仅运营3个月！小红书关停“最短命”项目，商家斥责“交钱后没人管”

Core Viewpoint - Xiaohongshu's "Xiaohong Card" project, launched in September 2023, will be suspended from January 1, 2026, due to insufficient preparation and failure to meet user and merchant expectations [2][13][18] User Experience - Users reported dissatisfaction with the Xiaohong Card, citing a lack of functionality and unfulfilled benefits, leading to the expiration of their rights [4][15] - Complaints included a lack of reminders for card benefits and usage deadlines, indicating inadequate preparation by the company [4][15] Merchant Experience - Merchants expressed frustration over the lack of service and support after paying for certification, with one merchant stating that promised services were not delivered [5][16] - Merchants were promised various benefits, including platform traffic support and participation in promotional events, but many felt these were not realized [5][16] Market Analysis - Analysts criticized Xiaohongshu's approach to local services, arguing that the membership model lacks price advantages and coverage compared to competitors like Meituan and Douyin [18][21] - The high membership fee of 168 yuan for limited discounts was seen as a barrier for users, contradicting the demand for convenience and value [18][21] Business Challenges - The Xiaohong Card's quick failure reflects broader challenges in Xiaohongshu's commercialization efforts, which have seen multiple setbacks in recent years [9][20] - The company has previously attempted various business models, including self-operated e-commerce, but has faced difficulties in converting user engagement into revenue [20][22] Expert Opinions - Industry analysts described the Xiaohong Card as a "chicken rib," indicating that it offers little value in a competitive market dominated by larger platforms [21][22] - The failure of the Xiaohong Card is viewed as a necessary pause for the company to reassess its strategy in the local service sector [21][22]