Wen | Wang Xin
Editor | asked
A new competition between giants, in the field of local life.
On December 27, Kuaishou announced that it has reached a strategic cooperation with Meituan: Meituan will launch a Mini Program on the Kuaishou platform to provide Meituan merchants with packages, vouchers, reservations and other commodity displays, online transactions and after-sales service, and Kuaishou users will be able to directly access through the Meituan Mini Program.
One is the mobile Internet upstart, from the content - advertising - e-commerce, built a business system; one is the industry octopus, from group purchase - takeaway - wine tourism - fresh, the business system is diversified.
After the cooperation, Kuaishou made up for the offline commercial performance capabilities, and the US group harvested content scenes and traffic. Moreover, both are companies invested by Tencent and have a basis for cooperation.
The end of the universe is the realization of e-commerce. I am not sure who will "reduce the dimensionality" from other fields and kill you. Before the emergence of new opponents, Kuaishou and Meituan faced the same wave of opponents.
Douyin's 600 million daily active users are difficult to reach in the short term; short videos are embedded in group purchase links to enter local life, making the shelf-type platform Meituan under pressure.
Chenzi, a veteran group buying expert, mentioned, "The group buying of short video platforms is more attractive to him, the videos are better watched, and there are more bloggers visiting stores." There may be no shopping needs, but brush and brush to plant grass and place an order. ”
Mei Kuai looked at each other this time, and they could take what they needed. Rising to a deeper level, whether to fight alone is more free, or to fight in groups is a better mode choice, but different ways of unity and confrontation are chosen.
Why group buying
Open the Kuaishou /Kuaishou Express Edition, and the Meituan Mini Program has been launched. At present, the Mini Program only has the subdivision choice of the catering category and the group purchase recommendation of nearby merchants, and the user can use it and go, but there is no main site APP to be rich and refined.
The cooperation between Kuaimei has not yet been unveiled, and no more details and models of cooperation have been revealed, and the information that can be known is that the US group has one more traffic entrance, and Kuaishou has found a good friend for itself and cut into the local life field from group purchase.
The essence of the local life business is "service e-commerce", which is expected to reach 35 trillion yuan by 2025, which is a larger market than online commodity e-commerce, but the penetration rate is less than 13%. The cake is large enough to accommodate multiple players, and the participants will only become more and more diverse.
The METUAN, which came out of the blood sea of group buying, completed the merger of Dianping and occupied an advantage in the number of merchants and orders for group purchases in stores. According to the Q3 quarterly financial report of 2021, meituan's store-to-store and hotel business revenue was 8.621 billion yuan, and the operating profit margin was 43.9%. Compared with the hard-working takeaway business, group buying can be regarded as a low investment risk - as long as an entrance is opened on the platform, the business is opened up through local push, and there is no need to bear logistics and inventory risks.
The old rival is hungry, and after completing the integration with word of mouth last year, it has found a new breakthrough. This year, the "explosive group" group purchase business was launched to provide low-cost "explosive products" of chain stores, and the influence of chain brands was used to reduce the pressure of pushing and expand coverage. There are Ele.me and Alipay traffic entrance, wholly acquired "delicious do not wait", the future or will become the advantage of the explosive group.
The short video platforms that have grown into "traffic forests" have gone light and used the attributes of short videos that are naturally suitable for showing food and service experience to start group buying business. The "0 threshold entry" played by Douyin Kuaishou is more of an attraction to merchants who have suffered from high commissions for a long time.
"Xiaohe Super Can Eat" has more than 3 million fans, choreographer Wu Shenglei told "E-commerce Online": "From 2020 to mid-2021, it is easy to get traffic support for local life exploration stores in Douyin, at that time, there were several official exploration store topics, and there were many merchants who invited us to visit the store on the platform. As long as the video content is good, you can get recommendations and traffic with the topic, and the number of views can easily exceed one million. ”
ByteDance's commercialization department leverages the local market on Douyin through "Talent Visiting Stores" and joint third-party group buying platforms. Kuaishou launched a separate life service section at the secondary entrance, and also launched a small program focusing on group buying on WeChat, "Eat, Drink and Have Fun in Kuaishou", and the platform also explored the local life market by supporting shop experts and other forms.
The "Battle of a Thousand Regiments" in 2011 seems to be reproduced. From the PC to the mobile Internet, the essence of physical group buying has not changed - the investment is small and low risk, and more consumers are gathered to influence the supply side to obtain lower prices.
At present, Meituan Hungry needs to expand traffic efficiency; Jitter needs to speed up content monetization. Everyone does group buying together, each taking what they need, but the presentation is different.
Unity can be united
One is a short video platform, one is a local life service provider that started from group buying, and Meituan and Kuaishou have no intersection. However, ByteDance has been making great progress in recent years, and its aggressiveness is too strong, and it has extended its tentacles to the fields of medical care, education, corporate services, social networking, and consumption, giving birth to a national entertainment platform.
Judging from the results of the battles with Byte in the past few years, Kuaishou and the US group have always been defensive rather than offensive. The number of users and the daily activity volume are overshadowed by the fast hand, and the "content planting grass + accurate push" has entered the local market, which has made the US group smell bad. Although there is still a lot of gap between the 2020 revenue released by Byte and Ali, compared with the meituan, Pinduoduo and Kuaishou, which belong to the second echelon, ByteDance has opened up.
A shopkeeper told "E-commerce Online" that before entering Douyin, there is no need for commissions, but it will require the "lowest price of the platform", in order to get traffic support, many shopkeepers have given a lower group purchase price than Meituan and Dianping, many users choose to "cast wool" on Douyin, and the group purchase of Meituan and Dianping has indeed decreased.
The METUAN, which urgently needs to solve the traffic problem, and the fast hand that urgently needs to make up for local life, sits on the negotiating table of cooperation in the face of the same wave of opponents.
I saw a sentence in Positioning before: Don't attack market leaders head-on. It's much better to go around an obstacle than to walk through it, and it's better to choose a position that someone else isn't fully occupied.
Two meanings.
1. Achieve vertical and horizontal connections in areas where vibrato has not yet gained a firm foothold.
Douyin began to lay out local life in 2019, the advantage is traffic and content, but the short video platform to do group buying is facing common problems, users have to go through a longer decision chain: watch the video is planted, click into the link, choose the group purchase package, order consumption, the process can only refer to the store video and a small number of reviews, there is no perfect group purchase system.
Zheng Xiaoze, the owner of a Korean restaurant, said that he had previously joined the Douyin group to buy, hoping to attract more customers, but after moving in, he found that he had to invest in promotion or find a talent to visit the store to have traffic. Buying promotion is a sum of money, finding a talent to visit the store is another amount of money, but also to give commissions and the lowest group purchase price, a single may only be 60% to 70%. There is no perfect business service, after-sales and evaluation system, before there are customers who encounter problems, turn around and give bad reviews, and the rating is suddenly lowered. This is a barrier formed by meituan's many years of operation.
2, single combat can not catch up for a while, then good partners together. Unite all forces that can be united.
Kuaishou launched the life service section at the secondary entrance, and after clicking to enter, there will be a shelf-type group purchase package display. Kuaishou also has a short video with a link with goods, but more often it is just a simple positioning, showing the details of the merchant and the punch card video, and there is no group purchase package choice: this also shows from the side that there are not many group buying merchants stationed in Kuaishou.
At the Photosynthetic Conference held at the end of April this year, Kuaishou mentioned that it will focus on breakthroughs in the three directions of live e-commerce, pan-life services, community and social networking.
The opponent's opponent is a friend, and the Meituan Kuaishou cooperation - you are responsible for providing business resources and a perfect group purchase system, and I am responsible for planting scenarios and traffic input.
How to cooperate with The Us Group and Kuaishou
The platform gene determines the difference between Meituan and Kuaishou products and audience users. Meituan emphasizes offline performance capabilities and lacks online traffic; Kuaishou has traffic and content, and it is difficult to make up for commercial basic capabilities in a short period of time.
The specific cooperation effect depends on the next run-in between the two sides. Referring to the previous US group stationed in WeChat Jiugong Grid, Kuaishou Live E-commerce and JD.com cooperated. The former spent a honeymoon period, but when watching short videos for more time than instant messaging, Meituan needs a new traffic forest; the latter cooperates with JD.com to let the buyers with a unit price of about 100 yuan buy thousands of yuan of 3C digital, and the tone is obviously not quite consistent.
The cooperation between meituan and Kuaishou is more light decision-making, I can brush short videos on Kuaishou, plant grass and place orders, and the price does not make me hesitate. We can also make a few bold guesses:
1. Build a group purchase system suitable for Kuaishou
Wanting to enhance the attractiveness of in-store consumption on the short video platform, Midea is about to build a group purchase system that is more suitable for Kuaishou users.
Previously, in order to create local life services, Kuaishou set up a "local life" section at the secondary entrance to cultivate user habits, and in the future, Kuaishou may add the secondary entrance of the Meituan Mini Program, which will better reach users.
Douyin had previously set up a separate group purchase entrance in the same city channel, and finally chose to integrate the group purchase link into the video, but the effect of promoting group buying was very good - everyone who clicked into the same city channel knew that Douyin was out of the group purchase. Kuaishou can also refer to this type of model to make full use of Meituan's group purchase resources in multiple cities to enrich the same city channel.
2. Do a good job of "content acquisition"
At present, the group purchase of short video platforms, the mainstream is still "content to obtain customers", with interesting store short video content to attract users, and then place orders to the store to consume, and the main force of these store video is the store master.
Before Douyin used support policies to attract a lot of shop experts, Kuaishou wants to attract users whose tastes are becoming more and more picky and the interest threshold is getting higher and higher, rather than spending time and energy cultivating shop masters, it is better to introduce mature shop experts.
Kuaishou may launch more attractive support policies, such as giving more traffic support policies, more powerful subsidies or commission policies, so that they can shift the focus of development and put more high-quality short videos on the Kuaishou platform.
3. Create festivals and spread coupons
This is a good method that has been verified by many e-commerce platforms.
Douyin once created an 818 wonderful good thing festival, and also joined hands with McDonald's to launch the official account of "selling coupons", and the GMV reached 700,000 in 10 days, the audience likes were close to 20 million, and the number of fans exceeded 710,000.
After Kuaishou and the US group, you can use the "festival coupons" to create discounts and attract traffic into local life, especially the cooperation point between the two sides is on the eve of New Year's Day and spring festival, which is not only the peak period of everyone's consumption, but also a good time to create festival coupons.
Compared with the vibrato that has formed a closed loop, the United States and Fast cooperate to learn from each other's strengths, but it is also to let half of its life be handed over to others, whether it can grind out the chemical reaction, achieve long-term development is still unknown, and the result of the group operation cannot be conclusive.
It is foreseeable that the local life field is vast, and the giants will eventually have a war, whether it is unity or confrontation, which will be a protracted war and a big war of resource integration.