In the rapidly evolving landscape of social media, Xiaohongshu (Little Red Book) has emerged as a dominant force, known for its unique approach to company management. Unlike traditional internet giants that prioritize data-driven decision-making, Xiaohongshu has adopted a more feeling-oriented management style, often referred to as the Xiaohongshu style.
Embracing the Xiaohongshu Style
The Xiaohongshu style is characterized by a strong emphasis on subjective feelings and a departure from the data-centric approach prevalent in many large tech companies. This unconventional management philosophy has been a key factor in Xiaohongshu’s rapid growth and success as a seedling tool for social media users.
High Employee Turnover
One of the most notable aspects of Xiaohongshu’s management style is its high employee turnover rate. With a staff of over 12,000, only a little over 6,000 employees have remained with the company for more than a year. This could be attributed to the company’s strict evaluation criteria or, more likely, its distinctive management style.
Feeling-Oriented Decision-Making
Xiaohongshu’s management approach is centered around feeling-oriented decision-making. Many critical decisions within the company are based on gut feeling, rather than data analysis. This has been a significant adjustment for employees, especially those with experience in large tech companies like Alibaba or Tencent.
Challenges in Balancing Unique Culture and Commercial Goals
While the Xiaohongshu style has allowed the company to foster a unique culture and innovative products, it has also presented challenges in balancing this distinctive culture with its commercial goals. The company’s approach to managing its e-commerce and international business divisions has been particularly tumultuous.
The Importance of Xiaohongshu Style
Despite the challenges, the Xiaohongshu style has played a crucial role in the company’s success. The emphasis on feelings and subjective experiences has allowed Xiaohongshu to develop a strong, loyal user base and a unique brand identity.
Conclusion
Xiaohongshu’s management style is a unique approach to running a social media company that prioritizes feelings and subjective experiences over data-driven decision-making. While this unconventional approach has presented challenges, it has also contributed to the company’s rapid growth and success. As the social media landscape continues to evolve, the Xiaohongshu style may serve as a valuable model for other companies looking to differentiate themselves in a crowded market.
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