小红书最大的难题，是无法只靠自己赚到更多钱

Core Insights - Xiaohongshu has struggled to monetize its platform effectively, failing to generate revenue that matches its influence in the market [2][3] - The company has shifted its commercial strategy multiple times over the past decade, oscillating between e-commerce and community focus, but has not yet found a sustainable growth path [2][3][6] - As of 2024, Xiaohongshu's e-commerce GMV is projected to exceed 400 billion yuan, reflecting a 45% year-on-year growth, but this growth is significantly slower compared to competitors like Douyin and Kuaishou [3][12] E-commerce Strategy - Xiaohongshu is increasing its collaboration with external platforms like Taobao and JD.com to enhance the conversion chain from content to commerce [3][15] - The decision to open external links has raised concerns about the potential negative impact on Xiaohongshu's own e-commerce operations [5][20] - Historically, Xiaohongshu has fluctuated between focusing on community engagement and e-commerce, with a notable shift towards community after facing growth challenges in e-commerce [7][8][21] Commercialization Efforts - The company has primarily relied on advertising for revenue, with 80% of its income coming from this source by the end of 2022 [12] - Xiaohongshu's advertising strategy has evolved, with a focus on enhancing the effectiveness of its advertising capabilities to meet the demands of advertisers seeking measurable ROI [17][20] - The platform's unique "grass planting" value proposition is seen as a key asset, but the challenge remains in converting this into direct sales on the platform [14][15] Internal Challenges - Xiaohongshu has faced internal organizational challenges, with a lack of coordination between departments hindering its ability to balance community and e-commerce initiatives [24][27] - The company has experienced a series of strategic pivots, often leading to confusion about its long-term direction and priorities [23][26] - Despite recent efforts to enhance its e-commerce capabilities, the company continues to struggle with maintaining a cohesive strategy that integrates both advertising and e-commerce effectively [21][27]