Douyin can order takeaway, but "just order it or not pack!"Xiaohongshu also travels to travel ...

In addition to the content, the contest of players in the short video industry seems to be moving towards "refinement".

Recently, the new features of Douyin can click the new features of takeaway. On Douyin, the new features of "group purchase and distribution" appeared in the homepage of some restaurants. When the user places the order, you can enjoy the delivery. Why did Douyin enter the catering distribution? What is the experience of this service? When Douyin reclaimed the takeaway business, Xiaohongshu, who was unwilling to "grow grass", also quietly moved towards the Cultural Tourism Circuit -set up its own tourist company. Little red books that are popular, flying, and many tourist destinations, is it going to be a literary travel end?

On July 19, Li Chengdong, an e -commerce angel investor and the founder of Dolphin Club, said in an interview with the reporter of "Daily Economic News" that the short videos of Douyin test water takeaway are deeply cultivated in severe vertical videos. It lies in "the pressure of realization or increasing income."

Picture source: Douyin

Douyin takeaway just order and not package

Now brushing Douyin can not only look at all kinds of food content, but also click them home to enjoy.

Not long ago, Douyin launched the "group purchase and distribution" function. Some catering merchants specifically marked the words "Douyin can order takeaway" and "takeaway barbecue on Douyin" on the content published.

The person in charge of Douyin Living Service previously responded to the reporter of "Daily Economic News" that the Douyin Life Service is carrying out the activity of merchants in some cities. Considering the actual needs of merchants and users, in order to better protect the user experience, help help Economic recovery, the platform attempts to open the distribution services of group purchase products for some urgent needs. The project is still in the exploration stage.

On July 19, the reporter found that in the experience of Douyin's multiple stores as a consumer, he found that Douyin's "group purchase distribution" was a bit cumbersome in use. Several merchants said that Douyin did not have a distribution team, so the package purchased on Douyin needs to rely on the merchant to contact the express delivery or riding to distribute it by themselves. The merchant even needs to add the private WeChat of the buyer, and requests to fill in the address and other information before delivery.

"Douyin cannot be distributed, please send me the QR code of the group purchase nuclear sales page, and then fill in the distribution information. We will send it to you through Dada and Flash delivery." A barbecue shop owner told reporters that if it exceeds the delivery of the delivery, Distance, you need to add money.

This compartment, Douyin test water group purchase and distribution; that compartment, Xiaohongshu "established" tourism company.

Qixinbao showed that on July 11, Lizhen Township (Shanghai) Tourism Culture Co., Ltd. was established with a registered capital of 4 million yuan. The scope of business includes camping services; tourist area management; amusement park services; parks and scenic spots small facilities and entertainment activities; tourism development project planning and consultation. From the perspective of shareholders' information, the company is wholly -owned by Xiaohongshu Technology Co., Ltd.

Will Xiaohongshu start a cultural tourism business next? On July 19, Xiaohongshu told reporters that the above -mentioned tourism company was established for the first offline camping base. Public welfare nature. "

The short video industry is facing the pressure increase pressure

"Douyin and other attempts are being severely vertical." Li Chengdong told the reporter of "Daily Economic News" that the short video industry is facing "greater realization or increase in income, so it needs to increase the scene."

"In -depth analysis of short video industry: perspective of competition pattern" pointed out that the current domestic short video industry's user scale and duration growth have slowed down significantly, and the industry has entered a normal slow growth. In Li Chengdong's view, the core of the short video industry in slow growth is advertising. "To improve the efficiency of advertising, you must find the track. Like tourism, takeaway catering, are the core tracks of life services."

Douyin's launch of group purchases and distribution will inevitably affect the entire market. "Douyin has a large traffic advantage. Compared with the traditional takeaway platform, its daily living users are much larger. At the same time, Douyin is a large part of the content, involving the catering and service industry, so there is a scene of taking takeaway catering." Li Chengdong told that Li Chengdong told that Reporter, before, Douyin was just declared on catering, and now it will start transactions. It will amplify the value of the take -out catering market. "Its traffic and content forms are easy to form a closed loop of transactions.

The China Business Industry Research Institute predicts that the market size of the Chinese takeaway catering industry will reach 941.74 billion yuan in 2022. Li Chengdong believes that although the takeaway catering market is huge and Douyin also has certain advantages, when traditional takeaway platforms have occupied most of the market, Douyin's thoughts are not easy.

When talking about Xiaohongshu, which has always been high in the "appearance rate" of the cultural travel industry, Li Chengdong analyzed that if Xiaohongshu is a cultural tourism, it is not difficult to transform. It is said that in terms of commercialization, you need to do more professionalism. "

"If the short video platforms such as Douyin want to do well on a refined track, they will work more and make a different place than the original track players. Finally, find their own positioning differences to reflect the competitive advantage. "Li Chengdong said.

Source: Daily Economic News

Reporter: Du Wei

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