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亮出“小红卡”的小红书,如何避免再踩红线?
3 6 Ke·2025-09-22 11:40

Core Viewpoint - Xiaohongshu has launched a new feature called "Xiaohong Card," aimed at local lifestyle membership services, offering discounts for in-store consumption, marking a significant step in its commercialization efforts [1][4][25]. Group 1: Xiaohong Card Launch - The "Xiaohong Card" is positioned as a local lifestyle membership service, providing users with at least a 10% discount at selected stores [1][4]. - Currently, the feature is in a trial phase, available only in Shanghai, Hangzhou, and Guangzhou [3]. - The card aims to replicate the successful "beautiful meal" sharing cycle that Xiaohongshu is known for, encouraging users to share their experiences and drive further purchases [4][5]. Group 2: User Engagement and Merchant Participation - Users can receive a 90-day free trial card by checking in at physical stores, creating a cycle of "check-in - receive card - discount" [8]. - The platform is encouraging users to share their experiences post-consumption, similar to strategies used by Douyin [9]. - However, the discounts offered are not significantly competitive compared to platforms like Dazhong Dianping and Douyin, which may hinder user attraction [9][10]. Group 3: Business Strategy and Market Position - Xiaohongshu is adopting a cautious approach to entering the local lifestyle market, contrasting with the aggressive strategies of competitors like Douyin and Meituan [12][20]. - The company has implemented a "zero commission" strategy for merchants, charging only a 0.6% service fee on the first 1 million yuan of transactions [10][11]. - Xiaohongshu's focus on attracting niche, trendy merchants rather than mainstream brands may limit its market reach [11]. Group 4: Commercialization Efforts - The company is exploring multiple avenues for commercialization, including advertising and e-commerce, with a significant portion of its revenue still reliant on advertising [25][26]. - Recent changes, such as the rebranding of its e-commerce section to "Market" and the integration of its commercial and transaction departments, indicate a push for a more cohesive commercial strategy [30][31]. - Xiaohongshu's valuation has seen fluctuations, rising from $16 billion to $31 billion in a short period, reflecting market optimism regarding its commercialization progress [31][32]. Group 5: Balancing Commercialization and Community - As Xiaohongshu expands its commercial activities, it faces the challenge of maintaining a balance between commercialization and community trust, ensuring that user experience and content integrity are not compromised [32].