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Editor's note: This article comes from Jianwei Review and is reprinted with permission from Chuangyubang.

Currently,MeituanA product called “Make Good Meal” has been developed and is being tested in places such as Wuhu, Anhui. Users cannot use it directly in the Meituan takeout app; they can only operate it within the WeChat Mini Program.

Putting together a good meal focuses on spelling, and it can even be understood asPinduoduoIn the takeout model, the ordering process is similar to Pinduoduo's ordering process. After liking one food, sending the food link to another user, if both parties pay within a limited time, the order is successfully assembled.

This applet focuses on welfare strategies such as low price consolidation, free delivery, and free packaging fees. As can be seen from the level of publicity, Meituan may promote this project in the future.

Judging from the evolution of “From Delivery of Takeout to Delivery of Everything,” which was launched a while ago by Hungry, Meituan's new business now has an internal taste of the second takeout war.01

If you're hungry, isn't it behindAliWell, it is very likely that it will look like a member of the Hundred Regiments War. The best result may also be the merger of Hungry Meituan, named something like Hungry Group.

However, as one of Ali's many princes, the possibility of getting bogged down is too low. Of course, the possibility of being eliminated is also very low. After all, capital, supply chain, users, etc. are all stable; they can only expand, not shrink.

The Meituan next door is like, although it is not a second generation rich, but it has successfully climbed to the top and developed itself into a rich generation through opportunities and its own development trends. The market capitalization was even in the top three at one point, successfully rankingBaidu.

A leading enterprise like this, an enterprise with a strong voice in the field of takeout and lifestyle services, has basically not retreated, nor will it end up disappearing after being suppressed by the family.

Hungry and Meituan have always been in a situation where they have two feet in the world. They share their share in the takeout industry. They have to say which one is better. Probably, Meituan's red envelopes have run out, so they can just keep using them in exchange for hungry ones.

For ordinary users, especially those who order takeout for a long time, both takeout software will basically be retained. One is to facilitate price comparison, including discounts, packaging and delivery fees; the other is that both companies have limited preferential measures, which can be used interchangeably.

Not only is the strength behind the enterprise restraining each other, but users' demand for the two types of takeout is the same, and they are even being used as two necessities. One is not enough, and the two are just right.

Judging from the overall development trend of Meituan, it was squeezed into the ranks of giants early last year, ranking third in terms of market capitalization, and is developing rapidly. With this size, it is certain that it will not be easy to separate its business and merge it with others.

In Ali's entire business system, he certainly won't let go of hungry people. The takeaway industry will definitely be divided in two in the future, and it won't be a single family.

Over the years, the war between Meituan and Hungry never stopped.

In the early days, in order to seize the market, Meituan and Hungry competed with each other in terms of publicity and subsidies. When takeout was first on the rise, many people could only eat a meal in their 20s and 30s. If they used takeout channels, it might only cost a few yuan. At the time, both stores and users received a lot of subsidies; the only ones that lost money were platforms.

According to the reactions of many college students at the time, in order to get subsidies from the platform, some merchants will still teach you how to place takeout orders even if you go to the store, and students will also get huge discounts.

After that, after experiencing several market collisions and the popularity of takeout, only Meituan and Hungry were left. No matter how heavy the subsidy was, it was impossible or unnecessary, the increase in customer acquisition was no longer obvious, and the money-burning stage smoothly transitioned to the event promotion stage.

All kinds of related advertisements can be seen everywhere. Various food festivals continue to perform on different platforms, and scenes such as Meituan is superior, or if they are hungry, go to the top, etc., often.

At the beginning of this year, Meituan Takeaway's helmet underwent a new change. Her little brother wears a pair of “bunny ears” on his head. His honest attitude makes people feel the urge to pinch them.

Later, after being filmed by netizens and uploaded to the Internet, they quickly left the circle and attracted many onlookers. Today, videos such as “Today's Takeout Rider Has Rabbit Ears” can also be seen on various media platforms.

Because the overall response was good, I started studying when I was hungry. I added bamboo dragonflies to my rider's head to cheer each other out for the sake of popularity on social platforms, so they won't give up to each other.02

Competition continues. Even if a single family is alone, they need to create something novel to attract consumers' attention, let alone Meituan and Hungry, which have a competitive relationship.

Hungry? A while ago, the young idol Wang Yibo was invited as an endorsement. From simply delivering takeout to delivering everything, they wanted to eat more in the field of lifestyle services.

However, in recent days, it has also been revealed that some users have discovered that when making payments, Meituan monthly and bank card functions occupy priority payment positions, while Alipay payments have disappeared.

Meituan canceled Alipay payments and also posted about “If you're hungry, there are only two payment methods: Huabei and Alipay”WeiboAfter that, when they were hungry, they came out to refute the rumor that they actually always supported itWeChat Pay.

Live streaming is booming this year. All walks of life have experienced more or less sweetness and bitterness in live streaming. However, back to the essence of live streaming, it is a social business model, and the relationship between fans and anchors is the main reason for the deal.

At the end of the day, live streaming is only one of the fastest ways to get traffic today, and social networking is the real wealth code.

It is with this point that Meituan Group began to follow the old path of Pinduoduo on the premise that it has a certain user base, using users to promote users. This kind of traffic acquisition is not only inexpensive, but also extremely sticky.

Judging from user feedback, there are indeed many price discounts for this group tour, but there are still many restrictions. For example, the maximum number of times a user can initiate and participate in the order collection is 4 times per day. The order collection activity where a single person can participate is limited to placing orders at the store selected by the promoter, and the categories of store dishes are limited, and after the order is successfully assembled, it is no longer possible to purchase additional products or modify orders, and the red envelopes used are also exclusive red envelopes for putting together a good meal.

However, these did not affect the enthusiasm of users. Because it was cheap and produced by Meituan, many people still enjoyed the first wave of benefits.

When Meituan chose Wuhu, Anhui, there is the meaning that Pinduoduo chose to drive outside the 5th Ring Road. Pinduoduo's temptations have always existed for Meituan.

Many young people in small towns who live outside the 5th Ring Road know that they eat takeout very rarely, or even don't need it, and many stores haven't even thought about starting a takeout business at all.

These are too temptations for Meituan. The sinking market still needs lifestyle services, takeout, movies, and hotels. For Meituan, its absolute advantage of sinking is that it is more humane.

This time, Meituan's group paid more attention to sharing. In addition to directly communicating with young people who are sinking into the market, they have also begun to get to know the children and the elderly left behind. Through savings, group groups, and mutual communication, young people can directly connect with their parents and order a big meal together. While it is cheap, it also promotes family relationships.

The 1 billion dollar market has sunk. For lifestyle services such as takeout, it is still in a fresh state. Hungry and Meituan are all anxious to break through the sinking market and trying to break through the sinking market in various ways.03

Because it's more affordable and cheaper, can the takeout group model continue?

Many people living in small towns are definitely not the target audience for takeout. They have only two places to eat. They either cook their own meals at home or go to the store to eat. Ten stores and nine can't deliver takeout, and there are only 3 buses in the entire town.

This kind of place itself has low demand for lifestyle services; of course, this is not an area to consider for takeout at this stage.

However, for many third- and fourth-tier cities, the social relationships of residents have basically stabilized. Many of the top seven aunts and eight aunts live together, so they have long developed a habit of “cutting” each other's hands.

Now that there is an opportunity to eat takeout at a cheaper price, it is natural not to miss it. If this business is popularized in the future, it is likely to be sought after by third- and fourth-tier cities.

Because everyone is a beneficiary of this list, there is no sense of boredom.

For first-tier cities, hoping to cut takeout prices has long been a cliché issue. These cities are home to young social animals from all over the world, can't cook, and do takeout every day. If there was a way to cut prices by all orders, no one would say no one would say no to it.

Overall, in theory, this business should be very popular and very much in line with the prospects of the social economy environment.

From Meituan's perspective, opening up a market is the only rule of expanding scale and increasing influence. After being pushed to a very high position by capital and users, I don't want to go down anymore.

At this time, it is very important to develop a market and influence. To stabilize the status of a giant, we need to think about more ways and try more possibilities. Probably they don't want to follow Baidu's footsteps.

Meituan's lifestyle services have always been its core business. Judging from the service programs of its own app, takeout, ordering, taxis, playgrounds, hotels, tickets, etc. are all involved. Meituan, which has been continuously developing its life dimension for many years, decided to start with takeout to open up a sinking market, but this effort requires not only its own efforts, but also the overall economic development of the sinking market.

Whether it's Meituan or hungry, it will certainly be a long time before we can break through the sinking market, but it has yet to begin.

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