Most of the latter are content producers

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Users are minors with limited spending power This is also one of the reasons why Bilibili has not been successful in commercialization over the years As a successful grassgrowing platform Xiaohongshu also has its own shortcomings in the early days of the platform the platform mainly relied on advertising commission income Most consumers also know that there are many socalled grassgrowing and reviews on Xiaohongshu Nine times out of ten its advertising Under this kind of preconception it is difficult for a brand concept no matter how sincere to take root in the hearts of consumers

In fact some consumers have jumped out of the encirclement BM Leads of Xiaohongshu actively searched for good product recommendations on podcasts and naturally have a favorable impression of the anchors product introductions As traffic delivery shows an increasing trend of involution brands have also discovered that just planting grass is no longer enough and they need a medium and content with a longerterm impact to convince consumers Therefore He Keqin proposed a new concept to the New Retail Business Review  Xiaohongshu plants grass and podcasts plant trees  It is easy to plant

grass but difficult to plant trees Planting trees requires deep digging and longterm irrigation and cultivation but once planted the impact will be farreaching  future generations can also enjoy the shade If podcasts want to achieve the great goal of planting trees the most indispensable thing is the support of podcast producers However at present it seems that anchors are divided into two groups on commercialization  those who strongly support it and those who are temporarily on the sidelines and worry that commercialization will make content no longer pure Sherry pseudonym an anchor with an average of over  views for a single episode told New Retail Business Review that she does not want to take business orders in the short term .