China Business Daily (Reporter Ran Longnan)On December 27, Kuaishou and Meituan announced that they have reached a strategic cooperation in connectivity. Based on the Kuaishou open platform, the two parties will open up content scene marketing, online transactions and offline performance service capabilities, and jointly create a “one-stop” complete consumption link for users. The success of the two leaders of local life and short video will bring new changes to the hot track of local life.
Two leading companies join forces
According to official sources, Meituan will launch the Meituan Mini Program on the Kuaishou open platform for this cooperation, providing Meituan merchants with complete service capabilities such as packages, vouchers, reservations and other product displays, online transactions, and after-sales service. Kuaishou users will It can be reached directly through the Meituan applet. 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.
As a leader in local life, Meituan’s strength lies in its rich service categories. Statistics show that more than a hundred “new lifestyle” service categories have emerged on the Meituan platform within a year. The advantage of Kuaishou lies in the traffic brought by short videos. Its data shows that more than 140 million users browse the operator’s homepage every day. The short video live broadcast platform represented by Kuaishou has also become the mainstream content consumption model, and has brought new demand scenarios and growth possibilities for the local life service industry.
It is reported that the complementary cooperation between the two parties based on the service retail supply chain and UGC (User Original) content will help local life service merchants to link incremental demand in diverse scenarios such as “content grass”. After “getting a heartbeat”, you will get high-quality service immediately. And content platform creators will also benefit from this.
It is worth noting that before Meituan and Kuaishou joined hands, they both explored each other’s fields. Meituan once launched a business live broadcast function, and in August this year it launched a “short video” function, which was called “watch video to make money” or “video to make money”. However, it is in the testing stage and the functions have not been fully released, and the entrance is also Hidden deeper. It is reported that this feature allows users to watch the “grass” short video in the Meituan App in the upward and downward mode. In addition, for short video production, Meituan also internally tested the editing tool “Meituan Pipi Shrimp”, which can edit graphics and short videos.
And Kuaishou has also tried the local life service field. At the Photosynthetic Conference held in April this year, Yan Qiang, senior vice president of Kuaishou, once listed pan-life services as one of the three major directions in 2021. On May 20, the entrance of Kuaishou City was changed from Grayscale internal test group purchase to full open. All users can see the newly added “Special Group Purchase”, “List Recommendations” and “Kaishou 517” sections of Kuaishou City Channel, which are also available on WeChat. The local life applet “Eat, Drink and Play in Kuaishou” was launched.
After testing each other’s business, they still chose to hold hands. It can be seen that both Meituan and Kuaishou have great expectations for this cooperation. Wang Jianwei, senior vice president of Kuaishou, said that Kuaishou digital market ecology is rich in people, content and scenes, with a complete trust mechanism and abundant ecological value of traffic. Meituan has been deeply involved in the local lifestyle industry for many years, and while connecting with a large number of businesses, it also has a deep deposit in system capacity building such as supply, contract performance, and service. The cooperation between the two parties will undoubtedly produce a “1+1>2” synergy effect. While providing content creators with a richer mass product library, it also further helps 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.
Changes in the local life track
In fact, since last year, the local life track has been favored by many Internet giants. Platforms such as Alipay, Douyin, Meituan, Kuaishou, and Xiaohongshu are all eyeing this “fat”.
As an old player in local life services, Ele.me added leisure and entertainment, daily chemical, medical and beauty services last year, opening up the entire local life services horizontally. Alipay has undergone a major revision last year, upgrading from a payment platform to an open platform for digital life. Meituan did not relax either, and the launch of Meituan Maicai further strengthened the local life service functions. But it is worth noting that the new players are watching and advancing on the track, posing a big threat to the old players.
Two short video platforms, Douyin and Kuaishou, are new players on the track. As early as last year, Douyin added functions such as “ticket reservation” and “hotel reservation” to the merchant’s personal homepage. It supports closed-loop completion of everything from video “planting grass” to transactions in the Douyin App. Later, from Douyin Discovery Store to Douyin City, Douyin Group Buying, and to the “Heartbeat Takeaway” that has already been tested before, Douyin has basically realized the transformation from “planting grass” to consumption, from content to content in terms of local life services. The closed-loop transaction has recently improved quite a bit in the in-store group buying business that is not instantaneous and has a short decision-making link.
Compared with Douyin, Kuaishou pays more attention to people, emphasizes trust in the economy, and connects users and businesses with people as the core and trust as the link. Kuaishou has successively reached cooperation with Tongcheng Yilong, Qunar.com and other platforms, and through the latter, it has developed local tourism business and gradually built a product supply chain foundation for local life.
In addition, even Xiaohongshu has transformed into a “lifestyle” platform, and has frequently launched functions related to life services this year, including adding store POIs (points of interest), hotel, and homestay reservations.
Under the impact of many new players, Meituan and Kuaishou chose to join forces, which is undoubtedly a strong alliance. Meituan has obtained Kuaishou’s traffic and content to increase the transaction rate, while Kuaishou has obtained Meituan’s merchants and riders, and can provide its users with a more complete experience. According to analysis by industry insiders, the interconnection between the two parties has brought a broader imagination and market growth to the local life industry, which will help realize the positive cycle of platforms, users, talents, merchants, and business ecology.
It is reported that many popular national chain catering brands such as Coucuo, Ziguangyuan, Shuyishaoxiancao, 85°C, CoCo, etc. have become the first batch of merchants to enter the Kuaishou Meituan Mini Program. The cooperation between Kuaishou and Meituan will enter the trial operation stage during the peak consumption season of New Year’s Day and Spring Festival next year. What kind of changes will this cooperation between the two parties bring to the local life track? China Business Daily reporters will continue to pay attention.Return to Sohu to see more
Editor:
Disclaimer: The opinions of this article only represent the author himself. Sohu is an information publishing platform. Sohu only provides information storage space services.
.