By SHE Xiaochen

Lifestyle app Xiaohongshu is the latest in a long line of e-commerce operators to dump surplus staff this year. According to Sina Technology, 20 percent of staff are to be sent packing, including fresh graduates and probationary employees from all departments and locations. Xiaohongshu has not made any comment on the news. 

According to an employee, the layoffs are “optimizations” affecting no more than 10 percent of the workforce.

Since 2021, Xiaohongshu has made many attempts to go public, and its organizational structure has been adjusted many times. For now, it has more than 200 million monthly active users, but its monetization model is relatively simple, with advertising accounting for more than 80 percent of its revenue.