当图文种草的增长故事接近尾声，小红书终于亮出了它的新底牌。 数月前，一场深度组织架构调整在小红书内部悄然完成：对社区组织架构开展深度调整，设立主攻中长视频的新部门"Live"。 这不仅是简单的部门合并，更是一次战略转向——小红书告别赖以起家的垂类运营，将资源押注于中长视频和头部创作者。 一边是迫在眉睫的3亿DAU增长目标，一边是赖以生存的社区"灵气"，小红书这次"开窍"般的变革，究竟是找到了第二增长曲线，还是在焦虑中迷失了方 向？ 01 小红书调整组织架构 近日，据媒体报道，小红书数月前对社区组织架构开展深度调整，将社区业务从垂类运营转向"产运研一体化"模式，并设立"Live"与"Village"两大新板 块。据悉，此次调整涉及产品、运营、市场及生态等多个职能团队。 其中，新成立的Live（短视频与互动直播）部门作为大社区体系下的一级业务单元，由原社区运营负责人云帆统筹管理，直接向首席运营官柯南汇报；新 岛负责的"Village"板块，仍向社区业务负责人帕鲁汇报。 另有知情人士称，"Live"板块可能对应一部分专业生产内容（PGC），初步规划聚焦优质中长视频，视频时长或超2分钟，未来有培养更多头部网红（大 V ...

t 2017 40 11:5 id 0 n the last A 0 201 Cabo PACE lo 6 a 1 1 12 2 r the ● - 0 ATE Pre Property x r 6 cke apply for 4 4 P SPR 12 real 6 PAC P 1 cs 12 27 p 之前更新了《AI御三家年终"火拼"》，现在聊聊国内AI原生应用铁王座上的"豆包"。 据《晚点 LatePost》 独家 爆料，字节跳动旗下的火山引擎已正式敲定成为2026年中央广播电视总台春节联欢晚会的 独家 AI 云合作伙伴，旗下智 能助手"豆包"也将深度参与，上线多种 AI 互动玩法。 从2015年开始，互联网巨头们轮番登上春晚舞台，通过互动红包等形式疯狂"吸粉"。这些产品在登上春晚时往往标志着其用户规模或行业地位达 到关键节点，成为"国民级"应用。 01 2015年 – 微信红包：腾讯的微信成为春晚首个独家新媒体互动伙伴，推出"摇一摇抢红包"。除夕当晚微信红包收发总量达10.1亿次，摇一摇互动 峰值每分钟8.1亿次。更重要的是，通过春晚红包必须绑定银行卡，微信支付一夜之间新增1亿绑卡用户，迅速追平了支付 ...

不经意之间，小红书又跑出来一位单场破亿的买手。 12月7日，@吴千语实现了单场直播GMV突破1.5亿，较首场直播翻倍，成为新的标杆买手。如果把镜头拉远，在小红书2025年的商业叙事里，这只是其 中一片涟漪。 站在年末，我们试图梳理小红书这家公司在商业上的重要动作。草蛇灰线背后，我们能看到一家公司所经历的起伏与变化，以及它想成为的样子。 商业动作频频：要开放？还是闭环？ 你很少看见这样的小红书。 一改往日在商业化上的克制与含蓄，今年5月，小红书宣布和阿里合作"红猫计划"，引起外界的广泛关注。合作带来两个变化，一是小红书广告笔记链接 可以直接跳转至天猫，用户种草后可以顺畅下单；另一个是，双方数据体系打通，商家能追溯从种草到成交的全链路数据，来优化整体策略。 "红猫计划"后不久，与京东的"红京计划"陆续上线，36氪还了解到，未来，小红书即将和更多平台展开种草直达的合作。无论何种计划，背后运作核心其 实是"种草-直接跳转-成交-数据回传"。 用户@一只脆笛 选择开放广告外链的背后，是小红书种草与下单之间的最后一公里。 小红书上从不缺购买欲。在中国所有社交平台中，你几乎难以找到一个可以取代小红书的位置：用户在这里形成了 ...

21世纪经济报道记者 董静怡 9月以来，李开复、余秀华、莫言、刘旸教主等各个领域有影响力的从业者均在小红书上参与和发起了 一种名为AMA（Ask me anything有问必答）的对话模式，深受用户欢迎。 小红书数据显示，近三个月，#ask me anything相关话题笔记发布量环比增长17倍，阅读量近3.7亿。 而对于小红书来说，AMA的营销并不只是社区活动，背后是小红书在增长瓶颈期的主动求变。 在传统优势领域边际效应减弱、多次电商尝试遇阻的当下，小红书明显加快了"破圈"的步伐。今年7 月，其slogan从"生活指南"转向"兴趣社区"，平台开始系统性切入科技、文学、二次元等垂直领域。 AMA的形式，进一步点燃了各垂直领域的内容互动。有接近小红书人士向21世纪经济报道记者透露， AMA类的内容在运营人工推荐和算法推荐层面，都有增加权重。 多元化的生态，对于小红书来说可能是一条更有商业化潜力的路径。 AMA最早诞生于Reddit，是它的一个子版块，名为 "r/IAmA"。 发帖人以 "I am a/an ... AMA" 的格式发布帖子，介绍自己的特殊身份、经历或职业，社区用户在笔记评 论区自由提问，问题可以 ...

Core Insights - The active user base of typical new media platforms is projected to reach 1.149 billion by October 2025, with an average monthly usage time of 3,367.5 minutes, reflecting year-on-year growth of 7.3% and 5.4% respectively, indicating increasing user engagement driven by diverse content and algorithmic recommendations [1] User Demographics and Behavior - The competitive landscape among platforms has stabilized, with distinct user demographics: platforms like Weibo, Xiaohongshu, and Bilibili have a significant proportion of users under 30 years old, at 58.6%, 54.2%, and 66.5% respectively, while Douyin and Kuaishou have 22.2% and 22.6% of users aged 51 and above [1] - Users are increasingly adopting a multi-platform usage habit, with 39.8% of users engaging with three or more new media platforms, and 54.2% of these users are under 30 years old [1] Content and Platform Dynamics - New media platforms are capturing user attention through enhanced content quality and technology, leading to deeper user engagement [7] - The growth in user engagement time is increasingly reliant on content quality and recommendation technology rather than just user base expansion [12] - Platforms are shifting from merely attracting users to seeking them across various scenarios, enhancing flow through capability output and ecosystem integration [14] User Segmentation and Growth Drivers - The competition is becoming more segmented, with growth driven by diverse user groups, including younger and older demographics, as well as lower-tier markets [17] - Multi-faceted users, primarily young and high-spending, are using different platforms to meet various needs such as socializing, entertainment, and learning, fostering a complementary ecosystem among platforms [20] Content Ecosystem Characteristics - Platforms are transitioning from broad traffic competition to enhancing their unique ecological characteristics, with strategies tailored to their specific user bases [23] - AI-related content has seen a 9.9 percentage point increase in user penetration year-on-year, with younger male users showing a higher interest [26] - The rise of knowledge-based influencers reflects a shift in user demand from entertainment to practical value [32][38] Commercialization Strategies - New media platforms are entering a phase of strategic deepening in commercialization, with hard advertising revenues leading the way [40] - The unique characteristics of platform ecosystems are shaping differentiated advertising models, with soft advertising becoming a significant monetization method [42] - Platforms are enhancing local business strategies, extending their reach from online to offline commerce, with various initiatives to support local merchants [54]

Core Insights - The article discusses the evolving landscape of new media platforms and their user engagement trends, highlighting the growth in active users and usage duration by 2025 [4][5][6]. User Engagement and Demographics - By October 2025, the active user base of typical new media platforms is projected to reach 1.149 billion, with an average monthly usage time of 3367.5 minutes, reflecting year-on-year growth of 7.3% and 5.4% respectively [5]. - Platforms like Weibo, Xiaohongshu, and Bilibili show a significant concentration of users under 30 years old, with respective proportions of 58.6%, 54.2%, and 66.5%, while Douyin and Kuaishou have 22.2% and 22.6% of users aged 51 and above [5][6]. Multi-Platform Usage - A notable trend is the combination usage of multiple platforms, with 39.8% of users engaging with three or more new media platforms, particularly among users under 30 (54.2%) and those from first and new first-tier cities (31.6%) [6]. Content Quality and User Attention - The article emphasizes that the growth in user engagement is increasingly driven by content quality and algorithmic recommendations rather than just user base expansion [18]. - New media platforms are focusing on enhancing user attention through improved content quality and technology, leading to deeper user participation [13][18]. Competitive Landscape - The competitive landscape among platforms is stabilizing, with distinct user demographics and content strategies emerging. Platforms are shifting from broad traffic competition to focusing on unique ecological characteristics and user engagement [30][32]. - The rise of AI content and tools is reshaping user engagement, with a 9.9 percentage point increase in AI-related content penetration among users by October 2025 [34][36]. Monetization Strategies - New media platforms are entering a phase of strategic deepening in monetization, with hard advertising revenues leading the way. The unique characteristics of each platform are shaping differentiated advertising models [48][50]. - Soft advertising is becoming a significant revenue stream, with brands selecting platforms based on their marketing goals, reflecting the alignment of KOL income with platform content and user expectations [54]. Local Business Integration - Platforms are increasingly integrating local businesses into their ecosystems, transitioning from rapid growth to a more stable phase in local merchant numbers [63].

Group 1: Company Financing - The high-end gold jewelry brand "寶蘭" has completed over 100 million RMB in Series A financing, led by Challenger Capital, with funds allocated for brand enhancement, multi-channel layout, supply chain resilience, and talent empowerment [1] - The smart delivery company "江苏云闪送" has announced a completion of 30 million RMB in Series A financing, focusing on upgrading its intelligent scheduling system, expanding its national service network, and building a logistics ecosystem [2] - AI video generation platform Pollo AI has raised 14 million USD in financing, with over 20 million registered users and achieving breakeven in May this year [3] - Robotics company "优理奇机器人" has completed a total of 300 million RMB in financing across two rounds, indicating market recognition of its integrated strategy in embodied intelligence [4] - "戴盟机器人" has completed a strategic round of financing worth over 100 million RMB, aimed at advancing technology breakthroughs and global market expansion [5] Group 2: Company Developments - The launch of the "豆包手机助手" on the nubia M153 has faced issues with WeChat login, leading to the discontinuation of this feature by ByteDance [6][7] - The Taiwanese authorities have announced a one-year ban on the app Xiaohongshu, citing security concerns, although the app remains accessible to many users [8][9] - Shanghai Linqingxuan Cosmetics Group has updated its IPO application, reporting a 98.3% year-on-year revenue growth in the first half of 2025 [10][12] - The breakfast initiative by "蜜雪冰城" is currently being tested in select cities, expanding its product offerings [14][15][16] - The launch of the winter product "豆乳黑麒麟" by Tea Baidao has achieved over 200,000 cups sold on its first day [17] - "奈雪的茶" has appointed actress Gao Yuanyuan as its brand ambassador and launched a low-GI fruit tea product [19] Group 3: Industry Insights - The 2025 holiday film season has surpassed 2.5 billion RMB in box office revenue, led by "疯狂动物城2" [20] - China's esports industry revenue reached 29.33 billion RMB in 2025, with a 6.4% year-on-year growth [21] - Global smartphone production reached 328 million units in Q3 2025, marking a 7% year-on-year increase [22]

Core Viewpoint - Xiaohongshu is leveraging its vast content library through AI search to transform consumer decision-making and challenge e-commerce giants by acquiring its AI search product "DianDian" [2][3] Group 1: Acquisition and Product Development - Xiaohongshu has completed a full acquisition of Shanghai Shengdong Shizhang Technology Co., Ltd., the company behind the AI search product "DianDian" [2] - The product "DianDian" was launched in August 2024 and focuses on generating travel guides, with a current download count of 2.51 million on Android as of December 4 [3] - The acquisition signifies Xiaohongshu's strategy to formally integrate its core AI business into its operations [2][3] Group 2: Strategic Positioning in E-commerce - Xiaohongshu is enhancing its e-commerce strategy, having made significant moves such as establishing a primary entry point for its marketplace and acquiring a third-party payment license for approximately 148 million yuan [3] - The integration of AI search is expected to streamline the consumer decision-making process from "mass content - planting - transaction" to "search - planting - transaction," potentially reducing decision time significantly [3][4] Group 3: User Engagement and Market Trends - Approximately 70% of Xiaohongshu's monthly active users engage in search behavior, with 88% of searches initiated by users, indicating a strong reliance on the platform for decision-making [4] - The current trend in the industry shows a consensus on the necessity of integrating AI search with e-commerce to enhance user experience and traffic efficiency [5][6] Group 4: Challenges and Future Considerations - The competitive landscape for AI search is intense, and it remains uncertain whether "DianDian" can attract a substantial user base [7] - There are concerns regarding the accuracy of search results and the potential impact on community engagement, as AI-generated answers may overshadow authentic user experiences [8] - The future success of "DianDian" hinges on Xiaohongshu's ability to balance efficient information extraction with maintaining the authenticity and human touch of its content community [8]

Group 1 - The fire at Hong Kong's Tai Po Wang Fuk Court resulted in 128 fatalities and 79 injuries, with an investigation expected to take three to four weeks [1] - Baidu announced a donation of 10 million HKD for emergency housing, living support, and post-disaster reconstruction, and activated a dynamic response mechanism for traffic management [1] - Didi pledged an initial donation of 10 million HKD for emergency rescue and humanitarian aid, and will continue to provide support based on the progress of disaster relief efforts [1] Group 2 - Xiaohongshu committed 5 million HKD to support disaster relief, transitional housing, supply of living materials, and emotional support for affected residents [2] - Meituan's delivery platform Keeta initiated a donation of 5 million HKD to assist with transitional housing and supply of living materials for the community's recovery [2] - YTO Express announced a donation of 10 million HKD for emergency housing, basic living support, and post-disaster reconstruction efforts [2]

Group 1 - The 2025 "Double Eleven" shopping festival features an earlier start and a longer duration, with JD.com extending its promotional period to 37 days, while Tmall/Taobao also follows suit. Content platforms like Kuaishou began pre-sales on October 7, with Douyin and Xiaohongshu joining later [2][4]. - Major e-commerce platforms simplified promotional rules through methods like "direct discounts" and "no need to meet minimum purchase requirements," which ignited consumer enthusiasm and drove traffic growth. Taobao and JD.com introduced "minute-level delivery" in instant retail, contributing to new consumption growth [4][8]. - The extended promotional periods and simplified rules led to an increase in the proportion of post-00s and users from first-tier cities across various platforms compared to the previous year [7]. Group 2 - Various platforms set multiple promotional waves to stimulate consumer purchases and increase usage frequency. Additionally, AI technology has been deeply integrated into the entire consumption process this year, enhancing user experience [8]. - On November 11, 2025, Taobao's app traffic increased by 4.2% year-on-year to 508 million, Pinduoduo's app traffic grew by 2.5% to 414 million, and JD.com's app traffic rose by 9.8% to 227 million [4].