The "killing pig plate" which is catfishing in china is eyeing on Xiaohongshu (REDBOOK), and the platform culture must reflect on itself

According to a report by "Chinese Entrepreneur", many users were targeted by criminals after posting on the topic of financial management and blind date on Xiaohongshu, resulting in a "killing pig". Hangzhou Yuhang Public Security received a report that a girl was defrauded of 820,000 yuan after she met a stranger by leaving a message under the Xiaohongshu blind date post. When searching for "killing pigs" on Xiaohongshu, more than 40,000 notes popped up. Except for some bloggers who complained that their photos were stolen, most men and women were crying about their experiences of being cheated of money and feelings.

"Xiaohongshu, mark my life" - On this social platform with 300 million users and 43 million+ sharers (creators), thousands of people share their lives, in order to meet psychological needs, socialize At the same time of demand, it also faces the risk of precise hunting of "killing pigs".
The "killing pig plate" is an imported product that 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 bear criminal responsibility. On social networks, "killing pigs" is more about using social platforms to find "prey". There is controversy over the responsibility of social platforms. Once people encounter them, they can only hope that the police will solve the case and protect their rights. In the product details of Xiaohongshu, when a stranger sends sensitive information such as WeChat account or Alipay account, Xiaohongshu will prompt "There is a risk in communication or trading without the Xiaohongshu platform, please beware of fraud, advertising and other bad behaviors. Click You can report it in the upper right corner”, which can be considered as a reminder. Rao is so, why is the "killing pig plate" still eyeing Xiaohongshu?
"Xiti luxury car", "six-digit monthly income", "how to spend 1 million in one day"... These are the familiar words of Xiaohongshu. And the "marked life" is more or less with a "wind of showing off wealth". Relevant exposure cases show that some are posing for luxury homes, luxury cars, and luxury goods to show off their wealth; some are advocating extravagant and extravagant consumption; some are forging people's designs to gain traffic... Such a behavior of showing off, showing off, and showing off brings together It is not surprising that the herd effect is formed and it enters the field of vision of the "pig-killing plate" criminals. Some Xiaohongshu netizens even ridiculed themselves, "Work hard to make money, and try not to be looked down upon by Brother Pan (referring to the slaughtering pig and the trader)."
In fact, in the face of "showing off wealth", Xiaohongshu is not without action. From April 25th to May 8th this year, the platform handled more than 1,100 violations related to showing off wealth; from May to October 2021, the platform handled more than 8,700 violation notes related to showing off wealth and penalized 240 accounts. However, after many rounds of governance, this "wind of showing off wealth" could not be stopped, so it became a favored place for "killing pigs". To crack, I am afraid we have to find the root cause from the platform culture.
"Showing off wealth" can be said to be a chronic disease that accompanied Xiaohongshu's growth all the way. The business model of Xiaohongshu is highly dependent on the advertising business, and the advertising model is heavily dependent on traffic. Traffic can be said to be the "lifeline" of the Xiaohongshu platform. The traffic brought by its dazzling culture also constitutes a so-called "win-win" for the platform and creators. The criminals also took advantage of this feature of some Xiaohongshu users to make them the target of "killing pigs". The platform and users "achieve each other", which has a bit of black humor.
You must know that the Internet platform also has a "personal design", and the platform's "personal design" reflects the values ​​of the enterprise. What kind of personality will have what kind of audience, and the audience will strengthen the platform's personality. Xiaohongshu has gradually formed its own platform culture from the early years of cross-border e-commerce "discovering good things in the world" to the flagship lifestyle community "marking my life". "Marking my life" is beautiful, but if most of the markings are deliberately created "filter" lives, and most of the people who come out of the circle are the dazzling culture of showing off their wealth and superiority, it will undoubtedly continue to strengthen the platform's personality, not only for the illegal Molecular use of "killing pigs" brings guidance, which will also affect the long-term development of the platform and the good atmosphere of the society. Both the platform and the user need to introspect and make changes.