Xiaohongshu is elevating AI across its organization while trying to protect the community that made it valuable.

Known for its gold-and-ruby aesthetic, the brand is entering some of the country’s most selective luxury retail spaces.

Mixue’s large store in Guangzhou is part of its efforts to differentiate itself from competitors.

Its footprint now spans dozens of cities across 12 countries.

It is getting more profit out of retail, even as quick commerce spending tests the limits of that improvement.

Heavier spending has wiped the tech giant’s profit and pushed cash flow negative, even as AI demand continues to outstrip supply.

Games and advertising still fund the company’s next act, but investors are asking when AI will become more than a spending line.

Ozon, often called “the Amazon of Russia,” offers a route into a less crowded e-commerce market.