小红书拿下 2026 世界杯转播权：一个"种草"平台为什么要做体育

关于互联网公司的新闻。

a news story about an internet company.

事情发生在，

It happened

五月二十八号。

on May 28.

小红书宣布：

Xiaohongshu announced:

它拿到了，

it has obtained

2026 年世界杯的，

the broadcasting rights

转播权。

to the 2026 World Cup.

你可能要问：

You might ask:

小红书不是一个，

isn't Xiaohongshu an app

看好看照片的软件吗？

for looking at pretty photos?

怎么开始做体育了？

How is it starting to do sport?

这正是这条新闻，

This is exactly what makes this news story

有意思的地方。

interesting.

我们先说一下，

Let's first talk about

小红书是什么。

what Xiaohongshu is.

小红书是中国，

Xiaohongshu is one of China's

最有特色的，

most distinctive

一家互联网公司之一。

internet companies.

它一开始，

At first

是一个买东西、

it was a small community

看评价的小社区。

for shopping and reviews.

后来慢慢长大，

Later it slowly grew

变成了一个，

into

人们分享生活的地方。

a place where people share their lives.

你想看哪里好玩，

If you want to see where's fun to visit,

打开小红书；

open Xiaohongshu;

你想看什么衣服好看，

if you want to see which clothes look nice,

打开小红书；

open Xiaohongshu;

你想看怎么做菜，

if you want to see how to cook a dish,

打开小红书。

open Xiaohongshu.

所以中国人有一个词，

So Chinese people have a word,

叫"种草"——

"种草" (zhòngcǎo) —

就是看到别人分享了一个东西，

seeing someone share something

觉得自己也想要。

and wanting it yourself.

小红书可以说是，

You could say Xiaohongshu

"种草"的大本营。

is the headquarters of "种草."

今天的小红书有多大？

How big is Xiaohongshu today?

它有四亿多月活用户。

It has over 400 million monthly active users.

"月活"，

"月活" (yuèhuó)

意思是每个月，

means people who use the app

都有用这个软件的人。

within a given month.

四亿多。

Four hundred million plus —

这是一个，

that is a

非常大的数字。

very big number.

但是小红书有一个特点。

But Xiaohongshu has one feature:

它的用户，

its users —

女生比男生多。

women outnumber men.

而且女生多很多。

And by a lot.

很多人觉得，

Many people feel

小红书是一个，

Xiaohongshu is a

比较"女性的"软件。

fairly "feminine" app.

对小红书来说，

For Xiaohongshu,

这是一个，

this is a

开心又烦恼的事情。

both-happy-and-worrying situation.

开心的是，

The happy side is

平台找到了，

the platform has found

自己的特点。

its own identity.

烦恼的是，

The worrying side is,

要继续长大，

to keep growing,

必须也要拿到，

it must also win

男性用户。

the male audience.

那男性用户，

So what do male users

喜欢看什么？

like to watch?

答案很清楚：

The answer is clear:

体育。

sports.

特别是足球。

Especially football.

所以这一次，

So this time,

小红书拿世界杯转播权，

Xiaohongshu's grabbing the World Cup rights

其实早就在准备了。

has actually been long in the making.

他们说，

They say

现在小红书上面，

right now on Xiaohongshu

对足球有兴趣的用户，

the users interested in football

已经超过一亿。

already exceed one hundred million.

过去一年，

Over the past year,

足球相关的内容，

football-related content

比之前多了一倍。

has more than doubled.

五月二十八号，

On May 28,

小红书正式宣布：

Xiaohongshu officially announced:

它和中央广播电视总台合作，

it has partnered with China Media Group

拿到了世界杯的转播权益。

to obtain the rights to broadcast the World Cup.

现在在中国，

Now in China

可以直播世界杯的平台，

the platforms that can live-broadcast the World Cup

只有三个：

are only three:

中央电视台、

CCTV,

咪咕，

Migu,

还有小红书。

and Xiaohongshu.

比赛一共多少场？

How many matches in total?

104 场。

104.

2026 年世界杯，

The 2026 World Cup

比以前更大，

is bigger than before —

有 48 支球队参加，

48 teams competing,

打 39 天。

39 days long.

小红书说：

Xiaohongshu says:

全部 104 场比赛，

all 104 matches

都可以在小红书上免费看。

can be watched free on Xiaohongshu.

用 App 可以，

With the app — yes,

用网页可以，

with the web — yes,

甚至从手机投屏到电视，

and even casting from your phone to a TV —

也可以。

also yes.

小红书还请了，

Xiaohongshu has also hired

范志毅、

Fan Zhiyi,

谢晖等，

Xie Hui and others —

中国足球界的，

familiar faces

熟悉面孔，

of Chinese football —

做全程解说。

to commentate throughout.

对用户来说，

For users,

这条新闻很直接：

this news is direct:

看球更方便、

watching football has become more convenient

更便宜了。

and cheaper.

但是从生意的角度看，

But from a business angle,

这件事其实更复杂。

the story is actually more complex.

我们来想一想：

Let's think about it:

小红书为什么要做这件事？

why is Xiaohongshu doing this?

第一个原因，

The first reason

是男性用户。

is male users.

我们刚才说了，

We just said

小红书需要更多男生。

Xiaohongshu needs more men.

世界杯是，

The World Cup is

全世界最能，

one of the world's most powerful

吸引男生的内容之一。

draws for male attention.

通过世界杯，

Through the World Cup,

小红书希望，

Xiaohongshu hopes

把日活用户，

to push its daily active users

从现在的，

from its current

一亿七千万左右，

roughly 170 million,

推到，

up to

两亿。

200 million.

第二个原因，

The second reason

是商业化。

is monetization.

这次小红书表示，

This time Xiaohongshu has stated

会第一次，

it will, for the first time,

全面开放赛事直播间的，

fully open up brand partnerships

品牌合作。

inside the match live-stream rooms.

也就是说，

That is to say,

在比赛直播的时候，

during a live broadcast,

旁边、

beside,

下面、

below,

里面，

inside —

都可以放广告。

all of these can carry ads.

这是一个，

This is a

非常大的生意。

very big business.

还有一个有趣的背景。

And there's an interesting backdrop, too.

四年前，

Four years ago,

上一届世界杯的时候，

in the previous World Cup,

抖音也是，

Douyin was also

重要的直播平台。

an important broadcasting platform.

但是这一次，

But this time,

抖音没有去拿这个权利。

Douyin did not go after these rights.

为什么？

Why?

有人说，

Some say

是因为版权太贵，

the rights are too expensive,

不划算。

it just isn't worth it.

也有人说，

Others say

抖音已经太大，

Douyin is already too big,

再多花钱拉用户，

spending more to acquire users

意义不大。

doesn't mean much anymore.

所以这次，

So this time

机会就到了小红书手里。

the opportunity has fallen into Xiaohongshu's hands.

讲到这里，

At this point,

我想说一个，

I want to share

我自己的想法。

a thought of my own.

这件事，

This case

其实是中国互联网，

is actually part of China's internet —

一个长期的故事：

a long-running story:

每一个有特点的平台，

every distinctive platform,

长大之后，

after it grows up,

最后都想做"全部"。

eventually wants to do "everything."

小红书，

Xiaohongshu

原来只是一个，

originally was just a

种草的小社区。

small community for product recommendations.

现在它想做新闻，

Now it wants to do news,

想做体育，

wants to do sport,

想做更多的事情。

wants to do many more things.

这有好处：

There's an upside:

用户可以在一个地方，

users can, in one place,

做很多事，

do many things —

很方便。

convenient.

但是也有代价：

But there's also a cost:

当一个平台变得无所不在，

when a platform becomes ubiquitous,

我们的注意力，

our attention

和我们的数据，

and our data

也会更多地，

will also concentrate

留在它那里。

more and more there.

最后我想问你：

Finally I want to ask you:

你愿意，

Are you willing

所有的事情，

for all of your activities

都在一个平台上做吗？

to take place in one platform?

还是说，

Or

你更想，

do you prefer

不同的事，

different things

用不同的软件？

on different apps?

你想一想。

Think about it.

好。

Okay.

今天就说到这里。

That's all for today.

明天再聊。

Talk tomorrow.