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.
Speeding up the process of internet platform interconnection
Over the past ten years, the domestic Internet market has developed rapidly, with new giants and new tracks constantly emerging. Internet companies have fierce competition for user traffic and duration, and the “walls” that lock the traffic pool are also building higher and higher. As an inevitable choice for the high-quality development of the industry, interconnection has become an important starting point for Internet platforms to work together to create a new, win-win ecosystem.
In July this year, the Ministry of Industry and Information Technology launched a special rectification action for the Internet industry, dedicated to solving Internet interconnection issues. The open cooperation between Meituan and Kuaishou is another positive response of Internet companies to the call of the “interconnection” policy, which will bring an incremental market to small and medium-sized merchants.
It is reported that the complementary cooperation between Meituan and Kuaishou based on the service retail supply chain and UGC content will help local life service merchants to link the incremental demand in diverse scenarios such as “content grass”. After “getting a heartbeat”, you will get high-quality service immediately. Content platform creators will also benefit from this.
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 life industry for many years, and while linking to a large number of businesses, it 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 will also further 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.
Kuaishou Planting Grass users can directly access the Meituan Mini Program in the App
Meituan will launch the Meituan Mini Program on the Kuaishou open platform, providing Meituan merchants with complete service capabilities such as packages, vouchers, reservations and other merchandise display, online transactions and after-sales service. Kuaishou users will be able to directly reach the Meituan Mini Program. 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.
The cooperation between the two parties will enter the trial operation stage during the peak consumption season of New Year’s Day and Spring Festival in 2022. From now until January 3, 2022, the New Year special event with the theme of “Super-value gourmet group, old iron enjoys benefits” will be launched on the Kuaishou Meituan applet on a pilot basis, and the special group purchases provided by the above brands will be recommended through the Kuaishou Daren video. Set meals, hot pot set meals are 40% off, and milk tea snacks start at 1 yuan. The user opens the Kuaishou App and searches for “Happy New Year Food Notes” to enter the event page, and clicks on the relevant product to enter the Meituan Mini Program to purchase directly, or through a bowl of food expert videos such as Fully Eat, Find Shanghai, and Liwor Girl Mini To learn more about the package information, place an order while watching.
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. “Coucou is not afraid to be the first person to eat crabs.” Speaking of the cooperation between Kuaishou and Meituan, Coucou COO Zhao Muquan said, “In order to meet consumers’ demand for diverse information, Coucou 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 operations of online stores. The openness of both parties It can help us quickly improve our service guarantee capabilities in short video scenes, make the consumption experience smoother, and at the same time help us precipitate the incremental demand stimulated by short videos into our brand assets such as word-of-mouth and membership.”
According to the 48th “Statistical Report on China’s Internet Development Status” released by the China Internet Network Information Center (CNNIC), as of June 2021, the number of short video users in my country was 888 million, an increase of 14.4 million from December 2020, accounting for netizens. The overall 87.8%. According to data from iResearch, the scale of China’s local life service market will be 19.5 trillion yuan in 2020, and this number will grow to 35.3 trillion yuan by 2025.
“Local life services currently have a small share of short videos and live broadcasts, and their growth potential is greater.” Industry insiders pointed out that the interconnection between the two parties has brought broader imagination and market growth to the local life industry, which is helpful To realize the positive cycle of platforms, users, talents, merchants, and business ecology.Return to Sohu to see more
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