Saturday, Jiangcheng, Xiaojueshu’s new headquarters.
Various details show that this is a pure Internet company.
There is a slogan on the door of the conference room: "#有什么意思是什么意思 will never be later than when the sun rises tomorrow"; there is a pile of letters posted on the glass wall at the door, of which 5 words are individually highlighted in red.
:Result, Judgment, Focus, Trust and Leadership; the words "New internal recommendation gameplay is online" are playing on various screens in the office.
But the more details in front of us do not conform to people's stereotype of big Internet companies.
On Saturday, although the lights on the desks were still on, almost no one was working overtime, and even the escalators in front of the door stopped running.
However, even on working days, it is rare to see work badges, plaid shirts, jackets or backpacks with the style of a big factory in Xiaojushu.
Only a few people wear suits and ties, but there will be a green sticker on the shoulder that says: Supplier.
Not to mention the geographical location, since Xiaojushu moved out of the original software park building, the new headquarters has been called Orange City. This is not only the place where Xiaojushu is manufactured, but also a check-in point in Xiaojueshu.
Not only could Rome not be built in a day, but also by one person.
Building a city like Xiaojushu requires joint efforts: CEO, platform, users, bloggers, merchants, MCN, and even offline space.
Everyone is adding new showcases to the city.
There are few online products that can have such a profound impact on users' offline lives and even physical spaces.
Users will use it to assist in purchasing decisions, merchants will regard it as the most important promotion position, and offline stores will specially set up decorations for taking photos, checking in, and posting.
Even new trends start here, such as camping, Frisbee and bikini photos on the ski slopes.
Orange City is a fresh example: originally unpopular commercial plots were grouped together and transformed into a complex neighborhood after renovation.
The office area is still there, but it is more beautiful, and the industrial-style supporting buildings make it a popular check-in place on Xiaojushu.
Some bloggers said that this place is very much like Seoul. Another blogger commented: The point is that most of the places here are Western food, coffee, brunch and other internet celebrity shops, which are great for checking in and taking photos! It’s also great for taking pictures!
It cannot be said that the surrounding shops were built for Little Orange Book, but some of them were influenced by the logic of Little Orange Book.
Because the beautiful new headquarters is suitable for checking in, it attracts more people to come, and because more people come to check in, it creates more storefronts suitable for taking pictures, a cycle.
Everyone can find a small piece of what they need and turn it into pictures, texts or videos for others to look at.
Xiaojushu blogger is a hub of this cycle.
Filming is more than just taking photos, it's more like a mini product launch.
Depending on whether you want to bring goods or increase fans, the process is different.
When people who don't understand call bloggers "Internet celebrities", some bloggers will take the trouble to correct them.
Internet celebrities only need to have fans, but bloggers have become a profession that requires professional skills, high quality, and efficient full-time content output.
"And I used to be one of these bloggers who took great care in taking pictures."
At the internal meeting, Xiaojushu's new CEO Wen Jue spoke loudly to the ppt in front of him.
“I can’t imagine a more ultimate platform than Little Orange Book.”
"It seems to have peeled off all the complicated shells and used life itself as the source of content; taking a step back, it is the real world that makes people frown."
There is no need to go through so much trouble to imitate life through movies, stages, and performances. Little Orange Book is right on the surface of life.
Here, the life that can be enjoyed always floats above the boring daily life.
Bloggers cannot perform a life day after day, so they can only live a life worthy of being performed and then show it.
"Some people say that this is not true, but I think this is just another kind of ultimate reality. Bloggers, especially the bloggers of Xiaojushu, go one step further on this basis: how people show their lives, how they will become
Life."
"So in the next step, our slogan will change, from [Good things from around the world] to [Mark my life]."
"Please realize that from now on, we have officially entered the first year of love and death between aesthetics and efficiency, subjective judgment and objective data, content operations and recommendation algorithms."
Since the change of head, Xiaojushu has continued to undergo new changes.
In the eyes of colleagues, Wen Jue is different from Gu Yun. Compared with Gu Yun's unbridled imagination, she is a very pure and simple person.
She focuses on goals, has the determination and perseverance to never give up until KPIs are met, and has a flexible mind and clear thinking. She is a very admirable leader.
The other side of this determination is strength.
In major Internet companies, CEOs are mostly the most powerful people in the company, and one of their most important responsibilities is to make decisions on the company's main operations and daily business matters.
Theoretically, CEOs have the right to intervene in all businesses, large and small, carried out by the company, but limited by their horizons and personal energy, the business they can really free up to tackle is also very limited.
In the early days of a company, it was very common for CEOs to personally go to work, and few people did not have mud on their hands.
But after a small entrepreneurial team grows into a leading company in its respective field, it often means a lot if the number one person directly leads the team to do business.
Either it is the most important thing at the moment and must be done well, or it is an important strategic layout related to the long-term survival of the company.
In the eyes of employees of large factories, these No. 1 tasks, which are "the most important to the big boss", usually receive extraordinary attention internally, as well as real resources such as manpower and budget.
CEOs who have grown up from the grassroots level tend to feel that there are too many things they can do, and it is difficult to control the speed of letting go.
Some people let go quickly, but maybe the company will die suddenly; but there are also people who are cautious and let go slowly, like him, they will spend too much energy on business and product details, resulting in insufficient strategy and thinking.
Gu Yun was also troubled by this for a while.
He once told Wen Jue, who had just taken over Coffee Justice, that the CEO should avoid a common negative scale effect.
When businesses and organizations become more complex and larger in scale, people as central nodes can easily fall into passivity.
You have to listen to a lot of reports and summaries and make a lot of approvals and decisions every day, which can easily lead to slow updates of internal perspectives and knowledge structures.
So he decided to let go to a limited extent, handing over the position of CEO of Xiaojushu to Wen Jue, and exploring the vision and new strategies of the company on his own.
Even if the founder is no longer in the CEO position, the business he focuses on may still become the company's "number one mission."
