Even Xiaohongshu himself did not expect that such a huge wave of wealth would usher in.

The conflict between China and the United States is intensifying, but in the Internet world, Internet manufacturers have achieved overtaking in another sense - TikTok’s raging war has given small businesses A rare opportunity for Red Book to get out of the circle.

As January 19, the last date for the “sale or ban” of TikTok in the United States, is approaching, a large number of American netizens have become rebellious. Since the official is not willing to "leak" the so-called information to China, it's up to me to do whatever it takes. American netizens directly search for China's Internet APP, insisting on giving the information away. Xiaohongshu, which combines realism and strong interaction, and can be registered and used with overseas numbers, has been listed as the number one location.

A large wave of netizens rose up in the name of "TikTok refugees" and followed the Internet cable to Xiaohongshu, truly realizing exchanges and collisions between cultures. On January 13, Xiaohongshu’s downloads soared to the top of Apple’s U.S. App Store. On the evening of the 15th, Xiaohongshu ranked first in the APP Store free rankings in 87 countries. In Xiaohongshu, the number of views of the topic "#tiktokrefugee" (TikTok Refugee) has soared to 460 million, with 9.37 million discussions and 360,000 notes, and continues to increase.

This is undoubtedly an alternative and grand meeting between China and the United States. If you open Little Red Book recently, you will see overwhelmingly foreign faces and English. Some netizens jokingly called "Little Red Book has become an international book." As for the influx of foreign friends, netizens have also shown an extremely welcoming attitude, which can be seen from the fact that foreign friends who are the envy of the local people have started calling in Pingdi.

In Xiaohongshu, the two communicate on a wide range of topics. In addition to makeup skills, dressing tips, photography and other fashionable beauty, Chinese and English teaching , avatar homework help, cute pet photo exchange, there are many tricks, and even recently, private reconciliation has become a hot topic. The two parties began to exchange local work salaries, rent, medical, and childcare costs, and compare living conditions. In one fell swoop, they uncovered the prejudices and fallacies that had been lost in the public discourse or some media discourses, and returned to the truth to disenchant and dismantle them.

Besides culture, business is also the highlight. Xiaohongshu here has not secured a fortune yet, so it urgently hires an English content reviewer in the middle of the night.The Xiaohongshu concept stocks are taking the first step. On January 14, Xiaohongshu concept stocks have been rising strongly since early trading. Yuanwang Technology, Gravity Media, etc. hit the daily limit at the opening, and Yiwang Yichuang and Fushi Holdings continued to hit the daily limit of 20CM; by the close, Tianxiaxiu, Huayang Lianzhong, Yao Many stocks such as Ji Technology have reached their daily limit, and BlueFocus and other stocks have also increased by more than 10%. On January 15, Xiaohongshu concept stocks led the concept sector with an increase of over 8%. To this day, the craze for Xiaohongshu concepts continues, with Tianxiaxiu, Yuanwang Technology, Aimu Shares, Gravity Media, and Huizhou Intelligence continuing to bid. daily limit.

Market speculation is swarming, but the target is really fixed. When it comes to finance, the crypto world, which has always pursued hot topics, will not give up easily. Both Xiaohong Book concept stocks, then the Little Red Book concept coin came into being.

The MEME army quickly marched towards Xiaohongshu, and currencies such as momo, REDnote, Tudang Zhang, and xiaoya emerged one after another. MOMO, the little pink dinosaur, is no stranger to Chinese Internet users. It is one of WeChat’s design IPs. When the name and avatar are not logged in on the APP, WeChat will automatically generate a MOMO account for the user. Since its development, MOMO, as a representative of anonymous identity, has become popular on all major platforms. Xiaohongshu, Douban, and Zhihu have all been involved. Previously, MOMO’s anonymity and management standards in the online world have caused a wide range of discussion.

There is no shortage of MOMO appearing in the posts of foreign friends. Some overseas people will also ask "Who is MOMO?" It can be seen that, Compared with other MEME, the concept of identity hiding and encryption in MOMO is similar, the sense of identity is stronger, and the group effect is more significant, so it also attracts 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 Tu is derived from Xiaohongshu’s mascot. As Xiaohongshu’s most popular MEME, Captain Tu has reached a peak of US$0.002. The market value of the overseas nickname REDnote also reached US$940,000.

In addition to MEME, which leads the way, advertisements and implants are also not uncommon. In fact, even before Xiaohongshu became popular overseas, there was already a lot of Crypto content on the platform. However, due to regulatory reasons, both token recommendations and technical analysis were relatively conservative, and most KOLs tended to Speaking on the X platform, the popularity of encryption topics is very limited. Currently, Crypto content continues this trend, but with the influx of traffic, some new network immigrants also publish encryption-related, XRP, Coinbase, MEME, wallets and other content are continuing to increase.

In the long run, due to the key variable of regulatory differences, it is difficult for Xiaohongshu to become a A comprehensive gathering place for crypto KOLs, PR and traffic will also be very controllable. However, from the perspective of MEME, Xiaohongshu, as a community public opinion field for Chinese people to communicate, has once again taken advantage of the Sino-US meeting, and the probability of golden dogs has inevitably increased significantly.

Of course, regardless of the encryption field, Xiaohongshu’s popularity this round may not be sustainable. It is still difficult to determine whether TikTok, which is the primary reason, is actually banned. In the current context of national outrage and the intense period of competition between the two parties in the United States, in order to stabilize the situation and occupy the high ground of public opinion, the authorities may also mediate in this case of up to 170 million Americans. The APP protection battle for user volume is ongoing. On January 15, according to two people familiar with the matter, Trump may sign an executive order that will lift Biden’s nationwide ban on the app on the 19th. Even if TikTok cannot escape completely, it will be difficult for TikTok to disappear completely, and it is more likely to end with the seller changing hands under some consensus.

The second is user experience and usage habits. Although the interface design is similar to TikTok, it saves a certain amount of user education costs, but in terms of the ease of use of Xiaohongshu overseas, user participation can also be considered cumbersome. A typical example is that Xiaohongshu does not yet have Chinese and American account partitions, nor does it have a built-in translation function. Overseas users need to constantly switch between translation software and platforms to reply. Supervision is also an important factor. For overseas people with freedom of speech, to integrate into social platforms, they need to fully respect and understand local cultural beliefs and special national conditions. This aspect may seem basic, but in fact it is 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 term, TikTok and Xiaohongshu will have conflicts in their tonality. Overall, Xiaohongshu combines the visual presentation of Instagram with the community interaction function of Reddit. Its positioning is rooted in lifestyle sharing. It has a significant community tone and highlights the differentiated approach of "planting grass". It is in content and e-commerce. To achieve a balance between time and space, it also uses the slow aesthetic rhythm to resist the attack of traffic giants. However, TikTok’s algorithm is in the same vein as Douyin, and the information cocoon room algorithm has remarkable characteristics. Similar to other e-commerce platforms, it speeds up the commercialization process through traffic compression. The two have very different positions on the word community. Therefore, even if this wave of traffic is retained, how to resolve the positioning conflict between users, whether to be a Xiaohongshu or an international Xiaohongshu, will also be what brands need to face in the future.Key strategic issues.

In fact, as early as February 2024, Xiaohongshu had published overseas with the selling point of "listening to advice" amateur transformation. Once again, this move laid the foundation of overseas public opinion for Xiaohongshu’s online utopia, so it can take the lead in this round of netizen migration.

But we have to admit that utopia is hard to find. Walking on thin ice while being correct one after another, fighting to the death in the field of social public opinion, and carefully avoiding social death are the current normal conditions of social media. When the social field becomes the field of public opinion, control comes as expected. TikTok is not the first, nor will it be the last. If Xiaohongshu becomes the second TikTok, the long arm of the United States will surely come under its jurisdiction, and a new wave of refugee migration will begin. Social media, it seems, has become a game of whack-a-mole for law enforcement. But from this point of view, this round of social media migration, even if it is unsuccessful, has sounded the clarion call for a counterattack against power control. The barriers of society will eventually be unable to withstand human beings' yearning for freedom. This may be similar to everyone’s pursuit of the encrypted world.

Back to the present, from the data of Google Trends, although it is significantly higher than usual, it is small The popularity of the Red Book gradually began to wane. Whether the climax of this wave of cultural exchanges has come to an abrupt end is still unknown to the market, but its impact is not short-lived. The impression of people overseas is becoming increasingly clear, and the door to cultural attraction is also opening. According to TechCrunch, influenced by American users flocking to Xiaohongshu, Duolingo Chinese learning users increased by 216%. According to the survey of the source of new users, "TikTok "The proportion of options has increased significantly.

Back to the encryption field, the impact of reduced attention is even more significant. . The most prominent currency in the Little Red Book concept, $momo, has dropped from its highest point of US$0.015 to US$0.003, a drop of more than 80%. Its market value has dropped sharply from US$12 million to US$3.1 million, and the market value of Captain Tudu has dropped from US$2 million. The dollar slipped to $58,000. A flash in the pan, it is also in line with the trend of most crypto MEMEs.

Although the golden dog dream was briefly shattered, the Chinese Internet may also become one of the MEME observation windows for crypto people. After all, the accumulation of traffic will bring emotions and attention, and in the encryption circle, where the attention is, the money will flow. Interestingly enough, cultural confidenceEven in the crypto circle, there will be alternative presentations. Local MEME is booming. Who can guarantee that the next golden dog will not be our hot meme?