Douyin's target is not Meituan, but Tencent

Perhaps Alone has expectations. There is a software that can become the next super app, which will not allow the WeChat family to be unique.

离 Douyin, a step closer to WeChat, the cooperation with hungry, so that the Jiugongge era that belongs to it is gradually taking shape.

Today, it is no longer possible to describe Douyin with a short video app. It is becoming omnipotent. Its content has contained all lives such as clothing, food, housing, and transportation. What is missing now is the final opening process.

Hungry and Douyin completed an unexpected cooperation last weekend, so everyone's vision was turned to Meituan.

The cooperation between the two parties has not disclosed details. Ali and bytes that have competitive relationships at the e -commerce level. How to form alliances in the local living sector still takes time to observe.

Behind the appearance of cooperation, there is also deeper meaning.

At present, the pattern of Internet traffic separation in China has mastered the social traffic pool of WeChat, and bytes to master the flow pool of Douyin. However, from the perspective of user duration, there is still a big gap compared to Tencent bytes. Everyone has huge traffic.

Tencent's traffic pool can be opened to large factories such as Baidu, but it is not open to the bytes and Ali. If you want traffic, you can only go to other places to find a way. From this perspective, in the Chinese market, Tencent is the most important here. Strategic competitors are bytes and Ali. The family has strong traffic and a complete ecology.

The enemy's enemy is a friend. Although the bytes also compete with Ali in the field of e -commerce, they can choose to cooperate in more places. Local life services are not the core business for Ali and bytes. This cooperation or the best choice.

Douyin is trying to build an ecological aggregation platform similar to WeChat, Ali may also be very willing to see such a result.

Are you hungry and need to be with Douyin

The cooperation with Douyin was hungry, and suddenly announced on Friday.

Cooperation is the complementary needs of both parties. Douyin, who lacks offline delivery capabilities, is hungry with the impact of offline delivery capabilities but caught in anxiety of traffic? They all hope to meet the demands in cooperation. From this point of view, the cooperation between the two parties is unexpected. Also reasonable.

First of all, for being hungry, its enemy is Meituan. How to catch up with the US Mission is its strategic mission. The gap between the two is increasing.

According to the data of the Meituan and its Industrial Chain Research Report in 2022, the market share of Meituan is approaching 70%, and the revenue is three times hungry. In addition, Meituan achieved a market share of twice as hungry with 1.5 times the number of riders.

Is the gap between it and Meituan, the core is definitely not a matter of money, but traffic, but after all, traffic is also a scarce resource. At present, Meituan has completed the creation of the traffic pool. As one of the members of the WeChat Jiugongge, Meituan has long earned stable traffic support from the WeChat super platform.

If you use traditional play to seize the market, it is difficult to complete the "turnaround". However, cooperating with Douyin, importing traffic through content forms, and copying the Douyin Explore (to the store) model on takeaway and entry e -commerce, it is still quite expected.

Secondly, for Douyin, using third parties to improve local life services is an important weight of its second growth curve.

At the end of 2021, many media reported that the revenue of Douyin's vibrato has stopped growing. Faced with advertising as the core performance ceiling, Douyin must be traded at the end to strengthen his sense of existence. Therefore, Douyin began to increase e -commerce efforts this year, and local life is also one of the focus.

For example, takeaway business is an example. In 2021, Douyin had internal testing the "Heart Takeaway" service, and cooperated with well -known catering brands such as Xisha and KFC, but then ended. In July this year, Douyin launched the "group purchase and distribution" function to fight the takeaway market. The relevant person in charge of Douyin Living Service once said, "Considering the actual needs of merchants and users, in order to better protect the user experience, and try to open the distribution services for group purchase products for some urgent needs. At present, the project is still exploring the stage. ","

However, the local life is different from the e -commerce. The model is heavier. The third -party supporting facilities of Chinese e -commerce have been very complete. I simply skipped the exploration stage directly and chose to join forces with the hunger.

Perhaps the internal prediction of Douyin should be its best path to enter the takeaway market.

Moreover, Douyin, who is good at "light assets", does not play the gene of "heavy assets", choosing third -party cooperation is inevitable.

In fact, Douyin tried to recruiters in a large area to do takeaway and local life, but the results were not ideal and slowed down. Because this business requires a lot of ground push, making "heavy mode" is not the strength of bytes, and in the face of the long -slopes of snow, Douyin has no patience to wait. ) Come and cooperate.

If Douyin wants to end the local life by himself, then the serious problem of riding a rider will be placed on the table. Meituan is still a headache for riders to manage and social security. Douyin cannot find this trouble by himself.

Finally, the foundation of the cooperation between the two parties is the scarcity status of the current domestic market. Earlier, WeChat had completed the investment in the enterprises of clothing, food, housing, and travel through strategic investment, allowing them to enter WeChat together to form a WeChat ecosystem.

Douyin now also wants to have its own "Jiugongge". But the core is that there are no many beaches on the market for vibrato choices. The header of each track has been invested by Tencent. The second and third place is basically in Ali. I can't find a better way to cooperate with Ali.

The inevitability of Ali and byte cooperation

The cooperation between Douyin and Hungry, or the beginning of Ali and bytes in depth, the cooperation between the two parties has its internal inevitability. The global layout bytes cannot invest all the focus of the center of gravity, and Ali, who has the e -commerce empire, is also facing traffic anxiety in both the domestic market and the business of going to the sea.

First of all, the advertising business of bytes in China has been topped. The two major ace today and the vibrato are facing the ceiling of performance. Essence

The bytes of global business will no longer be so concentrated on the single investment of the Chinese market. Earlier, the logic of byte solutions was a good receipt, and the puzzle was supplemented by the merger and acquisition of the merger. Then, choosing a resource -based partner has become one of the good paths.

The bytes are aimed for a circle, and Ali, who is not bad but the difference, may be the best choice.

Secondly, Ali, who is known for e -commerce, whether it is the basic domestic market or going to the sea business, the biggest dilemma is currently on traffic. However, Ali's advantages are also obvious. It has opened up all the supply chain links of e -commerce and has the most powerful e -commerce delivery capabilities. This is a commercial barrier that cannot be created in a short time. "Bringing", quickly make up for these shortcomings.

Third, Douyin will never define itself as a short video app. Such a product life cycle is too short and is quickly eliminated by the market.

As an APP, if the underlying control of the underlying logic such as a system or chip is not forming, then the ecosystem covering clothing, food, housing, and transportation must be formed to ensure the vitality of the flow pool for a long time.

But if you want to achieve this purpose, with WeChat PK, you must find your own Meituan, JD.com, Pinduoduo, shell, Didi ...

In the domestic market, almost the resources that can be used have been invested by Tencent, and there are very few opportunities to choose by bytes. But for Ali, there are a lot of "related" resources in their hands. Is it hungry, Gaode, Taobao, rookie, and flying pigs. Once they are empowered by traffic, they can be activated.

Compared with Tencent's investment one by one, the byte beating only needs to get a company in Ali.

Finally, the work with Ali is also the ambition that the byte beyond Tencent is not dead.

For bytes, competition with Tencent is always a "heart." Although "Head Teng Wars" has passed for several years, whether it really puts down, both sides are Sima Zhao's heart.

Potential risks of cooperation

So, what are the risks of Douyin and hungry?

The first is the issue of weight balance.

Compared to Tencent's form of equity as a link, it builds WeChat's "Jiugongge" ecosystem. The cooperation between Douyin and Hungry has a little "blood" relationship. If the bytes are increased with Ali's business through traffic, they have to face the potential risk points of swallowing and anti -swallowing.

As an example, takeaway is actually a very profitable industry. The "high commission of takeaway merchants" has always been a hot topic in the epidemic. Meituan also publicly stated that it is as strong as Meituan's supply chain, and its takeaway profit per order is only 0.28 yuan.

This is a business model with a large -scale exchange of benefits. There is also a profit balance point. Before and after the balance point, bytes and Ali are required to form a tacit understanding in the distribution of interests, especially for losses that may bring.

For Douyin, the only cooperation choice may face the devouring traffic of the supply chain. Meituan and Hungry have accounted for more than 90%of the country's share market. As the second place, is it hungry? It is almost the two -choice of supply chain partners. At present, there are no other ideal partners. Once you run the business model Then, Douyin will inevitably face strong hunger.

For hungry, there is no free lunch in the world. The vibrato of the traffic, before the early stage has no benefit, is likely to charge the hunger in the form of traffic fees. You can earn a traffic fee. For hungry, it is the dedication of real gold and silver.

Secondly, it is a loss that may occur when facing competition.

If the second child wants to turn over, it is necessary to snatch the boss's cake. Now the local life cake of Meituan has eaten very stable. If you want to move, in addition to the traffic, the price will undoubtedly have a short -term loss. How to balance it? Is the cost of Douyin exempt traffic? Are you hungry and then subsidize? Still hungry?

The cooperation between the two companies is not afraid of making money. In fact, the most afraid of losing money, and how to make money, but if you lose money, you will make cooperation very fragile.

The last point is the performance of the contract under this cooperation mechanism.

At present, Douyin has proven that playing with the store business with a short video model is completely fine at all, but what about take -off business? For example, a takeaway sells from the vibrato, and then is hungry to accept it. Is this order be considered a vibrato list, or is it hungry? Who is the responsibility of all the problems?

A senior catering person in Zhengzhou told Lu Yan's business comments that he believes that in the future, companies that take takeaway in Douyin will still be based on large and medium -sized restaurants. "On the one hand, the videos of Douyin have a certain threshold compared to the text map display of Meituan; on the other hand, Douyin does a better thing to go to the store and group purchase business, that is, it is a store drainage, not a store, not a store, not a store drainage, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store, not a store. Actual sales. "The industry bluntly stated that the content of Douyin's waterfall flow design itself is limited, and conventional catering such as yellow chicken rice and rice peel cannot enter.

"Even if the Douyin opened the page for takeaway, consumers abandoned the more comprehensive Meituan of the ecology and chose the Douyin who just started. What should I do? If the webpage is implanted directly, why not download the hungry directly. What? "The senior said frankly that at present, many restaurants currently on Douyin are losing money to sell, which is equivalent to draining advertising fees to drain, and it is difficult to form a continuous business.

In essence, it is still against Tencent

Of course, whether the cooperation of Douyin and hungry in the future is successful, through the phenomenon, the essence of the phenomenon is still the byte to join Ali to play with Tencent -Douyin wants to complete the super platform dream. Conversion with WeChat and the vision of the life cycle of the product as much as possible. Ali, who cannot obtain the traffic pool from Tencent, is also a good thing to get traffic from its opponent.

What does the byte and Ali want in this confrontation?

First of all, for Douyin, it can obtain the expansion of the platform and the open ecosystem. The cooperation with Douyin and Hungry, mainly through the hungry Douyin applet, while Douyin emphasizes the importance of the Douyin open platform.

This method cannot be said to WeChat's ecological model, but almost exactly the same.

Earlier, Meituan and Pinduoduo were nuggets in WeChat's applet ecosystem, especially in Cheng Yilong (now travel), and they were called "the first share of the applet".

But Douyin, who has the advantages of traffic, is doing tepidly in this piece. The "Mangosteen Travel" and other products launched by Douyin themselves eventually ended.

In the first half of this year, after establishing platform thinking, the GMV of Douyin's local life was about 22 billion yuan, surpassing performance expectations that did not reach last year. Among them, many three -party Douyin applets are inseparable, helping the jitter to make up for business puzzles such as machine wine, education, tourism, tourism, etc. This may also strengthen the more open mentality of Douyin.

In this cooperation, the emphasis on the openness of Douyin also released a signal, that is, positioning itself clearer in the role of the super platform, and wanting potential partners to release the meaning of recruitment. And the cooperation between Douyin and Hungry, or a "window" of Douyin ecology.

Secondly, for Ali, the reason why he is willing to do Douyin's "test field" is because Douyin strives to build a WeChat ecological aggregation platform, perhaps it is also very willing to see the results.

From the perspective of a strategic layout, Ali's today's enterprises are the only domestic companies that can confront Tencent, and basically compete in each pit, but basically Ali is at a disadvantage. question.

Now, since the huge traffic pool of Douyin is willing to open it, it is a good opportunity for Ali. After all, the influence of Douyin and TIKTOK in the world is only greater than WeChat. If Ali can get this one, Ali can get this one. Ship tickets are definitely an excellent incremental opportunity for yourself.

Third, the content traffic of the bytes has a natural competition relationship with Tencent's social exchange volume. Many businesses have disappeared. You die. On the surface, the "head of the head" was stunned, and the smoke in the back was never dispersed.

There are so many users every day, either staying on WeChat or staying on the vibrato. Both parties are essentially grabbing the user's length to promote more trading opportunities. WeChat has now fully set up the trading system of all aspects. , But in many links, Douyin has only content display and no performance link. Finding teammates such as Ali can immediately complete this closed loop.

In other words, this cooperation can snatch more user duration and trading opportunities from WeChat.

Finally, whether it is byte or Ali, in the process of development, I have never eaten any dividends of Tencent's traffic. It is a long -term strategic competition relationship. Neither parties want to be in the Chinese market. The traffic and transactions counterattack Tencent. After all, the layout of Tencent's enterprises is eating bytes and Ali's stock markets.

JD, Pinduoduo, and Meituan have surrounded Ali. Quick hands, B station, Tencent video, and video number of the bytes of the bytes are jealous. Today, although there are no smoke on the Internet, there is no one in the night. Can fall asleep safely.

Making Tencent must be the common goal of both parties.

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