On August 12th, a Meituan’s takeaway social entry was listed on Weibo’s hot search list. It is reported that following Meituan’s launch of “Business Group Chat”, Meituan once again built a social system around the take-out scene. Address book friends, a takeaway sharing platform that establishes social relationships.
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According to the internal beta of Tech Planet. Meituan’s “Meituan” is similar to Moments in terms of gameplay, except that the content shared by Meituan is limited to takeaway orders. In Meituan, you can see what food your friends have made and what they recommend Food, you can also comment and like the order. Not only that, but you can also click “Eat Follow” to eat the same food as your friends. On the one hand, it can enhance the communication between “fan friends”, and on the other hand, it is an important traffic portal for businesses.
Of course, users can also personally share takeaway orders. It is reported that after the user opens the “Fan Xiaohuan”, the system will automatically share the two most recent takeaway orders within 30 days according to the user’s check. And 2 minutes after the user’s takeaway order payment is successfully denied, Meituan will automatically share the order to Fanxiaoquan, but if the user is unwilling to share, it can be cancelled on the payment success page, or the shared content can be deleted in Fanxiaoquan. . It is worth noting that in the future, Fanxiaoquan may also add real-time chat functions to meet the social needs of users.
Netizens talked a lot about this, but most of them did not support it. Some netizens said: “Deliver food well, don’t make things that are useless.” “If you socialize, go out to eat. Who will order the takeaway” “I don’t want to eat a takeaway for 8 yuan and share it in the circle. People will eat it. Hundred dollars of takeaway is to enjoy life. We call it coping with life.” Some netizens pointed out sharply, “Isn’t this just a small circle in Taoyou circle? A social function that no one uses, all social software is finally… …Add a WeChat”
Turns out to go around, WeChat is the biggest winner. But apart from the results, why do Internet giants want to do social networking?
First, in 2020, Pinduoduo will launch the “Pinxiaoquan” with real evaluations, then Taobao’s “Taoyou Circle”, and then Jingdong’s “Jingyou Circle” is now Meituan’s “Fanxiaoquan”. It is not difficult to see that the design of these functions is largely to develop into a social network with APP as the link. And the reason why I want to follow the “WeChat” is to build an ecological moat for my APP.
However, there are not many such moats, and WeChat counts as one. In fact, WeChat has developed into the leading position of today’s social apps, not because of its powerful core technology and perfect social functions, but because it has formed a huge social network. Even if you think WeChat is not easy to use, you still have to use it all the time, because the cost of abandoning WeChat is too great, and you have already formed a social network centered on you here.
However, not all Internet companies can form a moat of social networks. Zhang Kangkang, a professional in this field, once cited Didi as an example, although Didi has a large user base, has a complete software experience and functions, covering most cities in China. However, there is no social network relationship between passengers and passengers, between car owners and car owners, and between passengers and car owners. In essence, they are still a single-time relationship of “delete when used up” between the car owner and the passenger home.
Therefore, we can see that Didi, which seems to be large and has a firm position, actually has almost no moat. In the time that Didi was off the shelf, previous users of Didi used Gaode maps, Baibu maps, Cao Cao travel, T3 travel… a variety of travel taxi software. Since it is not Didi, there will be the next “Didi”, so what is the irreplaceability of Didi? However, this is not a very appropriate example, because the car-hailing industry is naturally not suitable for building social networks. Didi once thought of “building a social network with Didi as the core”, but it involves users’ privacy and personal safety. It was stopped. However, it is clear that Didi’s moat in other aspects has not developed, so it is not different from other essential things of online car-hailing.
This is why all major Internet companies want to form social network benefits and build their own moat. If there is no Pinduoduo, there will be Taote; if there is no Taobao, there will be JD.com; if there is no Meituan, are there still hungry? The second and third place in the industry that has not even appeared before are all waiting for Upper position. This has to make Internet giants always vigilant and work step by step.
Of course, the construction of the moat is not limited to the “social network”. The exclusive core technology (JD’s logistics) and a large-scale business chain team (Meituan’s nationwide rider team) are all the moats of major Internet companies. , It’s just that the cost of social construction is lower, and once it is successfully formed, its effect will be better, bigger, and radiated more widely. Moreover, people are the people in the social network, so that users are the most inseparable. It is the social network circle that has a sense of belonging that produces super stickiness.
In addition, social networks are a big stepping stone for enterprise development. Just as the free use of WeChat brings Tencent, it is actually the ecological chain of the entire platform, payment scenarios, gaming scenarios, and huge traffic portals. Therefore, major Internet companies have been struggling in social networking. In the Internet era, it can be said that whoever can grasp social networking and build social networks will start earlier than competitors in the same industry, have more advantages, and develop More favorable. It can be called the “wealth password” of Internet companies.
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