小红书入局“生活服务”，互联网巨头争抢6万亿线下服务市场

Core Insights - Xiaohongshu is expanding its commercialization efforts into the offline lifestyle services sector, which includes various industries such as tourism, education, and healthcare [2][4] - The search trends for lifestyle services on Xiaohongshu have seen significant growth, with a 37% increase in searches and a 39% increase in note publications since 2025 [2] - The overall growth rate of the offline service industry remains healthy, exceeding 5%, indicating strong consumer interest in experiential services [2] Industry Overview - The local lifestyle service market in China is projected to reach a scale of 38,881 billion yuan in 2025, with a year-on-year growth of 17.6%, and is expected to approach 60,000 billion yuan by 2028 [3] - The lifestyle service industry is characterized by a low online penetration rate, presenting significant growth opportunities [3] Xiaohongshu's Strategy - Xiaohongshu initially focused on the restaurant sector before expanding into a broader range of offline services [4][6] - The platform has introduced features such as store POI, hotel bookings, and a "Xiaohong Card" for users to enjoy discounts and exclusive offers [5] - Xiaohongshu's lifestyle services are primarily focused on advertising revenue, with some merchants establishing in-platform stores for transactions [6] Market Dynamics - The lifestyle service sector is undergoing a transition from non-standardized to standardized services, with a significant portion of consumer demand still unmet [8] - Major competitors like Meituan and JD.com are aggressively pursuing the online transformation of lifestyle services, with Meituan reporting a 77% year-on-year increase in order volume [9][10] - Xiaohongshu faces challenges in balancing its community-driven platform with commercial demands, as it seeks to optimize content relevance and improve conversion rates [12] Future Outlook - Xiaohongshu aims to enhance user experience by leveraging real user feedback and content presentation, which aligns with the experiential nature of service consumption [12] - The company is exploring new strategies, such as "lead live streaming," to improve post-engagement conversion efficiency [12]