在本地生活市场硝烟弥漫之际，小红书正试图以另一种方式，切入战局。 以口碑建立用户连接 "我一直觉得小红书做本地生活是一个肯定会做的事。"在小红书交易产品负责人、本地产品负责人莱昂看来，小红书成立12年了，从最开始的海 外购物指南到如今的生活方式社区，今天的小红书上，涵盖了生活方式、吃喝玩乐等各类内容，所以就逃不开本地生活。 据他介绍，从6月份开始，小红书内部便在讨论做小红卡。"我觉得小红卡给到用户最大的价值，是看到更多的好店；给到商家最大的价值，是好 店能够被更多的用户看到。我们希望到店消费这件事情变得非常简单，而不是用户花很多心思再去思考，去算折扣。" 而这其中，"小红卡精选"成为了连接用户、商家和平台的关键一环。 9月26日，小红书第三届马路生活节正式启动。作为小红书最大的线下品牌活动之一，此次"马路生活节"首次突破单城举办模式，同步落地上 海、杭州、广州三大城市。 活动期间，上海、杭州、广州三城将规划25条精选 Citywalk线路，覆盖美食探索、微醺体验、拍照打卡等主题，同时还将推出超过200场线下合 作门店限时活动。 与此同时，定位为"精选吃喝玩乐一卡通"的"小红卡"也同步上线。持卡用户可享受享受 ...

小红书交易产品负责人、本地产品负责人莱昂补充称，本地生活是小红书持续会推进的业务，而小红卡设置的门店统一9折，目的是让用户消费时更简单， 不用花时间挑选套餐和计算折扣。 "但相比较折扣，小红卡的核心价值是精选，通过精心筛选出小红书上用户口碑好的店铺，为好店铺带来更多好订单，再产生更多好口碑，连接起优质用户 和商家。"莱昂说道。 中国本地生活市场，正变得越来越热闹。 据介绍，当前小红书本地生活业务，不以交易额为核心导向，主要目的是提升社区内容的影响力。小红书小红卡当前仍在探索阶段，会根据用户的反馈进行 优化调整。 小红书副总裁许磊表示："小红卡加入马路生活节，使参与商家在数量和分布范围上得到了大大拓展，能为参与商家带来实在的订单。" 9月28日消息，在日前举行的"小红书第三届马路生活节"上，小红书"小红卡"正式对外发布。公开资料显示，小红卡以"精选吃喝玩乐一卡通"为定位，持卡 用户可享受全国范围内精选门店打折，参与小红书线下专属活动。 本文系观察者网独家稿件，未经授权，不得转载。 ...

今年6月，小红书内部启动小红卡项目，也正是在这一时期，外界开始注意到小红书在本地生活领域的布局。7月起，团队逐步展开与商家的对 接。关于推出小红卡的初衷，莱昂强调，核心是希望将杭州、上海、广州的优质门店精选整合为权益包，为用户提供更集中的价值。 莱昂认为，本地生活必须落地线下，因为真正的"吃喝玩乐"终究发生在线下场景。尽管持卡消费可享9折优惠，但小红书更强调"精选"而非"折 扣"，突出的是内容与体验的价值。 目前，用户需付费购买小红卡。莱昂解释，这一设定是为了验证用户的真实意愿：既观察用户的付费选择动机，也帮助平台了解商家倾向于提供 哪些权益。 在近期的马路生活节，小红书开始向用户推广"小红卡"，借一张付费卡探索本地生活业务的半径，以及商家和用户对付费模式的接纳度。小红书 根据评论精选了部分商家参与，小红卡用户可在线下支付时享受折扣，或参与商家特定活动。小红卡商家与活动涉及杭州、上海、广州。 从目前的动作来看，无论是小红卡还是整体本地生活业务，小红书仍处于模式验证与初步探索期。 在交易业务方面，小红书并非完全不关注GMV，但当前阶段的重点并不在于规模本身，而是用户和商家对模式的接受度。正如莱昂所言："做交 易 ...

小红书交易产品负责人、本地产品负责人莱昂表示，"小红书上用户分享了各式各样本地吃喝玩乐内 容，许多人在这里浏览本地生活内容，产生消费需求。满足这些用户的需求是小红书本地业务的出发 点。本地生活是小红书持续会推进的业务。" 新浪科技讯 9月28日下午消息，近日小红书第三届马路生活节在上海、广州、杭州三地同步拉开帷幕。 三城共规划 25 条精选 Citywalk 线路，落地200 场特色活动以及4场以"秋日游园会" 为主题的高点活 动。 此外，本届马路生活节，小红书"小红卡" 正式对外发布。小红卡以'精选吃喝玩乐一卡通'为定位，持卡 用户可享受全国范围内精选门店打折，参与小红书线下专属活动。"小红卡加入马路生活节，使参与商 家在数量和分布范围大大拓展，为参与商家带来实在的订单，把参与热情变成了消费新活力。"小红书 副总裁许磊表示。 莱昂分享称，小红卡设置的门店统一9折，目的是让用户消费时更简单，不用花时间挑选套餐和计算折 扣。"但相比较折扣，小红卡的核心价值是精选，通过精心筛选出小红书上用户口碑好的店铺，为好店 铺带来更多好订单，再产生更多好口碑，连接起优质用户和商家。" 莱昂透露，小红书小红卡当前仍在不断探索， ...

Core Insights - Xiaohongshu's launch of the "Xiaohong Card" is a significant step in its commercialization strategy for 2025, indicating a shift towards local lifestyle services [1][4] - The "Xiaohong Card" offers users a year-long discount at selected local stores, aiming to enhance user engagement and drive transactions [1][4] - The initiative is part of a broader strategy to explore new business models and strengthen the company's market position in the local lifestyle sector [4][14] Company Strategy - Xiaohongshu's Vice President Xu Lei highlighted that the "Xiaohong Card" aims to convert user engagement into actual transactions, moving beyond mere product recommendations [4] - The company has expanded its partnerships from over 200 to thousands of local businesses, indicating a robust growth strategy [4][14] - The establishment of the "Big Commercial Sector" and the "Million Commission Waiver Plan" are part of Xiaohongshu's efforts to attract new merchants and streamline the conversion from content to commerce [15] Market Positioning - The initial rollout of the "Xiaohong Card" is limited to Shanghai, Hangzhou, and Guangzhou, chosen for their high consumer activity and alignment with Xiaohongshu's target demographic [14] - The local lifestyle market is seen as a critical area for Xiaohongshu, with the potential to reshape competition in the sector over the next three to five years [14] - Xiaohongshu's valuation has surged by 19% in three months, reaching $31 billion, reflecting investor confidence in its commercialization efforts [15] Future Outlook - The company is expected to accelerate its commercialization efforts, with the local lifestyle initiative potentially being a key component of its upcoming IPO plans [15] - Xiaohongshu's strategic moves in local lifestyle services could significantly enhance its market presence and capitalize on a trillion-dollar market opportunity [15]

Key Points - SHEIN and Temu have captured a combined market share of 3.6% in South Africa's retail, apparel, textiles, footwear, and leather (CTFL) market, with sales reaching 7.3 billion Rand (approximately 405 million USD) in 2024 [5] - SHEIN alone holds 28% of the online CTFL sales for women in South Africa, while local retailers' market share has slightly decreased from 75.3% in 2011 to 74% in 2024 [5] - Temu has joined the International Trademark Association (INTA) to strengthen its compliance and lobbying efforts [9] - In Q1 2024, Temu's parent company PDD Holdings reported a net profit of 1.474 billion RMB (approximately 204.9 million USD), a 47% year-over-year decline, while revenue grew by 10% to 95.672 billion RMB (approximately 13.297 billion USD) [10] - Temu's active users in Southeast Asia reached 22 million by June 2024, with significant growth in the Philippines and Thailand [10] - TikTok is testing local lifestyle-related services in the U.S. by partnering with Booking.com, allowing users to book hotels directly through the platform [11][13] - Saudi Arabia's Othaim supermarket chain has joined Alibaba's AliExpress, enabling consumers to order various products online [14][16] - Heytea has expanded its overseas store count over sixfold in the past year, now exceeding 100 locations, while also closing some stores [19][21] - Meituan's Keeta has rapidly expanded in Saudi Arabia, covering 20 cities and achieving a 10% market share in the food delivery sector [22][24] - Xiaomi has become the second-largest smartphone brand in Europe, with a market share of 23% after a 11% growth in Q2 2025 [25][28] - Sweetlala has opened three new stores in Bali, Indonesia, and plans to extend its market reach to Europe and the Middle East [32][34] - Tencent led a funding round for Uzbekistan's fintech company Uzum, valuing it at 1.5 billion USD [50][52] - Luma AI's valuation has surged nearly 13 times to at least 3.2 billion USD within a year [53][55] - Naver is acquiring Spain's second-hand trading platform Wallapop for 377 million euros [59][61] - Anta is reportedly acquiring Reebok's China business, furthering its international expansion strategy [62][64]

Core Viewpoint - The article discusses the competitive landscape of the local delivery market in China, focusing on JD's entry into the food delivery sector and its strategies to attract merchants and consumers while facing challenges from established players like Meituan and Ele.me [2][22]. Group 1: JD's Strategy and Market Entry - JD is making a significant push into the local delivery market, particularly in food delivery, with a strategic focus on building a robust delivery network [4][5]. - The company has initiated a "0 commission" policy to attract merchants, which has generated considerable interest among restaurant owners [6][25]. - JD's active recruitment of service providers and merchants indicates a strong commitment to establishing its presence in the food delivery sector [10][19]. Group 2: Merchant and Consumer Reactions - Merchants have shown a keen interest in JD's offerings, with many expressing a desire to join the platform following its announcements [7][10]. - However, there are concerns regarding the clarity of JD's business model and operational challenges faced by merchants during the onboarding process [11][12]. - The initial excitement among merchants has been tempered by operational difficulties, leading to some disappointment as they navigate the platform's requirements [17][21]. Group 3: Competitive Landscape - JD's entry into the food delivery market is seen as a direct challenge to Meituan, which has established a strong foothold in the industry [22][24]. - While JD's current order volume is significantly lower than Meituan's, the high-profile nature of its entry has raised concerns among competitors [21][22]. - The competitive dynamics are further complicated by the presence of other players like Douyin, which has also entered the food delivery space [23][24]. Group 4: Operational Challenges - JD's operational systems have faced criticism for being cumbersome and not user-friendly, which has hindered the onboarding experience for new merchants [16][17]. - The company is working to improve its backend systems to better align with industry standards set by competitors like Meituan and Ele.me [17][18]. - Despite the challenges, JD is adjusting its requirements for service providers, indicating a shift towards a more structured approach in its operations [19][20].