The community structure of Red Book is reported to be adjusted again, focusing on medium and long videos.

Xiaohongshu made a deep adjustment to the community organization structure several months ago, aiming to achieve "integration of production, operation, and research." The informant said that in the new division of responsibilities, Yunfan and Xin Dao are responsible for each. This restructuring by Xiaohongshu is aimed at solving one problem: growth. In 2023, Xiaohongshu set the "sit and watch three" strategy, aiming to expand from 100 million DAU to 300 million DAU. Yunfan's department is named "Live" and reports directly to Xiaohongshu's COO Conan; Xin Dao's department is named "Village" and still reports to the community business leader Palu. "In the past, our logic was operating by vertical category, now it has become based on different business goals," the aforementioned informant said. Another informant told Phoenix Technology that Live may correspond to a portion of the PGC content, initially planned to produce high-quality medium and long videos with a length of over 2 minutes, hoping to cultivate more KOLs in the future. It is worth mentioning that Yunfan's previous employer was Bilibili, and he has more experience in video operations.