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

On the evening of July 11, Sina Science and Technology learned that the fixed entrance of "Meituan Live Broadcast" appeared on the first screen recommendation position of Meituan App. After clicking into the aggregation page, the take-out merchants '"God Hot," Meituan Travel Direct Broadcast Room and a number of local merchants' self-broadcast broadcast rooms were arranged in turn. In addition, you can also see the live broadcast reservation window of Meituan business such as buying vegetables and medicine.

It is reported that the entrance is not currently targeted at the full number of users, only some users can see the fixed entrance. A Meituan insider said that recently a small-scale test was launched on the first screen of Meituan App live broadcast collection portal, and the next step will be planned based on feedback from merchants and users in the future.

Sina Technology saw on a test user's Meituan App that the fixed entrance of "Meituan Live" was located below the function area of the first screen, next to the "Special Group Purchase" page card, in the middle of the first screen.

It is worth noting that this entry is not placed in the King Kong position on the home page of Meituan, but in the forefront of user information flow recommendations. When users browse nearby stores that can be placed on the home page information flow page, the live broadcast portal is relatively prominent.

After clicking on it, the page jumps to a live aggregation page composed of nearby stores that are broadcasting live. During the experience period, the live broadcast Meituan takeout "God Hot" broadcast room occupies the upper half of the screen, and the lower double columns display multiple direct broadcast room page cards, including a number of restaurants, takeout, travel, life services, leisure entertainment and other businesses.

Earlier, Meituan takeout business official broadcast room "God hot" entrance has appeared on the Meituan takeout App home page.

The above-mentioned Meituan insiders said that the centralized display of live broadcast stores near users is mainly based on two considerations. First, during the live broadcast test of each business before, many merchants participating in live broadcasting indicated that the store drainage efficiency was relatively high and hoped to have a more obvious entrance; Secondly, from the user's use experience, users can more conveniently find nearby stores that are broadcasting live, so as to more accurately present the consumption experience of "visiting nearby stores" for users.

Earlier reports said that the conversion rate, write-off rate and number of new customers of live broadcast are the focus of merchants 'attention. The high certainty of Meituan users also makes some live broadcast merchants taste sweet. In terms of write-off rate, the advantages of Meituan take-out live broadcast are obvious. It is reported that more than 80% of users who open Meituan App will have the behavior of shopping in stores, and the write-off rate of some items in Meituan's direct broadcast room can reach 75%.

Meituan continues to make efforts to broadcast live, perhaps directly related to the advantage of high write-off rate.

A restaurant merchant who previously participated in Meituan live broadcast said that Meituan live broadcast is significantly different from other platforms. When users write off take-out coupons, they often return to the store shelf page again to buy more goods. Therefore, the drainage effect on stores is better and the efficiency is higher, which also attracts them to continue to participate in Meituan live broadcast.

"During the test period, we found that most of the users of Meituan live broadcast are customers who already have consumption demand nearby, and the conversion rate is higher. Therefore, in the face of this kind of customers, we don't need to spend too much cost. We only need to display the environment of the store itself and the package situation well, so we can have a very high conversion rate, which also means that the operating cost of live broadcast is lower than expected," the merchant said.

Earlier, Meituan takeout released a first live broadcast to drive shelf "cross-sales" data_an average of 1 coupon write-off led to 1.5 times the value of the coupon order turnover. Take the write-off data of KFC's 9.9 yuan spicy chicken wing coupon as an example, the transaction amount purchased by users on the shelf accounts for 84.39% of the total order transaction amount, which is equivalent to that users will purchase dozens of yuan of shelf commodities at the same time of write-off of commodity coupons.

Zheng Dongmin, head of super orangutan user growth, once told the media that the advantages of Meituan live broadcast are high write-off rate and stronger basic service capability of local life. The live broadcast data and evaluation can finally be deposited in the store."The praise given by the new customers from the diversion can be directly reflected in the daily shelves, which can improve the store traffic and help more new users make choices. "

According to public information, since 2020, Meituan has built live broadcasting technology for various business scenarios to adapt to the demand of local merchants such as wine travel and catering to show commodity services to consumers in more forms and improve sales volume. In April 2022, Meituan launched the Live Assistant App, providing merchants with free broadcasting tools.

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