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rafi420 · 9 months ago

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Meituan and Douyin focus on the B-side of local life

When the merger of Meituan and Dianping comes to an end, Meituan’s status in the local life field is basically established. However, with the continuous development and innovation of Internet technology, local life HE Tuber services have been provided with more possibilities and new opportunities.

Therefore, despite Meituan’s strict defense, there are still many players who want to get in on the game. Douyin, Alibaba, JD.com, Kuaishou, Xiaohongshu, etc. have all entered the local life track.

Among them, Douyin’s offensive is the most fierce.

Whether it is the veteran player Meituan or the new player Douyin, although they have different entrances into the local life service business, their user structure and business model are highly overlapping. Therefore, in order to compete for users, a "money-burning war" between the two is inevitable.

As the local life war continues to advance, the competition between Douyin and Meituan has also entered a more intense stage in the To B field that is not easily noticed by consumers. It has gradually evolved from competing for users to competing for merchants and service providers.

1. The battlefield shifts to To B

The war in local life has never stopped.

Once upon a time, in order to attract traffic and seize the market, Douyin adopted the "three strategies" of "low-price strategy, catering group buying, and leading brands"; Meituan was not to be outdone and launched "special group buying" to challenge.

In fact, behind the close combat between Meituan and Douyin over price is the increasingly fierce competition for local users. According to the "2023 Local Life Services Report" released by QuestMobile, as of April this year, the number of overlapping users of Meituan and Douyin exceeded 300 million, and the overlapping users accounted for 81.0% of Meituan users.

As the saying goes, users' time is limited, and if they focus on one thing, they will lose another. The essence of competition between Meituan and Douyin is to seize the user market to promote more transaction opportunities. However, whether each platform wants to attract traffic or retain users, what is tested behind this is more the influence of the merchants.

This means that Meituan and Douyin always need to win over merchants, and the main thing they compete for is merchant resources. The reason why merchants and service providers can become the next focus of competition between Meituan and Douyin is naturally self-evident.

First of all, the accumulation of Douyin and Meituan in the local life field has laid the foundation for their layout on the B-side.

After years of exploration on the consumer side, Meituan already has a large number of merchants and distribution resources. Although Douyin entered the game late, it has grown into a powerful player due to its brutal growth. Both also have the ability to provide multi-scenario and multi-industry solutions and meet the diversified needs of enterprises.

Therefore, as the local life service market changes from the era of "traffic dividend" to the era of "digital dividend", Meituan and Douyin have the possibility to connect the C-side and B-side of local life through their own efforts.

Secondly, the C-side growth in the local life service sector has slowed down, and Douyin and Meituan have accelerated their deployment on the B-side, and may also be considering finding new growth.

As mobile Internet traffic dividends and technology dividends gradually fade away, the slowdown in user growth has become an indisputable fact. Therefore, the user stickiness of high-quality consumers on the platform and the order contribution of high-frequency users are not growing as fast as in the past. As the pace of players' local life is accelerating, merchants and service providers have gradually become a battleground.

Therefore, in order to ensure traffic acquisition and user retention, it is necessary for each platform to further increase the number of merchants and service providers.

Finally, Meituan and Douyin’s increase in merchants and service providers is, to a certain extent, strengthening their rear positions, which will help enhance the market competitiveness of the platforms.

In the past, the local life industry tested players’ ability to discover riders and merchants and their determination and intensity to invest in subsidies. However, as competition gradually deepens, the ability to comprehensively empower merchants digitally and further explore the value of merchants has become the key to competition.

For Meituan and Douyin, whose local lifestyle business base is already considerable, it is particularly important to take the lead in completing the structural integration from brand, operation to delivery team.

2. Douyin adds layers of code

Since the growth of advertising has slowed down and e-commerce has been unable to cope, Douyin has placed high hopes on local life. Because of this, Douyin’s layout in the local life field started very early.

Nowadays, with the gradual improvement of B-side tools, Douyin's development in the local life track has also begun to enter a new stage. From the initial competition for users and the expansion of the C-side market, it has developed into a focus on merchants and service providers. of empowerment.

It is understood that Douyin Local Life has recently launched an app called “Douyin Sales Gang”. Specifically, Douyin Sales Bang is a product mainly used by merchants, service providers and their own employees to manage sales and improve business capabilities.

In fact, so far, Douyin has launched a total of 4 management and operation products, including Douyin Laike, Douyin Linke, Douyin Jixing and Douyin Sales Bang. These four software basically cover Douyin. Required for the work of local life industry practitioners. The launch of these products reflects Douyin’s determination and ability to enter the local life field.

As a result, merchants have embraced products such as Douyin Sales Bang, which can help them reduce operating costs and improve sales efficiency to a certain extent.

From lead allocation to contacting users, from conversion to sales progress management, this is exactly the aspect that needs to be improved in Douyin’s local life. The launch of Douyin Sales Bang can provide sales with full-process capabilities for sales operations such as customer leads, business data, performance tracking, and process visits, and help managers manage their teams efficiently, which can effectively improve the performance of merchants, service providers, and their own employees. Business capabilities and work efficiency.

Secondly, Douyin has low commissions and high exposure. Merchants can choose Douyin sales and other products to gain more customers.

Douyin’s 600 million DAU cannot be ignored and can help merchants increase exposure and customer flow. In addition, Douyin’s local life business is still in the development stage, and the platform commission is relatively low, which will also attract a large number of merchants to try.

What's more, Douyin provides great support to influencers, and packages and operates restaurant-related content through store visits, helping merchants to better publicize and close deals, while also allowing merchants and influencers to Establish connections and support merchants to create a closed ecological loop.

With the help of products such as Douyin Sales Bang, Douyin Local Life has quickly penetrated into the merchants and service providers of the platform.

Take Douyin Laike as an example. According to QuestMobile data, from March to December 2022, the number of users of Douyin Laike App, an exclusive operating platform created for Douyin life service merchants, increased to 2.065 million, with a growth rate of 3182.4%. In the first four months of this year, the total number of users continued to grow to 1.356 million.

Obviously, these Douyin products are being used by more and more merchants and service providers.

3. Meituan gradually upgraded

Although Meituan is a leading player in the local life track in China, Meituan’s accumulation in this field is already very deep. However, in the past two years, as Douyin has successfully emerged from the crowd of players, the local life scene has been successfully revitalized.

In this context, instead of sitting back and waiting for death, it is better to take the initiative. Meituan also turned its attention and began to re-emphasize the support and maintenance of merchants and service providers.

It is worth noting that Meituan has previously launched a number of products that are closely related to merchants and service providers, including the mini program "Meituan Circle Exploring Stores" to match merchants and experts, and the new marketing tool "God's Popularity" for merchants. ".

Not only that, Meituan has also launched an information management tool App "Qingyun Juxin" for merchants with one-stop fulfillment process management capabilities. It can be seen that Meituan is also continuing to upgrade the depth of its products in terms of merchants and service providers.

First, merchants actively choose products such as Meituan Sharpshooter, which can help them find more room for growth to a certain extent.

As the shelf model matures, Meituan began to hope to further break through from "products" to provide merchants with rich display and transaction opportunities. The "Shen Shou" page breaks Meituan's original presentation method of mainly pictures and text, and uses rich content display to stimulate consumers' desire to place orders.

Not only that, in order to enhance the effectiveness of Sharpshooter, Meituan also provides merchants with more traffic resource support through off-site social media matrix, WeChat community, off-site advertising and other methods.

Second, Meituan has a low operating threshold and complete infrastructure. Merchants can get better and faster entry and promotion by choosing Meituan Sharpshooter and other products.

In comparison, it is much more difficult for merchants to enter Douyin than Meituan. Whether it is shooting videos or live broadcasts on Douyin, it is a challenge for merchants, and outsourcing, streaming, etc. mean new costs, which also has a certain "dissuading" effect on merchants.

Meituan, on the other hand, has low operating thresholds and deep barriers in the local market. Although it does not have a monopoly on delivery, Meituan's advantages come to the fore when it comes to matching delivery services, scale, cost and timeliness.

Meituan focuses on upgrading B-side tools, which will help further export potential energy and form stronger binding relationships with merchants and service providers.

Take Meituan’s main business, food delivery, as an example. According to its 2022 annual financial report, Meituan’s food delivery business continues to perform stably, and user stickiness continues to increase; the peak daily order volume for food delivery exceeds 60 million, and the average annual transaction volume of users The number of transactions reached 40.8, a year-on-year increase of 14%.

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sultanaislammow · 9 months ago

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For mini program platforms, accepting “hostile” platform mini programs is an inevitable choice to enrich ecological services.

Taking Meituan as an example, iiMedia data shows that in 2022, the Meituan App will have about 300 million monthly active users, and Dianping will have about 160 million monthly active users. This means that nearly 500 million users will use the Meituan Dianping app every month. Alipay will launch “Meituan Dianping” "Meal" mini program directly enriches Alipay's service ecology. When dining at Meituan-owned merchants, users no longer need to switch to WeChat or the Meituan-Dianping app to scan QR codes.

In the same way, after Alibaba services are launched HE Tuber on WeChat through mini programs, WeChat users can consume directly on WeChat without having to switch to related apps, saving users time and enriching WeChat's own service ecology.

From the perspective of the development of small programs, the more services are added, the more prosperous the ecosystem will be and the better it can meet the real needs of users. On January 9, 2017, the WeChat mini program was officially launched. Since the outside world did not quite understand its gameplay, it was not very popular in the early stage. It wasn't until the "Jump" mini game became popular that mini programs became popular, and small and medium-sized enterprises entered the game one after another, and then mini programs became more popular.

This is actually the reality that Internet giants are unable to "include" all services in the world. By sharing an entrance, they attract more service providers to enter the ecosystem, and then use these services to "attract" users.

When users become accustomed to ordering food, shopping, taking taxis and other services in the mini-programs of their own super apps, their stickiness to the ecosystem will be greatly enhanced.

It is certain that super apps need a richer ecosystem to consolidate and deepen the depth of connection with users. All Internet companies, large and small, even if they have one or several super powerful "Apps", still need more external traffic for their second-tier or even marginalized businesses.

For a weak business, the more external ecology it connects to, the wider its own growth space will be in theory.

There is no doubt that small programs will be an important hub for the interconnection of Internet giants in the future. In the context of existing competition, they have to learn how to cooperate in the competition.

3. Outlook: "Tear down the wall" needs to inspire the giants to "gamble"

A mobile Internet with islands everywhere and walls on all sides is inefficient and inconvenient. However, in reality, relying on antitrust governance or public opinion to “tear down walls” among super apps will only result in a large number of “face projects.”

If we truly want greater interconnection among various ecosystems, we need to find their common interests. In fact, the islanding behavior between super apps is two-way. Actively blocking rival apps is based on the consideration of controlling traffic entrances. Apps that “block” off-site connections do not want their traffic dividends to be “stealed” by external platforms.

The essence of this ambivalence is that the user's "choice" is not something that the platform can control. Only by isolating users can the platform feel at ease. But the rapid rise of two rookies, Douyin and Kuaishou, shows another possibility.

In the early days, Douyin and Kuaishou opened short video traffic to Taobao and JD.com, providing the latter two with a steady stream of new traffic. During this period, the shopping habits of internal users on Douyin and Kuaishou platforms were also developed, and Douyin stores and Kuaishou stores were launched one after another. It has realized the goal of moving towards self-built e-commerce ecosystem from advertising services.

For Taobao and JD.com, past cooperation has also brought them incremental users. It can be said that with the opening up of super apps, users can choose to stay in the ecosystem or jump out.

"Tearing down the wall" is a double-edged sword for Internet giants. In short, it opens up traffic and also precipitates new consumption habits of users. Is it a loss? Or profit? It depends on the user’s final decision. Interoperability is like a “big gamble” in terms of hard power.

Judging from the suspension of services on Tmall Premium, the "tearing down the wall" between giants is still full of uncertainty. The mobile phone screen is only so big, and the user's attention is only so much. Turning left or right is an issue that every giant needs to think carefully about.

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lovelypol · 1 year ago

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The Rise of Online Grocery Shopping in China: Convenience at Your Fingertips

The convenience of online shopping has transformed various industries, and the grocery sector is no exception. In China, online grocery shopping has witnessed tremendous growth, driven by factors such as urbanization, changing consumer preferences, and technological advancements. In this article, we will explore the rise of online grocery shopping in China, its benefits, and the factors contributing to its popularity.

The Shift Towards Online Grocery Shopping:

China's rapid urbanization and the rise of the middle class have led to significant changes in consumer behavior. Time-constrained urban dwellers seek convenience, efficiency, and a seamless shopping experience. Online grocery shopping has emerged as a viable solution, allowing consumers to browse and purchase a wide range of grocery items from the comfort of their homes or through mobile applications.

Benefits of Online Grocery Shopping:

a. Convenience: Online grocery shopping offers unparalleled convenience. With a few clicks or taps, consumers can browse through thousands of products, compare prices, and have their groceries delivered to their doorstep. This eliminates the need for commuting, parking, and navigating crowded stores.

b. Time-saving: Traditional grocery shopping can be time-consuming, especially during peak hours or weekends. Online grocery shopping saves valuable time by eliminating the need to travel to the store, wait in lines, and manually search for products. With efficient search functions and personalized recommendations, consumers can quickly find their desired items.

c. Wide Product Selection: Online grocery platforms provide an extensive selection of products, often surpassing what is available in physical stores. Customers can access a variety of brands, flavors, and specialty items that may be difficult to find locally. This opens up new possibilities for exploring different cuisines and catering to specific dietary needs.

d. Competitive Pricing: Online grocery platforms often offer competitive pricing and regular discounts. They can leverage economies of scale, negotiate deals with suppliers, and optimize their operations to provide cost savings to consumers. Price transparency and the ability to compare prices across different platforms further empower shoppers to make informed purchasing decisions.

e. Personalization and Convenience Features: Online grocery platforms employ advanced algorithms and customer data to offer personalized recommendations based on previous purchases and browsing history. Additionally, features such as saved shopping lists, automatic reorder options, and scheduled deliveries add convenience and streamline the shopping experience.

Key Players in China's Online Grocery Market:

a. Alibaba's Freshippo (Hema): Freshippo, also known as Hema, has gained significant traction in China's online grocery market. It operates both online and offline stores, offering a seamless integration of online ordering, in-store shopping, and home delivery. With its focus on fresh produce, high-quality products, and innovative technologies like scan-and-go checkout, Freshippo has become a prominent player in the industry.

b. JD.com: JD.com is another major player in China's online grocery sector. Leveraging its extensive logistics network and partnerships with domestic and international brands, JD.com provides a wide range of groceries, including fresh produce, imported goods, and household essentials. The company's commitment to quality, authenticity, and reliable delivery has earned it the trust of consumers.

c. Meituan-Dianping: Meituan-Dianping, primarily known for its food delivery services, has expanded into the online grocery space. With its vast user base and efficient delivery network, Meituan-Dianping offers convenience and quick delivery of groceries, attracting a large customer base.

Technological Advancements:

The success of online grocery shopping in China can be attributed to significant technological advancements. Key technologies shaping the industry include:

a. Mobile Applications: Mobile applications have made online grocery shopping accessible to a large portion of the population. With a high smartphone penetration rate in China, consumers can easily browse, order, and track their groceries on their mobile devices.

b. Artificial Intelligence (AI) and Big Data: AI-powered algorithms and big data analysis enable personalized recommendations, efficient inventory management, and optimized delivery routes. These technologies enhance the overall shopping experience and operational efficiency of online grocery platforms.

c. Delivery and Logistics Innovation: China's advanced logistics infrastructure and efficient last-mile delivery systems play a crucial role in the success of online grocery shopping. Quick and reliable delivery, including options like same-day or next-day delivery, has become the norm, further enhancing convenience for consumers.

Future Outlook:

The future of online grocery shopping in China looks promising. As more consumers embrace the convenience and benefits it offers, the market is expected to continue its growth trajectory. Ongoing technological advancements, investments in supply chain infrastructure, and increased collaboration between e-commerce platforms and traditional retailers will further enhance the online grocery shopping experience.

Conclusion:

Online grocery shopping has become a popular choice for consumers in China, driven by convenience, time savings, and an extensive product selection. The availability of advanced technologies, competitive pricing, and reliable delivery services have fueled the growth of online grocery platforms. As China's e-commerce landscape continues to evolve, online grocery shopping is expected to play a vital role in meeting the evolving needs of consumers in the country.

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decaffeinatedfirelover · 2 years ago

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Deals this week: Fossil Group, Metro Retail Stores, Velasca

Fossil Group Inc. and Bayerische Motoren Werke Aktiengesellschaft (BMW) have agreed to develop and distribute BMW-branded watches and smartwatches worldwide through 2023.

BMW-branded watches and accessories will also be created by Fossil Group and released next year.

Over 4,000 BMW and Fossil Group key retailers around the world will carry the collection.

METRO Retail Stores Group Inc. plans to establish a joint venture (JV) to broaden its product offering.

The Philippines-based department store, hypermarket, and supermarket operator Metro Retail

Security Bank and MUFG Bank recently held a business matchmaking fair for Japanese and Philippine businesses, which the company recently attended.

In a round of funding led by P101 SGR, Velasca has raised €2.5 million ($2.9 million).

Milano Investment Partners and other private investors have also contributed to the funding round.

Italy-based Velasca is a luxury shoe and accessory manufacturer for men.

The funds will be used for the company’s national and international expansion, with an emphasis on improving its Omnichannel model.

Through a series A round, Order Handler has received funding from DCM China.

The subsidizing round has likewise elaborate support from Meituan-Dianping.

“The new academy will strengthen its digitalization efforts in the business and improve the skills of its employees,” DCM China is a venture capital firm, while Order Handler is an e-commerce company.

China is the location of all of the businesses involved in the transaction.

In Surrey, British Columbia (BC), Walmart Canada intends to invest more than $175 million in the construction of a frozen grocery store.

The new 300,000 square foot facility will be built beginning in early 2021. Up to 200 jobs will be created by the facility, which is expected to open in early 2022.

A warehouse technology company and the retailer have also collaborated on the design of a cutting-edge building.

A women’s clothing collection was created by GP & J Baker and Hennes & Mauritz (H&M).

H&M is a Swedish clothing retailer, and GP & J Baker is a UK wallpaper and textile manufacturer.

H&M’s in-house design team created fashionable designs for the new collection of GP & J Baker archival prints, which include the classic Oriental Bird, Blossom, and Hydrangea Bird prints. Beginning on August 2, 2018, it will be available online and in select stores around the world.

Marks and Spencer (M&S) has collaborated with Decoded for the send off of another retail information foundation called M&S Information Institute.

The new academy will strengthen the business’s efforts to digitize and improve employees’ skills.

Through its Data Leadership program, M&S’s leadership team will also learn about new technologies like artificial intelligence and machine learning.

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gamekai · 2 years ago

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China's Meituan plans to hire 10,000 workers as U.S. tech giants ax jobs

Meituan is one of China’s largest food delivery companies. Delivery drivers can be seen zipping around Chinese cities. Tencent first backed rival Dianping in 2014 which merged with Meituan to form the current company. Jade Gao | AFP | Getty Images Chinese food delivery firm Meituan plans to hire 10,000 workers in the first quarter of the year, the company said Wednesday, sending shares more than…

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cryptosecrets · 2 years ago

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China's Meituan plans to hire 10,000 workers as U.S. tech giants ax jobs

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gamegill · 2 years ago

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China's Meituan plans to hire 10,000 workers as U.S. tech giants ax jobs

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hellodainiknews · 4 years ago

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Hong Kong could reap massive inflows from Hang Seng index… Ten global partners of Alibaba beat the gong during the company's listing on the Hong Kong Exchanges and Clearing Market on November 26, 2019.

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b360news · 5 years ago

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Apple, Huawei smartphones delivered to your door in China People wearing face masks walk past an Apple store in Beijing on March 17, 2020 in Beijing, China.

#Alphabet Class A #Apple Inc #Asia Economy #business news #China #Coronavirus #COVID-19 #Huawei #JD.com Inc #Meituan Dianping #Mobile phones #Retail industry #Shipping #Smartphones #Technology #Xiaomi Corp

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rafi420 · 10 months ago

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Meituan and Douyin focus on the B-side of local life

When the merger of Meituan and Dianping comes to an end, Meituan’s status in the local life field is basically established. However HE Tuber with the continuous development and innovation of Internet technology, local life services have been provided with more possibilities and new opportunities

Therefore, despite Meituan’s strict defense, there are still many players who want to get in on the game. Douyin, Alibaba, JD.com, Kuaishou, Xiaohongshu, etc. have all entered the local life track.

Among them, Douyin’s offensive is the most fierce.

The war in local life has never stopped.

In fact, behind the close combat between Meituan and Douyin over price is the increasingly fierce competition for local users. According to the "2023 Local Life Services Report" released by QuestMobile, as of April this year, the number of overlapping users of Meituan and Douyin and the overlapping users accounted for 81.0% of Meituan users.

First of all, the accumulation of Douyin and Meituan in the local life field has laid the foundation for their layout on the B-side.

Secondly, the C-side growth in the local life service sector has slowed down, and Douyin and Meituan have accelerated their deployment on the B-side, and may also be considering finding new growth.

Therefore, in order to ensure traffic acquisition and user retention, it is necessary for each platform to further increase the number of merchants and service providers.

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sultanaislammow · 9 months ago

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Douyin’s local life is difficult to fight “ground war”

Some time ago, there was news that Douyin HE Tuber Food Delivery had given up its goal of reaching 100 billion yuan in GMV (total transaction volume) this year. Behind this news, we see that Douyin’s food delivery business still needs to be further developed, and it wants to do a good job in the food delivery business. There are still many issues and challenges that still need to be solved. Let’s take a look at the author’s interpretation.

As a "super APP" with 800 million daily users, Douyin does not seem to be invincible.

Just 200 days after the upgrade of Douyin’s “group purchase and delivery” service, according to LatePost, Douyin Waimai has given up its goal of reaching 100 billion yuan in GMV (total transaction volume) this year. GMV is no longer the most important indicator for the team in the second half of the year. .

The reason for this adjustment is that the progress of Douyin’s food delivery service business in the first half of the year did not meet expectations. To this end, Douyin's business focus will shift to trying to use more ways to streamline the business process. One of the important directions is to use more local life service providers for delivery.

Obviously, after 200 days of "tentative offensive", Douyin found that to do a good job in the food delivery business, the "air force" with only traffic is not enough. It also needs an "air force" that is fully deployed and can fight a tough battle. Ground Forces".

Perhaps both internally and externally, expectations for Douyin Takeaway were too optimistic at the beginning. Many people tend to believe that Douyin, which has 800 million daily active users and an average daily user time of 52 minutes, as an ultra-high-frequency APP, can create a new incremental market as long as it starts with LBS, algorithms, and content, and can cannibalize Meituan’s Half of the country.

But the reality is that despite the huge traffic blessing, on the "ground", the business process of Douyin Takeout is not running smoothly. Some media have previously released signals that Douyin Takeaway will be launched as a whole in June 2023. This statement may be a bit too optimistic from today's perspective.

Not only the food delivery business, but also the catering in-store group purchase service that was launched earlier, Douyin seems to have encountered obstacles in the advancement process.

Li Kai (pseudonym), a fast food restaurant businessman in a second-tier city, told us that the BD of Douyin Local Life has contacted him many times, but not only him, but also some businesses around him have not yet connected to Douyin. In-store group buying.

Just one system has become the biggest stumbling block for them to enter the game.

1. Douyin group buying trapped in the system

This system is exactly the cash register system.

Although many people will find this strange and think that the cashier system itself is not a high-tech threshold, but at present, Douyin group buying is indeed stuck in the cashier system.

This is like "Tashan", blocking the "thousands of troops" that block Douyin's in-store group buying service.

"I have no interest in (Douyin) group buying. BD has come here several times and I have always told him this." Li Kai told "The Most Words" that the Douyin group buying coupons currently purchased by consumers cannot be connected to cash. If there is a cashier system for verification, manual verification of coupons is required. In the scenario of Meituan/Dianping group buying in-store, because merchants are basically connected to Meituan’s cashier system, they only need to scan the QR code of the group buying coupon to directly complete the action of verifying the coupon and placing an order.

One detail worth paying attention to is that Meituan’s cashier system opened the way for Ele.me. In the takeout scenario, if a restaurant only installs Meituan's cashier system, it can accept orders from Ele.me, but the function is not that complete. Unlike Meituan's order, which has a QR code, you can directly Scan the QR code to order the meal and complete the meal delivery report.

A takeaway merchant told "Zihua" that due to Ele.me's own market share, the order quantity is limited, so from the merchant's perspective, the existing system can already meet the demand, and there is no need to add an additional machine.

But judging from the relationship between Meituan and Douyin today, Meituan will not open this gap to Douyin, at least for a long time in the future.

Obviously, as long as the issue of verifying coupons cannot be solved, fast food merchants like Li Kai must have a man in the front office who can verify the coupons for consumers who have purchased Douyin group buying coupons. mobile phone, manual verification.

This will obviously increase the operating costs of merchants.

Because the peak dining periods of fast food restaurants are relatively concentrated, usually at noon and evening. And as almost all merchants implement ordering by scanning QR codes, the manpower of merchants is concentrated in the back kitchen, and the front office can be as small as possible. At this time, it is unrealistic for the merchant to send a person to the front office to verify Douyin group buying coupons.

Li Kai said that it was impossible for him to refuse group buying consumers to dine during peak periods, but it was also impossible to waste manpower just to verify coupons, so he simply refused.

This may be why on the Douyin group buying platform, most of the merchants currently settled in are in categories such as barbecue, crayfish, hot pot, and baking.

According to the "Newbie's Guide to Group Buying and Delivery" officially produced by Douyin Life Service, the main categories currently involved in Douyin group buying are categories with relatively high unit price per customer, such as baking, crayfish, hot pot, steam seafood, and barbecue. Among them, among the product suggestions displayed by the official, except for the flash sale models, which are relatively cheap, the unit prices of the main sales models and profit sales models are around 100-300 yuan.

It is true that for these merchants whose unit price is high enough, their customer flow is far less than that of fast food restaurants, and their table turnover rate is also far less than that of fast food restaurants. In addition, their front office service process and billing process are different from those of fast food restaurants. , these merchants have more spare capacity to do Douyin group buying.

More importantly, they really need Douyin group buying. Because from the perspective of traffic, these stores with high customer unit prices need the support of Douyin traffic to reach a wider range of people and harvest a wider range of customer flow. But fast food restaurants are different. In fact, for them, they only do business within 3-5km of the surrounding area. In fact, they do not need group buying to drive traffic.

"My price per customer is set here. It is impossible to say that someone would travel half a city to eat at my place just to eat fast food worth more than ten or twenty yuan." Li Kai told "The Most Words".

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