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Core Insights - Xiaohongshu's local lifestyle membership program "Xiaohong Card" will be suspended from January 1, 2026, after less than three months of trial operation, with all cards becoming invalid and users eligible for full refunds [3][9][16] Group 1: Program Launch and Initial Reception - The "Xiaohong Card" was launched during the third "Street Life Festival" in September 2023, aimed at providing discounts and exclusive activities in selected stores across Shanghai, Hangzhou, and Guangzhou for an annual fee of 168 yuan [3][9] - The program faced challenges in attracting users, as many reported a limited selection of participating merchants, particularly in Shanghai, where only 994 stores offered discounts [9][10] Group 2: Operational Challenges - Users expressed dissatisfaction with the limited number of merchants and the complexity of accessing the Xiaohong Card features within the app, which hindered the development of consumer habits [9][10] - The program's failure is attributed to multiple factors, including inadequate product positioning, a mismatch between Xiaohongshu's community-driven content and transactional needs, and operational inefficiencies [9][13] Group 3: Market Context and Future Outlook - Despite the setback, the local lifestyle market in China is projected to grow significantly, with an estimated market size of 35.3 trillion yuan by 2025 and a compound annual growth rate of 12.6% [13][14] - Xiaohongshu's approach to local lifestyle services has been cautious, focusing on testing rather than aggressive expansion, indicating a strategic exploration phase rather than a commitment to immediate large-scale transactions [14][16]