Lijiang authorities in Yunnan province have urged lifestyle-sharing platform Xiaohongshu to strengthen monitoring of negative reviews targeting local wedding photography businesses. The request has sparked widespread debate online.
In a public letter released Tuesday, the cultural and tourism bureau of Lijiang’s Gucheng district asked Xiaohongshu to improve oversight of consumer complaint posts. The bureau said some users post false complaints to pressure businesses into issuing refunds, even when companies are not at fault.
This, the bureau added, makes it difficult for affected businesses to appeal disputed posts, resulting in reputational damage and canceled orders. An investigation by the Gucheng district wedding photography industry association found that allegedly false cautionary posts had caused order cancellations worth over 1 million yuan ($142,716), with indirect losses exceeding 5 million yuan.
A source close to Xiaohongshu told Jiupai News that there is no current evidence proving consumers fabricated personal experiences. The platform said further investigation and review would continue as more information emerges.
On Wednesday, Yu Tao, chairman of the Gucheng district wedding photography industry association, said Xiaohongshu had created a group chat with local businesses. The platform proposed verifying negative consumer reviews on a case-by-case basis.
However, local businesses rejected the plan, saying it would not compensate for past losses and showed a lack of sincerity. They indicated plans to pursue legal action to protect their interests.
Lijiang is a popular destination for weddings and photography, known for its snow-capped mountains and clear lakes. In 2024, around 100,000 couples visited the city for wedding photo shoots. By December, the Old Town of Lijiang had over 600 wedding photography businesses, with a market size exceeding 1 billion yuan, ranking first in Yunnan, according to the cultural and tourism bureau.
“The Gucheng district is committed to becoming a premier destination for weddings and travel photography,” said Li Guozhang, director of the bureau.
Despite this growth, negative consumer reviews remain widespread on Xiaohongshu. Users have reported high prices, poor photography quality, and unsatisfactory after-sales service. For example, in November, a netizen from Shandong claimed that a local studio used artificial intelligence instead of real photographers and displayed rude behavior during negotiations.
The industry association said some negative reviews were fabricated. In certain cases, customers who had signed satisfaction documents later demanded full refunds and threatened to post negative reviews if their demands were not met. Others followed suit after seeing similar refund claims succeed.
Xiaohongshu maintains that it encourages genuine experience sharing and continues to address fabricated or exaggerated content. A platform representative said multiple channels exist for businesses to report disputes and submit evidence, and verified violations are handled promptly.
The situation highlights ongoing tension between social media platforms, consumer rights, and local businesses in Lijiang. Authorities and industry groups are calling for stricter review management to protect legitimate businesses and maintain the city’s reputation as a wedding and photography hub.
