.rednote

I. Mission and Objectives Mission: By applying for ".rednote", we are committed to building a secure and unified global digital identity infrastructure, fulfilling "inspire lives". Using technology as the brush and the human spirit as the ink, we capture the warmth of everyday life that touches the heart, and promote the development of our community ecosystem and global collaboration. Objectives: To establish ".rednote" as an exclusive digital identifier for the Group, with registrations open to the Group and its affiliates, so as to achieve centralized control and compliant use of our brand domain names worldwide, build an internal digital network, safeguard brand assets, and improve management efficiency. II. Intended Registrants Registrations will be available to internal entities and affiliates of the Xiaohongshu Group, including core business units and operating entities across Community, E-commerce, Commercialization, AI Technology, International Business, and Public Welfare. III. Intended Users The primary users include Xiaohongshu's global users, consumers, brands, merchants, buyers, principals, and ecosystem partners. Through these domains, users will access official services across Community, E-commerce, Commercialization, and AI-powered offerings, ensuring secure, authentic, and trustworthy information and product experiences. IV. Relevant Activities 1. Leverage ".rednote" as the Group's unified internal brand TLD to consolidate digital identifiers across Community, E-commerce, Commercialization, and Technology, enabling centralized brand asset management. 2. Rely on this domain system to support the digital coordination of core businesses—including community content, e-commerce transactions, and commercialization services—while providing unified, exclusive access points for AI applications and international services. V. Long-Term Sustainability Statement 1. Since its founding in 2013, Xiaohongshu has grown to serve 400 million monthly active users worldwide, fostering a community atmosphere defined by sincerity, friendliness, and mutual support. We have established offices in Shanghai, Beijing, Wuhan, Hangzhou, Guangzhou, Shenzhen, Zhuhai, and Hong Kong. Our brand influence has continued to expand, and in 2026 we became the official rights-holding broadcaster for the FIFA World Cup, providing a solid business foundation for the long-term use of the domain. 2. As a brand registry, we have dedicated technical teams and sufficient financial resources in place, with established systems for domain registration, resolution, management, and security, providing support for the long-term stable operation of .rednote. 3. Guided by our "inspire lives" mission, Xiaohongshu is actively committed to social responsibility—from urban streets to rural fields, fostering goodwill across online and offline spaces, and building bridges through community to bring people together. This accumulated heritage and sense of responsibility provide strong support for the long-term vitality of our brand and the sustainable development of our domain system. 4. In operating .rednote, we will comply with ICANN's regulatory framework, establish security monitoring and emergency response mechanisms, ensure operational compliance and technical security, and provide a secure and reliable long-term platform for Xiaohongshu's global digital presence.