小红书组建大商业板块：柯南任总负责人 商业化进程加快

Core Viewpoint - Xiaohongshu is accelerating its commercialization process by establishing a new large commercial sector, aiming to enhance the synergy between advertising and transactions while maintaining a stable organizational structure [1][2]. Group 1: Organizational Changes - Xiaohongshu has appointed Ke Nan as the head of the new large commercial sector, which will include the existing commercial and transaction departments, indicating a strategic focus on integrating e-commerce with community content [1][2]. - The restructuring reflects Xiaohongshu's ongoing efforts to balance user experience, community atmosphere, and e-commerce activities, as seen in previous adjustments like the merger of community and e-commerce departments [2][3]. Group 2: E-commerce Strategy - The company is shifting its e-commerce strategy to focus on a broader range of industries beyond consumer goods, with an emphasis on life services and optimizing advertising effectiveness [4]. - Xiaohongshu has initiated strategic partnerships with major e-commerce platforms like Taobao and JD.com, allowing users to seamlessly transition from content to purchase, thereby enhancing the overall shopping experience [5][6]. Group 3: Challenges and Future Directions - Despite the promising profitability of e-commerce, Xiaohongshu faces challenges in maintaining its unique community ecosystem while pursuing aggressive commercialization [6]. - The company aims to achieve a balance between increasing average revenue per user (ARPU) and preserving user trust and community integrity as it expands its commercial footprint [6].