小红书宣布：暂停试运营「小红卡」，全额退款

Core Viewpoint - The "Xiaohong Card" will suspend its trial operation starting January 1, 2026, due to insufficient preparation to meet user demands for local lifestyle services [1][4]. Group 1: Announcement and Operations - The "Xiaohong Card" was launched in September 2025 during the third "Malulu Life Festival" as a local lifestyle membership card with an annual fee of 168 yuan, initially available in Shanghai, Hangzhou, and Guangzhou [1]. - Users of the "Xiaohong Card" could enjoy benefits such as discounts at selected stores and exclusive activities, including a 10% discount at participating locations nationwide [1]. - The company emphasized that the focus of the "Xiaohong Card" was on user recognition rather than gross merchandise volume (GMV), prioritizing metrics like card purchase rates and in-store consumption rates [1]. Group 2: User Experience and Feedback - The "Xiaohong Card" team acknowledged user feedback, noting that while many users discovered valuable local stores through the card, the service did not fully meet expectations for richness and convenience [4]. - The decision to suspend the service was made to better prepare for future offerings in local lifestyle content and tools [4]. Group 3: Refund and Card Validity - All cardholders will continue to enjoy full benefits until December 31, 2025, after which all "Xiaohong Cards" will automatically become invalid [2]. - Users who purchased the card will receive a full refund without needing to take any action [2]. Group 4: Trademark Registration - Xiaohongshu Technology Co., Ltd. applied for multiple "Xiaohong Card" trademarks in July 2025, covering categories such as advertising sales and financial management, with the status of these trademarks currently being registered [5].