小红书马路生活节正式开幕，本地生活首要目标是社区内容

Core Insights - Xiaohongshu launched its third "Street Life Festival" in Shanghai, Guangzhou, and Hangzhou, featuring 25 curated Citywalk routes and 200 unique events, including a themed "Autumn Garden Party" [1] - The "Xiaohong Card" was officially introduced, offering users discounts at selected stores nationwide and access to exclusive offline events, enhancing merchant participation and driving consumer activity [1] - Xiaohongshu's local business strategy focuses on meeting user demands for local lifestyle content, with the Xiaohong Card providing a simplified shopping experience through a 10% discount at selected stores [3] Group 1 - The "Street Life Festival" aims to engage users with a variety of activities and experiences, promoting local culture and community interaction [1] - Xiaohong Card is designed to connect high-quality users with well-reviewed merchants, enhancing the overall consumer experience and generating positive word-of-mouth [3] - The local business team emphasizes that the focus is not on competing with giants in the delivery and group-buying sectors, but rather on providing value and inspiration to users [4] Group 2 - Xiaohongshu's local business is continuously evolving, with ongoing adjustments based on user feedback to optimize the Xiaohong Card experience [3] - The initiative aims to stimulate user exploration of independent shops, leveraging authentic user-generated content to drive traffic and orders for these businesses [3] - The overarching goal is to enhance community content influence through quality offerings and user engagement rather than prioritizing transaction volume [3]