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取消竞业也取消无聊:小红书的企业文化“有点意思”
2 1 Shi Ji Jing Ji Bao Dao· 2025-08-04 07:05
8月2日,小红书迎来了12周年司庆,一场全员参与的大型"派对"也在北京、上海、武汉、广州4城同步 举办。没有冗长仪式和常规的团建,取而代之的是知名学者的大师课、22项趣味运动会、公益拍卖、音 乐派对,以及千人水枪大战。参与活动的小红书员工和用户代表纷纷表示,活动"很酷","很有意思"。 82大师课也是小红书内部成长项目 REDacademy的首次亮相。该项目旨在鼓励员工探索职场之外的"无 用之用",让科技、哲学、艺术等跨界知识滋养人生。该项目负责人表示,将深度思想碰撞引入司庆, 也体现了小红书"知识型社区"的基因——成长不仅来自工作实践,更源于跨界的启发与认知边界的拓 展。 "把公司当成社区运营。"小红书日活动负责人雷拉表示,这是本次活动的设计初衷。在她看来,有别于 企业文化传统的单向输出方式,小红书日更关注员工之间的连接、互动,以及激发彼此的创造力和活 力。 据了解,每年的小红书司庆,也被定为"员工日"。从2019年起,每年的这一天,无论工作日还是周末, 小红书都会组织丰富多彩的活动,邀请员工们放下工作,一起走出办公室,参加丰富多彩的体育文化活 动,体验最潮流的生活方式。 办公室化身大师课堂 在上海的活动现 ...
82小红书日:把公司运营成社区,把员工日过成假日
Bei Jing Shang Bao· 2025-08-04 06:45
8月2日,小红书迎来了12周年司庆,一场全员参与的大型"派对"也在北京、上海、武汉、广州4城同步举办。没有冗长仪式和常规的团建,取而代之的是知 名学者的大师课、22项趣味运动会、公益拍卖、音乐派对,以及千人水枪大战。参与活动的小红书员工和用户代表纷纷表示,活动"很酷","很有意思"。 办公室化身大师课堂 在上海的活动现场,复旦大学哲学教授王德峰带领员工们深度探讨了《心性之学与理性思辨》。与此同时,北京会场迎来双星闪耀:作家许知远与加州艺术 学院教授亚隆展开对 《现代焦虑和意义感的追寻》的对话;知名导演贾樟柯则用 《记忆的褶皱与全球的角落》讲述镜头背后的创作哲学。 "把公司当成社区运营。"小红书日活动负责人雷拉表示,这是本次活动的设计初衷。在她看来,有别于企业文化传统的单向输出方式,小红书日更关注员工 之间的连接、互动,以及激发彼此的创造力和活力。 据了解,每年的小红书司庆,也被定为"员工日"。从2019年起,每年的这一天,无论工作日还是周末,小红书都会组织丰富多彩的活动,邀请员工们放下工 作,一起走出办公室,参加丰富多彩的体育文化活动,体验最潮流的生活方式。 一位员工在听完讲座后感慨:"在讲究效率的工作场合里 ...
对话知乎CFO王晗:战略转型背后,押注AI+高质量用户打造专业社区
Xin Lang Cai Jing· 2025-06-14 01:22
Core Insights - Zhihu reported a total revenue of 730 million RMB for Q1 2025, a year-on-year decline of 24% [1] - Gross margin improved to 61.8%, up 5.2 percentage points from 56.6% in the same period last year [1] - Net loss narrowed to 10.1 million RMB, a 93.9% decrease year-on-year [1] - Non-GAAP adjusted net profit reached 6.9 million RMB, a significant turnaround from a net loss of 136 million RMB in the previous year [1] Financial Performance - The company achieved Non-GAAP profitability for the second consecutive quarter, indicating a strategic shift towards more sustainable financial practices [1][3] - The focus on high-value users has led to reduced marketing expenses and improved retention rates, contributing to a more sustainable profit structure [3] User Strategy and Market Position - The company is shifting its user strategy to focus on high-quality users, which is expected to enhance monetization opportunities, particularly in advertising [6][10] - Zhihu aims to differentiate itself from competitors like Bilibili and Douyin by concentrating on niche, professional interest content rather than general entertainment [7] AI and Content Quality - The integration of AI in content generation is seen as a challenge, but Zhihu's model encourages users to maintain high-quality standards due to the real-name verification system [2][4] - The platform is positioned to become a leading professional social space in China, akin to LinkedIn, by helping users establish their professional credibility [2][4] Advertising and Monetization - The company acknowledges past structural issues in advertising monetization and aims to attract influential brands to improve ad revenue [5][6] - Future revenue growth is expected to come from targeted high-value advertising rather than direct content purchases from high-quality users [6][10] Competitive Landscape - Despite increasing competition in the knowledge-sharing space, Zhihu's focus on deep content and professional user engagement is viewed as a competitive advantage [7] - The operational team’s expertise in various fields allows for better content curation and differentiation from other platforms that prioritize click-through rates [7] Future Directions - Zhihu plans to explore online education opportunities in emerging fields, such as AI programming, to cater to its high-quality user base [8] - The company is committed to enhancing its public professional identity features to further solidify its position in the professional social networking space [4][9]