According to data from Meituan, from January 21 to January 27, the number of digital renminbi transaction orders on the platform increased by nearly 4 times compared with last year's Spring Festival, and the number of digital renminbi transaction users increased by more than 5 times year-on-year! It is worthy of Meituan! So why has Meituan achieved such great success recently? This will take you to find out...
1. Introduce the old and bring forth the new, through the "Meituan Quanquan Shop" mini-program, the video planting mode has found a new way
At the beginning of the year, Meituan began to experiment in the field of store exploration, and launched the WeChat mini-program "Meituan Quanquan Tandian", and started a matching service for merchants and store explorers. According to reports, Meituan will name its new business “Worth Grabbing” and embed Meituan Circle in the navigation bar of the homepage, alongside Meituan Best Choice and bike-sharing services. As soon as it went online, major bloggers tried it one after another, and it seems that the effect is not bad so far.
In my opinion, Meituan can keep pace with the times, and it is really worth advocating to introduce the old and bring forth the new. After all, the traffic cake is very delicious!
2. The window for New Year’s consumption, Meituan is very careful
According to consumption data during the Spring Festival, the life service industry ushered in a "good start". During the Spring Festival holiday, the average daily consumption scale increased by 66% compared with the Spring Festival in previous years. The consumption scale in Beijing, Shanghai, Chengdu, Chongqing, Guangzhou and other places ranks among the top in the country, and the stock price of Meituan has also risen a lot because of this.
(picture from Xueqiu)
Statistics show that in the first six days of the Spring Festival holiday, the number of set meal orders for multi-person dining halls across the country increased by 53% year-on-year. Among them, Shanghai dine-in consumption is the most prosperous, and the order volume increased by 240% year-on-year. The bookings of air tickets and train tickets increased by 133% and 154% week-on-week respectively. Among them, people returning home before the festival and traveling after the festival are the main force of traveling during the Spring Festival. The keyword search volume of "New Year's Eve Restaurant" on Dianping increased by 169% week-on-week;
The number of online visits to Hong Kong Dianping must-eat restaurants increased by nearly 100% from the previous quarter, and the order volume of tourist attractions increased by 456% year-on-year. Hong Kong Disneyland, Hong Kong Ocean Park, and Macau Tower were the most popular. Many hotels are also full due to the arrival of mainland tourists. Moreover, new consumption scenes are constantly emerging, and niche games such as wake surfing, lantern night tours, sledding and ice carts, and viewing fire dragons and steel flowers are popular. Cooking tea around the stove has become the "new favorite" of camping enthusiasts during the Spring Festival holiday. The number of catering service orders related to campsites on Meituan increased by 272% year-on-year.
(The picture is from Oriental Fortune)
Who can stand this! Moreover, the boom in consumption during the Spring Festival this year has made a good start and a good step for the development of the whole year, and has played an important role in boosting consumption in 2023. "Confidence catalyst". During the Spring Festival holiday, service retail has stable and positive supply and demand expectations, which has become a firm force for industry development and market recovery. Firmly optimistic about the Meituan market in 2023!
3. "Never close during the Spring Festival", use the festival effect to enhance brand influence
During the Spring Festival, the demand may be reduced, but the competition is also reduced. It may not be cost-effective to maintain business, but beyond short-term economic benefits, it facilitates user needs, increases user favorability, and improves its own brand image. As a platform, Meituan originally aims to connect buyers and sellers and facilitate the final transaction. Therefore, using promotional methods and technical support to maintain traffic and activity during the Spring Festival and increase stickiness and trust is the proper meaning of brand building.
"New Year" is the collective memory of Chinese people. In this period of high public sentiment and strong consumption willingness, the Spring Festival has become a "highlight node" for brands to open a new chapter of annual marketing. It not only has strong promotional value, but also plays a role in brand building. , consumer emotional link, social atmosphere creation and other effects. In addition, the Spring Festival of the Year of the Rabbit is very close to the Lantern Festival and Valentine's Day, and February is the best time for the brand to make a high-profile start. It is hoped that Meituan can seize the flow of festivals, promote brand building further, and make its name louder.
4. Meituan Waimai is firmly in the "boss" position in the market, and its market share remains high
As a cook who often orders takeout, any platform is good, as long as it can serve customers well, the one with good quality and low price is preferred. I think that in terms of services in the catering field, there should not be much difference in market share. Compared with Xiaolan, I checked the third-party network statistics to see if there is any disclosure about their market share, and the results are as follows.
Based on my own actual situation, in the past few years, Meituan accounted for more than half of the food delivery market. In contrast, Xiaolan’s market share is indeed less than 2/3 of Meituan’s, and from a national perspective , Meituan has an overall advantage, and its natural traffic is more than that of Xiaolan and other platforms. In terms of scale, Meituan’s food delivery also has a great advantage. I have seen Meituan’s presence in some restaurants, but I can’t find other platforms. Naturally, the efficiency has also increased. Therefore, if I want to enter the food delivery platform, my first choice must be Meituan.
5. Meituan is gradually turning to "high-quality development", which is destined to become the new goal of the food delivery industry
Meituan helps merchants reduce costs through digital products, such as the "dish operation assistant", which shortens the time for merchants to create new dishes by 44% through intelligent entry of menus, optimized menus, new product suggestions, and recommended set menus. Smart suggestions develop and launch new dishes, increasing sales.
Meituan Maicai and Meituan Best focus on the fresh market. Among them, Meituan Best, as the main merchant in the community group buying industry, currently has a significant advantage in terms of merchant traffic and storage resources. In the future, grocery shopping and selection will become more popular and accurate.
Meituan Flash Shopping and Tuan Haohuo respectively target short-distance "instant delivery" and long-distance "physical e-commerce" to provide consumers with different delivery solutions.
In addition, the travel business matrix is complete, and Meituan's shared bicycles, motorcycles and online car-hailing services are used as supporting services for local life services, helping Meituan to achieve a closed-loop full ecological business.
Meituan’s food delivery business remains high in the market. In the future, it will focus on high-quality development and continue to reduce costs and increase revenue. According to observations, as Meituan’s new business opens up the sinking market, the number of users increases, accompanied by multi-period, multi-scenario, and multi-category consumption. The formation of habits will drive the increase in consumption frequency, and the Chinese economy will gradually recover in 2023, and the environment will also be liberalized. Meituan is expected to achieve a rapid increase in order volume and profitability.
Under the operation of national organizational capabilities and strong promotion capabilities, Meituan + Dianping already has a relatively large user traffic, and the in-store business has solid competition barriers, and its leading position is stable. Of course, if you want to go longer and be popular, sincerely Innovation and innovation are essential, comrades of Meituan must work hard!