caught off guard, the US Mission Aauto Quicker formed an alliance.

Today, it scored three points.

Yesterday, Meituan and Aauto Quicker announced a strategic cooperation, and Meituan will launch Meituan applet on the open platform in Aauto Quicker.

Since then, the "Mei Kuai" alliance has become one of the poles of the local life track, and the other two poles are "flying high" formed by Tik Tok, a solo player, and Gao De, Fei Zhu and Hungry * * * of Ali.

this cooperation between meituan and Aauto Quicker can be described as a strong alliance.

According to the latest financial report, Meituan has reached 8.3 million annual active businesses in the third quarter of this year. At the same time, the average number of transactions per transaction user has also increased to 34.4 transactions per year. In the field of local life, Meituan is the leading player.

and in short video and live broadcast tracks, Aauto Quicker is no small role. At present, the average daily active users in Aauto Quicker have reached 321.4 million, and the average monthly active users have reached 572.9 million. After the initial establishment of the local service ecosystem, * * * has 41 million users visiting merchant pages in Aauto Quicker.

One has a strong merchant resource pool, and the other has a huge traffic pool, so Meituan and Aauto Quicker form a kind of complementarity.

It is reported that Meituan will launch Meituan applet on the open platform in Aauto Quicker, providing Meituan merchants with complete service capabilities such as package, voucher, reservation and other merchandise display, online transaction and after-sales service, and Aauto Quicker users will be able to access directly through Meituan applet.

it is worth mentioning that this cooperation between the two parties is not limited to the catering category, and hotels, homestays, scenic spots, leisure and play, beauty salons, scriptwriting and other categories will be launched in the future.

After the Meituan is plugged into Aauto Quicker, Laotie of Aauto Quicker Platform will be able to

solve the problem of eating, drinking and having fun

and directly

buy Meituan's group purchase package in Aauto Quicker App

This built-in Applet is more interconnected than the jump app, which makes it more convenient for lazy users to plant grass and place orders, and also allows more businesses to avoid the user loss caused by the long chain.

The US Mission is strong

But what if Tik Tok also builds Rome?

before joining forces, meituan and Aauto Quicker both thought about building their own closed loop.

Aauto Quicker

, which focuses on private domain traffic, always likes to emphasize "local recommendation". At a press conference in 2119, Aauto Quicker announced that the newly upgraded merchant number would focus on local life.

At that time, Aauto Quicker said that he "didn't mind cooperating with Meituan or other brands", but he didn't deny the speculation that he "did it all by himself".

Later in Aauto Quicker, there were frequent actions, not only launching the "special group purchase" section at the entrance of the same city, but also launching the list of eating, drinking and having fun in local life.

Aauto Quicker, with its fierce offensive, like Tik Tok, is considered to have invaded the hinterland of the US delegation. On the other hand, the irrepressible Meituan also started its counterattack.

under the wave of short videos, it is very passive to plant grass with pictures and texts. So in August this year,

Meituan

tested the short video function and launched an editing tool "Meituan Pippi Shrimp" for PC.

Like Tik Tok and Aauto Quicker Extreme Edition, Meituan's short video also focuses on

"watching videos to make money"

, and adopts the mode of sliding up and down. However, it is because of the short video that the grass planting ecology is derived, and the short video of Meituan is born for planting grass.

the short video of meituan mainly focuses on "planting grass". The address and description of planting grass will be displayed below the video, and users can click the address to jump directly to meituan's business page.

However, even if the user's large-scale Meituan made short videos, it didn't improve.

This may be related to the platform nature of the US Mission. For many users, Meituan is a functional application, which will only be opened when buying a group or ordering a takeaway. Every time the payment is made, the user will close the APP and stop staying.

This user habit makes the rest of Meituan's business develop in general, such as Meituan's e-commerce which is not well-known and Meituan's taxi which is difficult to break through. Even the strong beauty group selection is more due to the east wind of community group buying and the overwhelming subsidies.

in this case, even if tens of millions of people place orders on the platform every day, it can't give the US delegation a sense of security.

today's meituan has formed a deep moat because of its strong local life service supply chain and perfect performance service capability.

But what if Tik Tok, which has a short video more than the US delegation, has also built Rome?

Tik Tok's actions since the beginning of this year, from group buying in stores to heart-warming take-out, show that this wave of trying to build an ecological service for local life should not be underestimated.

not to mention the fact that Tik Tok's daily work exceeds 611 million, just looking at the current progress of e-commerce in Tik Tok makes people dare not despise it.

At present, a relatively complete e-commerce system for planting grass has been established in Tik Tok.

both small and medium-sized businesses and well-known brands have settled in one after another. At the same time, Tik Tok has also established a complete chain from planting grass to placing orders and after-sales, so users can enjoy a silky shopping experience without jumping to other platforms.

Even if the local life in Tik Tok is described as "stop and do", once the platform concentrates its firepower, the US Mission should seriously take up the challenge.

Therefore, the cooperation between Meituan and Aauto Quicker can not only gain more incremental users, but also enjoy the dividend of planting grass, so as to compete with Tik Tok.

The most suitable decision for Aauto Quicker

After a period of independent efforts, Aauto Quicker embarked on a different road from Tik Tok. In developing local life business, Aauto Quicker chose to cooperate with Meituan.

This choice can't be judged right or wrong, but it may be the most suitable decision for Aauto Quicker at present.

In the latest quarter, although Aauto Quicker's performance was higher than the market expectation, it still did not stop losing money. During the reporting period, the adjusted loss of Aauto Quicker was 4.8 billion yuan, which was basically the same as that of the previous quarter.

Recently, Aauto Quicker has been exposed to massive layoffs, accounting for as much as 31%. It is worth mentioning that most of the laid-off employees in Aauto Quicker are middle managers, that is, those who earn millions a year.

The stock price is depressed and the losses are hard to stop. The layoffs in Aauto Quicker are interpreted by many people as

"lack of money"

. In this tight situation, it is even more difficult to push money to speed up the local life business.

However, if Aauto Quicker, which is dominated by private traffic, doesn't take advantage of "acquaintances socializing" to develop local life services at this time, it will be like watching the fat in front of it being taken away.

Perhaps it is in this contradiction that Aauto Quicker has chosen openness, embrace and cooperation.

in fact, it's not a bad thing to form an alliance with meituan. At least for the moment, Aauto Quicker can further develop its traffic advantages and realize commercial realization. Aauto Quicker already has an e-commerce business that it can't afford, and it doesn't need a second one. Compared with Tik Tok, Aauto Quicker's e-commerce is obviously a little behind.

The combination of Meituan and Aauto Quicker looks more like 1+12. If the two sides run in well, Tik Tok, who chooses to walk independently, may not be their opponent. After all, Tik Tok may not have dug half of the moat of Meituan.

what about Ali's local life? This is actually a big variable.

Different from Aauto Quicker, Tik Tok, where short videos are planted with grass, Ali's strategy is to make Gao De, Fei Zhu and Hungry play a synergistic role. For example, if you are hungry, you have previously launched a "map to find medicine" service with Gaode.

the essence of "flying high" lies not in arousing users' interest and stimulating potential consumer demand, but more in the word "convenience". When you need to buy medicine, you can search for keywords on the map to find out whether the pharmacy is closer or the takeaway is faster. When you travel to a scenic spot, you can also find a nearby restaurant on the map and buy a set meal directly on it.

this kind of local life service corresponds to the immediate urgent demand, not the demand for planting grass that can be delayed.

for this reason, "meikuai" and Ali are still in different subdivisions, and the biggest rival of the former is Tik Tok.

However, nothing is absolute. Wang Xing, the founder of Meituan, also said: "The biggest competitor of Meituan's take-out seems to be hungry, but the company and model that we haven't paid attention to are the most likely to subvert the take-out."

today's tripartite confrontation of local life may be only temporary. No one knows who the real winner will be until the end.

by Charlie