Original title: Kuaishou and Meituan strategically cooperate with “Planting Grass” user app to directly reach Meituan Mini Program
Our reporter Xu Jie and trainee reporter Wang Jun
On December 27, Kuaishou and Meituan reached an interconnection strategic cooperation to help local life service businesses link more consumer demands. As a result, while consumers watch videos on the Kuaishou platform to watch food, they can also directly open the Meituan applet on the Kuaishou platform to order food and experience a one-stop service.
After the cooperation between Kuaishou and Meituan, Kuaishou users can order food through the Meituan applet, and consumers can also purchase vouchers from Meituan merchants in Kuaishou… After the short video platform works with local life service providers, small and medium-sized merchants can use the Internet The pace of the platform to relieve the people’s difficulties will also be accelerated.
It is reported that after years of development, Meituan has formed a one-stop, integrated full-scenario service including finance, marketing, distribution, supply chain, operation, and IT for local life businesses.The cooperation between Meituan and Kuaishou helps offline local life service merchants to link multiple scenarios such as “content grass” and speed upOnline and offlineThe integrated development of the company will expand the coverage of high-quality services.
From “initiating the heart” to “seeing is getting”
According to reports, the two parties will be based on the Kuaishou open platform, through the complementary advantages of the service retail supply chain and UGC content, open up content scene marketing, online transactions and offline performance services, and build a “one-stop” complete consumer link for users. Consumers are promoted from content-side “inspirational” to “seeing is getting” high-quality services, and content platform creators will also benefit from this.
At present, the Meituan Mini Program has taken the lead in completing the pilot launch of the catering category, and will continue to launch multiple life service categories such as hotels, homestays, scenic spots, leisure and entertainment, beauty salons, and script killing in the future.
“Consumption is usually divided into targeted consumption and random consumption. Kuaishou, as a short video content platform that directionally pushes videos/live broadcasts to interested people, covers temporary and random consumption needs to a certain extent.” Founding of Bailian Consulting Ren Zhuang Shuai told the “Securities Daily” reporter that the cooperation between Meituan and Kuaishou will not only cover more people, but also enhance the user stickiness of both parties.
Li Chengdong, the founder of the Dolphin Think Tank, told the “Securities Daily” reporter that Kuaishou is a content platform and has not done enough in the catering field; e-commerce is changing the scene, and Meituan has an advantage in the catering field. “After the cooperation between the two, Kuaishou’s business segment has increased its monetization channels and is facing appreciation; Meituan has added a traffic portal.”
As a local life service provider with obvious first-mover advantages, the surface of Meituan’s “iceberg”, the outside world can see products, massive amounts of information, real evaluations and star ratings, but reserves hidden under the “iceberg” System capability is the core of guaranteeing service quality. The cooperation between Kuaishou and Meituan helps to achieve a win-win situation for platforms, users, talents, and businesses, and a positive cycle of business ecology.
It is reported that the cooperation between Kuaishou and Meituan will enter the trial operation stage during the peak consumption seasons such as New Year’s Day and Spring Festival in 2022. The New Year special event with the theme of “Super-value food group, old iron enjoy benefits” has been piloted in Kuaishou’s Meituan applet. Kuaishou masters can recommend special group purchase packages provided by brand vendors through videos. Among them, hot pot package 4 Fold up, milk tea snacks start at 1 yuan…
“Planting grass” becomes a point of opportunity for market increment
Through the transmission of the chain of “thinking-considering-evaluating selection-trading purchase-performance service-sharing recommendation”, “grass planting” is becoming a new incremental opportunity in the market.
According to statistics, in 2021, the Meituan platform will have more than one hundred “new lifestyles” service categories, including unmanned restaurants, 360 immersive script killing, hand-painted illustrations, 2-hour nucleic acid quick check, pet personal training weight loss classes, and hair transplants. Hair raising, sharing recording studio, etc.
It is understood that the scale of the local online lifestyle market has reached trillions of yuan. At this stage, although the market share from short videos and live broadcasts is relatively small, the potential for future growth is greater. According to data released by Kuaishou, more than 140 million users browse the operator’s homepage every day. The short video live broadcast platform represented by Kuaishou has now become the mainstream content consumption platform, which is expected to bring new demand scenarios and room for growth to the local life service industry.
“The Kuaishou digital market ecology has a wealth of people, content and scenes, a complete trust mechanism, and ample traffic value. Meituan has been deeply involved in the local life field for many years. While linking to a large number of businesses, it is also providing, fulfilling, and serving. We have deep precipitation in system capacity building.” said Wang Jianwei, senior vice president of Kuaishou, that the cooperation between the two parties will undoubtedly produce a synergy effect of 1+1>2, which will provide content creators with a richer and massive product library while also furthering Help operators achieve diversified income growth.
Zhang Chuan, senior vice president of Meituan, said that Meituan has always upheld an open spirit and is committed to helping everyone eat better and live better through interconnection with many partners. Kuaishou is a short video platform loved by hundreds of millions of users, creating a very rich and valuable “grass planting” scene for local businesses. Meituan hopes to make use of the performance and service guarantee capabilities it has built for many years, and work with Kuaishou to provide better local life service products and consumer experience for short video users.
It is reported that many popular national chain restaurant brands such as Coucuo, Ziguangyuan, Shuyishaoxiancao, 85°C, CoCo, etc. have become the first batch of merchants to enter the Kuaishou Meituan Mini Program.
“Coouou is not afraid to be the first person to eat crabs.” Talking about the cooperation between Kuaishou and Meituan, Coouou COO, Zhao Muquan, said, “In order to meet consumers’ needs for diversified information, Coouou has been trying various new marketing methods. Kuaishou is a platform that can stimulate more consumer demand through content and help brands acquire more new customers; Meituan has a complete transaction performance capability and a sound evaluation system, and is a platform for long-term online store operations.”
Zhao Muquan said that the open cooperation between Meituan and Kuaishou can help us quickly improve our service guarantee capabilities in short video scenes, make the consumer experience smoother, and help us precipitate the incremental demand stimulated by short videos into our own brand and members. assets.
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