These middle-aged men know Xiaohongshu better than anyone, and they’re all in Zhengzhou

These middle-aged men know Xiaohongshu better than anyone, and they’re all in Zhengzhou

If you venture deep into the city of Zhengzhou, you might come across a surreal scene: groups of men in their 30s and 40s who are gritty, middle-aged, and seemingly out of step with Xiaohongshu’s polished aesthetic. And yet, on a platform built for young women, they are generating millions, or even tens of millions of RMB in annual revenue. Their secret? A content business model engineered to exploit algorithms with unrelenting precision. Most c…