Xiaohongshu organizational structure adjustment: community and e-commerce business merger

Blue Whale TMT channel on January 25, there is news today that the organizational structure of Little Red Book has been adjusted, and the original community department and e-commerce department will be merged into a new community department, which will be responsible for COO Conan. In this regard, the relevant people of Xiaohongshu responded to reporters that the merger of community and e-commerce business is a natural iteration of the organization in the process of realizing the common vision.

At the same time, the person said that Xiaohongshu's community vision is to become a diversified lifestyle gathering place for more users, and trading is an important part of community life. The user's trading mind should be cultivated in the community, and the merchant's transaction ecology should grow in the community.

This is not the first time that Xiaohongshu has made structural adjustments in the community and e-commerce. As early as February 2019, Xiaohongshu also underwent an organizational structure adjustment, which will upgrade the original community e-commerce division to the "brand number" department, and upgrade the "welfare society" department to integrate the whole process functions of commodity procurement, warehousing and logistics and customer service.

It is understood that as a lifestyle community platform, community and e-commerce have always been the two basic attributes of the platform. Among them, the community attribute is the foundation of the survival of Xiaohongshu, and the e-commerce attribute carries the heavy responsibility of the commercialization of Xiaohongshu. Since the birth of Xiaohongshu, the platform has continued to evolve, completing the iteration from shopping strategies to communities to "community + e-commerce".

From the perspective of commercialization, Xiaohongshu has begun to focus on e-commerce since the launch of the cross-border shopping sector "Welfare Society" in 2014, and tried to rely on e-commerce business to open up the commercialization path. In the process of relying on e-commerce to monetize, Xiaohongshu has gone through the road from direct cross-border e-commerce to the introduction of third-party brand merchants. At present, the business lines of Xiaohongshu Mall can be roughly divided into two categories: platform self-operation and brand flagship, which are closer to the models of JD.com and Suning.