xiaohongshu released the "outdoor convention", emphasizing safe travel, civilized travel and sincere sharing
2024-09-26
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on september 25, during the third "outsider day", xiaohongshu released the "outdoor convention", proposing seven propositions, including "going out is worth applauding", "turning back is a choice, not a setback", and "presenting real nature". it advocates the platform concept of safe travel, demonstrates a rational and responsible attitude towards outdoor travel, and calls on more people to get along with the outdoors safely, happily, and sustainably.
photo caption: provided by the interviewee at the third xiaohongshu "outsider festival" (the same below)
it is reported that this is the first outdoor convention in china initiated by a content platform and jointly advocated by creators. users can sign and join by searching for "outdoor convention" on xiaohongshu.
only by practicing the concept of safe travel and continuously managing the content of "risky places" can we systematically optimize the platform's outdoor content ecology. during the "outsider festival", xiaohongshu announced the latest measures and results of the governance of "risky places": in the third quarter of this year, xiaohongshu has discovered 1,705 risky places and finely managed 660,000 related notes. the "risk place reporting hotline" launched at the beginning of the year played an important role, and 356 risky places were verified from clues provided by users. in addition, xiaohongshu has also strengthened technical identification to improve the efficiency of mining risky places, and has currently conducted preliminary screening of nearly 30,000 places.
the outdoor convention advocates the concept of safe travel and demonstrates a rational and responsible outdoor spirit
the "outdoor convention" initiated by xiaohongshu has a total of 7 articles, namely: going out is worth applauding; the best equipment is information reserves; do what you can, and turning back is a choice, not a setback; the wilderness is boundless and there is no need for involution; the vast mountains and seas, we can only rely on each other; nature recharges us, but we should not burden nature; share sincerely and present the real nature. from outdoor preparations, to precautions on the way, to the content sharing method after the end, corresponding reference principles are given.
caption: part of the content of xiaohongshu's "outdoor convention"
the convention encourages users to reasonably choose destinations and activity types based on their own circumstances before departure, and to make adequate material preparations and information reserves; while outdoors, the convention reminds users to fully enjoy the outdoors but not to add burden to nature, and to communicate fully with fellow travelers to avoid acting alone; for post-trip sharing, the convention encourages truthful sharing, while resolutely avoiding the dissemination of restricted areas such as water sources and protected areas, and does not recommend dangerous check-in spots that may mislead the public.
"during the 'outdoors day', an outdoor event full of challenges and encouraging exploration, xiaohongshu released the 'outdoors convention' that emphasizes doing things within one's capabilities in the hope of advocating a rational and responsible outdoor spirit," said niijima, head of xiaohongshu's outdoor and sports business.
xu zhuoyuan, a young mountaineer who climbed mount everest at the age of 16, said: "during the expedition, going forward courageously and doing what one can do are not contradictory. a very important lesson to learn in mountaineering is 'giving up'. after the expedition, showing the beautiful scenery and objectively presenting the dangers are not contradictory. the infinite scenery is often on the 'dangerous peaks'."
xiaohongshu is doing its best to be a "gatekeeper" to prevent "official restricted areas" and "high-risk behaviors"
the systematic optimization of the outdoor content ecosystem is inseparable from the platform's serious attention and continuous investment in "risk location management". xu lei, vice president and chief security officer of xiaohongshu, said that xiaohongshu has only one governance principle for sharing strategy notes on official restricted areas or high-risk behaviors, which is to strictly prevent and crack down on them and go all out to be a "gatekeeper".
picture caption: xiaohongshu launches online safety tips for potential risky locations and behaviors
xu lei introduced that xiaohongshu has established a complete outdoor risk site management system, including active discovery of risk sites, verification of user reports, daily front-end inspections, etc., to avoid misleading users with content related to dangerous sites to the greatest extent. in the third quarter of this year, xiaohongshu's special management team discovered more than 1,705 new dangerous sites; more than 660,000 notes were finely managed through safety reminders, search result sorting, and other means.
the dual support of "risk location governance": guiding users to participate spontaneously and introducing large models
in order to implement the concept of "safe travel", xiaohongshu continues to explore new means of risk location governance. xu lei introduced that xiaohongshu not only continues to increase its own investment, but also invites multiple forces to participate in co-governance to provide more effective clues for the platform. at the beginning of this year, xiaohongshu app launched a "risk location" reporting hotline, calling on users to actively discover and report dangerous places and behaviors. this quarter, through user feedback, the governance team verified and discovered more than 350 new dangerous locations.
picture: xiaohongshu’s “risky location” reporting portal
at the same time, xiaohongshu is also trying to improve governance efficiency through technical means. xu lei introduced that the governance team has currently introduced a large model to strengthen technical identification, focusing on identifying the content of notes with signs such as "no entry", and combined with manual analysis, it will greatly improve the efficiency of mining risky locations. at present, the large model has made preliminary identification of nearly 30,000 locations.
however, xu lei also admitted that the governance of "risky locations" has many challenges and it is difficult to achieve success in one fell swoop. the platform needs to be patient and do long-term governance. among them, the biggest difficulty is that "risks cannot be exhaustively listed and are changing dynamically."
first, it is difficult to list all the "risky places", and the industry currently lacks a complete database for reference. for example, some hills have no names and no restrictions on entry and exit. faced with a large number of "nameless hills", it is difficult for both the platform and various organizations to verify the risks one by one.
the second difficulty is the dynamic change of the risk level of a single location. because risk locations are not a simple "yes or no" logic, changes in weather or seasons may affect their risk level. for example, there is a famous online celebrity attraction in dali, yunnan called "erhai gate", which has good filming effects and is sought after by many people. in january this year, due to the rising water level in the area, local authorities were worried about safety hazards and temporarily banned it. for platforms, dynamically changing risks will increase the difficulty of platform identification and definition.
implementing the concept of safe travel requires more participation
talking about the opportunity to launch the outdoor convention, xu lei said that there are multiple factors behind it, such as industry development and governance ecology. from the perspective of the industry, outdoor activities are changing from a niche interest to a popular hobby, and outdoor content is emerging in large quantities. content platforms such as xiaohongshu are an important part of the outdoor industry, through which users can obtain information such as outdoor destinations, equipment guides, and activity guides. it is the platform's unshirkable responsibility to curb outdoor content that is easy to mislead users and cause the risk of imitation.
the "outdoor sports industry development plan (2022-2025)" jointly issued by the general administration of sports, the national development and reform commission and other eight departments mentioned that outdoor sports have gradually become a popular way of exercise among the people. as of the end of 2021, the number of people participating in outdoor sports nationwide has exceeded 400 million.
xu lei also mentioned that in the practice of outdoor content management over the years, in addition to the efforts of the platform, xiaohongshu has increasingly felt the power of different outdoor entities. "in the third quarter of this year, we discovered risk areas, and more than 300 clues were provided by users, which fully demonstrated the power of ordinary users; and senior creators also took action to advocate a rational outdoor spirit. many senior outdoor bloggers actively participated in the formulation and dissemination of the "outdoor convention."
picture caption: content creator "outdoor bmw brother" shares outdoor experience
@outdoor bmw brother, a senior creator with nearly 20 years of outdoor experience, has been deeply involved in the formulation and dissemination of the outdoor convention. he said: "i hope that content platforms can provide correct guidance, and that creators and users can reach a consensus: advocate a more rational and responsible spirit; pay more attention to environmental protection concepts; pay more attention to risk warnings to avoid misleading novices, etc. all parties should work together to guide the outdoor content ecosystem to develop in a healthier direction."
xinmin evening news reporter jin zhigang
