组建大商业板块 小红书疏堵“流量变现”

Core Viewpoint - Xiaohongshu is establishing a large commercial sector to enhance resource collaboration across departments, aiming to streamline the service chain from advertising to e-commerce transactions, thereby addressing monetization bottlenecks [1][3]. Group 1: Organizational Structure and Leadership - The new commercial sector will be led by Xiaohongshu's COO, Conan, and the CMO, with a focus on cross-departmental collaboration involving products, technology, and talent to better serve brands and merchants [3][9]. - The commercial and transaction departments will maintain their current structure while enhancing collaboration to improve operational efficiency [3][9]. Group 2: Business Development and Strategy - Xiaohongshu's commercial system is vertically structured around advertising and transactions, with an emphasis on strengthening collaboration between the two teams as the company grows [3][4]. - The platform has seen significant growth in its e-commerce sector, with a 27-fold increase in the number of buyers and a 10-fold increase in active merchants over the past year and a half [6]. Group 3: Advertising and E-commerce Integration - The integration of advertising and e-commerce is expected to create more collaborative opportunities, such as joint efforts in recruiting new brands and merchants [4][5]. - Xiaohongshu is enhancing its advertising capabilities by introducing features like "advertising links" to platforms like Taobao and JD, which is expected to attract more brands and strengthen advertising partnerships [8][9]. Group 4: Market Positioning and Competitive Advantage - Xiaohongshu is positioning itself as a friendlier platform for new brands compared to competitors, allowing small and medium-sized businesses to test new products and engage directly with users [7]. - The platform aims to differentiate itself in the e-commerce space by leveraging community-driven content and establishing trust with users, which is seen as a competitive advantage against traditional e-commerce giants [6][7]. Group 5: Future Directions and Expansion - In 2024, Xiaohongshu plans to define its e-commerce business as "lifestyle e-commerce," focusing on personalized consumer needs, with a reported 379% year-on-year growth in the number of small and medium-sized merchants [7][10]. - The company is also looking to expand into lifestyle services and optimize its advertising products to enhance the effectiveness of "grass-planting" campaigns [10].