When the shop is cold, Douyin "takeaway" supplement?

Douyin started to "takeaway" again.

Recently, the Douyin homepage of some catering stores has launched a package link to support the "group purchase and distribution". One starting is sold. After the user fills in the address and pays, the package you purchase can be delivered to the home without jumping to a third -party applet.

In response, the person in charge of Douyin Life Service responded: "Douyin Life Service is carried out in some cities to help merchant recovery activities ... Try to open up distribution services for group buying products for some urgent needs of some needs. The project is still in the exploration stage. "

In July last year, Douyin had taken a takeaway business named "Heart Takeaway". However, due to the influence of byte beating the layoffs of the local direct -operated department, in the past 5 months, the internal measurement of the heart -shaped takeaway business was suspended, and the relevant mini -programs were also removed.

After half a year, Douyin did not directly launch the takeaway function, but returned in the form of "group purchase and distribution", and intended to make up for an important puzzle in the local life business.

Douyin "takeaway", you can only order it without packing

"Douyin can take a takeaway at home! One will be delivered! No matching fee!"

Searching for "Douyin Takeaway" as the keywords, you can see a recommendation video with similar words, emphasizing economic benefits, and eating big meals at home.

According to observations, the "Douyin takeaway" mentioned in the video is basically a "Douyin group purchase" that is delivered. The packaging fee and delivery fee have been included in the total price. The refund does not support the delivery process, and the customer service needs to be contacted in special circumstances. Except for these points, the entire order process is basically similar to the take -out software order.

By asking a number of catering shops that launch a "group purchase distribution" package on Douyin, we find that its distribution service is provided by merchants, such as self -delivery or contact flash delivery, Dada and other third -party platforms. Delivery team. If the distance is more than 10 kilometers, customers need to pay an additional distribution fee.

In terms of dishes, most of the "group purchase and distribution" is a package of more than 100 yuan such as barbecue, crayfish, and hot pot. The package with low unit price is rarely launched. Customers can choose a limited range.

Due to the ban on food in many cities in the first half of the year, some restaurants began to sell group purchase packages in Douyin live broadcast. Customers took group purchase packages, informed the address of the merchant through private messages, and then provided delivery services by the merchants themselves. This set of merchants' own order-the delivery process is overlapped with the "group purchase distribution" function just launched. The latter mainly helps the merchant to simplify the process of confirming the address.

The core of takeaway is supply and distribution, and the latter's business is very heavy. The two takeaway giants of Meituan and Hungry have spent nearly 10 years before establishing an instant distribution system covering the country with more than 10 million riders.

In contrast, Douyin's business ideas have always been light. The field of e -commerce logistics is also the integration service of "Yinzun Da" in Union Express Company, instead of establishing a logistics storage and distribution team in person. In the field of takeaway, Douyin handed over the "last mile" delivery problem to the merchant to solve it.

Although the takeaway delivery link has not yet been perfected, Douyin, which has the advantages of traffic, has received widespread attention from merchants.

According to the TECH planet report, when the Douyin internal test "Heart Takeaway" last year, a predecessor's littering customer service stated that he received more than 200 consulting information in a day, and many businesses consult him with relevant business.

Some catering merchants have told us that compared to the hungry Meituan, the form of information flow of Douyin is more likely to plant grass, produce impulsive consumption desires, and guide the transactions of high -customer unit price takeaway products. However, through preferential group purchases in exchange for passenger flow, whether it can be retained in the later period also needs to see the merchant's own product power and operating experience.

At the same time, he also admits that there is a certain shortcoming of Douyin's takeaway. "Because takeaway is consumed in real -time, few customers take the initiative to search for takeaway in Douyin. Customers may not remember next time. "

The shop is cold and switch to takeaway

Not only are the catering merchants who are affected by the epidemic, but also the bloggers who have been active in offline stores.

"Now the single is difficult to pick up than before, the merchant's budget has been tight, and the amount of bloggers have become higher. From thousands of powder to tens of thousands of powder. There are not many merchants who give money alone. In addition to replacing DOU+, it is already good. "

French fries lived in Shanghai. When the Douyin exploring shop was hot last year, she used her free time to become a part -time shop blogger. At present, there are more than 3,000 fans. They mainly obtain income through the CPS chain chain and merchant promotion fee. Due to this year's epidemic relationship, the number of shops in the store has fallen sharply, and many stores have changed to takeaway, which also affects her part -time income.

From the perspective of French fries, the purpose of merchants to invest in DOU+is to promote single videos and increase exposure, which may not be able to drive their account to increase powder.

Occasionally, when you receive the promotion of offline shops, the fries will be cautious, for fear that one will be named in a restaurant without paying attention.

During the shop, she really felt the deserted offline catering. She gave an example of an internet celebrity restaurant that once lined up for 2-3 hours. Now she can enter the store without queuing. There are not many people in the store.

Although it is not easy to explore the store now, the fries are still worth it. "The scenery and light in the restaurant are better, and the dishes will be better. If you take takeaway at home, you will have a less sense of atmosphere." In addition to the two kinds of shooting environment of restaurants and home, there are also visitors of the restaurant and home.

The letter list has interviewed a Douyin master who was originally mainly focused on the explore shop. From May 1st to the end of May, he has not rest. And when I use 8 people alone ", the most day, he lived for 9 consecutive hours.

He also said that since last year, Douyin has begun to invite experts to broadcast and increase support for merchants' self -a broadcasting.

According to 36 氪, as of June of this year, the number of brands that received the local life of Douyin in the first half of this year reached about 150,000, and the group buying merchants stationed in were increased by about 40,000. For the second half of the year, Douyin targets: the number of group buyers increased to 3.5 million at the end of the year, the average daily broadcast of merchants reached 20,000, and the growth of merchants reached 100,000.

Douyin catering merchant self -sowing room

The promotion of the expert+merchant's self -broadcasting. This set of local life promotion combinations are similar to the success of Douyin on e -commerce live broadcast. When the local life market was gradually expanded, Douyin announced the launch of the "commission" of local living merchants from June 1.

If you consider the customer's dining experience, not all merchants are willing to move business online.

Blacknote is located in Nanjing West Road Business District, Shanghai. It once attracted many customers because of several small red books explosive notes.

However, the boss showed concerns: "After the short -term popularity, there are a lot of guests, and the consumers in the store cannot experience the charm of vinyl due to noise, which leads to the poor experience of the overall customer. To adhere to your original intention and bring the best experience to consumers. "

When the food policy was unclear before, BlackNote considered a small bar stall in open -air places such as Xuhui Binjiang, and for this reason, he was also ready for one -time tableware.

Can the Douyin make a "Meituan"

Local life has always been a large market, coupled with the impact of epidemic on offline, online channels have become important growth points.

According to 36 氪, in the first half of this year, the GMV of Douyin's local life was about 22 billion yuan. It took just half a year to exceed the goal of 20 billion yuan that failed to reach the whole year last year. As of June, the local life of Douyin has expanded to 33 cities, and the annual plan is 50-55 cities. In this regard, 36 氪 had verified from Douyin, and the person in charge related to Douyin's life service responded that the data was inaccurate, but it was not convenient to disclose.

Recently, the "group buying and distribution" function is a step for Douyin to the takeaway business in the local life. But local life is a hard bone, and the precise push and preferential subsidies that Douyin is good at is only one of them.

If you want to create a "Meituan" and settle in self -built distribution from merchants, Douyin needs to be established and accumulated step by step. What is the ultimate result is whether Douyin takes out the determination of long -term investment.

Taking Meituan business as an example, in 2021, the cost of rider has accounted for 71%of Meituan's total takeaway income. His founder Wang Xing mentioned in an interview that "this matter has been repeatedly proven that there is not enough traffic. He has a actual merchant, has the entire operating system, and is willing to work hard."

At the same time, there are fast hands and Jingdong who are eager to live in a cup of buns locally.

In January of this year, SF City and Kuaishou's local life service "Tongcheng Tyramid" reached business cooperation. SF City will provide instant delivery services for its takeaway business.

In June, JD.com Retail CEO Singlijun said in an interview with the media that JD.com was studying the possibility of entering takeaway. On June 7, JD.com established the same city catering business department, and the team is currently about 10. Jingdong may rely on its own delivery system to serve its takeaway business.

There is a complete distribution chain, there are competitors who are eager to try, and Douyin's "takeaway road" has just begun.

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