I, for 6 yuan and 5 cents, canceled the Meituan account

When the Meituan collapsed at the meal, even if the hot search was on, the officials of the Meituan were still silent, which also reflected the status quo of Meituan after the business molding: stable, as usual.

Member fees that cannot be returned in the original road

Tang Yue, a 32 -year -old Internet practitioner, is a silver user of Meituan. It is used when Meituan just started a group purchase. But in the past two weeks, in order to refund the membership fee of "routine", she spent a lot of time. In the end, she was dry by Meituan. She felt that "killing" and "special pit members" often vomited The thing happened to her. One day in June, Tang Yue felt hungry when he was busy overtime until 9pm, and habitually used Meituan to order takeaway. On the order payment page, Meituan pushed its "monthly members" and card tie discounts as always. In the face of the complicated rules of use of coupons, Tang Yue chose to test the final price back and forth. Tang Yue, who rarely purchased members, was still at the temptation of minus discounts. Colleagues of the same dish, without buying members, are cheaper than her.

Tang Yue instantly felt that she was a "big grievance". She was reluctant to open the Tencent video members and refunded the Meituan customer service directly. The customer service said that he could return to the balance of the Meituan APP. Card, but it must not be pushed to the WeChat payment, because "there is no permissions." However, Tang Yue felt that takeaway is expensive, but this routine is very boring. In terms of retreating 10,000 steps, why can't the unused membership fees be returned in the original road?

"Enterprises with responsibilities should follow the development of the business society. It cannot be profitable and data is the map. Most e -commerce platforms have begun to automatically help consumers calculate the best price. Meituan, a large manufacturer, is still allowed to give up. Users repeatedly test offers and comparisons. "

But what Tang Yue didn't expect was that in the era of normal refund demands basically, there was no threshold, Meituan customer service firmly stated that the member Fei Yuanlu was not returned. After communicating with 6 or 7 different US group customer service, Tang Yue was even more angry: "The membership fee is only 6.5 yuan. I am not arrogant, I just think that the Meituan is too much. I can return to the account to withdraw cards by myself. When I tie the card, I know that this is their serial routine. It is really dead to users. In order to induce users This time, if the card is tied to withdraw the money that should be returned, the normal discount of the normal card binding is directly disappeared, and it will be made by the Meituan inside and outside. " Tang Yue is really unable to accept this kind of no sincerity and solution to play user IQ.

Meituan cannot increase normal functions and permissions because an ordinary user. After all, only the threshold can be set up to ensure the income of its membership fee and increase the chance of consumption. Big Data. After the communication was unsuccessful, Tang Yue initiated a complaint from WeChat Pay. I thought the various commitments and guarantees of WeChat payment could solve this problem. However, WeChat payment only issued the controversy to Meituan. Any communication with her.

Tang Yue abandoned rights protection and no longer believes that Meituan and WeChat payment as a payment platform. The data flow of the Internet era is clearly available, but it is not conducive to consumers. Most of them are used in merchants like Meituan to increase profit margins The basis for decision -making. In the end, Tang Yue bypassing the routine in the cancellation process of the platform, completely canceled the Meituan and the public comments, and the membership fee paid was not required. She felt that in front of the giants, they were ants.

Why do some transaction participants (consumers, businesses, takeaways, etc.) with the "beautiful life" assistant as a pursuit? What does individual interests mean for the Meituan that explores "unlimited games"?

Wang Xing's unlimited game and the border of Meituan

The Meituan, who won the "Hundred Regiments War" in the group purchase, is inspirational. It has now become a model for entrepreneurs to disassemble and learn. In all aspects of local life, in addition to stepping on the stroke, Meituan also made the right choice at key nodes.

In 2015, "betrayal" Alibaba, the merger of public comments and introducing Tencent's investment was considered to officially show the determination of Meituan's ambitions and independent development to the outside world. In 2011, Alibaba closed its "word of mouth" for the Meituan, and combined with Sequoia Fund to give Meituan $ 50 million. The anti -water of Meituan this time allowed Alibaba to restart the Word of Word of Word immediately. Is it hungry? Meituan also thoroughly entered Tencent's camp and obtained the traffic entrance on WeChat.

The acquisition of the payment license is an important step for Meituan to go to the unicorn. Netizens have ridiculed that the end of the Internet giant is finance. Although some exaggeration, the financial business is basically standard for the giant. One of the main profits of the 360 ​​company comes from the 360 ​​Division of its financial business, and the IPO of Ant Financial Create records at the beginning highlights the financial financial records. The temptation of business. In 2016, Meituan was reported by the third -party payment settlement business, and Meituan Pay was ordered to make offline rectification because it had no payment license. In the same year, he invested heavily in the acquisition of Qianbaobao to get a payment license. According to the industry insiders, the transaction spent Meituan's revenue of 1/10 of the year, about 1.3 billion yuan. Now it is very good for the acquisition. At present, Meituan has obtained four financial licenses with a lot of gold -containing licenses including payment licenses, small loan licenses, private bank licenses, and insurance licenses. Meituan Financial Business Layout, derived from unintelligo finance

The Meituan officially "breaking" from the field of eating, drinking and playing, and entering the field of travel is the trial running business in Nanjing in 2017 and the acquisition of Mobike bicycles in 2018 with a huge sum of $ 2.7 billion. These two businesses have also contributed a lot to Meituan's monthly living data, and they are also a response to Didi entering its takeaway field.

In 2020, the Meituan "Optical Division" was established, and the goal was directly pointed at the "community group purchase" track respected by Wang Xing. It is expected that you still need to wait.

Meituan development process

For the important development nodes of Meituan, it is often interpreted as the landing of Wang Xing's "unlimited game" thinking. That is, the preface to "Limited and Infinite Games": Limited games are played in the border, but infinite games are with the border, that is, playing with "rules" to explore the change of the boundary itself. Compared with the concepts of business skills such as other corporate furniture elephants, the concept and pattern can indeed give Meituan more imagination in the future. Meituan, like catfish at the right time, use the right resources, enter the fields other than takeaway, and constantly challenge giants in various fields, try to change the rules of the circle.

However, in September 2021, when the Meituan strategy shifted from "Food+Platform" to "retail+technology", it seemed to indicate that Wang Xing's "Infinite Game" was always a concept. The premise of reducing the anti -dimension was also winning in limited games. However, the rules of this "limited game" seem to be completed in advance by other companies. Just like the concept of "retail+technology" hitting JD.com.

When hundreds of millions of users realize that Meituan can refer to "takeaway", Meituan is close to the business boundary and the monopoly boundary. Whether it is to adjust the company's strategy or be fined 3.442 billion yuan for the implementation of the "two selection and one" monopoly behavior, it is the most authentic reaction.

For e -commerce companies, the road of platformization is not a development model of innovation. It is nothing more than fighting and exploring the "second growth curve" in order to obtain more users, have a larger volume, hedge risk and opponent competition. Wang Xing wanted to do "different", but from the financial report, it seemed that he had not succeeded.

Can't change the "rule", then change the "algorithm"

Meituan's "Infinite Game" is playing with the boundary (rules), but after all, it is trying. The premise of changing the boundary is to live first.

When the Internet demographic dividend is bottomed out and the growth of its own business is lower than the "Internet growth rate", then using money to maintain the growth rate is one of the magic weapons of Meituan in the first half. After all, Meituan's financing capabilities cannot be small watch for.

Meituan financing process

Judging from the financial report of the 2022 Q1, the revenue was 46.3 billion yuan, an increase of 25%, but at the same time, the operating loss was 5.584 billion yuan, an increase of 17.1%. The innovation business (including the US group preferred, etc.) in its three major businesses became the main reason for dragging the losses of the Meituan -a total loss of about 38.4 billion yuan in 20121. In the community group purchase track, Meituan reproduces the strategy of "burning money and grab the land" during the group purchase period, and it has indeed gained certain effects: life, food and enjoyment, Meiyi Jiaxuan, dull radish, Shihui group After falling down, the industry is sorrowful, and Meituan preferably survived the support of the "cash bull" business such as Meituan takeaway and hotel tourism, which survived in a melee. At the same time, it also brought Meituan as "a new user who has obtained more than 100 million in less than 2 years" -ets as of the end of 2021, the number of users of Meituan trading was 690 million, an increase of 35.2%over 510 million in the same period last year.

However, in the face of tens of billions of losses, even the giants are hurt. Meituan will not be as calm as before. Recently, high -level personnel adjustments have been made. Close warehouse. Therefore, Meituan's desire to stop changing has never changed, but it is covered with different concepts at different stages. Some people in the industry believe that Meituan's "cost reduction and efficiency" will spread to all business departments.

Meituan 2022Q1 Financial Report

Indeed, some media broke the news that Meituan has carried out the largest layoffs in the past two years. "All the idle conference rooms have been booked by the HR department employees on Friday, and this is only the first wave of layoffs. There will be two waves, it is estimated that the layoff will continue until the end of April. "

The core takeaway business of 52.21%revenue (2022 Q1) contributed to Meituan. Every time a single loss is one yuan. " However, there are currently many changes. The profit of Q1 in 2022 increased by 41.31%compared with the same period in 2021. However, behind this is the result of the output of the "algorithm", the guidance of the "New Rules of Commission", and the results of the three links of the "Data Dataization" of "Thousands of people". When my brother rushed desperately, it was just for the more than a little more income. As a platform, Meituan thought more about transaction efficiency, merchant and users' experience, but the complete four closed -loop four were indispensable. The algorithm allowed The fear generated by the takeaway has gradually extended from the takeaway to the Internet participants. When the netizens spit out the two ends of real estate agents, the platforms such as Meituan have already reviewed the takeoffs, merchants and users. Under the pressure of public opinion, Meituan announced the new takeaway delivery algorithm rules. Movement and fines. The high commission of merchants has also been changed to "technical service fee+performance service fee (distance charging+price charging+time charging)."

For consumers, the concept of "thousands of people and thousands" that can better serve different individuals can be used on themselves. In addition to personal data security issues, there is also a potential risk of "killing". As early as 2020, some netizens posted a post to reveal that they had encountered Meituan members "killing": After opening the membership, the distribution fee was 4 yuan more expensive than the non -member, and netizens also talked about being cooked by the Meituan. The topic of takeaway big data is on the hot search list. Meituan attributed it to "positioning cache bias". When the app understands the user by itself, simple guidance can make users fall into "routine consumption" and impulse consumption. For the platform, these are the basis for constituting their financial report data. The base is considered a considerable income.

For Tang Yue, the technology and algorithm of the giant Meituan will not even be unhappy to the return of the original road, and the Meituan must not lack these 6 cents of 5 cents. It is what the Meituan wants to make each user active and consume many times. The borrowing balance can be withdrawn from the name of themselves to induce users to bind bank cards and credit cards. It is even more needed by its financial payment business. Few people think of the hidden Meituan financial business.

Member offers, small red envelopes, and Meituan bicycles are just to "make friends" and do not make money. What really makes money is data information, finance, and other high -profit businesses. Of course, this premise is to continuously increase the number of users and monthly activities. Why do Meituan do one of the reasons for sharing bicycles and online car rental.

The expansion of Meituan or defense leads to the enemy of all sides. After Didi takeaway failed, JD.com and Douyin also started testing the takeaway business. %Of the takeaway market share is still unknown.

For ordinary consumers, I just look forward to living a "good life" that is not a routine.

(Tang Yue in the text is a pseudonym)

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