Shulou(Shulou.com)11/24 Report--

CTOnews.com, June 27 (Xinhua) according to Tech Planet, Douyin takeout has adjusted its business strategy to focus its delivery business on more than 60 yuan packages while abandoning its 100 billion yuan GMV target, which will also reduce direct competition with Meituan and ele.me takeout platforms.

At present, Douyin has tested the "takeout" entrance and mall in the "same city" part of the three "group purchase and distribution" pilot cities in Beijing, Shanghai and Chengdu, and this is the first time that the takeout service (group purchase and distribution) has been presented in Douyin App as a separate section.

CTOnews.com inquiry found that 60 yuan of customer unit price in the takeout industry belongs to the "low price and high customer unit price" watershed.

According to the 2020 Urban takeout data report released by Meituan New Catering Research Institute, 12% of Beijing's takeout orders cost more than 60 yuan in 2020, while those in Tianjin, Jinan and Qingdao accounted for 6.7%, 4.1% and 6%, respectively.

In July 2022, it was reported that Douyin has begun to try to launch a real-time catering delivery service, a function called "group purchase distribution". After clicking to enter and fill in the address, you can directly place an order for delivery. Douyin responded that "the project is still in the exploratory stage."

In August 2022, ele.me and Douyin jointly announced that they had reached a cooperation. The two sides said that they will work together to explore the upgrading of new scenes of local life services, deeply connect businesses and consumers through high-quality content, rich goods and efficient logistics and distribution, and bring a new local life experience of "see, click, reach" in the video era.

In December 2022, Dada Express has reached a strategic cooperation with Douyin Life Services. Dada Express will provide inter-city distribution solutions for catering merchants on Douyin Life Service platform. Consumers place orders with catering merchants on Douyin's life service platform, and Dada Express sends Knight to pick up goods from stores near them, so that consumers can receive goods even while watching live broadcasts, bringing users an immediate and smooth consumption experience.

According to the current message summary, what distinguishes this function from the common distribution methods such as Meituan and ele.me is that Douyin does not have its own distribution team, so merchants still need to rely on other three-party distribution. such as contact Flash, Dada and other platforms. Therefore, refund is not supported in merchant distribution, and customer service should be contacted in special cases.

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