【Dear Utol: Catfish Episode 46】

NetEase has released a new social app,Dear Utol: Catfish Episode 46 NetEase Bee, targeting younger users with a focus on sharing and discussing their daily lives, according to Chinese media outlet Jiemian.

The app resembles China’s popular Instagram-like lifestyle platform Little Red Book (Xiaohongshu) in design and features, including a dual-column feed and algorithmic content recommendations. Users can post photos, videos, and text while engaging in topic discussions and content ratings. In an attempt to differentiate itself and enhance user credibility, NetEase Bee includes workplace ID verification. Additional functions include group chats, job-hunting boards, and interest-based communities. The app also offers company and brand rating tools, in an attempt to appeal to students and professionals. A tipping feature allows users to reward creators with gifts, priced up to RMB 18 ($2.5) each, with a maximum recharge limit of RMB 888 ($122.5). Currently, the platform operates as a content-only community without e-commerce or advertisements.

The launch comes as NetEase reported Q3 2024 financial results showing net revenues of RMB 26.2 billion ($3.7 billion), a 3.9% year-on-year decline. Innovative business and other net income totaled RMB 1.8 billion ($252.8 million), a decrease of 10.3% compared with the same quarter of 2023. [Jiemian, in Chinese]

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