Meituan keywords: reliable merchants, more accurate positioning, more comprehensive evaluation, better service and more affordable discounts. The appearance of Meituan has made the localization service migrate from offline to online, and solved the most basic problem of eating, drinking and having fun for users.
First, demand analysis.
1. 1 Description of demand scenario:
Xiaoming is a foodie student party and has eaten all the cheap and delicious shops around him. One day, he wants to find a cost-effective place to invite everyone to a party. In view of his financial ability, he can't consume too high-end restaurants. But as a foodie, he really wants to experience delicious and distinctive dishes. How can he find the most cost-effective restaurant, let him get what he wants and get the most anticipated user experience? So, he logged on the website of Meituan, entered the Hubei cuisine he wanted to eat in the search box, and found a lot of group purchase information of Hubei cuisine restaurants. By reading everyone's comments and shared photos of the restaurant, he can roughly judge his acceptable price range, expected service environment and food quality without personal experience, so that he can experience some signature dishes with moderate prices, so he immediately bought one through online payment. After that, I made an appointment by phone and went to eat a big meal. I took photos of all the dishes before eating. After consumption, Meituan provided comments and real pictures at the bottom of the group purchase, which provided a reference for others. Not only did I record an unprecedented dining experience, but I satisfied my appetite. The process of sharing also improved my life fun, shared my dining experience for others, and gained some points for myself. This kind of evaluation mode similar to the community can improve the user's sense of protagonist, and the intimate reply of the store and a certain integral value also increase the user's stickiness. For users, this is an unforgettable experience and a good opportunity to record their lives. For shops, it is a clue to optimize service, an opportunity to cultivate potential customers and, of course, a medium to expand popularity. The store gives coupons to lay the foundation for the next consumption, and the objective evaluation of users will help the store improve its service and expand its popularity. A set of processes forms a good closed loop and constantly promotes the optimization iteration of various services.
1.2 What needs does it meet under what circumstances?
Target audience of Meituan: people who want to enjoy better service at more favorable prices. Meituan is satisfied that they find and identify merchants on the website, enjoy the services provided by merchants, and bring a sense of accomplishment to the process of group purchase evaluation. They are eager to find businesses with high service quality and affordable prices, and are eager for their evaluation to provide reference value for other consumers.
Second, the main functions of the product
2. 1 Registration, login and personal homepage
Like other e-commerce websites, consumers need to register first, and then log in by user name, registered email address or bound mobile phone. For the record of group purchase, you also need a personal homepage to record the statistics, and you will get the growth value through group purchase. When the growth value reaches a threshold, the VIP level will be upgraded. This VIP mode of upgrading monsters takes advantage of the "vanity and sense of achievement" of human nature in the seven deadly sins, and the use of coupons stems from the greedy nature of human beings.
2.2 Merchants settled in
As a large group buying platform, Meituan also provides a special entrance for sellers, that is, shops. Merchants can receive the authentication service from Meituan 1 to 1 by inputting some basic information. The idea of improvement is that by charging a certain fee, merchants can get more privileges to promote their own stores and increase their income beyond traffic. It is suggested that the US Mission can increase the evaluation criteria when selecting merchants to ensure the integrity and reliability of the merchants on the US Mission.
2.3 purchase
After the merchants settle in, they can publish the group purchase information, and consumers can choose the appropriate group purchase according to their own needs. This process is consistent with the shopping process of e-commerce website: selecting goods (group purchase) → directly buying/joining shopping cart (adding multiple goods) → selecting payment method → purchasing successfully.
mode of payment
At present, Meituan's payment methods include: recharging to Meituan's account, online banking (supporting credit cards), Alipay and Tenpay, and various payment methods allow consumers to pay quickly. In this function, in view of the considerable traffic and income brought by the public comment after entering WeChat, Meituan can also obtain the payment authority of WeChat and increase the payment method. Considering the large-scale dinner activities such as the company's group building, it is suggested that the US Mission can increase services such as AA collection.
2.5 Assessment
After consumers have finished spending, they can evaluate the group purchase. Evaluation is also a process of interacting with other consumers, so in this function, it is suggested that consumers can customize labels according to their own purchase records and VIP grades, such as "Gourmet", "movie master" and "Li Jiaqi in the gourmet world", so that when other consumers evaluate, they can see more quality-guaranteed evaluations.
Third, the operating characteristics
3. 1 Perfect embodiment of hierarchy of needs theory
Meituan fundamentally solved the physiological needs of users: eating, drinking and having fun; Solve the security needs of users through the services provided by highly reliable merchants; Through the invitation of friends, realize social needs; Respect is embodied by VIP; Through high-quality evaluation, the self-realization of consumers has been completed.
3.2 Friends invited to expand users
At the beginning, the US delegation invites friends, and after the invitation is successful, they will also get a certain rebate, and the invitees will also get a certain rebate after the group purchase is successful. Because the rebate standard of Meituan is very strict, it effectively cracked down on scalper fraud, thus gaining all effective users.
3.3 points reward mechanism
In fact, this is a way to increase the viscosity of users. In real life, we are all attracted by this: buy one get one free, full reduction and so on. By rewarding points and redeeming points, consumers can be encouraged to spend.
3.4 Daily "Update"
Generally, the goods released from the shops of e-commerce websites will only think of new goods if the inventory is reduced or a certain type sells well. However, Meituan adopts a new group purchase every day, which makes users feel different every day, which is also a way to increase users' viscosity.
Fourth, competitors.
4. 1 Portal websites like 58 City, Market and People's Network.
This kind of website is an information network platform of local cities, mainly looking for classified information. Compared with Meituan, this kind of portal covers more fields, not only group buying, but also life services such as recruitment, car rental, sales, making friends and marriage. And anyone can publish information for free, which also leads to a lot of false information in the website. In this respect, Meituan has highlighted its competitive advantage.
4.2 Group buying websites similar to public comment, handle and glutinous rice.
Public comment, an interactive group buying platform based on comments, covers the widest range of businesses; The commercial coverage of Handan. Com second; Nuomi.com has a wide range of social network publicity channels.
Verb (abbreviation of verb) competitive advantage
5. 1 The merchants have high integrity.
The independent customer service team of Meituan has a set of strict standards for the evaluation of merchants. The settled merchants guarantee that the group purchase information provided is true and reliable, and consumers can buy with confidence.
5.2 High brand awareness
Wang Xing, the boss, once founded popular websites such as Renren.com and Fanfan.com, enjoying a high reputation in the industry. Coupled with the continuous growth of its effective registered users, it has gained a high reputation in the field of group buying.
Sixth, competitive disadvantage.
6. 1 The business coverage is not complete enough.
Group buying websites such as public comment and handle. Com has covered the business of second-and third-tier cities, but when it comes to group tours, everyone's impression is that only big cities can organize groups, so further expanding the market and increasing business coverage is the first step.
6.2 Incentive mechanism
Although Meituan now has a point feedback system, there is no perfect standard for its point redemption or cash payment.
7. What would I do if I were a product manager?
7. 1 Looking for differentiation from other group buying websites
For some life services, such as massage and pedicure, we can cooperate with merchants to form an accurate reservation for ladder prices; For some gourmet group purchases, such as braised pot and grilled fish, you can start making some time before the appointment time. Users can serve food directly after they arrive at the store. Considering that some users may change the time, late orders can be subsidized by group buying websites.
7.2 Increase evaluation interaction
After users evaluate products, they can add features like Zhihu's praise or "useful to me" to give some rewards to users who get high praise, which is a good way to keep users active.