Approaching the professionals of Little Red Book: Mini-program has nothing to do with entering the takeaway market.

On May 15th, there were reports that Xiaohongshu (Red) has entered the food delivery market with a model similar to Douyin (TikTok) and Kuaishou (Kwai). Xiaohongshu's merchant homepage can display mini-program components with the words "local delivery" or "order in advance", allowing consumers to place orders and have them delivered to their homes through the mini-program. It is reported that Xiaohongshu does not directly participate in food delivery like Meituan and Ele.me, but instead provides a platform and traffic entry, with the overall food delivery service being completed in the merchant's own food delivery mini-program created by themselves or Xiaohongshu service providers. In response to this, a source close to Xiaohongshu told China Securities Journal that the mini-program is an open operating capability provided by Xiaohongshu to merchants, and merchants and developers can develop custom services and implement the required functions independently, without any relationship with Xiaohongshu's entry into the food delivery market.