#头条创作挑战赛#
The local lifestyle services "track" has been highly competitive since last year.
Recently, Meituan's series of actions in live broadcasts and short videos once again ignited the frontal "fight" of the track.
Live broadcast and short video are the "basic plates" of Douyin, and Meituan's action is obviously benchmarked.
On the other hand, as a new player in local life services, Douyin is "menacing", and has expanded the local life segment to the wine and tourism business, directly pointing to the "hinterland" of Meituan.
Recently, there has been user feedback that a fixed entrance of "Meituan Live" has appeared in the recommendation position of the first screen of Meituan App.
After clicking to enter the aggregation page, the "God Seeker" of takeaway merchants, Meituan travel live broadcast room and multiple local merchants' self-broadcast live broadcast rooms are arranged in order, and you can also see the live broadcast appointment window of Meituan's shopping and medicine shopping and other Meituan businesses.
Since July 12, Meituan has updated the interface of the home page of the APP for 50% of its users - in the new interface homepage entrance, users can directly see the entrance of the live broadcast room where the live broadcast is playing on the right side of the screen.
The grayscale test with a fixed live broadcast entrance shows Wang Xing's business philosophy and ambition: others have it, you can have it later, but I must have it.
Meituan's entry into the live broadcast, what changes can it bring?
Can it really be achieved if the local life field increases live broadcasting?
In this regard, Blue Whale Finance Qi Zhiying and Shule had an exchange, and Poor Dao thought:
Meituan is not imitating Douyin, but learning Xiaohongshu.
Xiaohongshu previously tested the water live broadcast, and the reason why Dong Jie was able to quickly get out of the circle was not only because of Xiaohongshu's traffic tilt and Dong Jie's personality.
The key is that Xiaohongshu's user group with a strong willingness to plant and pull grass has found an efficient entry point for live streaming goods.
At the moment, Meituan can't sit still, because it also has its own "Little Red Book".
Similar to Xiaohongshu's audience consumption characteristics, in the field of local life, the needs of Meituan users are very clear, that is, to obtain the optimal solution of local life services.
The live streaming that focuses on this solution can directly reach the needs of users, which is a monopoly.
On the contrary, the needs of Douyin users are relatively scattered, and the relevant needs for local life services are not obvious, even if the algorithm follows up, it is difficult to accurately measure the specific needs of users, which is a chance encounter.
In both cases, the conversion rate of Meituan Live may be higher.
However, Meituan's disadvantage is that user needs are too focused, in addition to the live broadcast of local life services, there may be little interest in other types of live short videos, and many live streaming influencers will be deterred because of a certain threshold.
Compared with e-commerce live broadcasting, the advantages and disadvantages of live streaming in the field of local life are also very obvious, namely:
Local life service live broadcast is a new live broadcast with cargo pendant category, with certain blue ocean attributes.
The disadvantage is that it is too limited to the same city, and there are restrictions on the type, quantity, and quality of services, and the expansion space of such live broadcasts will be relatively limited in cities outside the third tier (including the third tier).
Author Zhang Shule, columnist of People's Daily and People's Posts and Telecommunications, expert of CEI Media Think Tank, senior TMT industry commentator, newly published "Self-media Writing from Beginner to Proficient" (Tsinghua University Press)
#美团直播#