From a single fight to a group operation, the local life of the short video era is welcome

China Commercial Daily (Reporter Ran Longnanwen/Picture) After Meituan Fast -handed strategic cooperation at the end of last year, the hungry and Douyin also chose "holding the group to warm". On August 19, Hungry announced cooperation with Douyin. At this point, in the short video era, local life services have officially bid farewell to single fighting and entered a new stage of group operations.

Hungry "Blue Cavaliers" is picking up at the door of the restaurant.

Hungry and shaking together vs Mei Kuai cooperation

Is it hungry and teamed up with Douyin and cast a new "bomb" for the local life service industry.

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

According to the cooperation, it will be hungry based on Douyin's open platform, with small programs as a carrier, and with the rich product scene and technical capabilities with Douyin, help millions of merchants provide content planting grass for 600 million littering daily use households. Online order to local life services for instant delivery. The two parties will jointly invest more innovative resources, support the development of local living merchants, and better meet the real -time needs of consumer city life.

"We look forward to helping the living service industry to explore video operations with the hungry and help small and medium businesses to develop better. In the future, we also hope that we can open up the platform with more partners to create greater users with more partners to create greater users for users. The value. "Zhang Nan, CEO of Douyin Group, said that the Douyin open platform is an important bridge for Douyin to connect partners and users. and service.

Yu Yongfu, CEO of Ali Living Service Company, said that the cooperation with Douyin is a new beginning. I believe that this cooperation will further enhance the digital operation capabilities of merchants, bring new experiences for consumers, and upgrade and develop the entire industry. Bring new space. "The two parties will adhere to the concept of openness and win -win situations to build a healthier and sustainable local life ecology for construction."

It is worth noting that before the hungry and Douyin joined hands, Meituan had cooperated with another short video platform. On December 27 last year, Meituan and Kuaishou reached a strategic interconnection cooperation. Meituan will launch Meituan Mini Program on the Kuaishou Open Platform, providing a complete service capabilities such as package, voucher, booking and other product display, online transactions and after -sales service for Meituan merchants. Quick users will be able to reach the Meituan applet directly. At present, searching for "Meituan" on the Kuaishou App can already enter the Meituan Mini Program and enjoy the various functions.

From one way to fight alone to group operations

There is a market voice that the union of hungry and Douyin is a confrontation against Meituan and Kuaishou. However, some people in the industry believe that the cooperation between the two takeaway platforms and the two short video platforms is a good trend.

Before cooperating with the takeaway platform, the two short video platforms of Douyin and Kuaishou have tried to do local living business.

In 2018, Douyin began to explore life service business. In 2020, Douyin continued to deploy local life service business and established a local direct business center. In March of the same year, Douyin upgraded the enterprise number and launched the group buying function. At that time, Meituan and Hungry also opened the same city takeaway small program in Douyin, and linked to the entrance to the brand homepage. Users can directly click to jump. In November of the same year, Douyin launched the "Catering Support Plan", and Douyin released the first "Heart Restaurant" list in December. In 2021, the same city page of the Douyin APP changed. It can be found that it can be found in the first and second -tier cities such as Hangzhou, Beijing, and Shanghai that its homepage has increased the area of ​​"urban name+eating, drinking and playing", and this is the initial group purchase entrance.

In addition, Douyin has also been stunned for takeaway business. In July 2021, the small program "Heart Takeaway" was considered by the outside world to be a signal of its big offensive takeaway market. Subsequently, Douyin started the internal test of takeaway functions in the live broadcast room in September. But only one month later, Douyin denied the rumor of "carrying out takeaway business", and now the "heart takeaway" can no longer be searched.

Kuaishou also made a lot of effort to the local life sector. In May 2021, the Kuaishou platform was fully opened to the entrance of the same city, and there were also sections such as special group purchases and list recommendations. Kuaishou 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 brings new demand scenarios and growth possibilities to the local life service industry.

In contrast, Meituan and Hungry have tried the live broadcast business. As early as April 2020, Meituan launched the "Travel Live" of the Garden of the Scenic Area and the "Kangaroo Live" taught by Meituan University lecturers; Medical beauty business, "Meituan MLIVE Live" on WeChat Mini Program. In April this year, Meituan launched the free broadcast tool "Meituan Live Assistant" for merchants and experts. Hungry, I have tried the live broadcast of the restaurant after the restaurant, mainly targeting takeaway food safety issues.

After various attempts, the two local life service giants and two short video giants have now moved from a single fight to a group operation. "This can be said to be an inevitable trend." Lai Yang, chief expert of the research base of Beijing International Trade Center, told China Business Daily: "Consumers are now pursuing real -time communication and experience of shopping, short videos such as Douyin and Kuaishou The platform has an advantage in this regard. However, there is still a lot of gaps compared to the local life service platform with deep accumulated local life service platforms. "He believes that this cooperation belongs to the two parties to take advantage of the long -term and make up shortening." Local life service service is The platform has the ability to integrate resources, and the short video platform can connect people with emerging consumption habits. "

In brushing short videos, it has become a daily life of many people. The combination of short video platforms and local life services has become an inevitable.

"There are a lot of food videos on Douyin, including eating and broadcasting and exploring shops. When you see it, you will want to place an order." Ms. Liu, a Beijing consumer, told China Business Daily that she liked to be on Meituan I buy some coupons, but now I bought it mainly from Douyin. "Not only food, but also water parks, homestays, etc., the vouchers on Douyin are very cheap."

Many consumers told reporters that compared with traditional local life service platforms, the impulse to buy coupons for short video platforms will be stronger. "For example, I want to go to the amusement park. I used to go to other social platforms to search alone, do some homework, and decide whether to go to the platform to buy coupons. But the short video platform has short videos and live broadcasts. Seeing the scene of the amusement park. When watching the video, the link to buy a coupon directly pops up, and I will directly place an order. "Ms. Wang, a consumer of Shanghai.

China Business Daily reporters search for "Meituan" on the fast hands, and can also directly enter the Meituan Mini Program and enjoy the various services of Meituan. However, the Meituan service on the fast -handed applet does not have takeaway services. And searching for "Hungry" on Douyin has not seen a small program that is hungry. Relevant persons close to Hungry said that the small program is currently hungry.

"In fact, everyone is looking forward to the online takeaway service, but the cooperation between Meituan and Kuaishou has not yet been reflected. Now it is mainly based on the traffic cooperation of push coupons." Some people in the industry told reporters that the cooperation with Douyin is hungry and Douyin. The main thing in the content is "Look at, that is, point, that is,", and the subsequent landing situation is still waiting for the market and time.

There is no doubt that many giants are still a huge cake now. According to the data of iResearch, the size of China's local life service market in 2020 is 1.95 trillion yuan, and this number will increase by 35.3 trillion yuan by 2025. The online penetration rate on the local life service will also increase from 24.3%in 2020 to 30.8%in 2025.

In addition, according to the 49th "China Internet Development Statistics Statistical Report" released by the China Internet Information Center, as of December 2021, the scale of netizens in my country reached 1.032 billion, of which the size of short video users reached 934 million.

In the era of the short video, what changes have brought about local life services in the short video, how the giants will hold the results of the two and two groups, and the China Business Daily reporter will continue to pay attention.

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