Meituan has designated community group buying as a first-level strategic project, which has become a new growth curve in addition to the two main businesses of food delivery, in-store and wine travel.
Meituan has designated community group purchase as a first-level strategic project
According to Tech Planet report, Meituan has designated community group purchases as a first-level strategic project, which has become a new growth curve in addition to the two main businesses of food and beverage delivery, in-store and wine travel.
At the same time, starting in October, the Meituan Optimal Business Unit has carried out a new round of organizational structure adjustments, and created a new regional leader position, in charge of East China, West China, South China, North China and Central China. The regional leader will manage the city leaders of each business line and report to the leader of the business line.
In addition, the former head of Meituan’s grocery shopping division was transferred to the Strategic Cooperation Department under Meituan’s Optimal Business Division. Meituan was originally Quick Donkey Purchasing related business managers were transferred to Meituan Optimal Business Department to be responsible for sales.
According to sources, Meituan regards Pinduoduo’s “Duo Duo Cai” as its biggest competitor and plans to fight a protracted battle. Meituan’s internal high-quality resources fully support the optimal business unit.
In June of this year, Meituan entered the community group purchase from Kaicheng, Jinan, and officially established the Meituan Optimal Business Unit in July. At present, it has opened up 20 cities. According to the “Thousand Cities Plan”, before the end of the year, the Meituan Optimal Plan will cover thousands of cities across the country and sink to the county-level market. Pinduoduo’s Duoduo Maicai has covered more than 60 cities across the country. It is worth noting that more than half of the 20 cities preferred by Meituan coincide with Duoduobuying. Both sides focus on sinking markets.
Currently, Meituan’s preferred team size has exceeded 3,000 people, of which about 1,000 are outsourced local teams. In order to compete for the leader of the group, Meituan prefers to adopt the usual methods of pushing, sweeping, and visiting, etc., The local pusher member who expands a leader will get 160 yuan as a reward, which is 30 yuan higher than Duoduo Grocery and Orange Heart .
It is said that in the community group buying, Meituan promised to “get money for money, and people for people.” In the second quarter earnings call of Meituan this year, Wang Xing also expressed his confidence: Fresh food retail is a strategically important new business of Meituan. Meituan will firmly invest sufficient resources in the fresh food retail field and is very determined to win market.
Editor-in-chief’s comment: The war in the community group buying field continues to escalate this year. Not only Meituan and Pinduoduo, but also giants such as Ali and Didi have also entered the game. Meituan and Pinduoduo have now entered the stage of close hand-to-hand combat.
For Meituan, its ambitions go far beyond community group buying. Last year, Wang Xing revealed that Meituan is piloting its e-commerce business. In the first half of this year, Meituan’s flash sale partnered with Huawei to provide full-process e-commerce services. Subsequently, Meituan successively launched e-commerce services such as “Express Delivery” and “Good Group Goods”. Winning community group purchases and cutting into all-category e-commerce from fresh food is likely to be the core strategy of Meituan after a series of actions…
↓↓Scan the QR code below to unlock the full content↓↓
Scan the QR code to unlock the complete content