Little Red Book strengthens local lifestyle: The primary goal is still the community, with the "non-GMV orientation" determined by early 2024.

In mid-September, the local lifestyle product "Xiaohong Card" officially went on sale on Xiaohongshu, positioning itself as a "selected dining, drinking, entertainment, and leisure card." However, Xiaohongshu internally believes that the local lifestyle business is still in the exploratory stage, and the main goal of creating the Xiaohong Card is not simply to increase GMV and transaction volume, but to gather more local lifestyle creators and enhance the quantity and quality of local lifestyle content, thereby increasing the influence of local lifestyle content in the Xiaohongshu community. In the local lifestyle business, Xiaohongshu's current primary goal remains to serve the community, rather than focusing on traffic conversion in the transaction process. The latter is the focus of competition among internet giants in the local lifestyle sector.