On April 29, Yu Hao, the founder and CEO of Chumi Technology, posted three Weibo posts to appeal to the CEO of Xiaohongshu. In response to the phenomenon that there are many "momo" characters on Xiaohongshu, Yu Hao asked, "Who is momo? Why are there so many momos? Momo has published untrue and false information, which has had a negative impact on us. Who should I go to? To you or to momo?"
He pointed out, "Have all the momos on Xiaohongshu done real-name authentication? If you only browse, forget it. If you can post, leave messages, and comment, why not real-name authentication? Who will bear the responsibility for this false information!"
He further questioned that only Xiaohongshu does not require real-name verification. Xiaohongshu has a large number of anonymous accounts with the name "momo" wearing masks. This mechanism "isn't it an encouragement to do evil? What is your social responsibility?"
It is worth noting that Yu Hao signed "Yu Hao" at the end of these Weibo posts, which is in sharp contrast to the previous bombardment.
According to the analysis of Whip Niu Shi, Yu Hao’s name was intended to obtain a clear response from the CEO of Xiaohongshu, which is in sharp contrast to “anonymity”.
The core logic of Yu Hao's speech is to question the anonymous/low real-name accounts represented by "momo" on Xiaohongshu. When publishing false information, the responsible subjects are unclear and accountability is difficult.
Yu Hao used a public identity and stated his real name, which can be traced and held accountable, which strengthened the view that "real names are the only ones that can be constrained and held accountable."
The three consecutive attacks are all signed "Yu Hao", which is also a formal statement from the person in charge of the company, which makes the appeal more weighty and allows the platform and the public to make it clear who is raising the issue, rather than a vague "certain netizen".
Yu Hao has always been known for his high-profile and outspoken style. Signing itself is an attitude: he is not afraid of being held accountable, not afraid of platform response, and not afraid of the controversy caused by publicly expressing his views. Putting his name directly here is to convey the signal that "every word I say is my own responsibility", forming a strong value opposition to the anonymous accounts he criticized for "not taking responsibility".
Of course, from a communication perspective, this is also Yu Hao’s strengthening of the binding of personal IP and appeals.
The signature also deeply binds the content of this slogan to his own IP, making it clear to the public that it is "Chasing CEO Yu Hao" who is questioning Xiaohongshu's real-name issue, which avoids blurring the subject in information dissemination and further amplifies his personal influence and topicality.