Xiaohongshu: Young Chinese women’s 『lifestyle bible』
全文由lanMT引擎翻譯,歡迎使用與指正文章來源：20230410Rest of World報道
Founded in 2013 as a Hong Kong-specific guide for wealthy，mostly female travelers looking for shopping recommendations，Xiaohongshu has since expanded into a platform with 200 million monthly active users，who use the app to share tips on everything from dieting to dating to language learning. Information has become so abundant and diverse on Xiaohongshu that many users — young，affluent，urban，and predominantly female — use it as their primary search engine. In a statement to Rest of World，the company described itself as a 『lifestyle bible.』
小紅書創立於2013年，是為尋找購物建議的富有的、主要是女性的旅行者提供的香港特定指南，此後，這一軟件已發展成為一個月活躍用戶2億的平臺，他們使用該應用程序分享從減肥到約會再到語言學習的方方面面的小竅門。在小紅書上，信息變得如此豐富和多樣，以至於許多用戶——年輕的、富裕的、都市的和以女性為主——都將它作為他們的主要搜索引擎。在對《世界其他地區》的聲明中，該公司將自己描述為『生活方式聖經』。
For urban Chinese youth today，Xiaohongshu has become the go-to guide on how to live better by buying more. Its fans describe Xiaohongshu as a women-friendly community with shared aspirations，while critics have called it a consumerist trap that suffocates the young generation with unrealistic expectations.
對於今天的中國都市青年來說，小紅書已經成為如何通過購買更多東西來改善生活的首選指南。小紅書的粉絲將小紅書形容為一個有共同願望的女性友好社區，而批評家則稱之為一個消費主義陷阱，讓年輕一代在不切實際的期望下窒息而死。
『Xiaohongshu is a platform that completely embraces consumerist culture,』 Jia Guo，a PhD candidate at the University of Sydney who has studied Xiaohongshu influencers，told Rest of World. 『It demonstrates users’ aspiration for a polished，bougie，middle-class way of life.』
悉尼大學研究小紅書影響者的博士生賈果告訴《世界其他地區》，『小紅書是一個完全擁抱消費主義文化的平臺。它展示了用戶對潤色過的、有彈性的、中產階級生活方式的渴望。』
The app’s allure lies in its 『grass-planting』 power，slang for the effect that makes someone want to buy a certain product. Users are able to discover products reviewed by their peers，which are used in their makeup routines，their outfits of the day，and travel blogs — more desirable than those promoted by explicit advertising. ByteDance has launched the Xiaohongshu-like app Lemon8 overseas，attempting to replicate the grass-planting effect in countries like Japan，the U.S.，and the U.K.
該應用程序的誘惑力在於其『種草』的力量，俚語是『使人想買某種產品』的效果。用戶能夠發現同齡人評論的產品，這些產品被用於他們的化妝程序、日常服裝和旅遊部落格——比那些通過明確的廣告宣傳的產品更受歡迎。字節跳動在海外推出小紅書類似的APP『檸檬8』，試圖在日本、美國、英國等國家復制種草效果。
Chinese people consider Xiaohongshu to be jingzhi，or polished. The app entices users by presenting an idealized urban lifestyle — filled with elaborate skincare routines，weekend brunches，and overseas vacations — that remains out of reach for many.
中國人認為小紅書是精致的，或者說是潤色過的。該應用程序通過呈現一種理想化的城市生活方式來吸引用戶，這種生活方式飽含精致的護膚品、周末早午餐和海外度假，但許多人仍然無法接觸到。
Xiaohongshu influencer Anna Chen，a 22-year-old mainland Chinese college student in Hong Kong，has amassed more than 50,000 followers by posting about handbags，an omakase dinner，and her experience attending summer school at the prestigious Peking University. She collaborates with brands，such as an eyeglasses shop and a pharmacy，by posting photos of herself with their products，and always knows which camera angle makes her legs look long and her face look small. 『People on Xiaohongshu want to see a polished and self-disciplined way of life,』 she told Rest of World.
小紅書網紅Anna Chen22歲，是在香港的中國大陸大學生，她通過發佈手提包、晚餐和她在著名的北京大學暑期學校的經歷，積累了超過5萬的粉絲。她與眼鏡店、藥店等品牌合作，將自己的照片和產品一同發佈，並始終知道哪種拍攝角度會讓她的腿看起來長，臉看起來小。『小紅書上的人們希望看到一種光明、自律的生活方式，』她對《世界其他地方》說。
The platform’s expanding user base has also allowed for communities to form around interests other than just shopping. 『At first，Xiaohongshu was about showing off a privileged life，and making everyone else want that,』 Luo Kai，co-founder of Shanghai-based influencer agency Tomatogo，told Rest of World. 『As more creators join，they are bringing new hobbies and styles to the app.』
該平臺不斷擴大的用戶群也使社區能夠圍繞著購物以外的事物形成興趣。『起初，小紅書是要炫耀自己的特權生活，讓所有人都想要這種生活，』上海網紅機構Tomatogo的聯合創始人羅凱對《世界其他地區》說。『隨著越來越多的創作者加入，他們為APP帶來了新的愛好和風格。』
