When Douyin attracted a large number of merchants through short Number List videos and live broadcasts, Meituan also quietly launched the live broadcast function.
Since June, a group of catering businesses have started live broadcasts on Meituan, offering discounts as low as 40% off and 9.9 yuan for popular items, attracting fans to stop and watch. However, in the process of testing the live broadcast of Meituan, the frequency of live broadcast by merchants is not high. Most of them only broadcast one or two shows a month. Cause too much splash.
With 690 million users and 9 million active merchants, why did Meituan start a live broadcast at this time? This is likely due to a new opponent who cannot be ignored.
In the past two years, it has accelerated the exploration of Douyin in the field of local life, from selling group purchase coupons to providing group purchase distribution, and gradually penetrated into the hinterland of Meituan. Unlike merchants spontaneously pouring into Douyin live broadcast, Meituan live broadcast is only tested in a small area, only visible to local merchants and consumers, and has not yet been opened to the whole platform. In the face of rapidly growing rivals, will Meituan make big strides in live streaming?
1. "Quiet" in the live broadcast room
Figure: Meituan APP pushes streams for merchants' live broadcast rooms
36 Krypton Future Consumers noticed that in the "Food" column on the homepage of the Meituan APP, a pop-up window pushes the "Meituan Live", and click to enter the merchant's live broadcast room. In a recent push, Meituan Live used the eye-catching words of "popular live broadcast price" and "less than 50% off" to guide the live broadcast room of merchants.