Core Viewpoint - The recent announcement by Xiaohongshu to suspend its local life membership product "Xiaohong Card" indicates challenges in establishing a successful business model in the competitive local life market, despite the platform's strong community influence and user engagement [1][5][6]. Group 1: Product Launch and Suspension - Xiaohongshu's "Xiaohong Card" was launched on September 8, 2023, during the third "Street Life Festival" but will be suspended from January 1, 2026, with full refunds for users [1][4]. - The company aims to refocus resources on enhancing local life content and tools rather than continuing the card's trial operation [4][8]. Group 2: Market Position and Strategy - The "Xiaohong Card" was intended to create a paid model based on community trust, differentiating itself from competitors like Meituan and Dazhong Dianping by focusing on high-quality, niche offerings [5][7]. - Despite the initial goal of not prioritizing GMV, the limited user engagement and merchant coverage have raised concerns about the card's effectiveness in driving actual transactions [8][9]. Group 3: Competitive Landscape - The local life service market is projected to grow to 35.3 trillion yuan by 2025, with a compound annual growth rate of 12.6%, indicating a lucrative but highly competitive environment [10]. - Major players like Meituan and Douyin have established strong positions, making it challenging for Xiaohongshu to carve out a niche without a robust merchant network and competitive pricing [12][13]. Group 4: Future Directions - Xiaohongshu remains committed to the local life sector, planning to enhance its content and tools to assist users in discovering quality local options, despite the suspension of the Xiaohong Card [14][15]. - The company acknowledges the need for a more effective commercial model and aims to innovate its approach to achieve a sustainable business strategy in the local life market [14].

12月8日，小红卡团队在小红书上发布公告称， "小红卡"将于2026年1月1日起暂停试运营 。据悉，小红卡于2025年9月第三届马路生活节期间上线试运 营，以'精选吃喝玩乐一卡通'为定位， 是小红书的本地生活会员卡 。 在最新公告中，小红卡团队表示，由于准备不够充分，没能满足用户对本地生活丰富性与便捷性的需求，计划自2026年1月1日起，暂停"小红卡"的试运 营。接下来团队会继续坚定地做好本地生活内容和工具。 在暂停试运营具体安排上，2025年12月31日前，所有持卡用户仍可继续享受全部权益。自2026年1月1日起，所有小红卡将自动失效，无法继续使用。 购 卡用户无需进行任何操作，小红书会为其办理全额退款 。 2025 XIAOHONGSHU 2026 9 t of and and and 短暂告别 XIAOHONGKA ) ( 只为更好的相遇 致小红卡伙伴们 "小红卡"年费为168元，初期在上海、杭州、广州三地推出，用户持卡可享受"精选门店推荐""全店通用折扣""专属活动"等权益，例如，持有该卡可在全 国范围内的精选门店买单时享受九折优惠。 亲爱的小红卡伙伴们: 近年来，小红书多次试水本地生活业务。小红书交 ...

新浪科技讯 12月8日下午消息，小红卡团队发布公告，宣布"小红卡"业务将于2026年1月1日起暂停试运 营。公告表示，将阶段性集中资源，聚焦在本地生活内容影响力，提升本地生活交易产品和工具，"帮 用户发现优质本地好去处，努力让大家做本地生活消费决策时，都能先想到来小红书搜一搜、逛一 逛"。 小红卡于2025年9月第三届马路生活节期间上线试运营，以'精选吃喝玩乐一卡通'为定位，是小红书本 地生活会员卡。持卡用户可以预约参与游园会等马路生活节活动，同时可享受"精选门店推荐"、"全店 通用折扣"等权益。由于马路生活节在上海、杭州、广州三城举办，小红卡也只能在这三座城市的部分 门店使用。 公告显示，2026年1月1日小红卡暂停运营后，小红书将会为购卡用户办理全额退款，购卡用户无需进行 任何操作。 此前有媒体报道，小红书自2024年初确定本地生活业务"不以GMV为核心导向"，侧重于从用户体验视 角，设计本地生活交易产品的链路。小红卡本质上是这一逻辑的载体，而非单纯的交易工具，其核心目 的是"进一步提升社区内容的影响力"。 尽管将选择暂停运营小红卡，小红书并不会完全告别本地生活交易。据了解，此次暂停只涉及小红卡， 小红书 ...

北京商报讯（记者 金朝力）近日，抖音生活服务启动"洗浴季"活动，特别打造"我在北方洗大澡"主题专 场，推出明星达人推广、亿级补贴（含现金与流量扶持）、万份到店好礼、百店同播等系列举措助力冬 日"暖经济"。用户在抖音APP内搜索"洗浴季"或"洗浴团购"，可点击活动banner进入主会场，抢最高88 元洗浴按摩优惠券，相关团购商品最低3折起。 活动聚焦用户"冬季暖身""缓解换季疲惫"等核心需求，将洗浴、按摩、温泉服务从单纯的"休闲选择"升 级定位为"冬季必备生活方式"，联合20000多个洗浴商家，针对"个人放松""朋友聚会""家庭休闲"等不同 场景推出30000余个超值团购套餐。此外，活动推出沈阳、哈尔滨、大连、重庆、深圳、杭州、武汉、 郑州、北京多个城市洗浴地图。 ...

Core Insights - The article highlights the rising trend of "warm economy" as temperatures drop, with Douyin (TikTok) promoting winter bathing services through various initiatives [1][7] - Douyin's "Bathing Season" campaign features significant subsidies and promotional activities to boost user engagement and merchant sales [1][5] Group 1: Market Trends - Douyin's data shows a 36% year-on-year increase in search volume for "bath centers," with transaction value rising by 64% during the campaign period from September 1 to October 24 [1] - The campaign targets user needs for winter warmth and relaxation, positioning bathing and massage services as essential lifestyle choices rather than mere leisure options [2] Group 2: Promotional Activities - The "Bathing Season" includes over 30,000 discounted group purchase packages, with prices starting as low as 49 yuan, catering to various user scenarios such as personal relaxation and family outings [3][2] - Users can access promotional offers through Douyin's app, with opportunities to win additional rewards by sharing their bathing experiences on social media [4] Group 3: Merchant Support - Douyin provides over 100 million yuan in subsidies to participating merchants, including cash and traffic support, to enhance their visibility and sales during the campaign [5][6] - Merchants are encouraged to create bundled offers that combine bathing services with entertainment options, reflecting consumer demand for comprehensive leisure experiences [8]

Core Insights - The Douyin Life Service launched the "Fireworks List" at the first Creator Conference, highlighting 360 small restaurants across 10 cities in China, providing a digital guide for consumers and supporting small dining businesses [1][4] Group 1: Douyin Life Service Initiatives - The "Fireworks List" is based on platform content and evaluation data, with input from 248 local food enthusiasts who have visited over 500 restaurants each, enhancing the credibility of the list [4] - Douyin Life Service has implemented various initiatives to boost the online presence of small restaurants, including the "Fireworks Small Shop Promotion Plan" and the variety show "Fireworks Exploration," resulting in a 36% increase in related content views and over 70.5 billion likes [4] - The number of small shops with transactions has increased by 42% year-on-year, with over 2.75 million small shops benefiting from creator content, leading to significant growth in customer traffic and transaction volume [4] Group 2: Support for Small Restaurants - Douyin Life Service provides online resources such as list displays and traffic incentives, along with offline guidance materials to help small shops transition from visibility to consumption [6] - The platform has introduced six support measures for merchants, including reduced entry deposits and a special fund exceeding 10 million yuan to alleviate costs and risks for small shops [6] - For creators, Douyin Life Service has launched a 10 billion traffic support initiative and budget incentives to enhance their ability to promote local dining experiences [6] Group 3: Economic Impact - The release of the Fireworks List is part of Douyin Life Service's broader effort to support the real economy, enhancing the digital ecosystem for small dining businesses and promoting local culinary culture [6] - Small restaurants are viewed as vital components of urban economies and community life, with Douyin Life Service's initiatives aimed at sustaining the vibrancy of local dining scenes through digital empowerment [6]

Core Insights - Douyin Life Services launched a "Smoke Fire List" aimed at small and medium-sized restaurants, utilizing a three-tier mechanism of content data analysis, user nominations, and evaluations by local food enthusiasts to select featured eateries [1] - The initial list includes 360 "fly restaurants" from 10 cities, including Beijing, Shanghai, Chengdu, and Wuhan, emphasizing authentic dining experiences [1] - The initiative aims to consolidate high-quality content on Douyin into an authoritative consumer guide, reducing decision-making costs for consumers and providing a growth pathway for featured restaurants [1] Summary by Categories Product/Service Development - Douyin Life Services introduced the "Smoke Fire List" to highlight small and medium-sized restaurants, enhancing visibility and consumer engagement [1] Market Strategy - The selection process involves a combination of content data, user nominations, and evaluations by 248 local food enthusiasts to ensure fairness and objectivity in the rankings [1] - The initiative is designed to create a quick growth path for featured restaurants, transforming visibility into consumer action [1] Geographic Coverage - The first list features restaurants from major cities such as Beijing, Shanghai, Chengdu, and Wuhan, covering a total of 10 cities [1]

Core Insights - Douyin's first creator conference for lifestyle services was held in Chengdu, showcasing the "smoky food" list featuring 360 small restaurants across 10 cities, aiming to convert online attention into offline consumption [1][2] - The platform's unique content ecosystem is designed to support small restaurants by enhancing their visibility and reducing consumer decision-making costs [1][2] Group 1: Smoky Food List - The "smoky food" list was created using Douyin's content and evaluation data, user nominations, and insights from 248 local food enthusiasts, ensuring a comprehensive selection process [2][3] - The first batch of 360 small restaurants includes a high percentage of single-store operations (95%), with 61% being ten-year-old establishments and 58% featuring local specialty dishes [2] Group 2: Business Support Measures - Douyin has introduced six support measures for small businesses, including lowering entry guarantees, promoting zero-cost entry, and providing customized services to reduce operational risks [3] - A special fund exceeding 100 million yuan has been established to support small restaurant operations, alongside a "safe service" standard to encourage quality service [3] Group 3: Creator Support Policies - Douyin plans to enhance support for creators through increased traffic allocation, project resource support, and product tool upgrades, tailored to different growth stages of creators [3]

Core Insights - Douyin Life Services has introduced six support measures aimed at enhancing the operational experience of merchants, particularly small and medium-sized businesses, to foster the development of the offline economy represented by "smoky small shops" [1] Group 1: Support Measures - The platform will reduce the entry deposit for merchants, gradually achieving a zero-deposit entry for small shops, covering 511 categories, which is nearly 70% of total categories [3] - A co-management model has been launched, allowing large and small merchants to manage the same store, resulting in a 40% increase in new store startup speed and a 24% growth in performance for mid to low-tier stores [3][4] - A "Safe Navigation" protection system has been established, offering up to 22 risk protections and 8 exclusive service supports tailored to individual merchant needs [4] Group 2: Merchant Experience Enhancement - The Merchant Experience Center has served 456,000 merchants since its establishment, helping to increase their GMV by 150 million [6] - The center provides diagnostic reports and solutions to improve service capabilities and consumer trust [5] Group 3: Quality Service Standards - The "Safe Service" standard has been developed in collaboration with the China Standardization Research Institute, focusing on user experience and providing multiple service guarantees [7] - Merchants adhering to this standard receive exclusive identification, traffic support, and various benefits, leading to significant improvements in key performance indicators [7] Group 4: Financial Support for Small Shops - Douyin Life Services will invest over 10 million in operational subsidies to support the long-term operation of small shops, enhancing their visibility and business growth [8] - The platform has seen a 66% increase in new small shop registrations in 2025, with over 4.58 million active small shops and a 34% year-on-year increase in transaction volume [8]

Core Insights - Meituan has launched a "Half-Price Bathing" campaign, investing over 100 million yuan in subsidies to stimulate winter bathing consumption [1] - The campaign runs from now until November 23, offering various discount coupons for consumers [1] - The initiative covers over 2,000 bathing centers nationwide, including popular locations such as Shui Guo·Tang Quan and Jin Se Hu Pan [1] Campaign Details - Consumers can access the "Half-Price Bathing" section through Meituan and Dazhong Dianping apps, with discounts ranging from 400-200 yuan to 40-20 yuan [1] - The campaign aims to enhance the cost-effectiveness of bathing services starting this Saturday [1] Performance Metrics - Following the release of the 2026 Bathing Guide in Shenyang, the average daily transaction volume of listed merchants increased by 65% year-on-year and 54% week-on-week [1] - The top 10 cities for bathing consumption include Beijing, Shenyang, Shanghai, Tianjin, Shenzhen, Harbin, Dalian, Changchun, Hangzhou, and Suzhou [1]