jakiro
Even Xiaohongshu himself did not expect that this wave of wealth would usher in.
The conflict between China and the United States is becoming increasingly fierce, but in the Internet world, Chinese Internet manufacturers have achieved a curve overtaking in another sense – TikTok’s war has given Xiaohongshu a rare opportunity to become popular.
With the upcoming date of January 19, the US government’s last date for “selling or banning” TikTok, a large number of American netizens have been rebelling.Since the official is unwilling to “leak” the so-called information to China, then I will go to the mountain. American netizens directly searched for the Chinese Internet APP and insisted on sending the information out.Xiaohongshu, which has a sense of reality and strong interaction, can be registered and used with overseas numbers, has been listed as the number one resident.
A large number of netizens rose up in the name of “TikTok refugees” and followed the Internet line to Xiaohongshu, truly realizing exchanges and collisions between cultures.On January 13, Xiaohongshu’s download volume soared to the top of Apple’s American app store.On the evening of the 15th, Xiaohongshu ranked first in the APP Store free rankings in 87 countries.On Xiaohongshu, the number of views on the tag “#tiktokrefugee” (TikTok refugee) has soared to 460 million, with 9.37 million discussions and 360,000 notes, and continues to be on the rise.
This is undoubtedly an alternative and grand meeting between China and the United States.If you open Xiaohongshu recently, there will be foreign faces and English all over the world, and some netizens jokingly call it “Xiaohongshu becomes an international book.”Chinese netizens also showed a very welcoming attitude towards the influx of foreign friends, which can be seen from the fact that foreign friends who are envious of the local area start their account.
On Xiaohongshu, the two have a wide range of topics to communicate. In addition to makeup skills, dressing experience, taking photos and other fashionable beauty products, Chinese and English teaching, homework help, and cute pet photos exchange are all kinds of ways. Recently,Private reconciliation has also become a hot topic.The two sides began to exchange local work salary, rent, medical care, and parenting costs, and compared their living conditions. They solved the prejudice and fallacy that had been lost in the discourse of public intellectuals or some media in one fell swoop, and returned to the truth to dispel charm and disguise.
Beyond culture, business is also the highlight.Xiaohongshu has not yet taken over Fugui, so he urgently hired an English content reviewer in the middle of the night, and Xiaohongshu concept stocks took the lead.On January 14, Xiaohongshu concept stocks have risen strongly since the early trading. Yaowang Technology, Gravity Media and others hit the daily limit at the opening. Yiwang Yichuang and Fushi Holdings hit the daily limit at 20CM; to the close, Tianxiaxiu, Huayang Lianzhong, and YaoMany stocks such as Ji Technology hit the daily limit, and the increase in Blue Cursor also exceeded 10%.On January 15, Xiaohongshu concept stocks led the concept sector with an increase of more than 8%. Until today, the Xiaohongshu concept craze continues. Tianxiaxiu, Yaowang Technology, Aimu shares, Gravity Media, and Huizhou Intelligent continue to bid.The daily limit is up.
Market speculation has flocked to it, but the targets are really fixed. When talking about finance, the crypto world that has always pursued hot spots will not give up easily. Since there are Xiaohongshu concept stocks, Xiaohongshu concept coins have emerged..
The MEME army quickly advanced towards Xiaohongshu, and currencies such as momo, REDnote, Captain Potato, and Xiaoya emerged one after another.The pink little dinosaur MOMO is not unfamiliar with Chinese network users. It is one of the design IPs under WeChat. When the name and avatar are not logged in on the APP, WeChat will automatically generate a MOMO account for the user.To date, as a representative of anonymous identity, MOMO has already flown on major platforms, Xiaohongshu, Douban and Zhihu have all been involved. Previously, MOMO’s anonymity and management specifications in the online world have been too large.Discussion.
There are also many MOMOs in the posts of foreign friends. Some overseas people will also send questions about “Who is MOMO?” It can be seen that compared with other MEMEs, identity hiding in MOMO is similar to encryption concepts, and identity identity is recognized.The sense of the group effect is stronger and the group effect is more significant, so it has also attracted much attention in MEME.On January 14, MOMO’s market value once exceeded US$12 million, ranking first among Xiaohongshu concept coins.
Other concept coins also performed well.Captain Potato originated from the mascot of Xiaohongshu. As the top star of Captain Potato, MEME, rose to a maximum of US$0.002; the overseas nickname REDnote also once reached US$940,000.
In addition to MEME, which is leading the way, advertising and implantation are also uncommon.In fact, even before Xiaohongshu became popular overseas, there were already many Crypto content on the platform, but for regulatory reasons, both token recommendations and technical analysis are relatively conservative, and most KOLs tend toSpeaking on X platform, the topic of encryption is very limited.At present, Crypto content continues this trend, but with the influx of traffic, some new online immigrants have released encryption related, and content such as XRP, Coinbase, MEME, wallets, etc. are continuing to increase.
In the long run, due to the key variable of regulatory differences, Xiaohongshu will find it difficult to become a comprehensive gathering place for encrypted KOLs, and PR and drainage will be very controllable.But from the perspective of MEME, as a community public opinion field for Chinese people’s exchanges, Xiaohongshu has once again taken advantage of the east wind of Sino-US meetings, and the probability of the Golden Dog appearing will inevitably increase significantly.
Of course, even in the field of encryption, Xiaohong Book’s popularity may not be sustainable.Whether TikTok, the primary reason, is really banned is still difficult to determine. In the current context of national anger, coupled with the fierce period of bipartisan competition in the United States, in order to stabilize the political situation and occupy the high ground of public opinion, the government authorities may also mediate this up to 1.7The APP protection war with 100 million American users is in the battle.Just on January 15, according to two people familiar with the matter, Trump may sign an executive order that would lift the Biden administration’s ban on the app nationwide on the 19th.Even if you can’t escape unscathed, it will be difficult for TikTok to completely disappear, and it is more likely to end up with a seller changing hands under some consensus.
The second is user experience and usage habits.Although the interface design is similar to TikTok, it saves certain user education costs, cumbersome discussions can be made about the convenience of Xiaohongshu’s overseas use.A typical example is that Xiaohongshu does not have a Chinese and American account partition, nor does it have a built-in translation function. Overseas users need to constantly switch between the translation software and the platform to reply.Supervision is also an important factor. For overseas people with free speech, to integrate into domestic social platforms, they need to fully respect and understand local cultural beliefs and special national conditions.This aspect seems basic, but it is actually extremely sensitive. If you are not careful, it will lead to a reversal of public opinion.
Even if users are retained in the short term, in the long run, TikTok and Xiaohongshu have conflicts in the tone.Overall, Xiaohongshu has both Instagram’s visual presentation and Reddit’s community interaction function. It is positioned in lifestyle sharing, has a significant community tone, highlights the differentiated approach of “planting grass”, and in content and e-commerceThe balance between the two is achieved, and it is precisely the slow pace of aesthetics that resists the attack of traffic giants.However, TikTok’s algorithm is in line with TikTok, and the information cocoon algorithm has significant characteristics. Similar to other e-commerce platforms, it accelerates the commercialization process through traffic compression.The two have very different positions on the term community. Therefore, even if this wave of traffic is retained, how to resolve the positioning conflict between users? Whether to be a Chinese Xiaohongshu or an international Xiaohongshu will also be the future brand needs to face.key strategic issues.
In fact, as early as February 2024, Xiaohongshu used the transformation of amateurs who “listened to advice” as a small selling point to go out overseas. This action laid the foundation for the overseas public opinion of Xiaohongshu’s online utopia.Therefore, we can gain the lead in this round of netizen migration.
But it has to be admitted that utopia is really hard to find.The current norm of social media is walking on thin ice in one political corrective after another, fighting desperately in the social opinion field, and carefully avoiding social death.When the social field becomes a public opinion field, control also comes as scheduled.TikTok is not the first, nor will it be the last.If Xiaohongshu becomes the second TikTok, the United States’ long arm will definitely be under the jurisdiction of this. At that time, a new wave of migration of refugees will begin.Social media, it seems, has become a game for law enforcement officers to fight gophers.But from this point of view, even if this round of social media migration is not successful, it will sound the clarion call for a counterattack against power control. The political barriers will eventually be difficult to resist human yearning for freedom.This may be similar to everyone’s pursuit of the encrypted world.
Back to the current situation, judging from Google trends data, although it is significantly higher than usual, Xiaohongshu’s popularity has gradually begun to decline.The market is still unknown whether the climax of this wave of cultural exchanges has come to an abrupt end, but the impact it has left is not short-lived.The impression of Chinese people overseas is becoming clearer, and the door to cultural attraction is also opening. According to TechCrunch, due to the influx of American users to Xiaohongshu, Duolingo Chinese learning users have surged by 216%. The source survey of new users is “The proportion of TikTok options has increased significantly.
Back in the crypto field, the impact of loss of attention is even more significant.The most prominent currency in Xiaohongshu concept, $momo, has fallen from the highest point of $0.015 to $0.003, a drop of more than 80%. The market value has dropped sharply from $12 million to $3.1 million, and the market value of Captain Potato has increased from $2 million.The dollar fell to $58,000.It is a flash in the pan and is also in line with the trend of most encrypted MEMEs.
Although the Golden Dog Dream is temporarily shattered, the Chinese Internet may also become one of the MEME observation windows for crypto people.After all, the gathering of traffic will bring emotions and attention, and in the encryption circle, wherever the attention is, the money will flow.What is quite interesting is that cultural confidence will appear alternatively even in the encryption circle. Local MEME is booming. Who can guarantee the next Golden Dog is not our hot topic?
