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 Insights - Xiaohongshu's "Xiaohong Card" project will be suspended from January 1, 2026, after only three months of trial operation, indicating a significant setback in its local lifestyle services initiative [1][7] - The company cited insufficient preparation and failure to meet user and merchant expectations as reasons for the suspension, highlighting widespread dissatisfaction among both users and merchants [2][5] Group 1: Project Overview - The "Xiaohong Card" was launched in September 2025 in Shanghai, Hangzhou, and Guangzhou, aimed at providing discounts for users at selected stores for an annual fee of 168 yuan [1][4] - Users reported poor experiences, including lack of communication regarding card benefits and expiration, leading to dissatisfaction and loss of rights [4][2] Group 2: Merchant Feedback - Merchants expressed frustration over the lack of service and support after paying for certification to become part of the program, with complaints about unfulfilled promises and inadequate follow-up [2][5] - A specific case highlighted a merchant's experience of paying nearly 600 yuan for certification but receiving no support or training, leading to significant disappointment [4][5] Group 3: Market Analysis - Analysts suggest that the rapid failure of the "Xiaohong Card" reflects a misjudgment by Xiaohongshu regarding the local lifestyle market, where convenience and cost-effectiveness are crucial [7][12] - The company's attempt to implement a high-threshold membership model contrasts with competitors like Meituan and Douyin, which offer free options and a wider selection, indicating a potential misalignment with consumer preferences [7][12] Group 4: Broader Business Challenges - The suspension of the "Xiaohong Card" is part of a broader trend of Xiaohongshu facing challenges in its commercialization efforts, including the recent shutdown of its self-operated e-commerce platforms [8][10] - Industry experts note that Xiaohongshu's attempts to integrate e-commerce with social media have not translated into sustainable revenue, as users often prefer to purchase from established platforms like Taobao and JD after being influenced by Xiaohongshu [10][12]