Why Does This Little Red Book Need This Little Heart At This Time?

In half a month, two times appeared in the public view, which is obviously rare for Qu Fang, who has always been low-key.

Even as the founder of the current hot content community platform Xiaohong book, Qu Fang also admitted that "less communication with everyone before".

According to the last live broadcast of the way to respond to the recent controversy around the little red book and confusion less than two weeks, Qu Fang again appeared in the public view.

Just this time, it's a new product platform for Xiao Hong's book.

In May 27th, Xiao Hong published a "red heart" rating system.

According to Xiao Hong's book, this product takes the real experience of users and the principle of "one person, one vote, equal rights for each vote" to restore the word-of-mouth of a single product with grading.

In terms of specific operation, first of all, on the choice of single product, Xiao Hongxin will select the single product that will participate in the grading according to the comprehensive ranking of the community fever and the sales volume of the mall. When participating in the selection of users, Xiao Hongxin screened out the users who had purchased the product in one year, and then became the small red heart producer based on the users' comprehensive data of community behavior data.

The producer will select 5-10 evaluation dimensions for each category of products.

Finally, the questionnaire for each single item will be pushed to the standard small red heart producer to score, and after the calculation and summary, the small red heart score of each single product will be formed.

It is understood that there are 3108 single products into the small red heart scoring system.

For Xiao Hongxin, Deng Chao, director of Xiaohong book product, said Xiao Hong hopes to pform the real use experience and evaluation of ordinary consumers into product parameters and help more users make more efficient consumption decisions.

However, "daily economic news" reporter learned that at present, only users purchased in Xiaohong Book Mall can receive a questionnaire.

In this regard, Deng Chao's explanation is to ensure that raters have the basis of real experience.

At the same time, Deng Chao said that the single product and category covered by the red heart would be constantly iterated, so that little hearts could try to cover the products sold well and highly discussed in the whole network, not limited to the commodities in the little red book store.

It is worth mentioning that, on the 10 th of this month, Xiao Hong published an open letter announcing that Xiao Hong's book had greatly enhanced the access threshold for brand partners.

The open letter said that today, fans with an average exposure of more than or equal to 5000 and a KOL with average exposure of more than 10000 a month are eligible to become brand partners.

At the same time, the new regulation also requires MCN. Only content cooperation agencies with at least 10 brand partners and companies with more than one year's qualifications can enter the brand partner platform.

The open letter came out and exploded in the small red book KOL group.

Then, on the 16 th, Qu Fang also responded to the rule upgrades and said, "we are really increasing the governance of community ecology from this year. I think this is very important." "we are doing this with a series of rules." in this process, it must be "technology and manpower".

I have to admit that in recent years, Xiao Hong has done a lot in community content remediation, and "reality" has become the key word mentioned frequently.

On the one hand, Xiao Hong Book cracked down on the behavior of black production and dealt with cheating account notes. On the other hand, Xiao Hong also strengthened the management of KOL, upgraded the platform of brand collaborators, and further improved the access threshold.

And when the controversy over note making has not subsided, is the release of the little red heart related to the recent "cleaning" of KOL?

In response, Xiao Hong Fang denied the daily economic news reporter.

Xiao Hong Book disclosed that the small red heart plan had already started six months ago, and it just caught up with the "note making fraud" storm.

However, some analysts believe that the release of this little red heart is a practical action that Xiaohong book is currently facing with "trust crisis".

"The release of this system is conducive to further enhancing the authenticity of the community content, and allowing consumers to have a more intuitive judgment system when making consumer decisions. This will reduce the distrust of the little red books to a certain extent, which is also a pressing problem that Xiao Hong book needs urgently to solve now."

The analyst said.

In addition, with the release of xiaohongxin, Xiaohong book also released its latest data.

As of May 2019, the number of users was over 250 million.

At present, daily community notes are exposed more than 3 billion times, of which 70% of the exposure is UGC content.