "10 billion subsidy", it can also help everyone to do a primary screening.

The algorithm is the tour guide

Why is it easier for the niche tourist route to be sought after on Xiaohongshu? How much is related to the distribution of the content of this grass platform.

Under the previous algorithm recommendation logic of Xiaohongshu, the content producers have more or less grasped the distribution mechanism of traffic. These distribution mechanisms make some types of content more easily reach users, thereby having a wave -type impact on the influence of a wave -type impact. Essence

First of all, Xiaohongshu is a platform that rely on search as a reference basis for traffic distribution. When the user searches for a certain or some entry, the platform will continue to recommend related content.

So, what kind of content will get a higher recommendation weight in Xiaohongshu? In fact, it is very simple, that is, what you can see on the page: views, love, collection, and comments. Therefore, what can be reasonable is that if the content of a notes is novel enough and the title is attractive enough, the number of views will become larger. If it is useful and operable, you will get more love and collection, thereby obtaining a long tail effect.

It is a bit around, but one of the examples that can be cited is that when you search for "outdoor" scenarios, the platform will be more inclined to push you novel content, such as niche attractions, specific locations of the film, and even even the details of the film, and even the details of the film, even I feel when playing at a certain time. These are rarely shown in Volkswagen's tourism.

Xiao Wang said that one of the important reasons for his preference to use Xiaohongshu is that Xiaohongshu's notes are "content" written by people, with opinions and details; Show, there is nothing attractive.

But sometimes, such details sometimes point to danger. For example, how to avoid the sight of the security guard across the railing, and how to find the defense vulnerability and go in a certain place around the path. Moreover, when you really take beautiful, niche photos, and continue to share your "journey" details, the new notes will get more traffic push and get new rewards, so that this is infinitely circulating. Recommended mechanisms are dangerous.

Users cannot fully judge risks

Driven by such a mechanism, people will see more novel destinations and more difficult activities. However, most users may not be able to fully understand the risk of the event like the donkey friends who explore the Qianwen Cave.

In addition to strengthening supervision, there are some bitter work to do: sort out and even actively absorb high -quality suppliers and tourism service providers on the platform, and then conduct certain traffic support and even subsidies to guide users to pay more attention to activities that the platform has actively reviewed the activities of the platform. It may be a more reasonable approach from the long -term perspective of security and business model diversity.

Xiaohongshu has begun similar attempts. In the first half of this year, Xiaohongshu began to focus on outdoor content, moved the "outdoor center" channel to the C position of the shopping page, and embedded the previous self -operated e -commerce project "Little Oasis" (now adjusting positioning, positioning outdoor products) The integrated camp appointment entrance, so as to create a closed loop of users from online to placing grass to placing orders, and then offline experience and online feedback to achieve business realization. However, this method has not been recognized by users for the time being. The Beijing Commercial Daily quotes a user's point of view: if you want to read the grass and push the text, you will buy the product, and finally you have to book the camp. This consumer link is too long and too tortuous. Although there is sufficient traffic and grass -planting ability, compared with the conventional OTA platform, it does not provide the ability to provide one -stop solutions including hotels, air tickets and other services.

From the perspective of business models, the launch of platform -certified and more direct travel products is not contradictory to improving the concentration of security products.

The underlying logic of Xiaohongshu determines that the more unique and specific content, the more it will obviously allow many niche attractions that have never been developed to be developed one after another.

As a user, I also like this mechanism. However, when I hope that these contents are pushed over, they can bring more relevant security information, not just a sentence of security, which is more like a "user use agreement" that allows the platform to avoid risks.

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