By SHE Xiaochen
Xiaohongshu, China's answer to Instagram, is closing its e-commerce platform “Little Oasis."
The platform, focused on sports products, will close at the end of October.
Xiaohongshu launched Little Oasis at the end of 2021, covering a broader range of product categories. Signs of trouble emerged as the last update on its WeChat public account was in February. Most products on its WeChat mini-program were marked as sold out. This contrasted with the frequent updates and available products on the main
This is Xiaohongshu’s third e-commerce failure, following the collapse of Fu Li She in 2014 and its own brand, REDelight, in 2018.
Xiaohongshu focuses on community-driven transactions and attracting third-party merchants across various categories. The made a substantial investment to support merchant operations.
Despite the diversification of its business into areas like local life, social features, and knowledge-based payments, Xiaohongshu is striving to make strategic choices that align with its core e-commerce strategy.
