Xiao Hong Is Looking For A Breakthrough Under Anxiety.

On May 29th, Xiaohong book, the content business platform, held its first press conference in Shanghai, and announced the launch of a new commodity evaluation system, "little red heart".

According to Xiao Hong's "small hearts list", more than 3100 commodities have entered the evaluation system, and nearly 500 thousand of the users have scored.

According to the "business daily" understand, the red heart evaluation system has been secretly prepared for at least half a year, the logic of the evaluation system is selected by the team according to the platform heat and sales volume of the comprehensive ranking of the selected products.

Inviting the product to be purchased within one year, and at the same time, the user with high platform activity becomes the evaluation person, and the latter carries on the multi-dimensional grading. After the final calculation and summary, the small red heart score of each commodity is formed.

According to Deng Chao, director of Xiaohong book product, the single product and category in the red heart evaluation system will continue to iterate, covering all the products of the whole network, especially those with high sales volume, which will not be limited to commodities in Xiaohong Book Mall.

In addition, Deng Chao also said that the principle of launching this evaluation system is "based on real buyers" and "one person, one vote, equal rights for each vote", which is pformed into product parameters through the real experience and evaluation of ordinary consumers.

As Deng Chao said, "we want to restore the power of ordinary people to ensure the authenticity of the score."

It is worth mentioning that Qu Fang, the founder of the low profile little red book, was also present at the conference site, and she also revealed part of the operation data of the platform.

As of May 2019, the number of small red books registered was 250 million. In 2018, the community activity increased by 5.4 times. 3 billion times a day, UGC exposure accounted for 70%.

In March of this year, Xiao Hong was quoted by the media as saying that the grass planting notes on the platform were probably written by others. The charge for planting grass notes ranged from 50 yuan to 2000 yuan, and sellers could even provide hot service packages in the community.

The publicity for the business is streamlined, and the report refers directly to the problem of platform fraud and brush volume.

Although Xiao Hong responded in a timely manner, it was also the object that Xiao Hong had been hitting hard on.

And has reported to the public security organs on such incidents, and actively cooperate with public security investigation and treatment.

However, as a small red book, which is known as the real experience of users at the beginning of its establishment, the emergence of this report undoubtedly made it fall into an irrevocable "trust crisis".

No wonder at the beginning of this month, Xiao Hong published hastily published the "brand cooperation platform upgrade instructions".

Among them, Xiaohong book has changed two entry conditions. The real name authentication bloggers mainly have not less than 5000 fans, and the exposure of nearly a month's notes can not be less than 10 thousand.

At the same time, Xiao Hong book also set up a point deduction system for the management rules of the collaborators. The partners will have an initial score of 12 points. If there are private businesses, advertisements, illegal contents, false cheating and false information, the brand partners will be disqualified directly, and the brand partners can not be reapplied within a year.

Xiao Hong also explained further that the intention of the new regulation is very simple, to eliminate false data, to enhance the content quality of PGC, to standardize the KOL market and to improve the efficiency of MCN institutions.

It is easy to see that Xiao Hong is looking for a chance to get rid of a series of negative effects caused by this "fake storm". Although the founder has repeatedly appeared as platform platform, it is not easy to restore the accumulated word of mouth for many years.