Text/Shijie
Produced by/Node Finance
Date for a long time after Douyin entered the local life business, Meituan also made new content-based actions.
After entering the "Take-out" module in the Meituan APP, the platform will pop up a prompt to guide the user to "go to the second floor". After pulling down, you can enter the short video interface of Meituan Take-out. The short video display logic of "Meituan Takeaway Second Floor" is similar to that of Douyin, both with a single-screen up and down sliding mode.
It is understood that the short video of "Meituan Takeout Second Floor" mainly displays restaurant signature dishes. The interface will display basic information such as restaurant ratings, delivery time, and food prices. Users can like and collect it. Click "Get Now" in the lower right to jump to the restaurant's shopping interface in Meituan Takeout.
Against the backdrop of Douyin gradually penetrating the local life market and content platforms continuously extending to trading scenarios, Meituan Takeout's new content-based action should still receive considerable attention. Meituan has made many attempts in content expansion. In terms of
live broadcast, as early as 2020, when the popularity of live broadcasts increased dramatically, Meituan had already launched live broadcast entrances on Dianping’s homepage, the attractions ticket entrances in the Meituan APP, and the Meituan Takeaway APP. In April this year, Meituan launched a product called "Meituan Live Assistant". This product is a free broadcasting tool provided by merchants and experts. The live broadcast category covers takeaway, group buying, e-commerce and other scenarios. In terms of short videos, according to Tech Planet, Meituan tested the "short video" function in May this year. At that time, the short video entrance was called "watch videos to make money" and "watch videos". Short video content can be redirected to the merchant interface, and the gameplay includes completing multi-day active tasks to redeemed rewards. Since then, for short video production, Meituan also internally tested the editing tool "Meituan Pipi Shrimp". Although
is reported during content-based actions, as of now, live broadcasts and short video content have not had a strong presence in the Meituan APP. Deterministic consumption and "transaction" attributes are still the main minds of this local life service leader in the market.
On the other hand, Douyin's exploration of local life is in full swing.
Local life business includes two major categories: "home delivery" and "store delivery". The former requires transportation capacity as support for contract fulfillment, while the latter is naturally suitable for content as a carrier. With the platform's entertainment consumption mind, Douyin's local life is extending its "in-store" business direction.
According to LatePost's report, the total transaction amount of Douyin's local life business after write-off in 2022 is 50 billion, of which the target of in-store catering is about 40%, and the non-catering part (including in-store comprehensive, hotel tourism, etc.) bears 60%. This goal is about one-sixth of Meituan's total in-store, hotel and tourism business transactions in 2021 calculated by the market.
Node Finance Statement: The content of the article is for reference only. The information or opinions expressed in the article do not constitute any investment advice. Node Finance shall not bear any responsibility for any actions taken by using this article.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-