All the big Internet manufacturers have a kind of obsession with live broadcasting.
This is not, the US group has increased the live broadcast. Recently, it launched an application called "Meituan Live Assistant", but it was not placed in the first-level entrance of the Meituan APP.
Behind the move, in fact, the US group is not far behind, and it has to catch up in live broadcasting. Will douyin, which is at the forefront, also speed up the pace?
At the end of the big factory is the cargo
According to the introduction, this APP called "Meituan Live Assistant" is a free live broadcast tool officially provided for merchants and talents, and the anchor can go online at any time to carry goods.
The function of the software is relatively simple but not simple, divided into 3 sections, namely live broadcast preview, easy to sell goods and one-click start broadcast. The system supports anchors to add various goods such as group purchases, magic box coupon packs, redemption coupons, tickets, group lists, etc., and even marketing activities have a variety of ways to play.
Meituan is so serious, it is difficult not to sigh "the end of the big factory is live broadcasting".
In fact, this is not the first time it has laid out the field. Two years ago, meituan APP began to test the water with tourism as the entry point. Its first live broadcast theme was "KOL takes the audience to the garden".
In 2020, Meituan University also launched a "kangaroo live broadcast" project to teach various operational knowledge of the takeaway industry through live broadcasting.
After that, it also cooperated with WeChat to launch a small program called "Meituan Mlive", which is operated by its Dianping.
The products on the shelves of this small program involve medical beauty, big health, etc., but the effect is not satisfactory, it is always tepid, and the highest number of viewers on the platform is only a thousand people.
Although it has been two years since it entered the game, the Meituan APP has no independent entrance so far, only the "live broadcast of famous doctors" hidden in the functions at all levels and the "kangaroo live broadcast" similar to institutional training.
Therefore, when the METUAN assistant went online, the outside world agreed that it meant that it had to do a big job. Moreover, the types contained in this APP are also greatly expanded, covering a variety of consumption scenarios.
Why do you want to live?
Although it is late but arriving, why does the US group do live broadcasting?
On the one hand, the competition of Internet manufacturers is no longer a peer-to-peer competition, but a battle in the field of layout. Live broadcasting, the US group does not do, but the "enemy" does, which means a crisis. Previously, Meituan was considered a winner in the field of local life, but after Douyin entered the game, the situation began to change, especially after the other party entered the takeaway field.
On the other hand, compared with the video and text version of the evaluation, live broadcasting is faster to promote orders, and it is easier to stimulate users to place orders. Through live broadcasting and product matching, the user experience can be greatly improved. From this point of view, live broadcasting must be done.
The imperative business is not necessarily a smooth road.
Wang Xing claims that the US group "has no borders", but it is not easy to do everything. The live broadcast business has been doing so long, and it has not ushered in an outbreak as expected. The reasons are probably divided into several types, one is genetically speaking, live broadcasting is a cross-line for the US group. It also means it takes time to trial and error, to step on the pit;
Second, although it has achieved dazzling results in the past, it is difficult to copy this experience into completely unfamiliar fields.
When it comes to Meituan, most people's first impression is fast, compared to Taobao, it has an absolute advantage in quickly meeting consumer demand. And the audience of live broadcasting, from different cities, different regions, it is not easy to connect these.
Third, in the field of live broadcasting, there are too many competitors. Douyin and Kuaishou are "ground snakes", and Taobao, JD.com, and Pinduoduo are "outsiders", and none of them are easy to deal with. Under the circumstance that the enemy has obvious advantages, it is unlikely that the US regiment will succeed in breaking through immediately.
But does that mean it has no chance? Not necessarily.
You know, the "Super Group Buying Day + Live Broadcast" it launched at the beginning attracted 5 million people to watch in just 1 hour. It can be seen that if you use the right way, you can also achieve good results.
Therefore, whoever says that starting slowly will definitely fall behind, expecting the US group to hand over a different answer.