the structure of meituan is clear, and the most prominent point is to set up a new retail and taxi business group.

As we all know, Meituan started as a group buyer, and now its main business comes from take-away. In the first half of the year, the contradiction between Meituan and Alibaba intensified. In April 2117, Alibaba invested $411 million to get hungry. After that, I was hungry and bought Baidu takeaway, and I got the traffic support of Ali Department such as word of mouth and Alipay. The competition pattern in the take-away field is getting worse and worse, and Meituan will not be satisfied with the take-away business, and is constantly expanding its boundaries.

despite the difficulties, the new retail and taxi business will become the breakthrough of the US Mission.

In July, 2117, the Meituan opened a supermarket named "Zhangyu Fresh" to mark Ali Box Ma Xiansheng. The store covers most categories of ordinary fresh supermarkets, and it can be delivered to your door within 5 kilometers and 1 hour by placing an order online.

entering the palm fish for fresh food is more like being in a traditional supermarket selling meat, poultry, aquatic products, vegetables, snacks and other commodities. Box horse has set up a food processing zone, and after purchasing, it can choose to eat delicious food in the restaurant, which the US Mission does not have.

In the field of aquatic products, palm fish doesn't set up large aquariums to supply fresh aquatic products like box horses, and all of them are frozen. Meituan is still inferior to Ali in the supply chain. However, in the future, Meituan may enter the offline and make a combination with Meituan's take-out O2O platform. In the future, there may be a central kitchen to make take-out+central kitchen.

looking at taxi business again, since travel can be combined with take-out, eating, drinking and having fun can also be combined with taking a taxi. Eat, watch movies, sing K, and be sure to go home. This series of behaviors took place in a coherent scene. Meituan officially launched a taxi in Nanjing, and the effect was good.

it's not the first time that takeout and travel have appeared. Uber's UberEats food delivery service is outstanding. Uber said that as of July this year, among the 118 cities it covered, UberEats' food delivery service in 27 cities was profitable.

after Didi acquired Uber, the pattern of the online car market has been initially set, and Meituan has undoubtedly found a strong competitor for itself.

since ma yun put forward the concept of "new retail" at the conference, there is no doubt that new retail has become the outlet, and travel business is very likely to become the next growth point.

meituan has chosen these two businesses as the exploration to expand the border. Can it seize the next big outlet to achieve counterattack? Can you fight your way out after getting rid of Ali and Didi?

anyway, it's a worthwhile attempt for meituan.

The new retail is a basket. Everything can be put in the past.

With regard to the change of retail, Suning.cn's main concept is "smart retail", while Alibaba Jack Ma throws out "new retail", while JD.COM focuses on "unbounded retail". But in essence, they are all "online and offline integration," and "technological innovation changes offline trading scenarios.

It can be said that whether it is smart retail, new retail or unbounded retail, on the one hand, from the sales scene, it breaks the online and offline sales boundary so that users can buy at any time; on the other hand, from the technical dimension, it is the retail scene change or upgrade brought by "internet plus retail" or "artificial intelligence+retail".

For unmanned convenience stores, vending machines and so on, no matter Suning, Alibaba or JD.COM, these giants are laying out and setting foot in it.

According to the "Beijing X Plan", JD.COM has successively formed alliances with Tencent, Today Headline, Baidu, Qihoo 361, Netease, sogou and other "traffic kings", reaching nearly 111% of Internet users, and establishing all-round display and reaching scenes for products of various businesses.

At the same time, JD.COM and Tencent launched the "Jingteng Unbounded Retail Solution" to empower brands. Relying on Tencent's social and content system and JD.COM's trading system, we will create a retail solution with online and offline integration, deep customization of services and high integration of scene transactions for brands.

in short, the biggest advantage of JD.COM as an e-commerce platform lies in online traffic and data analysis and technology accumulation based on years of e-commerce platform operation. It can be said that JD.COM and Ali, relying on their respective layouts, have achieved the segmentation of online shopping users, set up certain barriers, and are also seeking to enter the fields that the other party is good at.

On the surface, these "unmanned sales" concepts may lead to the disappearance of posts such as shopping guides and salesmen, but more importantly, these unmanned convenience stores can cover areas that many traditional convenience stores can't put in, opening up new sales scenarios.

so, what will the new retail under meituan do?

is it to improve the arrival rate of platform merchants, or to open up the boundary between in-store consumption and take-away consumption? Or something else, such as providing technical solutions such as unmanned convenience stores and restaurants that are also involved in offline retail scenes, which is worth thinking about.

Under the current "new retail", Meituan has set up a business group in a big way, rather than exploring its own boundaries again.

The boundaries of Meituan are always changing

Meituan is actually a somewhat special company. When it comes to Meituan, it is famous, but if you ask him what his main business is, it is not as clear as other large companies, and often everyone can't say it accurately.

Someone once described the Meituan as a "big stick: not sharp enough, but big, with many possibilities, and countless needles can be inserted into this stick.

How many needles to insert and where to insert them are things that the US delegation has been considering. They think:

When enough needles are inserted, this stick becomes a mace.

Meituan is a company with breadth strategy. From the outside, it seems that they have the ability to seize new business opportunities and expand their business boundaries.

However, it is not accurate to think that they are a company with a high success rate in new business, and there should not be high expectations for their success rate in new business.

the change of new business of meituan

meituan has been vigorously laying the breadth of its development from 2113 to 2116. His path is to develop new business all the way and close the old business all the way. Of course, for them, this is a reasonable "trial and error."

On August 21th, 2115, Meituan closed down its catering business Meituan Breakfast. Because of the limitation of time and space, the flow of breakfast business is very small.

On February 1, 2116, Meituan announced that it would stop covering dozens of services such as door-to-door massage, door-to-door maintenance, door-to-door cleaning and driving.

On April 28th, 2116, Meituan closed the balance recharge function.

In the early years, Meituan tried nearly 11 businesses such as breakfast takeout, queuing machine and Wi-Fi, but all failed and gave up.

At the beginning, Meituan also entered the market strongly to enjoy the charging treasure, with the intention of bundling the benefits of group purchase and take-away, and forming a larger traffic platform through the entrance of charging treasure. However, it only existed for less than three months, Meituan closed the business of enjoying charging treasure.

At one time, as the core of Wang Xing's T-shaped strategy, the cat's eye movie was suddenly sold, which made people stunned.

So the stick of Meituan is really a stick made of iron and a needle in flowing water.

new retail is a new frontier

At present, online traffic is tightening day by day, and new retail has become a new outlet. The entry of giants such as Ali has also begun to gradually push this field.

Now, Meituan has set up a separate business group for the new retail business and taxi business, which shows the importance it attaches to these two businesses.

In 2117, Meituan actively laid out and dabbled in every small outlet of new retail stores, unmanned shelves and convenience stores.

as it turns out, meituan's exploration of new formats is still endless. They also believe that they will never stop exploring new business, even if it is full of setbacks and fails at any time. Failure is painful, but you must try, because if you don't try, you will have no chance.

It has been proved that the layout of Meituan really gives investors and the market a brand-new valuation. On October 9, it was reported that Meituan completed a new round of financing of $4 billion, with a post-investment valuation of $31 billion.

Meituan has been criticized by the outside world for "missing the boundary". How to find a balance between "giving up" and "getting", they still have a lot to try. What if the new retail project fails?

the new retail is a box, everything is put in it.

This structural adjustment of Meituan undoubtedly sends us a message: Meituan has put taxi and offline physical retail business into its strategic core, and will invest more resources in these two sections in the future.

after a new round of financing of $4 billion was completed in October this year, the valuation of Meituan Review reached $31 billion. However, the main support for the valuation growth of Meituan is the take-away business. Facing the challenge of being hungry, Meituan's takeaway is still a money-burning project. In order to continue to achieve stable and rapid growth, Wang Xing's strategy is clear, that is, to continuously expand the business boundaries, find new projects that can form synergy with the current take-away business, and realize the diversified growth of the future US Mission business.

From the characteristics of take-away business, Wang Xing chose new retail and taxi as the breakthrough, and took take-away as the core business into the new retail business group. It is not difficult to see that Meituan is determined to achieve the growth of new projects through business collaboration.

As early as in an interview with Caijing, Wang Xing analyzed the current online car rental market: "On the one hand, the existing online car rental cannot fully meet the needs of users. On the other hand, this is locationbasedservice, and the business characteristics of Meituan are very related to location. There are still many similarities between takeaway and taxi.

Similarly, for the new retail, Meituan also invested in the fresh palm fish, the convenience of apes, Kangpinhui and so on. Although these projects are still slightly thin compared with the new offline retail ecosystem that Ali has already formed. However, the mature external supply chain of Meituan can add a lot of color to new retail. First of all, Meituan can meet the daily supply of convenience stores with cooked food, fresh food, snacks, daily necessities and other commodities on the take-away platform; Secondly, the delivery team of take-out can deliver and turn over the shelves in time.

moreover, under the circumstance that the new online traffic is gradually withering and the acquisition cost of new customers is getting higher and higher, it is another way to expand the market to gain direct contact with offline traffic through new retail. Different from traditional retail stores, Meituan's new retail will mainly adopt the combination of online and offline access to the Internet, adopt unattended shelves, guide users to self-purchase, and scan the code on the mobile phone to shop and pay the bill. This is equivalent to cutting the cake of traditional retail stores again on the existing basis and grabbing more incremental market share.

With the launch of new retail and taxis, Meituan Review is establishing a closed loop around catering, entertainment and life services. Although, in this process, it will definitely compete directly with companies such as Didi and Hungry. However, there is still much to be done based on the solid user base of Meituan's comments.

I'm Tao Huang, the author of the best-selling book Detonating Super Personal IP, the founding investor of Tiansheng Everything, and the lead singer of Xiatu Donghe Band. Welcome to follow me and learn more about the Internet, technology, entrepreneurship, personal IP and new species.

Meituan has set up a new retail business group, and this structural adjustment is also made to adapt to Meituan's business development, market situation and competitors.

1. The combination of in-store integration and in-store catering, together with the comment platform, forms a new in-store business group, which is a mature business of Meituan and Volkswagen, and also an advantageous business. First, it is conducive to the deep integration of the entire resources of the US Mission and the public comment, and to put an end to all kinds of waste, empty consumption of resources and idling of personnel. This business is also the cash cow of Meituan. Through this integration, we will strengthen this business, provide Meituan with a steady stream of cash flow and support the development of the company's new business.

2. A new retail taxi business group has been established, and the take-away business belongs to this business group, which is headed by Wang Huiwen. This has several key points. First, the new retail was originally proposed by Ma Yun of Ali, and both Ali and JD.COM are developing vigorously. For example, the box horse fresh food that Ali is focusing on now is developing very rapidly, and the new retail in JD.COM is also booming. At the same time, unmanned shops and unmanned counters have mushroomed, which is a great challenge for the US Mission. Therefore, the US Mission actively responded and made substantial adjustments in organization and personnel. Second, I am looking forward to Wang Huiwen, who is in charge of this business. This person can be good at fighting. This person has made great efforts and contributions to the development of Meituan in recent years. The execution and combat effectiveness of the push team he led should be in the top two in China. Wang Xing gave him the most important takeaway business and the next extremely important taxi business of Meituan, which shows the trust and dependence of Meituan and Wang Xing. Third, the taxi business was officially promoted to the business group, which is also the highlight of this adjustment. Last year, Meituan quietly launched the taxi business, which was very low-key at that time and was only carried out in several cities such as Nanjing. At that time, my intuition was that Meituan was going to enter the taxi business, but the market competition was extremely fierce at that time, so it was only a quiet pilot. One was to train the team, and the other was to accumulate various data. Now the time and conditions are ripe, so it was promoted to the business group and promoted on a large scale.

3. The platform of the wine tourism business group and the Meituan Group remains unchanged, and Chen Liang is responsible for it. This is just a business adjustment, and there is not much bright spot.

The above are just my humble opinions and opinions, and you are welcome to make more comments.

Take-away food burns money, taxis burn money, and wine tours lose money. The concept of so-called new retail is not new. Meituan belongs to the valuation reengineering after financing kidnapping investors, and the listing is far away. If the cash flow is still negative, I wonder if Wang Xing's third venture will become the first two.

first, let's talk about new retail. This is a big cake that Internet industry tycoons are scrambling to chase. Ma Yun is working as a Tmall store, JD.COM is working as a convenience store in JD.COM, and Meituan has its own various store-arrival industries. Naturally, it is necessary to put a thick stick in the new retail to make up for the scope that online business cannot cover.

As for taxi service, it is a perfection of Meituan's industrial chain. Meituan's catering, wine tours, movies, etc., combined with taxis, can just form a complete industrial chain. For example, if a customer has booked a restaurant in Meituan and needs to take a taxi, there is no need to jump out of Meituan and choose other car calling platforms, thus achieving one-stop service. This is also useful for improving the customer experience of other businesses of Meituan.

meituan. com's organizational structure adjustment, on the one hand, is due to its own business considerations, on the other hand, is accompanied by the actions of competitors.

as can be seen from the screenshot below, the new retail taxi business group added this time is not groundless, and we can find clues in the actions before the US Mission.

then, the question is, why is there a new retail taxi business group?

First, the taxi business of Meituan

During Valentine's Day in 2117, Meituan launched a low-key taxi business in Nanjing. Contrary to popular speculation, Meituan does not access the third-party taxi business, such as drip diversion; Instead, I rolled up my sleeves and did it myself, just like a battle with Didi. However, at present, the US Mission has not cut its business into the second city, and it has been testing the water for almost 1 years, and finally made some moves at the end of 2117.

the taxi market is not so easy. Didi taxis account for 81% of the domestic market share. This giant is hard to shake no matter how the US Mission burns money. Then, the US group cut in and hit.