2020 Meituan-Dianping Global Business Cooperation
Transcript of 2020 Meituan-Dianping Global Business Cooperation
2020 Meituan-DianpingGlobal Business Cooperation
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Build a multi-level technology service platform from the demand side to the supply sideOur Strategy: Food + Platform
Provide users with more improved, diversified and convenient services
Support merchants with services of six dimensions
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users transactedper year
On-demanddelivery
Hotel booking
450M
cities and countiesacross China
2,800+
subsectors 200+
delivery riders
3.99M
active merchants6.2M
transactions peruser per year
27.4
Big data, cloud computing, IoT, AI and GIS
TechInnovations
#1
#1
Ticketing:movie
#1
Billing of in-store dining
#1
Ticketing: tourism/ENT
#1
User base ofgeneral subsectors
#1
(Statistics 2019)
On-demand Delivery, In-store Dining, Hotel Booking and Ticketing etc.A Major Online Lifestyle Service Provider in China
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Meituan-Dianping Global Business: “A MUST in Local”The Best Guidance during the trip
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Consumer
42M
8.4M
67%+
Merchant
4.9M
52%
Outbound POIs (Stores)
FIT user market share
Outbound UGC in 2019YoY 33%
Annual active users on outbound travel in 2019
High-quality(4 star+) POIs
1,000+ Outbound city home pages(2,800+ home pages across China )
(Source:Meituan-Dianping 2019)
Consumption per trip (Except flight and hotels)
User Profile-42M Global Active TravelersYoung and Affluent
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59%Bore in 1990s
54%Tier 1 Cities
65%Single
71%White Collars
69%iOS
60%Female
¥9,200 ¥674Per capita consumptionfor each local entertainment event
¥399Per capita consumptionper meal
8.4MOutbound UGC in 2019
# Love Food # Passion To Share# In-depth Travel
¥4,000Per capita consumptionon shopping
3 Times+Travel frequency (1 time of long journey & 2 times of short trip)
# self-guided
(Source:Meituan-Dianping 2019)
User Journey on Meituan-DianpingExperience a great journey with Meituan-Dianping
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Ranking list, “Must” list, recommendation and evaluation, providing multi-dimensional
professional thinking
Browse/Decide
Provide a variety of intelligent functions like reservation, group purchasing
package, shopping coupons
Reserve/Consume
Experience a convenient journey with map navigation,
nearby shops and coupons
Arrival/Experience
Record the journey through words, pictures and short videos, and
exchange experience with other users
Review/Comment Easy to search merchant
information like location, features and products
Search for Info
Unique Value of Meituan-DianpingThree basic capacities
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LBS Cities + POI High-quality ContentIn accordance with preferences and
consumption of users, provides personalized user page based on real-time location
Cover 2,800+ cities in China and 1,000+ outbound cities, with 4.9
million outbound merchants
High-quality UGC including reviews,
short videos, pictures, etc
(Location Based Services,LBS)
Location-based service and customized contents push notification according to users’ preferenceReal-Time LBS is the Best Way to Target on Specific Travelers
(Source:Meituan-Dianping 2019)
Where they are(Hong Kong) Where they want to go(Hong Kong)
Where they are! Where they want to go!
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Products/Services Nearby - Best Experience Around You -
Deals You Can Have -
- MUST GO on Your Way- Desirable Experience- The Fresh/New- The Hottest
Food, The 1st and Most FrequentExperience for Travelers The most favorite experience for Chinese Travelers as well as the Entry for On Location Marketing
(Source:Meituan-Dianping 2019)
399RMBPer capita consumption per meal
3MActive Restaurants Globally on MTDP
+33%With 33% YoY Increase
+11%With 11% YoY Increase
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Local Activity, The 1st Reason Travelers Go to the DestinationThe “MUST GO” experience with a TAG to the destination as well as a Theme to connect all other categories
(Source:Meituan-Dianping 2019)
380K Active Merchants Globally on MTDP
+52%With 52% YoY Increase
+39%With 39% YoY Increase
674 RMBEntertainment Spending Per Time
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Behavior Preference:Passion to Share and Keen to Comment Keep track of the food and fun along your trip
61%8.4M
5.2M High Quality
Total global travel contents generated by travelers themselves on in 2019
Total high-quality global travel contents generated by travelers themselves on in 2019
(Source:Meituan-Dianping 2019)
上海 北京 广州 深圳 成都 南京 杭州 天津 武汉 苏州
Chinese first-tier cities' users love Singapore best
Shanghai Beijing Guangzhou Shenzhen Chengdu Nanjing Hangzhou Tianjin Wuhan Suzhou
Source: Meituan-Dianping 20
『Chinese tourists use our App to look for restaurants frequently in many regions of Singapore
TOP1 乌节路/Orchard Road
TOP2 圣淘沙/Marina Bay丿
TOP3 牛车水/Chinatown
TOP4 武吉士/ Bugis丿
TOP5 滨海湾/Marina Bay
TOP6 克拉码头Clarke Quay
TOP7 芽笼/ Geylang
TOP8 樟宜机场/Changi Airport
TOP9 国立大学/NUS
TOP10 诺维娜/Novena資料來源:美團點評
Source: Meituan-Dianping 21
Chinese tourists' preference for food in Singapore
TOP1 新加坡菜/Singapore cuisine
TOP2 海鲜/Seafood
TOP3 自助餐/Buffet
TOP4 酒吧/Bar
TOP5 咖啡厅/Cafe
TOP6 西餐/Western Food
TOP7 小吃快餐/Snack
TOP8 中餐/Chinese food
資料來源:美團點評 Source: Meituan-Dianping
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How Outbound Merchants Stimulate User Experience (Content Throughout Journey + LBS)
Before Travel On Arrival During Travel
PGC/KOL/Tips/Theme Push/UGC/Promotion PGC/Deal by Real-time LBS資料來源:美團點評
Source: Meituan-DianpingPGC: Professional Generated Content 25
POI (Online Store) A Permanent Online Asset
【合作过程】Cooperation Process
✓ 吸引到店-商户通包装特色 ✓ Attract customers to store – Shang Hu Tong
package✓ 吸引到店-上线折扣-特色套餐
Attract customers to store – online offers + special package
✓ 增加评论-店员引导-物料张贴 Add review – staff guidance +
marketing materials✓ 获取流量-参加促销活动+购买推广通
Increase traffic – join promotional events + purchase Tui Guang Tong
BEFORE AFTER
A Normal Vendor Hidden in a Small Alleyway
Phuket’s Top Online Sensation Restaurant
2017年1月合作Began CooperationIn January 2017
資料來源:美團點評 Source: Meituan-Dianping
✓ 流量成为Top1 Traffic becomes Top
1✓ 订单量上涨40倍 Orders
increased by 40 times✓ 月销量3000+单
Monthly sales reached 3000+
✓ 月收入¥100w+ Monthly income
exceeded 1 million RMB
Cooperation Process
✓ Attract customers to store – Shang Hu Attract customers to store – online offers + special package
ü Add review – staff guidance + marketing materials
✓ Increase traffic – join promotional events + purchase Tui Guang Tong
Began CooperationIn January 2017
Key Highlights:
Use pictures, info, and branding to increase goodwill
Use reviews, pictures, and videos to increase credibility
Use promotion, stimulation, and offers to steer consumption
Keep raising quality, volume, and traffic
ü Traffic becomes Top 1
ü Orders increased by 40 times
ü Monthly sales reached 3000+
ü Monthly income exceeded 1 million RMB
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PGC/KOL Topics Stimulate Customer Experience DemandBefore Travel
KOL-Promoted “Global Foodie”
全年15站
海選報名 精選KOL 定制行程 High-Quality Content
First Round Enrolment Select KOLs Tailored
ItineraryExposure Inside &
Outside of Site
Destinations Annually Offline Penetration
Home & Abroad
Driven by UGC + PGC
Millions of Traffic
Resources
資料來源:美團點評 Source: Meituan-Dianping 27
After Arrival Guide Users Experience Impulse
Japanese cherry blossom season arrives, strong
recommendation
Price Comparison
Internet Sensations
Great Products
Famous Outlets
Promotions
Discounts
Rewards
Enjoy As YouLive Updates
LBS PUSH
Selected BBQsSpa Recommendations
Must-Visit Sites/RestaurantsMust-Visit Shops
Selected Merchants
Hot Products
Shopping GuidesKOL
KOL Tour Guides
Avoid Tourist Traps High-Quality Experience資料來源:美團點評 Source: Meituan-Dianping
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During TravelReview + Support for Finding and Getting to
Destination
商户推荐Recommended
Merchants
Accurate Traffic Direction +Navigation to Destination
菜品推荐Recommended
Dishes
Deal锁客Deals to
Secure Customers
資料來源:美團點評 Source: Meituan-Dianping 29
After Experience
强曝光+精准推送写评论Strong exposure + accurate message delivery & review
writingUse “Always On” to promote
assets
Encourage Customers to Share Reviews, Videos, and Pictures
After Instore Experience, Platform Sends Review Reminder
User Leaves Review
資料來源:美團點評 Source: Meituan-Dianping 30
解决方案 Solutions店铺装修
Store Decor
内容营销Content
MarketingUGCPGC
Online Transaction / Collection
CouponOrders
Web Page Promotio
n
流量曝光Traffic
Exposure固定资源位
Static Resource
活动资源位Dynamic Resource
免费流量Free Traffic
付费流量Paid
Traffic
Content Determines Traffic Flow
流量增进生意Traffic Flow
Increases Business
Transactions Increase Revenue
Whole Journey Big Data Services: Reviews, Traffic, Competing Products, Performance, and Revenue
資料來源:美團點評 Source: Meituan-Dianping
Solutions
Store Decoration
Content Marketing
UGCPGC
Traffic Exposure
Static Resource
Dynamic Resource
Free TrafficPaid
Traffic
Traffic Flow Increases Business
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