wen | lanmeihui yeer

编辑 | 魏晓

“wolaile，mailinrangwolaide。”

youmingwei“lixingliangliangliang”deyonghuzheimeshuo。yeyourenbuganshiruo，dingzhe“lidan”demingzi，shuo“woshilidan，shilidanrangwolaide，manyileba”，youhuozhedingzhe“yanyuanzhaolusi”demingtou，fazhaolusidezhaopian，yiqiuguanzhu。

duile，zheilimiandangranyebunengshao“maimaimailin”：“dajiabuyaodizhiliangziyanchu，doushiwoyigerendecuo。”ranhoupeituzhengshidaiyouxiaohongshushuiyindemailinzhaopian。

zheizhongzhengxiangqiangzhumingrenzhanghao，yonglaiziyuziledexingwei，zaidufashengle，jiuzaiwangyixiaomifengshang。

zheishiyigeyikuanzhenduinianqingrendeneirongshequchanpin，zhizaifenxianghejiaoliurichangshenghuo，zhengruqimingzisuozhixiangdeneiyang，chuziyuwangyizhishou。

ailanmeihuitiyanhoulejiedao，congchanpinshuxingshanglaikan，"wangyixiaomifeng"shiyikuanduibiaoxiaohongshudechanpin，zaijiemianyijigongnengshang，douyouzhemingxiandexiaohongshushizhongcaoqingxiang，yinqilogohuangseweizhujidiao，yebeiyonghudiaokanwei“xiaohuangshu”。

zheijinian，dachangmenyizhidouyoumofangxiaohongshudedongzuo，duineirongzhongcaozheiyimoshifeichangyanhong，xiwangzaizishendeshengtaixianenggoufuhuashuyuzijidexiaohongshu。

birutaobaode“guangguang”，tengxunde“qiehuimai”，shenzhiweixinyehuiduceshile“xiaolvshu”，duibufenyonghukaifangleleisixiaohongshushidetuwentuisonggongneng，danshuihuayedoumeinengjiqitaiduo。

erwangyi，zeshiqizhongzuizhizhedeyige。

cong2016niande“wangyimeixue”zheiyishequapp，dao2022niande“biying”zheiyishipinbanxiaohongshu，zaidaocicishangxiande“wangyixiaomifeng”，wangyiduiyufuhuazishenxiaohongshudedongzuo，yizhishiweicengduanjue，jibianshipinpinshoucuo，danrengranhuizaicijuantuzhonglai。

xianranduiyushejiao，dingleiyijiucongweisixin，haixiangzaizhengzhazhengzha。

尚未表现大爆势头

dinglei，xianranhaishimeiwangdiaozijideshejiaomeng。

yizhonghulianwangdalaoli，dingleiduanshelideguanlifenggebiaoqianfeichangxianzhu，zheitixianzaiguoquduikaoladengzichanyewudeshousuo，yijidangxiaduiyouximailiangdeshenshen，buguofangdaoshejiaoshang，yidanyoujihui，dingleirengranyuanyijichushishuikongjian。

这与心结有关。

duonianqianfupanwangyichuangliduonianlaidefazhanlichengshi，dingleitanyanlingtayinxiangzuishenkedeyicishicuo，shiyidongshejiaobuju。“zaixiangleisiweixinzheizhongliaotianruanjianfangmian，womenjinrudetaiwanle，celveshangyoudianshiwu。”bishidingleifansidao。

yeyushejiaodexiangxiangkongjianyouguan，wulunshiweixinzaizaoyigetengxun，haishidangxiadachangduixiaohongshudeyanhong，doushizuiyoulidezhengming。

zhishibuzhidaozheicidingleinengfouruyuan。

ailanmeihuizhuyidao，muqianzaiwangyixiaomifengshangbijiaohuoyuede，chulewenzhangkaitoubufensuotijidecengmingrendeyonghuzhiwai，haiyouyipicongxiaohongshufenliuguolaideyonghu，yijiyixierenzhengweishuduizhang、shuguanjiadeyisiweixiaohongshuguanfangdeyonghu。houzhebiaoshi：“rangwokankanlaileduoshaoxiaopantu”，haibiaoshi：“zuzhirangwobanimenzhuahuiqu”。

henmingxian，zuoweiyigexinxingdeneirongshejiaopingtai，wangyixiaomifenghaichuyuqiliangjieduan，bufenguizehaibingbujianquan。tongshiyonghudejinlai，yedadoushijiyuhaoqichangxiande“leziren”xintai。

qimaishujuxianshi，shangxianbanyueyilai，iosduanwangyixiaomifengzai“shejiao”zheiyileibieshangdezuigaopaimingweidi9ming，muqianweichizai15mingzuoyou。xiazailiangyugufangmian，jinyizhourijunxiazailiangwei12000ci。

congshujushangkan，muqianwangyixiaomifenghaimeiyouchengxianchuyishangxianbiandabaodeshitou。

dangranzheihuoxuyeyudinglei“ruguochanpinzugouhao，ziranhuiyourenzhuipeng，weihehaiyaohuaqian（mailiang）？”detuiguangluojizhijiexiangguan。xiankanchanpinziranzengzhangqingkuang，zaijuedingshifoujiamazhuiqiudalichuqiji，zheiyefuheshejiaochanpindechengzhangzhouqi。

jiukanwangyixiaomifengzheici，shifounengpoju。

寻求游戏之外的新增长

wangyixiaomifengdefabuchuangkou，yezhengzhiwangyidangxiayouxizhusaidaodezengzhangfali，zheirangwangyidazaozishen“xiaohongshu”dedongzuozuoweizaishejiaolingyudexinchangshi，pingtianlegengduozhanlveshangdeyitu。

yigehenzhiguandexianshishi，zaiyouxisaidaoshang，wangyituranjiucongyinianqiandekuangbiaotujin，zhuanerchuxianleyanqixigudefaliqushi，dangbaokuanyouxibunengchixuchuxian，wangyizhijiemianlinzhezhaoxunxinzengzhangdianzheiyimingxianyali。

gangguoqudeq3，wangyiyouxibuzaigaogemengjin。caibaoxianshi，wangyiyouxijixiangguanzengzhifuwujingshouruwei209yiyuan，tongbixiajiang4.2%。zheizhuyaoshi《danzipaidui》he《nishuihan》deliushuihuiluo，rangwangyisanjidushouyoutongbishouruxiahuale10%。

tongshijinnianxintuichudeyouxibaokuo《shediao》dengyebujinruyi，zheixiedourangwangyideyuqichengya。zhongduyilaiyouxidemoshi，yezaicijingshoukaoyan。

wangyizhongxinshiqishejiao，changshijinjunneirongzhongcaoshengyi，kenengbianshixunqiuxinzengzhangdiandeqizhongyihuan。

ciwai，falineirongzhongcaoshequ，duiyuwangyidangqianyi“danzipaidui”weidaibiaodeneirongshejiaoyouxi，yeshifeichangqianglidehudongzhicheng。

ailanmeihuizhuyidao，muqian"wangyixiaomifeng"shangguangchangyilande“donggebang”zhong，paimingkaoqiandebianyou《shijiezhiwai》npcbang、《daihaoyuan》mitanbang，qianzheshiwangyichupindewuxianliuyanqingshouyou，houzheshiwangyichupindegufengnvxingxiangjuqingkayou。henmingxian，"wangyixiaomifeng"chuleshixiaohongshuyiyangdeneirongzhongcaoshequzhiwai，yehuidaorugengduoshihedeyouxihudongneirong，congerjinyibufanbuzishenyouxizhusaidao。

dangranlixiangzongshihenmeihao，luodaoxianshishang，haishiyaokanshijichengxiao。dingleinengfoufuhuachuzijide“xiaohongshu”，rengranshigeweizhishu。