摘要：Over the weekend, thousands of people began swarming to Xiaohongshu, which is known in China as a platform for travel and lifestyl
With a TikTok Ban Looming, Users Flee to Chinese App ‘Red Note’
抖音即将被禁，用户纷纷转向小红书
正文
Over the weekend, thousands of people began swarming to Xiaohongshu, which is known in China as a platform for travel and lifestyle content and has over 300 million users. The newcomers call themselves “TikTok refugees” .Some say they are hoping to rebuild communities they had on TikTok, while others say they joined the app out of spite and to undermine the US government’s decision to ban TikTok over concerns that the government could use the app to surveil Americans.
周末，成千上万的人开始涌向小红书，这个平台在中国以旅游和生活方式内容而闻名，拥有超过3亿用户。这些新来的人自称是“TikTok难民”。有些人表示他们希望重建在TikTok上的社区，而另一些人则说他们加入这个应用是出于怨恨，为了削弱美国ZF禁止TikTok的决定，因为ZF担心该应用可能被用来监视美国人。
"Hello everyone, my name is Ryan. I'm a TikTok refugee. The American government is banning TikTok so we are looking for an alternative … We are very sorry to interrupt you here. Hope we don't have to stay here for too long," a Xiaohongshu user using the name Ryan Martin said in a video posted yesterday seemingly addressing the app’s Chinese user base. He translated the statement into Chinese and used a robot voice generator to read it in the video, which has since been liked more than 24,000 times.
“大家好，我叫瑞安。我是一名抖音难民。美国ZF正在禁止TikTok，所以我们正在寻找替代方案，很抱歉在这里打扰你们。希望我们不要在这里呆太久”。一位名叫瑞安·马丁的小红书用户在昨天发布的一段视频中说道。这段视频似乎是针对小红书的中国用户群。他把自己的话翻译成中文，并在视频中使用了机器人声音生成器来朗读，该视频已获得超过2.4万次点赞。
While Xiaohongshu is not specifically named in the Protecting Americans from Foreign Adversary Controlled Applications Act that the Supreme Court is currently considering and could result in a US ban on TikTok, the law does stipulate that any “foreign adversary controlled application” may face a similar fate in the future. In other words, there’s no guarantee that Xiaohongshu won’t follow in TikTok’s footsteps in being blocked by the US government.
《保护美国人民免受外国对手控制的应用程序法案》可能导致TikTok在美国被禁。尽管小红书并未在该法案中被特别提，但该法案确实规定，任何“外国对手控制的应用程序”未来可能会面临类似的命运。换句话说，不能保证小红书不会步TikTok的后尘，被美国ZF封锁。
The TikTok ban might have catapulted Xiaohongshu to the center of attention in the US, but the app has been successful for a long time in China. Founded in 2013, the Shanghai-based company has operated one of the most, if not the most, trendy platforms in China over the past few years and reportedly generated over $1 billion in annual profits in 2024. To put it simply, it’s the hottest app in China that non-Chinese people have never heard of before.
TikTok禁令可能使小红书在美国成为关注的焦点，但这款应用在中国早已成功。这家总部位于上海的公司成立于2013年，在过去的几年里，它运营着中国最时尚的平台之一，据报道，2024年的年利润超过10亿美元。简而言之，它是中国最热门的应用程序，非中国人以前从未听说过。
It also has a sizable following among Chinese-speakers outside of the country, ranging from Chinese students overseas to diaspora communities in Malaysia. Restaurants, tourist hot spots, and travel companies around the world have started noticing the app because of how many Chinese tourists heavily rely on it for local information and recommendations shared by fellow Chinese people.
在海外讲中文的人群中，它也有相当多的追随者，从海外的中国学生到马来西亚的华人社区。因为许多中国游客非常依赖它来获取当地信息和中国同胞分享的推荐，所以世界各地的餐馆、旅游景点和旅游公司也都开始注意到这款应用。
The recent influx of American users has certainly caught the attention of Xiaohongshu's existing user base. David Yang, a recent master’s program graduate from China currently living in Paris, suddenly found his Xiaohongshu feed full of American users on Sunday. He had previously seen some non-Chinese creators intentionally coming to the platform to attract Chinese followers, but nothing at this scale.
最近大量涌入的美国用户无疑引起了小红书现有用户群的注意。大卫·杨（David Yang）是一名刚从中国硕士项目毕业的学生，目前居住在巴黎。上周日，他突然发现自己的小红书里满是美国用户。他之前看到过一些非中国创作者有意来到这个平台吸引中国粉丝，但规模从未如此之大。
Now, when he scrolls his Xiaohongshu home page, about one quarter of the content is from so-called TikTok refugees. “Some of them are asking what Chinese people think of certain issues. And some are inviting Chinese users to ask them questions. And some are just using the app like they use TikTok and post anything they find interesting,” Yang tells WIRED. The concentration of genuine personal content shared by normal people rather than polished influencers was refreshing, he added.
现在，当他浏览小红书首页时，大约四分之一的内容来自所谓的TikTok难民。“他们中的一些人问中国人对某些问题的看法。有些人正在邀请中国用户向他们提问。有些人只是像使用抖音一样使用这款应用，发布他们觉得有趣的东西，”杨告诉《连线》杂志。他补充说，与那些精致的影响者相比，普通人分享的真实个人内容更加令人耳目一新。
Chinese Xiaohongshu users are fascinated by the influx of new voices. Most of them, especially those who speak English, are extending a welcoming hand, liking the videos posted by TikTok refugees and following their accounts.
中国小红书用户被大量涌入的新声音所吸引。他们中的大多数人，尤其是那些会说英语的人，都在伸开双臂欢迎，点赞TikTok难民发布的视频，并关注他们的账号。
“Most of the [new Xiaohongshu users] are probably in the curiosity phase. I think moments of cultural shock or controversies could emerge as time goes on, but that would be part of the process for them to know each other on a deeper level,” Yang says.
大多数（小红书的新用户）可能还处于好奇阶段。我认为，随着时间的推移，文化冲突或争议的时刻可能会出现，但这将有助于他们更深入地了解彼此。”
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来源：品睿MBA
