Core Viewpoint - The establishment of a "Big Commercial Division" at Xiaohongshu, led by Conan and Zhiheng, aims to enhance the company's commercialization process and resource collaboration, addressing the growing demands of brands and merchants in both e-commerce and advertising sectors [2][3]. Group 1: Organizational Changes - Xiaohongshu announced the formation of a "Big Commercial Division," with Conan as the head and Zhiheng as part of the leadership team, to drive the company's commercialization efforts [2]. - The existing structure of the Commercial Department and Trading Department will remain unchanged, indicating a focus on resource synergy rather than organizational downsizing [2][3]. - Conan, who joined Xiaohongshu in September 2015, has previously overseen community operations and the trading department, while Zhiheng has been responsible for the advertising business since joining in 2020 [2][3]. Group 2: Market Demand and Strategy - The segmentation between trading and commercialization within the company has historically led to resource flow issues, as brands and merchants require both advertising and e-commerce support [3]. - The new "Big Commercial Division" is expected to facilitate cross-departmental collaboration in products, technology, and talent, aiming to better meet user needs and support brands and merchants on the platform [3].