Hello everyone, I'm the principal.
Yesterday Xiaohongshu was on Weibo hot search, many Xiaohongshu employees broke the news on the pulse, the same day was suddenly notified last day, only notice, no room for communication, the compensation method is N+1, but can not get the year-end award - Xiaohongshu generally issues performance year-end awards at the end of April every year. Some Xiaohongshu employees revealed that the overall layoff of 20% was affected by various departments.
For this news, the Xiaohongshu official also responded: it is the company's normal organizational optimization and adjustment, and the proportion of layoffs is less than 10% and about 9%.
To be honest, the whole market this year is not good, the big factories are laying off employees, and there is no sign of braking.
The era of high salaries and popularity in the Internet industry may be gone.
I will talk from the perspective of creators of various platforms, why are these big manufacturers laying off employees and the business is not good?
Before saying: the demographic dividend disappears, and the incremental market is transferred to the stock market, which is the reason for the entire market or the general environment.
In fact, I think there is another reason: these big manufacturers are rolling inward, they are competing, and there is no differentiation in product content and form.
For example: Kuaishou, Douyin, Xiaohongshu, B station these video platforms are essentially doing one thing, and the content form is similar.
Douyin said that it is a short video platform, is it not through the form of short video content to bring goods, live broadcast?
The same goes for Kuaishou.
Station B is better, in addition to the video, there is also a game.
What about the Little Red Book? Essentially, is it not similar to douyin and kuaishou? By sharing videos, share content in stock.
Including knowing, today's headlines and so on, in fact, are essentially the same.
In fact, you go to the major platforms, look at those who do self-media, do video, do Internet celebrities, most of them are the same, in the B station, on the Little Red Book on the fire, in the vibrato and Kuaishou the same fire, all the creators are a content, the whole platform is sent, the content homogenization is very serious.
I just do content, I made a video or wrote an article, will be in the public account, today's headlines, vibrato, small red book, B station synchronous release.
Moreover, I also pay attention to a lot of Internet celebrities, big V, I brush them on Douyin, and when I get to Station B, I will also brush them on The Little Red Book.
A video may be swiped on different platforms and watched several times.
From this point of view, in fact, there is no difference, the core is the same, so in fact, they are quite inward-rolled, the pressure is quite large, and there is really no monopoly to speak of in this regard.
In fact, these platforms should think about the differentiation of content and find the core, otherwise users are easily visually tired.
So, from this point of view, is there a difference?
All platforms are doing one thing.
For example, weChat video number, is not to fight against vibrato, fast hand? However, as soon as the WeChat video number came out, I knew that Weibo was also following the video number.
The point is that since one platform, video creators from other platforms will come to the new platform to publish content.
As long as they have been on fire on other platforms, they will be on fire on another platform, because the video that has been fired will be fired again, after all, people like to watch such content.
In order to follow the trend and grab users, these platforms will lose sight of one or the other, and they will no longer adhere to their own differentiated core.
Let's take Zhihu as an example.
To be honest, what are the advantages of Zhihu? It is a long picture, high value, very high knowledge density content sharing.
However, in order to cater to capital and the market, it is a wrong choice to follow the trend of video, why? As soon as you vigorously support the video, you will drive away the people who like to watch pictures and texts, and many people will feel that they will change, and the loss of users will be serious.
Moreover, for the so-called volume, Zhihu is no longer the high-value sharing of Zhihu before, and the content is becoming more and more watery.
Is it good that you follow the trend and make videos? There is no benefit at all, because you do video compared to other platforms do not have any advantages, can you snatch users from Douyin, Kuaishou, WeChat video number? Can't grab it, but it will make users feel that now in Zhihu, there is no difference with Weibo or Douyin, it is all video, then, I will no longer watch Zhihu.
Readers who used to like to read long pictures and texts, when they looked, always pushed videos for me, felt deteriorated, and also left.
Did not stick to their core, do differentiated long pictures, to follow the video, to the end, the market value of Zhihu, what has fallen? From seven or eight billion listed to more than one billion now.
What now? The new version of Zhihu, the video menu also disappeared, but, too late.
In fact, from the perspective of competition between various big manufacturers, they did not adhere to their own differentiation, but they are more and more the same, they all do the same content, all creators are all released on the whole platform, then for users, which platform I go to is the same, why download so much software? It is enough to keep one.
To this point, do you say the company can be good? It's not good, so, can you not lay off employees?
Sometimes, layoffs are bad in the overall market and bad in the general environment, but in essence, it is still a matter of company strategy.
What do you say? Now which platform to go to, which software to open to see the same content, the same recommendations, the same hot search and news, really boring.