Chinese lifestyle app Xiaohongshu’s e-commerce platform Xiaolvzhou (the name translates as Small Oasis) said it will stop selling products from October 1 this year, and will officially cease operations on October 31. According to the announcement, the closure is attributed to its failure to meet demand related to outdoor activities such as camping, hiking, skiing, cycling, and trekking. In early 2022, Xiaohongshu launched the platform for consumer goods including beauty products, skincare products, fragrances, and household supplies. With the rising popularity of posts related to outdoor activities on Xiaohongshu, the e-commerce platform shifted its focus to outdoor and sports products, but failed to gain traction. Xiaolvzhou said in its announcement that its exploration in this sector had been underwhelming. [National Business Daily, in Chinese]
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