Can Douyin "disturb" the takeaway pattern while watching the live broadcast and ordering food?

　　Chinanews.com, February 9th (China News Finance Zuo Yuqing) Recently, #抖音will launch the national food delivery service on March 1st# on Weibo hot searches.

For a while, netizens were discussing: "Is Meituan going to panic?" "Will the delivery guy start a live broadcast?"

　　Will the takeaway pattern usher in a new round of war?

There is no specific timetable, but the waters have already been tested

　　Regarding the above news, the person in charge of Douyin’s life service responded to a reporter from Zhongxin Finance and Economics on the 7th that the “group purchase delivery” project is still being piloted in Beijing, Shanghai, and Chengdu, and merchants in these three cities have recently opened up self-service settlement.

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　　Although Douyin denied the rumored timetable, Meituan fell 6.48% when the Hong Kong stock market closed on the 8th. Many people still believe that it was affected by the news that "Douyin launched a national takeaway service".

　　For the takeaway business, Douyin has long been excited.

　　As early as August 2022, Ele.me and Douyin jointly announced a cooperation.

Ele.me has opened a Douyin promotion portal in the background of the business version, and Douyin has added a "take-away home" service. When users watch Douyin videos, they can click on the POI (Point of Interest) to enter the store interface, select the take-out service and jump Go to the Ele.me applet to place an order and choose dishes.

　　Ele.me confirmed to China New Finance and Economics that this cooperation has grown from the initial pilot project in Nanjing to cover nearly 20 cities including Nanjing, Shanghai, Chengdu, Hangzhou, Guangzhou, Wuhan, and Ningbo.

On January 16, Douyin announced to test the water "group purchase delivery".

The screenshot is taken from the WeChat official account of “Tik Tok Life Service Business Observation”.

　　The "group purchase delivery" that Douyin responded to this time was launched in mid-January this year. It is open to catering businesses (non-fresh fruits and vegetables) and opened self-service settlements in Beijing, Shanghai, and Chengdu.

　　According to Douyin, under the "group purchase delivery" method, merchants can display products from multiple angles in Douyin's short videos or live broadcasts in the form of packages. After users are "planted grass" in short videos or live broadcasts, they can Immediately purchase goods through the short video POI shelf and the small house shelf in the live broadcast room, and the takeaway is delivered by SF Express, Dada, and Flash Express.

Is it easy to eat Douyin-style takeaway while watching?

　　"From the perspective of the development logic of Internet companies, Douyin's food delivery is actually a necessity." Li Yingtao, Research Director of Analysys Brand Retail Industry Center, said to Zhongxin Finance that Internet companies are ecological enterprises with low marginal costs. After stabilization, it is inevitable to try to develop businesses with strong correlation and synergy with the main business.

　　Li Yingtao pointed out that Douyin has a huge amount of traffic in its hands, and has a great extension advantage in food delivery, and can enter the market at a lower cost.

However, in terms of contract performance, it is still unknown whether Douyin can coordinate delivery personnel and improve operational efficiency.

"So currently (TikTok) is still cooperating with third parties such as Ele.me."

A food delivery project jointly launched by Douyin and Ele.me.

The screenshot is from the Douyin platform.

　　In addition, after Baidu’s “destroyed” food delivery, the current food delivery market structure has basically stabilized, and the industry barriers are high.

Entering the market at this time, whether it is the competition for catering merchant resources or users, will be a battle of attrition.

　　In 2022, Xin Lijun, CEO of JD Retail, told the media that JD.com is exploring the possibility of entering the food delivery industry.

JD.com's logistics subsidiary, Dada Express, has "strong capabilities" in intra-city deliveries, he said.

However, since then, JD.com has fallen into silence in terms of food delivery.

Throwing stones and asking for directions is aimed at Meituan?

　　Although the food delivery market is currently dominated by Ele.me and Meituan, it is generally believed in the industry that more pressure has been placed on Meituan for Douyin’s testing of the waters.

　　An industry insider told Zhongxin Finance that in terms of local life, Ele.me mainly focuses on "home delivery" services, while Meituan includes both "home delivery" and "store delivery" services.

“Before Douyin already has in-store business, such as recommending restaurants and pushing group buying coupons, this model is similar to Meituan’s Dianping.” She believes that the extension of Douyin to the “home” service is undoubtedly to live in the whole local area. Field share.

Data map: The takeaway worker is picking up takeaway in a restaurant.

Photo by Chen Suifeng

　　So, will Meituan’s business in local life face challenges?

　　The industry believes that it is too early to draw conclusions at this time.

"Before Douyin launched an online supermarket, but online supermarkets already have Tmall and JD. .”

　　Li Yingtao said that although the entry of Douyin will not change the basic business logic of food delivery, similar to the e-commerce industry, live broadcast e-commerce satisfies impulsive consumption, shelf e-commerce satisfies active search consumption, and Douyin is more likely to produce impulsive consumption .

　　"Douyin relies on intelligent algorithms to recommend relevant short videos or live broadcasts to users, so that users have the urge to place an order. This instant matching demand model is different from that of Meituan and Ele.me." (End)