Consumption intention on the platform

shafi654@gmail.

Even though Dianping has a unique word-of-mouth system such as the "Must Eat List", in the field of local life, it can only serve as an assistant to Meituan, cooperating with half of the online and offline closed loop. Xiaohongshu's local life style is neither "to your home" nor "to your store". It is free from the curse of delivery between two points, and you don't have to rely on your own crazy subsidies or let merchants crazy subsidies in exchange for users. . Xiaohongshu uses "interests" to connect people nearby and has found a more diversified way to discover "local life services". It not only discovers needs that need to be met immediately, but also those needs that can be "stocked up" temporarily. . At a delicious


restaurant, you don’t necessarily have to eat right away; You Afghanistan WhatsApp Number don’t necessarily have to go to a fun place right away; Useful items may not be purchased immediately. After all, life is much more than immediate pleasure, but also long-term planning and beautiful expectations for the future. A new path of “from planting to pulling weeds” In the early days, Xiaohongshu's attempts in the local life field were centered on "content + discounts". On the one hand, it created high-quality content embedded with location information, and on the other hand, it cooperated with





merchants to provide group purchase discounts, which was similar to the traditional local life service platform. . For example, group buying is piloted in Guangzhou, Shanghai and other places, with Guangzhou focusing on tea and Shanghai focusing on coffee; For example, adding a store POI (Point of Interest, store point of interest) function in notes allows users to embed location links of specific stores in notes;