小红书一路暴涨，员工身价翻倍，赚翻了

Core Insights - Xiaohongshu is approaching its IPO as indicated by the recent increase in employee stock options and valuation growth [3][4][5] - The company has made significant organizational changes to enhance its e-commerce strategy, reflecting a commitment to integrating community and commerce [7][9][10] Group 1: Employee Stock Options and Valuation - Xiaohongshu has raised employee stock option prices three times this year, with the latest option grant price set at $25 per share and an exercise price of $2 per share, resulting in a profit of $23 per share [3][4] - The company's valuation has surged from $26 billion to $31 billion in just three months, marking a 19% increase [4][5] - The last public financing round in 2021 valued Xiaohongshu at $20 billion, indicating a significant upward trajectory in its market valuation [4] Group 2: E-commerce Strategy and Organizational Changes - Xiaohongshu has undergone multiple strategic shifts in its e-commerce approach, with a notable restructuring in August 2023 that elevated the e-commerce division to a primary department [8][9] - The company has decided to focus on a "buyer economy," emphasizing the role of individual buyers and influencers in driving sales through trust and community engagement [9][10] - Recent data shows that Xiaohongshu's live-streaming e-commerce has seen a 1.6 times increase in the number of million-level live-streaming rooms compared to the same period last year, showcasing its growth potential [13] Group 3: Market Positioning and Differentiation - Xiaohongshu is carving out a unique niche in the e-commerce landscape by focusing on community-driven commerce rather than traditional impulsive buying [14][19] - The platform has launched initiatives like the "Xiaohong Card," which offers discounts at selected local businesses, further diversifying its service offerings [21][22] - The company is also expanding into the two-dimensional culture space, indicating a strategic move to capture a younger audience and enhance user engagement [17][19]