Rednote Restructures Core Community Operations, Creates “Live” and “Village” Units to Drive Growth
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Amid growth pressure, Rednote has reorganized its community operations, creating “Live” and “Village” departments to focus on PGC video and core community functions. The reshuffle comes as the company, valued at $26 billion, pushes to reach 300 million daily active users.
Content-driven social platform Rednote has undertaken a major reorganization of its core community division, according to a report by Phoenix Technology .The move is aimed at deepening integration across product, operations, and R&D amid growing pressure to expand its user base.
The restructuring marks a shift away from Rednote’s previous vertical content–based organization, towards a structure organized around specific business goals. The community business has been split into two main units:
- Live Department: Led by Yunfan, former head of content operations, it reports directly to COO Conan. This unit is expected to focus on professionally generated content (PGC) and high-quality mid- to long-form video.
- Village Department: Headed by Xindao, it continues to report to Paru, head of community operations, who previously served as the head of e-commerce products at Kuaishou.
The reshuffle comes as Rednote pushes toward its goal of reaching 300 million daily active users. According to investor materials cited by Bloomberg, the company’s valuation had risen to US$26 billion by mid-2025, surpassing Bilibili (approx. US$10 billion) and approaching that of Kuaishou (approx. US$35.7 billion).
Through this overhaul, Rednote is seeking to better align its product, operations, and engineering capabilities to find new engines for its next phase of growth.
Source：Liangziwei
