Are you hungry?

Local life battlefields have reunited.

On August 19, Hungry announced cooperation with Douyin. The two parties stated that they will work together to explore new scenes of local life services to upgrade. Through high -quality content, rich goods and efficient logistics distribution, we will deeply connect merchants and consumers. In the era of videoization, "that is, watch, point, and Da" in the era of videoization, " New local life experience.

In the past two years, Douyin has been working hard to live in the local area. After vigorously deploying the "group purchase" business, it has also tried a low -key water take -out business. Last July, there were rumors that Douyin's internal test was called "Heart Takeaway" APP, but 5 months later, the heart -consuming takeaway business was suspended in internal testing, and the relevant applets were also removed. At the end of April this year, the news that the Douyin Life Service established a local team in various places spread widened. Beginning in July, Douyin tried to "group purchase and distribution" in cities such as Beijing and Shanghai. The delivery service was sold. After the user fills in the address and pays, the package you purchase can be delivered to the home.

The cooperation with hungry hands on this time has even seen Douyin's determination to make a local life. With the depth of Douyin's entry, the local life field may usher in a new round of shuffling.

01

Who can make up for a short board

As Douyin is hungry, the competition of the local life market has further increased.

According to data from the Foresight Industry Research Institute, in 2021, China's market size of the Internet's local life service industry will reach 2.6 trillion yuan, a year -on -year growth rate of 15.1%; by 2025, its market size is expected to reach 4 trillion yuan. In the context of the decline in the overall market size of Internet advertising marketing, the trillion -scale local life has become a challenge to find new growth points in short video platforms with advertising as the main income.

Holding hands is hungry, for Douyin, it is a major step for the local life. After all, in the field of local life, the right to speak in the industry is higher than Douyin.

▲ Picture: Are you hungry?

It is understood that at present, local life is one of the highest priority businesses. In early 2021, Douyin's goal of the local life business was GMV achieved 20 billion yuan, and by November, GMV completed only 10 billion yuan. The target in 2022 reached 40 billion yuan, which turned over.

As early as 2020, Douyin has begun to lay out local life. At the beginning of 2020, Meituan and Hungry opened a small program on Douyin and entered through search entrances. At the same time, Douyin allowed them to place dining inlets on the brand homepage. Users can click to jump. However, this cooperation did not achieve the expected results. Both are currently related to the relevant procedures of the racks.

According to people familiar with the matter, from March to May 2021, Douyin once selected some catering merchants to pilot in Zhongshan, Shenzhen, Guangzhou, Beijing, Shanghai, Zhengzhou and other cities. it is good.

It is reported that in July 2021, Douyin also tried "heart -intensive takeaway", and then gave up because the logistics distribution system was too difficult to build. Now, searching for the keywords of "Heartboy Takeaway" in Douyin APP will jump out of a warm reminder, "At present, there is no takeaway related business plan for Douyin, and the investment promotion and agency information related to 'heart -intensive takeaway' are not real."

How can Douyin and hungry cooperation be unfolded in the specific way? How many high -level traffic entrances will not reveal too many cooperation details. According to the current information, the cooperation between Douyin and Hungry will "open the platform based on Douyin and use small programs as a carrier."

The influence of this cooperation on the Local Life Life Life Meituan is obvious. After the release of related press releases, Meituan's stock price fell sharply, and from nearly 1%to about 3%in 20 minutes. In addition, the fast -handed stock price that reached cooperation with Meituan in 2021 also heard the news on the same day, but the decline was not great.

▲ New change in the industry may open

The cooperation method of Kuaishou and Meituan is a small program for Meituan on the Kuaishou Open Platform, providing services such as packages, vouchers, booking and other services such as package, vouchers, booking and other services. Quick users will be able to reach the Meituan Mini Program directly. At present, the Meituan Mini Program on Kuaishou has launched a variety of categories such as restaurants, hotels, tickets, and beauty hairdressers.

Wang Chao, the founder of Wenyuan Think Tank, said that the super platform of Douyin's 600 million daily life to join the takeaway battlefield will put pressure on the leader of the takeaway leader. However, it is necessary to continue to observe whether Douyin and Hungry can cooperate well. After all, in the takeaway industry, these two companies are actually competitors.

02

Why are you hungry in hand?

For Douyin, this cooperation is not intended to takeaway, but is deploying "local e -commerce". In this cooperation news, it is mentioned that the two parties will "bring a new experience in local life in the video of video, that is, point, and Da", which will have a little clue.

The Douyin APP has 600 million DAU. The user group who is highly interested in local food and living content on Douyin is the target user of this cooperation service. This is "looking at". "That is the point", the scene is hungry applet. When the user's geographical location, video content, and surrounding supply stores can be matched through technology, users can immediately place the grass -planting products. "Shi Da", behind it is hungry, covering the same city logistics performance network of each capillaries in the city, providing efficient delivery services.

"That is to see, that is, point, that is,", it has formed a full link from content planting, online order order to real -time delivery, which is great for the content operations, technology, commodity supply, and local logistics capabilities behind it. challenge.

At present, on the Douyin and Kuaishou platform, the commercialization path of the local life is mostly, the short video content is planting grass, the group purchase order link promotes the delivery, and then the offline store will complete the performance of the performance. In this model, not only the platform needs to achieve the accurate matching of the content of the user LBS and the supply, but also requires that each user's geographical location is the core unit, which can realize the composite Anti -loop of ability. ▲ Douyin layout local e -commerce is the top priority

This also means that it is necessary to perfectly combine the video content with the real -time e -commerce distribution performance service. For the current short video and e -commerce platform, the shortcomings complement by cooperation are the choice of maximizing business efficiency. In essence, in this model, while exploring the content of content, it is a good time for the business business.

The content of the short video platform and instant e -commerce is essentially two different ecosystems. The content -based commercial ecosystem requires the distribution logic of global traffic. The core barrier is that high -quality creators introduce and operate content operations. Therefore, in the commercialization model of content, advertising income is the main monetization path.

As the Internet enters the era of stock, the competition for advertising business has entered a fierce stage, and the path of traffic monetization has a new breakthrough. The short video and live broadcast of fire in the past two years are the success of the e -commerce business exploration in the commercial ecology of the content, which has also become a transition bridge towards the "instant e -commerce" service.

But the difference is that the traffic distribution mechanism of short videos and live broadcasts still rely on the distribution of traffic distribution in the whole region. Instant e -commerce is just the opposite. Due to the logic of regional supply and demand and performance models, the platform does not need to distribute across the region. Instead, it only needs to accurately serve the "nearby" users to match the rider and provide timely services.

For Douyin, it is a complicated process to rebuild a logistics performance system and the merchant operation system. Previously, in the attempts of "heart takeaway", it had already tasted the suffering.

For being hungry, lack of video content genes, the "Zhenxiang" channel developed internally before has little effect. It can use the content ecology of the vibrato short videos to form transaction conversion. Maybe it is necessary to pay some "traffic fees", but Still a good choice.

This time, the hungry and Douyin's hand in hand have played a positive role in promoting the entire industry to break the "barriers" and explore the overall efficiency of the industry.

03

Can local life usher in a change?

The impact of the catering industry is visible to the naked eye.

According to the latest data from the National Bureau of Statistics, in July, the total retail sales of social consumer goods were 3587 billion yuan, an increase of 2.7%year-on-year, but catering revenue was 369.4 billion yuan, a year-on-year decrease of 1.5%; and from January to July, catering revenue decreased by 6.8%year-on-year. Especially in April of this spring, data showed that the national catering industry revenue in the country was 260.9 billion yuan, a year -on -year decrease of 22.7%, the largest decline since May 2020.

Under the dilemma of the macroeconomic situation, many small businesses have further strengthened the entry and dependence of online platforms. The new business technology and solutions are undoubtedly giving charcoal in the snow for catering merchants who are urgently waiting for business recovery.

The data of the "Report on Catering Enterprises in the Epidemic in 2022" shows that nearly 50 % of the interviewed food companies opened up takeaway, group purchase and other businesses during the epidemic. For local living businesses, the most critical factor determining income growth is to include online takeaway and how to harvest more needs under the diversification of operating channels.

In the local life business, takeaway is the largest piece of cake. A report from Ai Media Consultation shows that the proportion of the number of takeaway users and the total revenue of takeaway income in the total revenue of the catering in 2022 continues to increase. As of the end of 2021, the scale of takeaway users increased from 410 million in 2018 to 540 million, and the proportion of takeaway revenue increased to 21.4%of the total catering revenue.

▲ Figure: Ai Media Consultation Report

Since the beginning of this year, Internet companies including SF, JD.com, Pinduoduo, Kuaishou, bytes, etc. have been trying to try their best in this field.

In January of this year, SF and Kuaishou's "Tongcheng Popularity" reached a cooperation. SF will provide instant delivery services for its takeaway business. In June, JD.com established the same city catering business department, and used Jingdong to home app as a service carrier. The pilot catering takeaway business is responsible for distribution by the subsidiary Dada; earlier, the community group purchase was the starting point, and Pinduodu Meituan has launched fierce competition in the field of life services.

With the influx of the giants, the number of merchants and users and transactions of local living services have slowed down, and the market has quickly entered fierce stock competition. There is no shortage of "fighting" in the local area. As Douyin is hungry, the industry will set off a new round of fierce war.

However, the fierce competition between giants is not a bad thing for consumers and merchants. After all, there are more and more choices in front of consumers and merchants. For merchants, entering multiple platforms can obtain more business channels and marketing gameplay. For consumers, takeaway software is not absolutely irreplaceable. Platform subsidy strength and delivery service experience are the two decisive factor.

In the future, with the expansion of the scale of the takeaway market, consumer demand is constantly changing, and it is bound to push the industry to continuously upgrade and optimize services.

Author ｜ Zhang Yao

Edit ｜ Hu Zhanjia

Operation ｜ Produced by Chen Jiahui ｜ Zero -state LT (ID: lingtai_lt)

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