3 6 Ke·2025-12-17 04:22Core Insights - Xiaohongshu's "Xiaohong Card" trial operation has been suspended less than 100 days after its launch, indicating challenges in the company's exploration of local lifestyle services [1][4] - The platform's approach to local services contrasts with competitors like Meituan and Douyin, which have employed aggressive subsidy strategies, while Xiaohongshu opted for a more cautious, small-scale trial [1][2] Group 1: Product and Market Strategy - The "Xiaohong Card" was designed as a membership card offering discounts and exclusive activities, but it was limited to three cities: Shanghai, Hangzhou, and Guangzhou [1] - Xiaohongshu's selection of merchants was based on user reviews and merchant reputation, but the limited number of participating stores led to user dissatisfaction [2][3] Group 2: User Feedback and Challenges - Users expressed dissatisfaction with the "Xiaohong Card" due to insufficient merchant participation and lack of attractive discounts, leading to a negative feedback loop where low membership growth discouraged merchants from offering better deals [3][4] - The company acknowledged that the "Xiaohong Card" did not meet user expectations for variety and convenience in local services, indicating a need for improvement in merchant supply [4] Group 3: Future Outlook and Opportunities - Despite the setback, Xiaohongshu remains committed to exploring local lifestyle services, suggesting that the company may refine its approach and reintroduce the "Xiaohong Card" in the future [4][5] - The company sees potential in non-standard local services that align with community attributes, such as store guides and event bookings, leveraging its content ecosystem to create unique offerings [6]