Network "Show Off Wealth": A Traffic Harvesting Business?

      When I was 21 years old, I bought a house and a shop, I traveled by private plane, I spent 200000 yuan in a presidential suite, I had a mirage of Rolls Royce, and my mother gave me a bed of 400000 yuan. No matter what app I opened, there were people showing off their wealth.

Endless such information is refreshing the aesthetic and cognitive of netizens. After the waste of the king of stomach video, Shuo Yin, fast hand and other short videos began to focus on novelty seeking and exaggerated rich content recently, and little red book also joined the ranks.

   “ We have seen some external discussions. If a person's consumption ability reaches this level, he can really afford a Rolls Royce or a private jet, and people have the freedom to deal with their own property. As long as the basic laws and regulations are followed, others and service providers are respected, why can't the consumption process be shared? " Recently, he Tong, the head of xiaohongshu community operation, revealed in an interview with 21st century economic reporter that the issue of flaunting wealth has been discussed internally for a long time.

In the second half of last year, Xiaohong made a survey to the creators and users in writing. The feedback focuses more on the life and consumption experience, knowledge and experience sharing of "plain people" users. More people like the personal experience of ordinary users, rather than a "large-scale" creation.

"Community platforms need to be judged by moral values. We hope to advocate and encourage more affluent people to show their spending power and deal with their personal property with empathy. This empathy is a requirement for the rich and the more able to consume, not for those who do not have it for the time being. " He Tong further explained.

The reason why it was finally put into the community convention is that Xuanfu has actually formed a complete industrial chain on the Internet. Some users first create a "local tyrant", rich and perfect image, attract a large number of fans, and then gain income through e-commerce with goods and soft and wide implantation. Compared with hard core content such as knowledge sharing and travel strategy, the flow of stimulating and novelty seeking information is faster.

Therefore, for the platform, how to guide and balance the community content is a long-term offensive and defensive war.

Rich business

Xiaohongshu, which is about to celebrate its eighth anniversary, has expanded rapidly in the past three years. In 2018, the small red book dau was only 3 million, and by the end of 2019, the dau had reached 25 million. With the influx of a large number of users, the category of community content is also expanding, from women's vertical clothing beauty to food, travel, cute pet, parent-child and other pan life fields.

Accompanied by breaking the circle, some of the contents of the notes about showing off wealth in the little red book are also facing controversy.

Coincidentally, there are a lot of topics about flaunting wealth, advocating consumerism and pseudoscience on the shaking tone platform. The 21st century economic reporter has noticed that the "big logo" has been criticized frequently by the media recently. It has released a large number of short videos focusing on luxury life, such as a 100 million decorated bath center, 4500 pieces of Chaozhou cuisine, and 19990 yuan per kilogram of tea. Only 190 short videos have attracted 27.8 million fans and won 210 million praise. In fact, his real identity is a white-collar enterprise in Beijing. After signing the contract with MCN, he packaged himself into a local tyrant style to make profits by absorbing powder.

At present, the price of commercial video advertisement of the website has reached about 350000 yuan per piece. Under the temptation of interests, imitators swarmed in. The key words such as "presidential suite", "skyrocketing Moonchild center" and "10000 yuan haircut" are filled with a large number of fabricated rich videos. These information can even become a means of fraud for criminals.

Therefore, for the long-term development of the platform, it is imperative to strengthen community governance. In March this year, xiaohongshu launched a special program to crack down on flaunting wealth, and banned 2371 accounts suspected of deliberately flaunting wealth and malicious speculation. The platform has also banned 3973 Xuanfu accounts.

Where is the content boundary?

In fact, some netizens think that even if they are not well-off, it is not unreasonable to understand the life of the upper class“ What's the matter? You can't afford to eat pork. Don't you let the pig run away? " However, when showing off wealth and seeking novelty becomes the flow pursued by creators, the taste changes.

When different classes meet on the open Internet platform, do they restrict the freedom of expression of some people, or ask others to be tolerant? In the face of the grand but real sociological proposition, the multiple values also have a fierce collision.

"The behavior of these rich bloggers is understandable. They want to harvest inner happiness, but they don't grasp the scale, which makes people feel uncomfortable. In addition, novelty hunting is human nature. The Internet has opened a window for Internet users to see the world they didn't know before. Whether it is the governance of regulatory authorities or platforms, there are boundary problems. " Dr. Luo Li, an associate researcher at the Institute of information, Shanghai Academy of Social Sciences, said in an interview with the reporter of the 21st century economic report.

If these contents violate the law and morality, and even impact on the values of the society, it is necessary to conduct appropriate guidance. Another point of great concern is that bloggers need to "declare interest related" when promoting commodity information, that is, they are sponsored or facilitated by businesses in the process of sharing and creating. Please state the interest relevance. The regulation is aimed at a large number of invisible advertisements disguised as bloggers' personal sharing recommendations.

"In any platform, there are some cases of fabricating or exaggerating their consumption capacity. Our audit rules will specifically frame these contents and also restrict the flow." For example, if users share a package buying strategy, where is the most cost-effective purchase? How tax rebate can save money and other effective information, will not be judged as flaunting wealth. If you just buy a Hermes photo display, there is a suspicion of flaunting wealth. In the process of governance, whether the information you share is strategic to others becomes an important standard.

The balance between business and experience

The promotion of advertising transparency not only facilitates consumers' identification, but also paves the way for the commercialization of the platform. As a content-based community, both small red book and short video platform do not want a large number of commercial advertisements to flood the platform, let alone bypass the brand side and KOL of the platform.

Community is always the most active product form of Internet in China. Vertical community is easy to attract loyal users with high stickiness, but it is difficult to carry out commercial expansion. Because, a large number of uneven users and content influx, is bound to dilute or even impact the original strong community atmosphere. There are creators, users, businesses, platforms and other roles in the community, so it is not easy to balance the interests of all parties.

After all, flaunting wealth is a moral problem, and it is the embodiment of personal values. It is difficult to define the moral issues accurately. In order to eliminate the stimulation brought by novelty seeking information, the most important thing is self-discipline of the platform, abandon the most primitive and crude traffic competition, and assume the responsibility of subject governance.

In an interview with the 21st century economic report reporter, Liang Xinghui, partner of PwC's China talent and organizational change management consulting business, believes that the reason why some content producers or online celebrities are recognized or even sought after by consumers is that the emergence of these people and posts meets the needs of some people. The emergence of these online celebrities and platforms has narrowed the distance between consumers and producers, designers and content providers who were far away in the past. It has even become a part of the participation of content manufacturing, which is also a manifestation of the deepening development of China's Internet.

In his opinion, the boundary of the Internet platform is becoming more and more blurred. The emergence of Internet Celebrities is definitely not an individual behavior, but a phenomenon generated by the evolution and change of enterprises themselves“ So you can think of these people as products of the times. They responded to this change and demand, and they came into being. In the process of innovation and breakthrough of the platform, there is no mature game rules, and we are all groping for it. "

He believes that in the process of exploration, there will be many excellent rules, and there will be some bad or even negative phenomena. With the acceleration of China's Internet development process and the acceleration of digital process, this mode will continue. The market will take the lead to explore, and then the state will keep up with it in terms of governance laws and regulations. Finally, the whole industry will become more and more normal, forming a virtuous cycle mode.