In recent years, ‘Xiaohongshu (Little Red Book) “avoid-this” posts’ have become a key channel for consumers to share shopping experiences and expose problematic businesses. However, an increasing number of merchants are now voicing grievances, claiming that some of these posts contain false or exaggerated information—and in extreme cases, involve malicious reviews, competitor sabotage, or even blackmail.While the original intent of such posts is to help consumers avoid scams and enhance market transparency, without factual grounding or proper moderation, they can easily turn into tools for online harassment or unfair competition. Many businesses report that even with solid evidence and proactive communication, it’s difficult to quickly mitigate the reputational and financial damage caused by viral negative content. Worse still, some users allegedly threaten to publish damaging posts unless they receive refunds or compensation, creating a gray-market practice.To address this, platforms should strengthen content moderation and build user credibility systems, along with fairer appeal and clarification mechanisms. Consumers, meanwhile, should approach these posts critically and verify information from multiple sources to avoid being misled by one-sided narratives. Only through collaborative efforts among platforms, users, and merchants can the goal of genuine consumer protection—rather than unwarranted harm—be achieved.
近年来，‘小红书避雷帖’成为消费者分享购物体验、揭露商家问题的重要渠道。然而，越来越多的商家开始‘喊冤’，称部分避雷帖内容失实、夸大其词，甚至存在恶意差评、同行竞争或勒索行为。这些帖子往往以‘真实体验’为名，迅速在平台传播，对商家声誉和经营造成严重影响。避雷帖本意是帮助消费者规避消费陷阱，提升市场透明度，但若缺乏事实依据或审核机制，极易演变为网络暴力或不正当竞争工具。一些商家反映，即便提供完整证据、积极沟通，也难以在短时间内消除负面内容带来的影响。更有甚者，个别用户以发布避雷帖为要挟，向商家索要退款或赔偿，形成灰色产业链。对此，平台应加强内容审核与用户信用体系建设，建立更公平的申诉与澄清机制。同时，消费者在参考避雷帖时也应保持理性，多方核实信息，避免被片面言论误导。唯有平台、用户与商家三方共同维护诚信环境，才能真正实现‘避雷’而非‘造雷’。
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