As the compliant sword of Damocles falls again, the Xiaohongshu medical beauty marketing sector, which once thrived on the &#34;planting grass&#34; logic, is facing another severe reshuffle.
Recently, a screenshot regarding Xiaohongshu's platform banning content collaboration with influencers in fields such as medical beauty has been widely circulated.
According to All Weather Technology's verification with multiple medical beauty institutions and upstream manufacturers, this news is true.
&#34;Although this control does not yet affect KOC (Key Opinion Consumers) level medical beauty marketing, the content side has strictly prohibited the publication of consumer experience materials,&#34; said the head of a large chain medical beauty institution in Beijing to All Weather Technology.
A person from an upstream medical beauty materials supplier told All Weather Technology: &#34;Currently, many institutions and manufacturers are still communicating with the Xiaohongshu platform, and influencer placements indeed cannot continue.&#34;
This means that the high-conversion marketing methods most commonly used by medical beauty institutions and upstream manufacturers, such as &#34;before and after comparisons&#34; and &#34;personal experience sharing,&#34; will become ineffective on the Xiaohongshu platform.
The impact of this adjustment on medical beauty institutions is evident.
In an era where traffic is becoming increasingly expensive, Xiaohongshu has always been regarded as a &#34;must-fight territory&#34; for medical beauty marketing due to its unique user profile.
The head of a small medical beauty institution in Hangzhou once told All Weather Technology: &#34;The user quality driven by Xiaohongshu is extremely high, and the overall customer unit price is far higher than other platforms. Our annual spending on this platform alone exceeds one million.&#34;
With Xiaohongshu initiating a new round of rectification, the marketing pressure on medical beauty institutions will suddenly increase.
In fact, this is not the first time Xiaohongshu has &#34;taken action&#34; against medical beauty content.
In 2022 alone, Xiaohongshu conducted special governance on medical beauty content three times in a row: banning multiple medical beauty institutions and related brands, launching what it called &#34;the strictest medical beauty special governance action in history,&#34; canceling certifications for over a hundred private institutions, and governing violations of medical beauty and related marketing content on the platform.
Xiaohongshu's core barrier lies in &#34;community trust.&#34; Medical beauty, as a typical consumer behavior with high decision-making thresholds and high trial-and-error costs, will directly dilute Xiaohongshu's community value if false planting becomes rampant.
However, this &#34;impossible triangle&#34; of needing to commercialize while maintaining community purity and complying with regulations has forced Xiaohongshu to seek a balance through policy fluctuations over the past few years.
Yet, under the ironclad rules of compliance, there remains a subtle anticipation within the industry: whether this is truly the end of influencer medical beauty marketing or merely a &#34;phased strategic contraction&#34; that the platform has to perform in response to regulatory pressure remains uncertain

小红书

As the compliant sword of Damocles falls again, the once prosperous medical beauty marketing track of Xiaohongshu, which relied on the "planting grass" logic, is facing another severe reshuffle

Xiaohongshu plans to comprehensively clean up marketing by medical beauty influencers