Many influencers have long struggled with the strict rules on Xiaohongshu (小红书敏感行业), especially in sensitive industries such as wellness, healthcare, and metaphysics. These industries often face frequent violations and traffic limitations, making it difficult to operate smoothly. If you’re diving into the world of Xiaohongshu marketing (xhs marketing), understanding these challenges is crucial.
So, how can influencers in these sensitive industries (小红书敏感行业) survive and grow on Xiaohongshu?
This article analyzes the current state and future trends of the wellness (养生), healthcare (中医/医疗), and metaphysics sectors (小红书敏感行业) on Xiaohongshu, helping influencers understand the landscape, clarify their development directions, and avoid common violations. It also provides a useful guide to surviving on the platform.
Current State & Future Trends in Malaysia XHS Sensitive Industries (小红书敏感行业)
(1) Wellness 养生 (小红书敏感行业)
With the growing emphasis on health and the younger demographic of wellness enthusiasts, the wellness sector (小红书敏感行业) on Xiaohongshu is booming. According to New Red Data, in the first half of 2023, over 930,000 posts related to “wellness” were created, with more than 123 million interactions. The total number of views for “wellness” related entries reached 4.25 billion, with millions of people following wellness content on Xiaohongshu.
Currently, the wellness sector (小红书敏感行业) on Xiaohongshu features several key trends:
- Users are predominantly aged 25-45, including knowledge-driven women, office workers, late-night owls, and mothers.
- Wellness content is increasingly integrated with various lifestyles, such as watching dramas while soaking feet or office massages.
- Wellness tools and drinks are particularly popular among younger audiences. Items like acupressure combs, moxibustion hammers, and health drinks like red bean barley water have become trends.
On Xiaohongshu, the wellness sector (小红书敏感行业) mainly includes four categories: diet, health care, lifestyle habits, and fitness.
- Diet: This includes wellness recipes, nutrition knowledge, and dietary advice. Wellness recipes share methods for preparing healthy foods, such as a recipe for a balanced meal. Nutrition knowledge introduces the nutritional value and pairing of foods, like the benefits of egg yolk. Dietary advice provides health-conscious eating tips, such as advice for individuals with liver issues.
- Health Care: This encompasses traditional Chinese medicine (TCM) wellness, supplement recommendations, and mental health. TCM wellness includes practices like foot baths and moxibustion. Health supplements include product efficacy and user experiences. Mental health content shares tips for relieving stress and relaxing.
- Lifestyle Habits: This category covers sleep, time management, etc., such as methods to improve sleep.
- Fitness: This refers to exercise routines and fitness tips for improving wellness, such as exercises beneficial for specific organs.
Monetization in the wellness sector (小红书敏感行业) mainly occurs through brand partnerships, paid consultations, and e-commerce.
- Brand Partnerships: Influencers collaborate with brands to promote products, gaining ad revenue.
- Paid Consultations: Nutritionists and Chinese medicine practitioners offer consultation services.
- E-commerce: Influencers act as Xiaohongshu “buyers” for live-streaming and product promotions.
The future of wellness (小红书敏感行业) on Xiaohongshu is promising, with more diverse and segmented audiences. Wellness influencers can target niche groups, and the rise of traditional Chinese wellness practices may gain more traction among young people. New wellness scenarios like outdoor health and health during menstruation are emerging.
(2) Healthcare 中医/医疗健康 (小红书敏感行业)
The healthcare sector (小红书敏感行业) is experiencing similar growth to wellness. As of 2023, Xiaohongshu had over 150 million active monthly users in the healthcare category. From November 2022 to June 2023, the number of active healthcare users on Xiaohongshu grew from 84 million to over 140 million.
Content in healthcare (小红书敏感行业) is primarily published by certified doctors, medical beauty institutions, platforms, medical equipment vendors, and influencers with medical experience.
The healthcare sector (小红书敏感行业) on Xiaohongshu is diverse, with growing user demand and an increasing number of certified professionals and medical institutions joining the platform.
Healthcare content includes disease education, medication guidance, and medical aesthetics (medical beauty treatments).
- Disease Education: Posts focus on symptoms, causes, treatments, and prevention of common and rare diseases. For example, a post on preventing high blood pressure.
- Medication Guidance: This involves over-the-counter medication information and recommendations, such as a post on essential medicines for home use.
- Medical Aesthetics: Content related to beauty treatments, such as cosmetic surgeries, skin management, etc.
Monetization methods in healthcare (小红书敏感行业) are similar to wellness, with influencers using live streaming, brand collaborations, and product sales to generate income.
The future of healthcare (小红书敏感行业) on Xiaohongshu will see an increase in medical content, especially in disease prevention and health awareness. There may also be more online consultation services, but stricter regulations may be implemented for medical content, focusing on authenticity and compliance.
(3) Metaphysics 玄学 (小红书敏感行业)
The metaphysics sector (小红书敏感行业) on Xiaohongshu has seen explosive growth. From January to July 2024, posts related to “metaphysics” grew by over 210%. Topics like “good luck” and astrology have become increasingly popular, with billions of views.
Metaphysics content on Xiaohongshu includes astrology, tarot readings, feng shui, energy healing, and pet spirituality.
- Astrology: This includes posts about horoscope readings, such as career predictions for Virgo.
- Tarot Readings: This includes content on tarot card predictions.
- Feng Shui & Energy Healing: Posts focus on methods for balancing energies or improving luck.
Metaphysical content often intersects with fashion, accessories, skincare, and mental health. For example, a post may combine astrology with fashion or jewelry suggestions.
The future of metaphysics (小红书敏感行业) on Xiaohongshu will continue to expand, as young people face increasing work and life pressures. Metaphysical content will become more personalized and diverse, with brands potentially developing products related to metaphysics.
Common Violations in Malaysia XHS Sensitive Industries (小红书敏感行业)
(1) Wellness 养生 (小红书敏感行业) Violations
Common violations, such as plagiarism and violating scientific knowledge, will not be discussed here. You can refer to the article “Stop Making These Violating Xiaohongshu Notes” for more detailed information.
We will list some targeted violations here. Since both wellness and healthcare are related to health, posts often describe the functions and effects of certain methods, foods, or products. This can easily lead to false advertising.
① False Advertising: False Efficacy
False efficacy includes:
- Claiming a product has effects that it “does not actually have.”
- Failing to distinguish between ordinary products and medical, health, or pharmaceutical products, causing confusion about the product’s effects.
- False or exaggerated claims about a product’s efficacy.
- Ordinary products claiming special medical uses or unique ingredient effects.
- Other behaviors where a product claims effects it does not actually have.
- Assertions or guarantees about product efficacy, effects, or safety.
- Assertions or guarantees about product efficacy, results, or benefits.
- Using someone else’s name to guarantee or implying an effect to mislead consumers.
- Claiming a product has an abnormal use that could endanger consumer safety.
- Describing non-food items as edible or consumable.
- Claiming a product can replace breast milk, medication, etc.
For example, the wellness tea product “Traditional Chinese Medicine Milk Tea” below is an ordinary food item but claims to have medical benefits such as calming nerves, eliminating dampness, soothing the throat, strengthening the spleen, and protecting the liver. This is a clear case of false efficacy.
Another example is the body spray product in the image below, which uses the terms “refuse recurrence” and “deodorizing” in the poster. These guarantee terms are problematic because how can a product guarantee no recurrence of odors after use? This also falls under false efficacy.
Therefore, wellness influencers should thoroughly understand the actual efficacy of a product or method before sharing it. Ensure that the promotional content matches the reality, avoid using exaggerated, guaranteeing, or misleading language, and focus on sharing personal experiences and genuine effects.
(2) Healthcare 中医/医疗健康 (小红书敏感行业) Violations
Healthcare is a professional field and involves medical health-related accounts. According to regulations, such accounts need to be certified in their specific fields.
Uncertified users must not present themselves as doctors or professionals when creating educational content. It is prohibited to use titles like “doctor assistant” or “doctor’s office” to build accounts and post false or misleading information for marketing purposes.
Medical institutions, medical equipment companies, and consulting services must operate with business accounts and cannot use personal doctor identities for account management. Violations will result in limited content visibility, profile resets, and even account bans.
Providing online medical consultation services in any form is prohibited. Never provide medical advice (including medication suggestions or diagnostic judgments) in private messages, comments, or live streams.
When creating content, avoid displaying too many disturbing or gory images, such as surgical wounds or removed pathological objects.
② False Advertising: False Medical Efficacy
Xiaohongshu provides more detailed examples of false medical efficacy, including claims that ordinary products have medical effects, can treat or prevent diseases, or can adjust bodily mechanisms. This includes descriptions that imply ordinary products or certain ingredients have medical or disease treatment effects.
Common violations include:
a. Descriptions involving medical effects, medication, or disease-related terms: This includes making direct or indirect claims that ordinary products or ingredients have non-existent medical effects.
Xiaohongshu lists the following examples of false claims (note that these are the false descriptions, not the words themselves):
For example, the tea in the image below claims to have “detoxifying,” “liver-protecting,” and “immune-boosting” medical effects, which is clearly false advertising.
b. Implying that ordinary products have therapeutic effects by displaying images or texts related to disease symptoms: This includes using images or descriptions related to diseases to suggest that a product or certain ingredients have therapeutic effects for specific conditions.
For example, in a post, the influencer doesn’t directly state that a shampoo has any specific effects but shows a comparison image, suggesting that hair volume has increased, implying that the shampoo promotes hair growth. However, when the consumer buys it, they find no growth effect, and the influencer might then say, “I never claimed it promotes hair growth,” which is considered deceptive and is absolutely not allowed.
Therefore, when influencers share or promote products, they should provide truthful descriptions and avoid exaggerating, fabricating, or making promises about the effects.
(3) Metaphysical 玄学 (小红书敏感行业) Violations
In the metaphysics sector, it is important to maintain the right balance. Although content related to metaphysics is allowed, official reminders such as “Do not blindly believe; beware of fraud” are often given. If your content becomes too extreme, it will be considered a violation.
Specific violations include:
- Exaggerated Claims or False Advertising: For example, greatly exaggerating the effects or roles of certain metaphysical methods without scientific support. While metaphysics itself does not have scientific backing and is usually considered for entertainment, it becomes a violation if you present metaphysical practices as a guarantee for wealth or other exaggerated effects.
- Superstition: Promoting supernatural powers or mysticism that contradicts scientific knowledge is considered a violation. Superstition refers to the blind and excessive belief in certain figures or unscientific ideologies, so promoting such beliefs is not allowed. In short, Xiaohongshu prohibits content that “pretends to be mystical” or promotes certain energies or figures, which would be a violation.
- Offering Unlicensed Services: This refers to individuals on Xiaohongshu who call themselves “healers” but lack the necessary professional background, qualifications, or certifications, yet still offer paid metaphysical services.
- Inducing Consumption or Fraudulent Behavior: Using metaphysics as a guise to encourage users to pay large sums for unrealistic returns or services is considered a violation.
Sensitive & Forbidden Words (敏感词&违禁词) for Malaysia XHS Sensitive Industries
Here are the sensitive and forbidden words (敏感词&违禁词) in Chinese related to the three major sensitive industries (wellness, healthcare, and metaphysics) that influencers should be aware of when posting on Xiaohongshu:
(1) Wellness 养生
① Extreme Words
- “最”字系列: 最佳、最具、最赚、最优秀、最好、最大、最高级、最高档、最奢侈、最低级、最低价、最便宜、最流行、最受欢迎、最时尚、最聚拢、最符合、最舒适、最新科学等。
- “一”字系列: 第一、中国第一、全国第一、全网第一、销量第一、排名第一、第一品牌、行业第一、NO.1、TOP.1、仅此一家、仅此一次（一款）、唯一、独一无二、一流、全国X大品牌之一、世界X大品牌之一等。
- “级 / 极”字系列: 国家级（相关单位颁发的除外）、全球级、宇宙级、世界级、极品、极佳（绝佳/绝对）、极致、顶级、顶尖、尖端、顶级工艺、顶级享受、终极等。
- “首 / 家 / 国”字系列: 首个、首选、全球首发、全国首家、全网首发、全国首发、首款、首家、首席、首府、首次、首屈一指、首创等。
② Exaggerated Claims
- Claims such as: 根治、特效、立竿见影、药到病除、瞬间、奇迹般等。
- Unverifiable promises: 百分百有效、绝不反弹、永不复发等。
③ Authority Words
- Terms like: 世界领先、国家机关推荐、老字号、驰名商标、特供、专供等。
④ Medical Terms
- When promoting products or services, avoid claiming ordinary products have medical effects or implying a treatment effect through images of illness or related conditions.
(2) Healthcare 中医/医疗健康
① Extreme Words
- Same as wellness, avoid extreme and exaggerated terms such as those listed above.
② Exaggerated Claims
- For example:
- a. In the medical beauty category, avoid medical beauty efficacy claims like those made for home-use devices (e.g., 热玛吉).
- b. Do not compare ordinary products to medical equipment or treatments (e.g., claiming a product is as effective as medical services or weight loss pills).
- c. Toothpaste products cannot claim to promote tooth growth or repair dental issues like cavities or gaps.
- d. Cosmetics cannot claim to promote eyelash growth, skin whitening, or wrinkle removal.
③ Absolute Terms for Medical Claims
- Words like: 万能、无敌、神器、神药、克星、秒杀、100%、永久、救星、终结者、天花板、配享太庙、告别xx、xx 上岸、xx（噗噗）自由、灭火器、去无踪、建议申遗、中国速度、当天见效、当时见效、无副作用、X天见效、见效快、无痕、不反弹、不复发、根治、根除、断根、消除、包治百病、绝对安全、彻底解决、包瘦、闪电减肥、暴瘦不反弹等。
④ Medical Terms
- For example: Do not make claims related to curing or restoring vision, such as: 治疗近视、治愈近视、康复视力、恢复视力、降低度数、近视克星等。
(3) Metaphysics 玄学
Common Sensitive & Forbidden Words
- 算命、算卦、保佑、玉皇大帝、鬼怪、如来、化解小人、增强第六感、提升运气、旺人、旺财、助吉避凶、运势、带来好运气、增强第六感、增加事业运、招财进宝、健康富贵、有助事业、护身、平衡正负能量、消除精神压力、调和气压、逢凶化吉、时来运转、万事亨通、助吉避凶等。
It is essential to carefully avoid using these sensitive and forbidden terms while creating content on Xiaohongshu. If uncertain, consider using tools like ZeroGram to verify whether your content includes any of these words.
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