Wen | Zhang Shule (Columnist of People's Daily And People's Post and Telegraph, Observer of Internet and Game Industry)
Are Douyin, and Meituan, inseparable enemies?
After defeating Youaiteng, does Douyin really have to eat while watching?
For TikTok, this has always been the goal.
In 2018, Douyin set up a POI team to launch a local life service in an attempt to snatch a piece of fat from Meituan's mouth.
At that time, the R & D lineup was luxurious, with as many as 30 people, from inviting offline merchants to settle in the enterprise number, to online coupon functions, to turning to third-party services, through small programs to open up Meituan, Ctrip, etc., there were many methods tried, but they have not worked.
In 2019, Douyin launched the "Jitter Store" function specifically for local merchants, and users can choose the corresponding POI address when uploading Douyin videos, in order to guide users to offline consumption and open up online and offline links.
Since January this year, Douyin has fully promoted the group purchase function of stores.
After the merchant opens the group purchase function, the relevant video can be attached to the POI address, click to enter, the product window can display coupons or group purchase links, and the interface will also display the video content of different users, which is like a video version of the public review.
At present, Douyin has canceled the linkage cooperation with Meituan and Dianping, and users do not need to jump to Meituan and Dianping, and can complete transactions within Douyin.
A large net of Vibrato on the US group has been opened.
But is the effect really a kill?
In this regard, Chen Yusong, a reporter from Business Magazine, had an exchange with Shule, and poor Dao thought:
Douyin takes the TV shopping route, the road is far away, it emphasizes chance encounters, and the US group is actually a parallel development.
After Douyin live broadcast and Douyin Mall, Douyin began to promote the online group purchase function.
Douyin officials have cultivated a large number of shop-exploring talents through support activities, thus attracting merchants to use Douyin as a new target marketing platform, and finally providing users with a large number of grass content to achieve multi-party mutual benefit.
This is a completely different way of playing with Meituan, allowing users to complete consumption in the process of unconsciously brushing videos.
This style of play is clearly another dimension of local life services.
The playing style itself needs to gradually cultivate the reputation of the store by planting and pulling grass, and the conversion rate is relatively high.
And the number of roads that users on the MEituan group directly take with the number of roads they just need to choose, they are more focused on the general experience of encounters.
Therefore, for the store, the more important thing about the douyin group purchase is word-of-mouth publicity, rather than the effect of carrying goods within the time period.
For the Douyin platform, under the long tail, the playing style is different, which is more in line with the characteristics of its content platform, and can continue to do cross-category replication in the field of cultural tourism.
In addition, offline stores need traffic and promotion from multiple dimensions, and the TAKEAWAY is stronger, while the planting effect is longer-term.
Therefore, each of them has a winning position and may form an effective drainage for some offline stores that jump out of catering and entertainment, and may not necessarily compete in the Red Sea in the stock market.