小红书还是没能攻下本地生活的城

Core Insights - Xiaohongshu's local life membership service "Xiaohong Card" will be suspended from January 1, 2026, after less than 100 days of trial operation due to insufficient preparation and failure to meet user demands for richness and convenience in local life services [2][8][12] - The initiative aimed to enhance user engagement through a paid membership model, but its quick termination reflects broader challenges faced by Xiaohongshu in the local life sector [2][16][20] Summary by Sections Service Overview - Xiaohong Card was launched in September 2023, offering a membership for 168 yuan per year, providing discounts and access to thousands of stores in Shanghai, Hangzhou, and Guangzhou [5][6] - The service was designed to create a consumption loop combining content and membership discounts, differentiating itself from competitors like Meituan and Gaode [6][7] Reasons for Suspension - The official statement cited inadequate preparation and inability to meet user expectations as primary reasons for the suspension [8][12] - Xiaohongshu plans to focus on enhancing the influence of local life content rather than continuing the Xiaohong Card service [8][11] Market Challenges - Xiaohong Card faced significant competition from established players like Meituan, which offered more attractive pricing and benefits [14][16] - The service's merchant coverage was limited, leading to low user awareness and engagement [15][16] Strategic Shift - Despite the suspension, analysts suggest this may represent a strategic pivot for Xiaohongshu, focusing on content-driven local services rather than direct competition in the transaction space [19][20] - The company aims to redefine its value chain in local life services, leveraging its strengths in content creation and community engagement [20][22] Future Outlook - Xiaohongshu is exploring ways to integrate local life services with its content community, potentially positioning itself as a discovery platform rather than a direct competitor to traditional local service providers [20][22] - The local life market remains vast, allowing for diverse player strategies, and Xiaohongshu's unique approach could offer new possibilities for the industry [21][22]