Chinese purchasing platform big Meituan is revamping its brief video and livestreaming options in response to competitors from Douyin’s entry into the take-out area, Tech Planet reported. Douyin is TikTok’s sister app in China.
Meituan‘s official livestream channel showcases take-out deals and offers from Starbucks, McDonald’s, Dairy Queen, Pizza Hut, Burger King, Haidilao (Chinese scorching pot chain), Dicos (Chinese quick meals chain), and different outlets.
For these in style manufacturers, the method of making ready orders is standardized with little to no particular cooking necessities. Their established provide chains and logistics capabilities enable for top volumes of orders to be processed shortly.
According to Meituan‘s livestreamers, the channel is lively for 10 hours on daily basis, from 10:00 a.m. to 8:00 p.m. Seven stay broadcasts have been held. Although nonetheless in its testing levels, the livestream broadcasts drew in over 297,000 viewers at its highest level.
With the evolution of data dissemination from textual content and photos to brief movies, web corporations try new strategies to enhance transaction quantity and person retention. Meituan isn’t any exception.
From 2020 to 2023, Meituan launched at the very least three various kinds of livestreams for journey, on-line programs, and aesthetic medication. In April final yr, Meituan launched an app to present free broadcasting instruments for retailers.
Meituan can also be exploring to develop its use of brief movies. When opening the Meituan app, customers encounter a brief 30-second video that tends to advocate meals. Tapping on the video brings up the service provider’s info. Not way back, Meituan launched a mini-program on WeChat to incentivize customers to add movies of themselves attempting meals in new shops. The mini-program continues to be in testing stage and is barely accessible in sure cities.
SEE ALSO: Douyin Still Testing Food Delivery Business in Top Chinese Cities
The interval of fast progress in Meituan‘s take-out enterprise has elapsed. In the primary quarter of final yr, its take-out income reached 24.16 billion yuan ($3.5 billion), up 17.4% year-on-year, whereas the expansion charge of the identical interval in 2021 was 116.8%. Faced with challenges in offering greater volumes of orders with out compromising product high quality, retailers flip to strive livestreaming on Douyin. Competition from Douyin is accelerating the transformation of the take-out business in China.
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