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Core Viewpoint - Xiaohongshu's local lifestyle initiative, "Xiaohong Card," is facing significant challenges, leading to its suspension after less than 100 days of operation, with full refunds being issued to users [1][3]. Group 1: Xiaohong Card Overview - "Xiaohong Card" was launched in September 2023 as a "selected lifestyle card" with an annual fee of 168 yuan, offering discounts at selected stores nationwide [4]. - The initiative aimed to connect users with high-quality local businesses, leveraging user discussions and merchant reputations to curate a list of "selected stores" [4][5]. - Despite claims of partnering with "thousands" of merchants, many well-known brands are absent from the program, indicating limited market penetration [5]. Group 2: Market Challenges - The local lifestyle service sector is highly competitive, with established players like Douyin offering substantial support to merchants, making it difficult for Xiaohongshu to attract sufficient partners [5][10]. - Analysts suggest that the subscription model of "Xiaohong Card" may not be suitable for the local lifestyle market, which is increasingly driven by online traffic and immediate retail needs [5][6]. - Xiaohongshu's lack of a clear entry point for local lifestyle services on its platform indicates hesitation and a need for a more defined strategy [9]. Group 3: Future Directions - Xiaohongshu remains committed to exploring the local lifestyle sector, with plans to enhance content and tools for users to make informed consumption decisions [1][3]. - The company is in the early stages of understanding user willingness to pay for local services, focusing on user experience and feedback [7][11]. - Future strategies may involve shifting from a membership model to more product and service-oriented offerings, which could require significant investment and face strong competition [9][10].