小红书正式发布“小红卡”：入驻门店统一打9折，仍在探索期

Group 1 - The local lifestyle market in China is becoming increasingly vibrant, highlighted by the launch of the "Xiaohongshu Small Red Card" during the "Third Street Life Festival" [1] - The Small Red Card is positioned as a "selected eat, drink, play, and have fun all-in-one card," allowing users to enjoy discounts at selected stores nationwide and participate in exclusive offline events [1] - Xiaohongshu's Vice President Xu Lei stated that the introduction of the Small Red Card significantly expands the number and distribution of participating merchants, leading to tangible orders for them [5] Group 2 - The local lifestyle business is a continuous focus for Xiaohongshu, with the Small Red Card offering a unified 10% discount at selected stores to simplify user consumption without the need to select packages or calculate discounts [5] - The core value of the Small Red Card lies in its selection process, which aims to connect high-quality users with well-reviewed stores, thereby generating more orders and enhancing reputation [5] - Currently, Xiaohongshu's local lifestyle business is not primarily driven by transaction volume but aims to enhance the influence of community content, with the Small Red Card still in the exploratory phase and subject to user feedback for optimization [5]