Tik Tok has come to "do things" again. Recently, users who brush Tik Tok have found that "Tik Tok can actually order takeout". It is reported that a restaurant on the vibrato platform can deliver it home.

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Tik Tok service of "package delivery" goes online

It is reported that since July 2nd, the platform has released a number of short video contents with the words "Tik Tok can order takeout". By clicking on the product link linked to the short video interface, we can find that there is an additional function called "group purchase and delivery" in the store.

After the user selects the goods to be delivered, fills in the address and pays the order, the purchased food can be delivered home. The whole transaction process is not much different from ordering food on the takeaway platform.

This function is provided by Tik Tok, which means that Tik Tok has officially launched the instant delivery service for catering, which is different from the self-built take-away applet of merchants or accessing the third-party take-away applet.

However, at present, Tik Tok has only tested the function of "group purchase and distribution" in Shanghai and other places, and not many merchants have obtained the service authority. At the same time, due to the cost of transportation, it is only open to merchants with high unit price.

Although Tik Tok take-out is still in the exploratory stage, the upgrade and transformation of this business all the way has been noticed. As the two giants, Tik Tok and JD.COM, send out the signal to enter the take-away business, a heavyweight player will be ushered in in the fiercely competitive take-away market. The original "half of the country" of the US group and hungry will surely be uneasy.

As a short video platform with over 611 million daily users, can Tik Tok do a good job in take-away business?

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Takeaway has become a good business in Tik Tok?

It has been more than a year since Tik Tok first explored the take-away business. Last July, Tik Tok not only launched "Heart Takeaway" but also launched a small program with the same name. This move was once regarded as the beginning of Tik Tok's entry into the take-away market, which also triggered a wave of enthusiasm.

Unfortunately, "Heartbeat Takeaway" has not been officially launched. Now, when searching, the search page of "Heartbeat Takeaway" shows the words "There is no business plan related to take-away in Tik Tok at present". However, the merchants in Tik Tok still haven't given up the "take-away" service, and the government hasn't launched the take-away service function, so they try to create a take-away mode suitable for Tik Tok.

It can be seen from some clues that at that time, some merchants would add links to short videos or live broadcasts, and users would jump to applets and then order. These orders will be uploaded to the small program of Heart Takeaway, just like the role of a takeaway live assistant.

This year, due to the epidemic situation, many restaurants will choose to use Tik Tok live broadcast to bring goods. For the development of local life business, Tik Tok also tries to drain the merchants as much as possible, but this is more a spontaneous behavior of the merchants.

Live broadcast, short video, etc. will make it easier for catering businesses to present beautiful things. Moreover, with the blessing of Tik Tok's "interest in e-commerce" strategy, many users who are already interested in eating and broadcasting, exploring restaurants and the like can also get more publicity for the promotion of restaurant videos.

Although take-out is very compatible with Tik Tok, the whole trading process is very complicated because there is no platform involved. In addition, the "group purchase and distribution" service launched in Tik Tok needs to be self-provided, which will increase the operating cost, and the distribution cost of the third-party logistics platform will not be too low, even higher than those platforms with distribution systems.

Now, the "group purchase and distribution" service in Tik Tok maximizes the user experience. The process of writing off the coupon code and contacting the store has been cancelled, and Tik Tok's take-out mode has gone further towards the US Mission and Hungry. It can be predicted that Tik Tok's "group purchase and distribution" will meet the purchasing needs of consumers, and at the same time, it will provide new sales channels for merchants and platforms, thus increasing the order volume.

Tik Tok has accelerated the layout of the take-away field. It can be seen that on the one hand, it is to complete the territory of local life business, on the other hand, it smells the business opportunities of the catering take-away industry.

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A new round of take-away competition is launched

This year, there are several heavyweight players in the take-away market. In addition to Meituan and Hungry, two well-known take-away platforms, Aauto Quicker, JD.COM and Tik Tok will all participate in this competition, and each has its own emphasis.

The local life service "Great Fight in the Same City" in Aauto Quicker has established a business relationship in October, and SF will also provide instant delivery service for it.

In June, the service carrier of JD.COM Home App will also start to try take-away business in Zhengzhou and other cities, and Dada will be mainly responsible for delivery. Not only that, on the 7th of the same month, the same city catering business department with about 11 people was established. In the future, JD.COM may rely on its own distribution system to serve its take-away business.

Tik Tok recently launched the "group purchase and distribution" service. Facing the huge daily flow of 611 million, Tik Tok has to think about the realization and commercialization.

In the past year, Tik Tok has done little about the local life business. Perhaps for the later take-away service, Tik Tok Local Life has recently introduced a series of measures and businesses. First, it issued the Policy Notice on Software Service Fees for Life Services in 2122, which adjusted the software service fees, which also means that Tik Tok will bid farewell to the era of "zero service fees" and bring greater benefits to the platform; Second, the "Tik Tok Visitor APP" was launched to improve the operational efficiency of merchants.

At present, the take-away market has been formed, but there is still a share that can be tapped. According to the data of Zhiyan Consulting Company, by the end of February, 2121, the utilization rate of online take-out in China reached 52.71%, and 47.27% of users still have the possibility of tapping, and the future growth space is still considerable.

Therefore, other players such as Tik Tok, JD.COM or Aauto Quicker will have the opportunity to compete for the incremental share of the take-away market.

Xiao Cong has something to say:

If Tik Tok wants to expand its take-away business, it must attract more merchants and give consumers more choices. The current "group purchase and distribution" is still far from enough. Without a sound service system, even if businesses settle in Tik Tok in a short time to meet the temporary demand, a lot of problems will be exposed in the future, which will affect the long-term development.

Now Tik Tok is very cautious in exploring takeout, because "expanding advantages" and "filling shortcomings" are not so simple things. Meituan, the strong rival of Tik Tok's trading business, has not been idle, and it has also built a content ecology through live broadcast, community and other means, so the development advantage of Tik Tok is also being surpassed. For those who are new to the take-away market, the challenges are not small.