At the beginning of this year, Tik Tok launched the catering "group purchase" function. Not long ago, giant engine, the marketing platform of Tik Tok, launched a group purchase coupon activity for catering businesses, which was called "the rebirth of catering industry" by giant engine. Whether the catering industry can be "reborn" is a question mark. But one thing is certain.
Tik Tok's catering group purchase is not a whim, nor is it playing with tickets. Instead, it is regarded as an important part of its local life service system to achieve huge traffic. As early as 20 18, Tik Tok set up a POI(PointofInterest) team to start local life service business.
However, the road after that was not smooth. Until the outbreak of the epidemic, people trapped in the same place's demand for local eating, drinking and having fun surged, and Tik Tok also increased its investment in local life services. △ Figure Since the beginning of 2020, Tik Tok has launched activities such as "Heart Restaurant" and cooperated with third-party platforms to launch services such as "take-out in the same city".
In June of the same year, 5438+065438+ 10, Tik Tok launched the "Catering Support Plan", which was aimed at designated merchants, invited talented people to visit the store for free, and released a video of visiting the store; 65438+ In February of the same year, ByteDance established the "Local Direct Business Center" to expand local life business. 202 1, 1, about 10000 employees transferred to the center. It is reported that.
In the last month, Tik Tok is recruiting city sites for life services, covering offline businesses in catering, leisure and entertainment categories through site recruitment. At present, more than 30 cities have completed team building. With the increasing investment of Tik Tok, its achievements in the field of local life services are becoming more and more obvious.
So far, Tik Tok's group purchase supports "logistics distribution" and "write-off at the store". The video aggregation page is divided into "POI aggregation page of merchants" and "POI aggregation page of cities", which has been able to provide separate list pages of more than 300 cities, covering almost all prefecture-level cities in China. Tik Tok rubbed his hands.
However, many people are puzzled by its layout. The relevant team of Meituan has made a special investigation on Tik Tok's local life business, and the conclusion is "not very optimistic".