2022 Takeaway Industry Conference: Meituan Takeaway launched the "Prosperity Plan" to build a catering ecology with millions of merchants

On April 7, 2022, the 2022 takeaway industry conference with the theme of "double home and deep ploughing" was held online. Guo Wenjie, member of the party group and deputy director of the Beijing Municipal Bureau of Commerce, Wang Puzhong, senior vice president of Meituan and president of the Home Business Group, And Zhang Guoyou, former vice president of Peking University, and other guests gathered together to discuss the "double home" era and sustainable development of the catering industry. Wang Puzhong said in the keynote speech of "Symbiosis, Common Prosperity and Prosperity" that with the continuous improvement of the number of "people" in urban social catering, the scale of social catering will likely exceed that of family catering in the next 30 years. Meituan Takeaway has launched a rescue measure for small and medium-sized merchants on March 1, and the first batch of 30 million commissions have been returned to merchants. In addition, Meituan Takeaway will launch the "Prosperity Plan" for all merchants to build a symbiotic and prosperous takeaway catering ecology through four major mechanisms of merchant communication, merchant development, merchant service, and merchant co-construction.

Picture note: Wang Puzhong, senior vice president of Meituan and president of the Home Business Group, delivered a speech

The number of social catering "people" will continue to increase in the next 30 years will exceed family catering

Social catering, that is, the form of dining provided by the catering industry, its development trend is closely related to every catering merchant. Only when the social catering market continues to expand, can each merchant get better space for development.

Wang Puzhong proposed a new indicator to measure the scale of social catering development - Ren Dun. Renton is a compound quantifier that measures the total number of times a user has eaten during a cycle. For example, we often say that one person eats three meals a day, which corresponds to 3 people's meals. Judging from the large plate eaten, the total number of people corresponding to the urban population exceeds 2.5 billion.

Wang Puzhong believes that urbanization, family miniaturization and changes in user consumption habits are all important driving factors driving the improvement of social meals. The continuous improvement of the urbanization rate and per capita income level in the mainland has laid a solid foundation for the rapid development of social catering. In addition, the scale of mainland families is becoming increasingly small, so that the time, ingredients, psychological start-up costs of cooking have become higher, and with the continuous popularization of the consumption habit of "everything can be taken out", everyone is more willing to hand over the demand for eating to social catering to complete. Nowadays, due to the convenience of food and beverage consumption, users have more options, considering supper and afternoon tea, and the number of meals per person per day can grow from three to five meals per day.

Wang Puzhong said that by studying the trend of changes in the number of people in social catering and family catering in the past 40 years, according to the model, it is expected that in the next 30 years, the number of urban social catering people will likely exceed the number of people cooking at home.

Zhang Guoyou, former vice president of Peking University, believes that the rise of young consumers' preference for takeaway and the value of no kitchen is driving the scale of social meals to become larger and larger. Bai Xiufeng, president of Meituan New Catering Research Institute, delivered a keynote speech on "Multi-scene Great Integration" at the meeting, and conducted an in-depth analysis of the current industry fundamentals, category analysis, users and industry insights. He believes that from 2012 to 2020, the scale of social catering will increase by more than 10% per year, and in the future, the young Generation Z crowd and silver-haired people over 50 years old will become the main consumer group of takeaways.

Use the takeaway "service area" to do a good job of "double home"

The prospects for the development of social catering are optimistic, so what should catering merchants do to better seize this opportunity? At this industry conference, Wang Puzhong proposed the concept of "service area" of Meituan. The so-called "service area" of Meituan, that is, the more than 2,800 counties and cities covered by Meituan are divided into a thinner grid, clustered according to 1.4 million landmarks, and finally formed 15,000 "service areas" across the country. Each "service area" has a localized operation team, as well as the ability of intelligent demand insight, all-round operation empowerment, and all-weather performance guarantee. Merchants can use the capabilities of the "service area" to improve the efficiency of catering operations. At the same time, it is expected that more national brands of Chinese catering can light up 15,000 "service areas" across the country.

In the era of "dual home", consumers' demand for delivery links is also becoming more and more diversified, which puts forward higher requirements for the performance experience of merchants. Nie Yuanlong, general manager of the sales business department of Meituan Distribution, pointed out that Meituan Distribution is driven by technology to provide suitable instant delivery services for catering and retailers in the same city, and can provide customized solutions for industry characteristics and merchant needs to meet consumers' needs for different scenarios and different goods, thereby helping merchants build online quality stores.

The assistance measures of small and medium-sized merchants have been implemented to complete the first batch of 30 million commission returns

On March 1, Meituan Takeaway released six relief measures to tide over the difficulties with catering enterprises. At present, Meituan Takeaway is promoting the implementation of support measures, and the first batch of small and medium-sized merchants affected by the epidemic and business difficulties have been refunded 30 million yuan.

"Burden reduction" is only the foundation, and obtaining orders and revenue growth are the more urgent needs of merchants. According to reports, Meituan Takeaway will provide 100,000 free "takeaway butler service" places this year, providing merchants with six online operation services such as store decoration, business diagnosis, meal design, event planning, promotion and marketing, and operation optimization to enhance online business capabilities. So far, more than 10,000 merchants have received this service, and nearly 20,000 new online merchants have received free cloud printers.

In addition, in March this year, Meituan Takeaway has successively held merchant earnest talks in Guangzhou and Shenzhen, and it is expected that more than 100 merchant earnest talks will be held this year. It is hoped that by sincerely listening to the suggestions and demands of merchants, we will improve service capabilities, improve merchant experience, and help merchants obtain a steady stream of business.

Launch the "Prosperity Plan" and build a takeaway ecology with four major mechanisms

At this industry conference, Meituan Takeaway announced the launch of the "Prosperity Plan" for catering merchants, and built a takeaway ecology with merchants through four major mechanisms of communication, development, service and co-construction. In the future, Meituan Takeaway will reach better communication with merchants through merchant earnest talks, bag research services, etc.; through new merchant support plans, small and medium-sized merchant characteristic models, quality merchant improvement projects, etc., so that different types of merchants can be developed; through the merchant evaluation system, operation subsidy rules adjustment and other methods, to improve the operational efficiency of merchants; through the rule council, product experience group and other ways, let merchants participate in the rule formulation, improve the merchant operation experience.

Wang Puzhong said that only when merchants prosper, the market can prosper, riders can have income, user needs can be met, and the platform can develop. It is hoped that through the prosperity plan, it will be closely connected with the majority of merchants to build a takeaway catering ecology.