Douyin makes takeaway Douyin and Meituan “fighting gods” videos. Today, the dividends of the consumer Internet have left, and more and more companies have entered the deep waters of commercialization and met in unexpected fields.
Over the years, Douyin has been like a catfish, floating in the “big barrel” of the Internet industry, arousing the vitality of various Internet companies to struggle for survival, while many “big fish” like Meituan in the barrel can only be passive Or take the initiative to fight.
According to data from iResearch, by the end of 2025, the market size of local life services will reach 35.3 trillion yuan. Under such a huge temptation, many giants such as Douyin and Kuaishou have stepped up their efforts to expand the layout of the local life service market. Based on the huge traffic background of platforms such as Douyin, Meituan, a local life giant, also had to defend itself with 12 points of spirit.
The picture comes from Canva can draw
Douyin: Borderless Attack
“Cast a wide net, collect more fish, and follow the best”. In recent years, Douyin has been vigorously implementing this concept. Third-party payment, online ticketing, game live broadcast… Its tentacles have reached all walks of life. Most people seem to be accustomed to Douyin’s borderless expansion, so they are not surprised at the news of its entry into the field of local life.
As early as 2018, Douyin quietly entered the life service track with the help of third-party platforms. At the same time, it also opened a group purchase function for merchants and enterprise accounts, but the results did not meet expectations. At the end of 2020, Douyin regained its confidence and established a “local direct business center”, focusing on catering, cultural tourism and life services.
Due to the impact of the epidemic, many merchants turned to online marketing , and Douyin’s local business has gradually improved since 2021. It can be found that since last year, the actions of Douyin in the local life business have become significantly more frequent. At present, Douyin has launched local services such as “Limited Time Kills” and “Hot Lists”. At the same time, it provides traffic support for creators on the content side, and encourages creators to make short videos or create short videos in terms of exploring stores, group buying coupons, etc. live streaming.
The higher the level of emphasis, the more expansion of Douyin’s ambitions for the local service business. According to 36Kr report, the annual target of ByteDance’s local life business will increase to 50 billion yuan this year, which is an increase compared to the goal of securing 30 billion and competing for 40 billion at the end of last year.
In order to fully achieve its goals, Douyin has made plans to enhance the liquidity of its local business. In terms of business model, in addition to the form of merchants buying traffic and paying commissions to the platform, Douyin also released the “2022 Life Service Software Service Fee Standard Description”, which clarifies that service fees will be charged for life service business from June 1.
In the case that many local life service platforms need the main station or third-party drainage, Douyin can easily enter the local life track with the advantages of short video and live broadcast traffic. For Alibaba and Meituan, which have been deeply involved in this field for many years This is undoubtedly an opponent that cannot be ignored.
Meituan: Targeted Defense
In fact, Meituan has a love-hate relationship with Douyin.
Originally, the group purchase information on Douyin was linked to Meituan, which had a strong drainage effect on Meituan. At the same time, Douyin could also use this to improve the platform ecology, which is undoubtedly a win-win situation. But later, as Douyin gradually attached importance to the business closed loop of its own platform, it began to build its own group purchase transaction channel . This time, the carbine not only weakened the drainage effect of Meituan, but also cut off part of the traffic of Meituan’s local life service to a certain extent. , it is inevitable that Meituan feels that it is making a wedding dress for Douyin.
It should be mentioned that compared with content platforms such as Douyin, Meituan does not have an advantage in the length of user attention retention time. Generally speaking, users stay in tool apps for longer than content apps. short. To this end, Meituan has taken great pains to seize users’ attention and strengthen content.
On the one hand, it built its own content platform and launched the “Meituan Live Assistant” APP. Douyin, Kuaishou, and Ali started the operation model of “live broadcast + local life”, and they were catching up with Meituan. With the popularity of live broadcast, the profit potential of this model has gradually emerged. The purpose of Meituan’s choice to launch live broadcast application is to In addition to defending against foreign enemies, the main thing is to get a piece of the pie.
According to the official introduction, merchants can release live broadcast previews through the Meituan live broadcast assistant, and support group purchases, exchange coupons, tickets and other types of goods. It is not difficult to see that in terms of content, Meituan’s live broadcast still revolves around the internal resources of the Meituan APP. If it can have good results in the future, it will be another opportunity for Meituan’s local business to widen the gap with its competitors. .
On the other hand, seek help from other parties and cooperate with Kuaishou short video platform. Meituan launched the Meituan applet on Kuaishou, providing Meituan merchants with complete service capabilities such as online transactions and after-sales services such as packages, vouchers, reservations, etc. Kuaishou users can also directly access Meituan through the applet.
From a market perspective, Kuaishou has been steadily sinking into the market for a long time. If Meituan wants to achieve the goal of accurately developing the sinking market, it is a wise move to join hands with Kuaishou. In addition, to a certain extent, it also makes up for the gap of Meituan’s publicity channels on the short video platform, and it is also of great benefit when aligning with Douyin’s local life business.
In short, on the consumer side, Meituan is improving its marketing capabilities through increasingly diverse platforms such as short videos and live broadcasts, thereby effectively stimulating user consumption and further consolidating consumers’ perception of Meituan as the preferred platform for local services.
Easy to attack and difficult to defend local life
According to iiMedia Research, as of the first half of 2021, the penetration rate of the domestic local life service market was only 12.7%. Douyin, Kuaishou, and Xiaohongshu have more than 100 million monthly active users, and they have obvious advantages in the distribution of traffic. Naturally, they will not let go of the “mine” that has much development space for local life.
However, there are many players who have entered the local life, but not many can really do this business. Take Kuaishou as an example, Kuaishou has also marched high into the local life, but he has not been able to escape the fate of having a shallow taste. It is also the track of the short video platform involved in local life, and the effect obtained by Douyin is more eye-catching than Kuaishou.
The difference may be that Douyin has the conditions of “time, people and people”. Under the epidemic, the public’s consumption habits of choosing group buying have been deepening, and group buying has gradually become a key marketing method for merchants. Douyin group buying has also become popular because of this, but it is not practical to rely on the temporary popularity to gain a foothold in the local life field.
First of all, compared with native local service platforms such as Meituan, Douyin group buying focuses on lightweight operations, and it started late, so it does not have an advantage in merchant resources and distribution mechanisms. According to the 2021 annual report, the number of active merchants on the Meituan platform reached 8.8 million, and about 5.27 million riders earned income on the platform. The Douyin platform is mainly based on “in-store” consumption, and the distribution is mainly solved by users and merchants.
Although Douyin intends to build a closed loop of marketing, sales, and transactions, it still lacks high-frequency “home delivery” services such as takeaway delivery as a fulcrum. It is bound to be difficult to leverage Meituan’s local life business.
Secondly, according to the financial report, the number of Meituan transaction users in 2021 will reach 690 million, a year-on-year increase of 35%, and the average annual number of transactions per transaction user will reach 35.8, a year-on-year increase of 27.2%. It can be seen that Meituan’s local services have formed a solid brand barrier in terms of user perception and user consumption habits, and Douyin and Kuaishou are still difficult to match.
At present, short video platforms such as Douyin are mainly proficient in algorithmic recommendation mechanisms, which can reach target users with local services in a short period of time and quickly gather target groups. However, before capturing the minds of consumers, most of this method of satisfying user needs based on interest is only for drainage and marketing. There is no complete answer to how to deepen user awareness and cultivate user consumption habits. The long-term survival of the local life service market is full of variables.
Easy to defend and hard to attack live broadcast
Douyin’s attack on local life is difficult, and it will not be easy for Meituan to get involved in live broadcasting.
For Meituan’s choice to go out and do the live broadcast in person, many people think that it will only compete with its old rival Ali, but this is not the case. There are many general-purpose platforms that are doing live broadcasts. The dislocation competition between different types of platforms is obvious. In addition to Ali, Meituan also needs to face the challenges of players such as Douyin, Kuaishou, and Xiaohongshu.
Especially Douyin and Kuaishou, both of which are themselves a “traffic treasure land”, and most of the anchor resources and user groups will actively move towards them, and both of them also take advantage of this advantage to sit firmly in the front row of the live broadcast field. In recent years, one after another vertical live broadcast platforms have been defeated because they could not withstand the powerful shock waves of Douyin and Kuaishou.
According to Questmobile data, in January 2022, there were 110,200 live streaming rooms with more than 5 million active users on Douyin and Kuaishou. There are many and powerful opponents, and live broadcast is a tough bone to crack.
As early as before, Ali’s local life was supported by e-commerce live broadcast genes, and it successfully entered the live broadcast room in the early stage. However, in the later period, the long-term combination of Taobao live broadcast and local life has never been able to cultivate users’ consumption habits. The new model didn’t make much splash after that.
Ali is like this. Unsurprisingly, Meituan, which has never had a live broadcast gene, may be more difficult. Regardless of the pressure from the Doukuai platform, as far as Meituan itself is concerned, it does not have much experience in the live broadcast business, which means that it may take more time and trial and error costs on the live broadcast road in the future.
In addition, the purpose of Meituan’s live broadcast is to make it have a positive effect on the existing business, which requires Meituan to make more refined operations for catering take-out, in-store and other businesses to ensure that users can Get WYSIWYG products and services in the live broadcast room. In order to achieve its goals, Meituan Live may also need to make great efforts in talent training, capital investment, and the integration and coordination of internal resources.
summary
“The biggest disruption always comes from outside the industry, and it’s never your peers who beat you.” Meituan has increased its live broadcast business to consolidate its basic local life, and Douyin has increased its local life to enrich its business ecology. The two are spying on each other to enter each other’s hinterland.
However, a strong duel is hard to tell. Meituan has survived to this day, and its accumulated merchant resources, private domain operation experience, and strong channel operation capabilities cannot be ignored. Similarly, the huge traffic pool that Douyin maintains is also incomparable. Judging from the current situation, Douyin’s local life is still insufficient in the allocation of heavy assets, and the live broadcast mode of Meituan is still in the initial stage of operation. It can be expected that neither of them want to enter the duel of life and death in the short term. time.
This article is submitted by the author to “Some Things on the Internet”, please indicate the source for reprinting.
media coverage
Something about the Internet Sohu Sohu Sohu Sohu
event tracking
- 2022-06-04 Douyin and Meituan “fight with gods”
- 2022-01-13 2022 Douyin E-commerce New Brand Growth Report: The monthly average month-on-month growth rate of new brand transactions exceeds 24%
- 2021-12-16Douyin independent e-commerce app “Douyin Box” launched
- 2021-10-15 Zhi Ying, Vice President of Douyin: Will invest heavily in knowledge content construction
- 2021-05-24 Chuanyin e-commerce has undergone major personnel changes
This article is reprinted from: https://readhub.cn/topic/8gzfUa7muV7
This site is for inclusion only, and the copyright belongs to the original author.