It is reported that Xiaohongshu’s top management is dissatisfied with the staff-efficiency ratio and will start a new round of layoffs, with performance below 3.5 becoming the hardest hit area.

Xiaohongshu has launched a new round of layoffs, focusing on low-performing employees

On July 4, Phoenix Technology exclusively learned that Xiaohongshu has recently launched a new round of layoffs. A Xiaohongshu employee said, “The layoffs have just reached the HC lock-in stage, and a personnel inventory is being carried out, but there has been no official notification yet, and everyone internally is waiting for emails.”

This round of personnel adjustments mainly focuses on employees whose performance is below 3.5-, including 3.5- and 3.25. This group of employees accounts for about 30% of the total number of employees. The news was confirmed by multiple internal Xiaohongshu employees. According to another internal employee, the rumor circulating internally is that “the new senior management is not satisfied with the current human-efficiency ratio of Xiaohongshu and believes that the current human-efficiency ratio of Xiaohongshu can only reach half of that of Pinduoduo.”

Ifeng Technology asked Xiaohongshu for confirmation on this news, but as of press time, no response has been received.

Optimizing the organization is the focus of Xiaohongshu’s new management.

is not only about optimizing low-performing employees, but also involves adjustment and integration to achieve the results of cost reduction and efficiency improvement. Among them, the community sector will face major adjustments.

It is understood that the current first-level departments of Xiaohongshu are mainly the community department, commercial department and trading department. Among them, the trading department is the youngest and was established at the end of last year. It mainly covers Xiaohongshu’s e-commerce and live broadcasting. Business, this department is managed by Xiaohongshu COO Conan (sudden name). The commercial department mainly refers to the advertising business and is currently in charge of Xiaohongshu’s CMO Zhiheng (Tu’s name). The community department is the most basic department of Xiaohongshu. It is directly responsible for the founder of Xiaohongshu, Xingya (sudden name), and includes community products, content operations, marketing and other departments.

It is worth mentioning that since 2024, the above secondary departments have all had new people in charge. Currently, the community products are in charge of Palu (the name of the potato), the content operations are in charge of the Yunfan (the name of the potato), and the community The marketing department is headed by Baiban (the name of the potato).

In the opinion of many Xiaohongshu employees, the recent personnel adjustments at Xiaohongshu are mostly related to the high-level shock in the first quarter.

After the new department head was airborne, all executive teams have been adjusted. For example, the person in charge of community ecology originally reported directly to Seiya, but now reports to Palu; the security product team that originally belonged to the platform department is also in charge of Palu together with the ecological team.

With the new management lineup becoming stable, many parties have reached a new consensus.

Especially at the community level, a core logical change is that in the future, Xiaohongshu hopes to use product capabilities to solve problems that could not be solved at the operational level in the past, such as community ecological security, community growth, etc.

"In fact, Xiaohongshu has not carried out any major optimization and iteration at the product level for a long time. It is all minor repairs and improvements." An internal employee said that this has resulted in the current product capabilities not reaching Xiaohongshu. growth needs.

According to insiders, Palu, the product manager of Xiaohongshu, will be fully responsible for this part. Phoenix Technology previously learned that Palu, whose real name is Ye Heng, joined Xiaohongshu at the beginning of this year. He was previously the No. 1 position of Kuaishou e-commerce products and reported directly to Cheng Yixiao.

Some Kuaishou employees said that Ye Heng has strong product capabilities and a good reputation within Kuaishou. "He is a very ambitious person." After joining Xiaohongshu, his abilities have been revealed. Currently, he is also responsible for Xiaohongshu’s growth products, ecological products and video products.

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