小红书架构调整：孵化自己的「影视飓风」，还要能直播带货？

Core Insights - Xiaohongshu is undergoing structural adjustments in its community operations, moving away from a single leadership model to a dual structure with separate teams for UGC (User Generated Content) and PGC (Professional Generated Content) [1][3][4] - The company aims to enhance user engagement and foster the growth of creators with significant followings, while also exploring video content as a key growth opportunity [3][9][10] Group 1: Structural Changes - Xiaohongshu's community business has been restructured, with the Live team focusing on high-quality long videos and the Village team concentrating on UGC and trends [3][4] - The restructuring aims to reduce strict categorization of content, allowing for a more fluid approach to community engagement [4][19] - The new leadership includes individuals from Bilibili, indicating a shift towards a more video-centric strategy [3][19] Group 2: User Engagement Strategies - The Village team is tasked with increasing ordinary user activity, while the Live team is focused on nurturing creators with over a million followers [3][9] - Xiaohongshu is implementing initiatives like AMA (Ask Me Anything) to enhance user interaction and community building [5][9] - The company is shifting from a "natural growth" philosophy to a more aggressive growth strategy, emphasizing user acquisition and engagement metrics [17][19] Group 3: Business and Valuation - Xiaohongshu's daily active users (DAU) exceed 120 million, with monthly active users reaching 350 million, primarily among young users in first- and second-tier cities [10][11] - The company's valuation has seen significant increases, with estimates exceeding $30 billion and even reaching $50 billion in certain markets [11][12] - Despite high valuations, there is internal skepticism about the sustainability of growth, with employees attributing success partly to "luck" [12][13] Group 4: Future Directions - The company is exploring new avenues for growth, particularly in video content, as emphasized by the CEO in internal meetings [9][20] - Xiaohongshu is also investing in large-scale events and collaborations to enhance brand visibility and user engagement [22][23] - The ultimate goal is to establish a strong community that transcends mere user numbers, focusing on meaningful interactions and connections [25][26]