According to the survey data of GF Securities Media, as of June 5438+February, 2020, the number of preferred monthly users of Meituan increased by 1 18% from the previous month, and surged to 95 million, double the monthly users of165438+43 million in October. 95 million monthly activities have exceeded the sum of buying more food and choosing monthly activities in the same period, second only to the recent crazy subsidies for Didi Orange Heart Optimization.
The outbreak of the US delegation's optimization is not only reflected in the monthly activities, but also in the order volume.
According to relevant media reports, in the first week of 20021,the US Mission that accelerated its running completed the Thousand Cities Plan (including counties) ahead of schedule, and the national average daily order volume reached 20 million pieces, crushing rivals such as orange heart optimization, eating more, and prosperity optimization, and topping the list in the field of community group buying.
Meituan optimization began in July 2020. Compared with the ten club groups invested by Sheng Xing Youxuan, Didi Orange Heart Youxuan and Ali, they entered late among the Internet giants.
However, in just five months, whether it is the monthly growth rate or the order volume, Meituan Optimization can be described as the industry leader. So, how is the first-come-first-served US delegation optimized?
Some industry analysts close to Meituan said that on the one hand, after Meituan gained the absolute advantage in the local life market, Meituan had more energy and patience in the field of community group buying/community e-commerce; On the other hand, Meituan You Xuan and the main station have a strong complementary relationship, and both subsidies and diversion efficiency are higher.
Specifically:
Previously, the main business model of Meituan was that Meituan take-out was responsible for drainage, and going to the store to make a wine trip was responsible for profit. With the continuous growth of Meituan's business, Meituan continues to explore the second traffic growth entrance besides takeaway. Stimulated by the epidemic, based on the community's demand for fresh food and department stores, Meituan saw an opportunity.
Last year 10, Meituan's optimization business officially became a first-class strategic project of Meituan, as a new growth engine of Meituan.
Compared with other rivals, one of the core advantages of Meituan lies in the stability of its core business.
At present, Meituan take-out has occupied about 70% of the market and has an absolute advantage in local life. Meituan has enough capital and patience to explore the field of community group buying/community e-commerce. In contrast, Didi is under the pressure of listing and capital market, and Pinduoduo has strong rivals such as Ali in home e-commerce, so it is naturally difficult to spend more energy in the field of community group buying.
In addition, compared with the weak correlation between Didi's main business taxi and community group buying, Meituan Optimization has a stronger correlation with Meituan main station. Meituan has about 500 million annual active users, which can provide enough early traffic support for optimization; Meituan Optimization provides the main station with more crowd supplement in sinking market and higher user stickiness.
The local life in the rear area is carefree, and ammunition is continuously provided to the front-line US Mission. Meituan's interlocking reptile strategy is being carried out step by step. At the same time, the response of users and orders to the main station is also obvious:
The QM data report shows that the monthly activity of Meituan APP reached 320 million, which not only reached a record high, but also increased by 12% year-on-year, and returned to double-digit growth again after several years.
From the beginning of the store, the Thousand Regiments War made Wang Xing and Meituan famous, and the group buying business in the store once monopolized the national market. The keen Wang Xing found that when he arrived at the store, he would eventually encounter a bottleneck, and the business model was too simple and rude. Theoretically speaking, it is a cash cow business whose strength depends on traffic to get bags from thousands of merchants at wholesale prices and then give them to hundreds of millions of consumers at prices below the market.
After triumphant return, the second growth curve soared. Compared with store group purchase, door-to-door delivery can better meet the needs of consumers. Wang Xing is the first one, and he doesn't accept the second one. According to the report released by Bank of Communications International, in 2020, the national take-away order volume/transaction scale will reach1710.2 billion yuan/835.2 billion yuan (the same below), with a year-on-year increase of 7.5%/10.4%, and online catering will account for more than 20% of the catering industry. The national express delivery business volume reached 83 billion pieces, up 3 1% year-on-year, of which 65,438+was close to 8.9 billion pieces in February, up 32% year-on-year.
Between stores, Wang Xing didn't care too much about "nine noes". After all, the rules are dead and Wang Xing is alive. Compared with the above two business models, the home business exceeds the store, accounting for nearly 65% of the company's total revenue. Whether you arrive at home or at the store, it belongs to the mode of consuming traffic, and community group buying, which is just a product track of people's livelihood, naturally generates its own traffic. In this round of battlefield between stores, players who won the first place twice will definitely try their best to seize the first place.
202 1 is a close hand-to-hand combat. Local life and shops have become a battleground for military strategists, and the cruelty will exceed any previous war of burning money. After all, community group buying is a promotion competition leading to the next stage.
After a series of bright growth, the market quickly gave positive feedback: As of press time, the market value of Meituan was as high as HK$ 222 million (about US$ 286 billion), which was about 2/5 of Ali's market value, ranking third among listed Internet companies in China.
Author | Wang Tuo Picture | Network Editor | Xiao Jing Zero Comment | Adan