小红书拿下世界杯——一个"女性平台"怎么变成了主流媒体

中国互联网行业，

China's internet industry

有一条很大的新闻。

had a major piece of news.

小红书宣布：

Xiaohongshu announced:

它成为了，

it has become

2026 年美加墨世界杯的，

a rights-holding broadcaster

持权转播商。

of the 2026 U.S.-Canada-Mexico World Cup.

也就是说，

That is to say,

全部 104 场比赛，

all 104 matches

中国的观众，

Chinese viewers

可以在小红书上面，

can, on Xiaohongshu,

免费观看。

watch for free.

这条新闻，

This news,

表面上是一件，

on the surface, is just

体育转播的事。

a sports-broadcasting story.

但是它背后，

But behind it

讲的是一个，

runs a

更长的故事——

longer story —

一个曾经的，

how a former

"女性社区"，

"women's community"

怎么一步一步，

step by step

走向了主流媒体的位置。

walked into the position of mainstream media.

今天，

Today,

我们就从这件事出发，

starting from this event,

聊几个问题：

we'll discuss a few questions:

小红书为什么要做世界杯？

why is Xiaohongshu doing the World Cup?

中国互联网平台的"边界"，

Why are the "borders" of Chinese internet platforms

为什么越来越模糊？

becoming more and more blurred?

当一个生活分享平台，

When a lifestyle-sharing platform

开始做新闻、

starts doing news

做体育，

and doing sport,

对我们普通用户，

what does it mean

意味着什么？

for us ordinary users?

我们先讲一下事实。

Let's first cover the facts.

2026 年世界杯，

The 2026 World Cup

是一个特别的世界杯——

is a special World Cup —

它在美国、

it's being held in the USA,

加拿大、

Canada,

墨西哥，

and Mexico —

三个国家举行。

three countries.

参赛球队，

The participating teams

从原来的 32 支，

have expanded from the previous 32

扩大到 48 支。

to 48.

赛程一共 39 天，

The schedule runs 39 days,

全部 104 场比赛。

all 104 matches.

六月十一号开始，

It starts June 11

七月十九号结束。

and ends July 19.

在中国，

In China,

转播这场盛事的权利，

the rights to broadcast this great event

非常稀缺。

are very scarce.

按照官方的安排，

According to the official arrangement,

中央广播电视总台，

China Media Group itself

本身就是版权拥有者。

is the rights owner.

此外，

Beyond that,

只有少数几个平台，

only a few platforms

被授权进行互联网转播。

are authorized to do internet broadcasting.

四年前，

Four years ago,

上一届世界杯的时候，

during the last World Cup,

咪咕和抖音，

Migu and Douyin

是主要的网络平台。

were the main online platforms.

而这一次，

But this time,

小红书走到了台前——

Xiaohongshu has stepped to the front —

它和中央广播电视总台合作，

it has partnered with China Media Group

成为了在中央广播电视总台、

to become, apart from China Media Group

咪咕之外，

and Migu,

唯一被授权，

the only one authorized,

在公共互联网上，

on the public internet,

进行实时转播、

to carry real-time relay,

延时转播，

delayed relay,

以及短视频集锦的，

and short-video highlights —

平台。

i.e. that platform.

小红书还宣布，

Xiaohongshu also announced

请来了，

it has invited

范志毅、

Fan Zhiyi,

谢晖等，

Xie Hui and others —

中国足球圈，

very familiar commentary guests

非常熟悉的解说嘉宾，

from China's football circle —

全程陪大家看球。

to accompany viewers throughout.

用户这边的体验，

The user experience side

很直接：

is direct:

打开小红书 App、

open the Xiaohongshu app

小红书网页，

or the Xiaohongshu web page,

都可以免费看。

and you can watch for free.

而且支持，

And it supports

从手机投屏到电视。

casting from your phone to a TV.

对很多人来说，

For many people,

看球，

watching football

变得比以前更方便了。

has become more convenient than before.

但是，

But

这件事，

this thing —

真正有意思的地方，

the really interesting part

不是"我可以在哪里看球"。

isn't "where I can watch football."

真正有意思的，

What's really interesting

是小红书自己的，

is Xiaohongshu's own

身份转变。

identity transformation.

我们先看一下，

Let's first look at

小红书的底色。

Xiaohongshu's roots.

小红书 2013 年成立，

Xiaohongshu was founded in 2013;

最早的时候，

at the very beginning

是一个，

it was a

分享海外购物经验的小社区。

small community for sharing overseas-shopping experiences.

后来慢慢扩展到，

Later it slowly expanded into

旅行、

travel,

美妆、

beauty,

美食、

food,

穿搭——

fashion —

你看到的一切，

everything you can see

和"生活方式"有关的内容，

related to "lifestyle"

都可以在小红书上面，

can, on Xiaohongshu,

被分享、

be shared

被讨论。

and discussed.

中国互联网上，

On the Chinese internet

有一个很流行的词，

there's a very popular word

叫"种草"。

called "种草" (zhòngcǎo).

意思是：

It means:

你看到别人分享一样东西，

you see someone share something

觉得自己也想要。

and feel you want it yourself.

小红书，

Xiaohongshu,

可以说是，

you could say,

"种草"这个词的，

is the biggest bearer

最大的承载者。

of the word "种草."

今天的小红书有多大？

How big is Xiaohongshu today?

月活用户超过四亿，

Over 400 million monthly active users,

日活用户大约一亿七千万。

about 170 million daily active users.

在中国主流的互联网平台里，

Among China's mainstream internet platforms,

它已经是，

it is already

重量级的一个。

one of the heavyweights.

但是和其他大平台相比，

But compared with other big platforms

它有一个明显的特点：

it has one obvious characteristic:

女性用户的比例，

the proportion of female users

明显高于男性。

is clearly higher than male.

很多人甚至会觉得，

Many people even feel

"小红书"，

that "Xiaohongshu"

本身就有一种，

itself has a kind of

偏女性的气质。

female-leaning atmosphere.

对小红书来说，

For Xiaohongshu

这是它的，

this is its

独特优势——

unique advantage —

在中国，

in China,

没有别的平台，

no other platform

能像它这样，

can, like it,

精准地服务女性用户。

serve female users with such precision.

但是这也是，

But this is also

它的成长瓶颈。

its growth bottleneck.

要从两亿日活，

To push from 200 million DAU,

往上推，

upward,

就必须，

it must

吸引更多的男性用户。

attract more male users.

那么，

So

有什么内容，

what kind of content

是男性最爱看的呢？

do men most love to watch?

体育，

Sports —

是其中最大的一块。

the biggest single piece.

特别是足球——

Especially football —

全球最大的单一体育内容。

the largest single sports content in the world.

所以这一次小红书拿世界杯，

So this time Xiaohongshu grabbing the World Cup

不只是一次，

isn't just a

临时的内容采购，

one-off content purchase;

更是一次有计划的，

it's a planned

身份转换。

identity shift.

小红书自己也公开了，

Xiaohongshu has itself disclosed

一组数据：

one set of numbers:

平台上对足球有兴趣的用户，

on the platform, users interested in football

已经超过一亿。

already exceed one hundred million.

过去一年，

Over the past year,

和足球相关的内容，

football-related content

互动量，

saw engagement

比之前多了一倍。

double from before.

也就是说，

In other words,

"小红书 + 足球"，

"Xiaohongshu + football"

其实已经，

has, in fact,

慢慢长出来了。

slowly been growing already.

世界杯，

The World Cup

是这场转身的，

is, of this turn,

最高光的舞台。

the brightest stage.

还有一个背景，

There's another piece of background

也值得说一下。

also worth mentioning.

四年前那届世界杯，

At the last World Cup, four years ago,

抖音是最重要的，

Douyin was one of

互联网转播方之一。

the most important internet broadcasters.

而这一次，

And this time,

抖音几乎没有出现在，

Douyin barely appeared

版权的竞争里。

in the rights bidding.

原因，

The reasons,

业内有几个猜测。

the industry has a few guesses.

一个是版权价格——

One is the rights price —

世界杯的版权费，

World Cup rights

非常贵，

are extremely expensive,

对一个，

and for a

已经接近天花板的，

near-the-ceiling

超级平台来说，

super-platform,

继续花大钱，

spending more big money

拉新用户的边际效益，

to acquire new users has marginal benefit

已经不高。

that is no longer high.

另一个原因，

Another reason

是平台战略。

is platform strategy.

抖音在过去几年，

Douyin, over the past few years,

在长视频、

in long-form video

体育版权上，

and sports rights,

都遇到过监管和市场的考验，

has met regulatory and market tests,

可能选择了，

and may have chosen

更保守的资源分配。

a more conservative resource allocation.

不管原因是什么，

Whatever the reason,

这次让出来的位置，

the position it vacated

正好被小红书接住。

was caught exactly by Xiaohongshu.

讲到这里，

At this point,

我们可以做一个，

we can make a

更大一些的判断。

somewhat bigger judgment.

中国的互联网平台，

Chinese internet platforms

有一个很明显的趋势：

show one very clear trend:

每一个有自己特色的平台，

every platform with its own character,

长大之后，

after it grows up,

最终都想做"所有的事"。

eventually wants to do "everything."

微信，

WeChat,

从一个聊天软件，

from a chat app,

做成了支付、

made itself into a payment system,

做成了小程序生态、

into a mini-program ecosystem,

做成了大家几乎离不开的入口。

into an entry point people can hardly live without.

抖音，

Douyin,

从一个短视频软件，

from a short-video app,

做成了电商、

made itself into e-commerce,

做成了本地生活、

into local services,

做成了，

into

半个搜索引擎。

half a search engine.

现在的小红书，

Today's Xiaohongshu

也在沿着，

is walking down

同样的路线走——

the same path —

它不再只是，

it no longer is just

"种草社区"，

the "种草 community";

它想成为，

it wants to become

一个综合的，

a comprehensive

内容平台。

content platform.

新闻它要做，

News — it wants in;

搜索它要做，

search — it wants in;

现在体育，

now sport —

它也要做。

it also wants in.

这种"什么都想做"的路线，

This "want to do everything" approach

有两面。

has two sides.

好的一面是：

The good side:

对用户来说，

for users

所有的东西，

everything

都可以在一个 App 里完成。

can be completed inside one app.

方便。

Convenient.

不好的一面是：

The bad side:

我们的注意力，

our attention

和我们的数据，

and our data

也会越来越多地，

will also, more and more,

集中在少数几个超级 App 里。

concentrate in a few super apps.

当一个平台，

When a platform

什么都做的时候，

does everything,

它对你生活的影响，

its influence on your life

也变得更大。

also grows.

你愿意把多少时间，

How much of your time

放进同一个 App，

you put into one and the same app

其实是一个，

is, in fact, a

值得想一想的问题。

question worth thinking about.

对小红书自己，

For Xiaohongshu itself,

这次世界杯，

this World Cup

也不是没有风险。

is not without risks.

它擅长的，

What it is good at

是慢慢看、

is slow browsing,

慢慢种草的，

slow recommendation —

图文和短视频。

photo+text and short video.

而体育直播，

And sports live broadcast

是一种完全不同的内容——

is a completely different kind of content —

实时、

real-time,

密集、

dense,

和"图文社区"的气质很不一样。

very different in flavor from a "photo+text community."

如果做得不好，

If it isn't done well,

不仅留不住，

not only will it fail to retain

新的男性用户，

the new male users,

还可能让，

it may also make

老的用户觉得，

older users feel

"小红书变了"。

"Xiaohongshu has changed."

对很多平台来说，

For many platforms,

长大之后，

after growing up,

最难的事情之一，

one of the hardest things

就是：

is:

怎样在长大的同时，

how to grow up

不丢掉自己。

without losing yourself.

最后，

Finally,

我想留给你两个问题。

let me leave you with two questions.

第一个：

The first:

你愿意，

Are you willing

所有的内容，

for all of your content —

新闻、

news,

社交、

social,

购物、

shopping,

体育——

sport —

都在一个 App 上做吗？

to take place in one app?

还是说，

Or

你更喜欢，

do you prefer

不同的事情，

different things

用不同的软件？

on different apps?

第二个，

The second,

也许更难：

perhaps harder:

当一个原本服务，

when a platform originally serving

特定人群的平台，

a specific group of people

长大、

grows up

变得越来越"大众"，

and becomes more and more "mass" —

你觉得，

do you think

它失去的，

what it loses,

和它得到的，

versus what it gains,

哪一个更多？

which is more?

这两个问题，

These two questions

没有标准答案。

have no standard answer.

但是它们，

But they

值得你慢慢地想。

are worth thinking about slowly.

好。

Okay.

今天就说到这里。

That's all for today.

我们下个故事见。

See you in the next story.