Tik Tok's take-out entrance is very hidden. Search for "take-away" and "group purchase and distribution" on Tik Tok, and there will be related recommendations of Tik Tok life service. There are two choices under the restaurant: take it home for delivery and buy it at the store. Click "Buy Now" and fill in the order form with the delivery address below.
However, among the two options of "65438+ 0km nearby" and "takeaway", there are only five merchants, which is much less than the US delegation and Hungry. Moreover, most of what Tik Tok can provide are large chain enterprises or large restaurants, and there are few small shops.
In addition, the biggest difference between Tik Tok and general takeout is that there is only a set meal, and there is no order. If you want to order a meal, you need to enter the "Hungry Tik Tok applet" to order a meal. The process is similar to that of "Hungry".
Tik Tok has its advantages in making take-away food, but it takes time?
According to experts' analysis, it is difficult to make a big change in the future take-away pattern in the short term, but in the long run, Tik Tok also has certain opportunities. "The advantage of Tik Tok is actually obvious, because Tik Tok has 700 million daily users and is the most active platform in China after WeChat users." Zhuang Shuai, founder of Ambry Consulting, said. ?
The director of the Center for Digital Economy Integration and Innovation and Development of the Central University of Finance and Economics said: "The expansion of Tik Tok's take-out business is essentially different from the endogenous logic of Meituan's take-out business: Meituan started from selling, while Tik Tok started from the advantage of content flow. The take-away business can be seen as a supplement to the short video advertising diversion business of catering businesses, and it can also feed back the local life advertising service sector. " ?
However, experts also believe that there are many restrictions on Tik Tok's external sales, which may not disturb the existing market structure. Li Chengdong, the founder of Dolphin Society, said: "First, the core users of take-out have the path dependence of consumption, so the Tik Tok subsidy may not be effective, that is, the subsidy stopped and the users ran away; The second is the performance service ability. It is absolutely impossible to provide a stable performance service experience by cooperating with a third party. The third is the source of goods for merchants. If the supply is not rich enough, users will come. If there is nothing in the search, the experience will be bad. "