Core Insights - Xiaohongshu is undergoing a significant organizational restructuring, shifting its focus from vertical content operations to a more integrated model that emphasizes mid-to-long video content and top creators [2][5][10] Group 1: Organizational Changes - Xiaohongshu has established two new divisions, "Live" and "Village," to enhance its community structure and focus on different business objectives [2][4] - The "Live" division will concentrate on professional content production (PGC) and aims to cultivate more top influencers, while the "Village" division will focus on increasing user engagement through user-generated content (UGC) [4][5] Group 2: Strategic Shift - The core logic behind this restructuring is to move away from vertical content categorization (e.g., beauty, automotive) to a model based on business goals, such as enhancing user activity and nurturing top creators [5][6] - Xiaohongshu's goal for 2023 is to increase its daily active users (DAU) from 100 million to 300 million, necessitating new content forms to boost user engagement and attract new users [7][9] Group 3: Video Content Focus - Video content consumption and publication have become a significant portion of overall content on the platform, indicating a shift in user preferences [7][8] - The platform's internal research shows a higher demand for video notes compared to the supply of video content, highlighting an opportunity for growth in this area [8] Group 4: Competitive Landscape - Xiaohongshu faces intense competition from platforms like Douyin, Bilibili, and WeChat Video, necessitating a rapid expansion into the video space [9][12] - The push for mid-to-long video content is seen as a response to the success of competitors, with Xiaohongshu aiming to create its own "super influencers" to drive growth [12][17] Group 5: Future Directions - The establishment of the "Live" division marks a new phase in Xiaohongshu's video strategy, with a clear focus on high-quality mid-to-long videos as a core direction [17] - The platform is also evolving into a comprehensive app, expanding into local services, short dramas, and entertainment live streaming, which is a common path for platforms seeking to overcome growth bottlenecks [18]