profit model 1. commission model commission model should be the main profit model of most group buying websites at present, and it is also the most important profit model of Meituan. Mainly through the sale of group purchase goods, directly earn the price difference in the middle; Or by selling goods for a high percentage of the draw; Or help merchants to do discount promotion through the agreement, and generate income according to the agreed amount. Meituan. com is different from foreign group buying websites. Foreign group buying websites generally purchase goods from merchants themselves, and then sell them to earn the difference, that is, direct sales. Meituan. com is different. It should act as a group buying agent, mainly responsible for organizing group buying, and the real product supply is made by the merchants who buy products. What Meituan.com needs to do is relatively simple. Meituan. com now recommends a high-quality local life service for you every day. The products provided are closer to local life, and the quality requirements of the products are also high, so as to ensure that the goods can be relied on by consumers. This is a business philosophy of Meituan. com to learn GROUPON, that is, the operation of localization plus boutique mode, and promote it. 2. The advertising model is inevitable, and the advertising revenue will be a part of Meituan.com's future income. Based on the high-traffic and multi-member situation of Meituan.com, the advertising function of Meituan.com has also been greatly highlighted. It is a very good advertising platform for businesses. Even merchants prefer to regard Meituan.com as their own store. Advertising on Meituan.com is equivalent to inviting guests directly to the store and directly facing the products. This is undoubtedly the best effect for businesses. Moreover, some goods may not be suitable for trading by group purchase, but they are likely to have certain correlation with the goods purchased by group purchase. When these goods are put on Meituan. com, they can play a very good promotion role. Moreover, different advertisements can be placed for people in different regions, which also improves the convenience of users. 3. Referral fee model The referral fee model may be a new income model that Meituan.com will develop in the future. For Meituan.com, the page should be directly linked to the company to which the product belongs, so that the company to which the product belongs can get more opportunities to be known and even develop more potential customers. In this regard, Meituan.com can charge the referral fee to the company. This revenue model is based on high flow and multi-membership. This income is based on the compensation of a series of costs such as the previous investment in paving channels, and its long-term referral will offset the previous costs more and achieve low input and high output. 4. Service fee mode

Accepting service itself is also a kind of consumption. Meituan.com should provide a large number of preferential information services and appropriate product recommendations. At present, the members of Meituan. com are free, but it is not excluded that members may be charged in the future. Collect users' fees through differentiated services. The higher the membership level, the more information you can get, and even the information may be customized and more preferential. Collecting membership fees is a huge income in itself, which may be a powerful financial motivation for Meituan. However, due to the difficult problem of the transition from free to charge, the service fee model may take a long time to realize. Second, SWOT analysis At present, Meituan. com's main competitors are similar group buying websites. Although their income patterns are similar, their respective effects are different in the actual operation and promotion process. I think the main competitors of Meituan.com are glutinous rice, Handan.com and 58 group purchase.com.. At present, although Meituan.com is the leader of group buying websites, these companies are not fuel-efficient lamps, and the group buying market is still full of challenges. 1. Strength (1) High brand awareness: Meituan. com, as the first group buying website in China, now has millions of registered users and maintains rapid growth. In addition, Wang Xing, the boss, once created popular websites such as Renren.com and Fanfan.com.. Therefore, it enjoys a high reputation in the industry. At present, it has accounted for about 2% of the group buying market share. In the Hundred Regiments War, it can be said that the dominant party can gain the trust of customers. (2) Strong technical force: Meituan. com's technical team was formed after several popular websites were built. It can effectively drive the stable and efficient operation of the foreground business system and the background management system, and create a smooth, comfortable and happy group buying experience for users. Real-time group buying industry data monitoring system provides you with detailed industry data to help you make correct market strategic decisions. (3) Experienced in operation and maintenance, successfully grasping users' psychology, and based on local operation: Meituan.com has a strong business negotiation team, and after a long period of accumulation, it has rich business cooperation negotiation experience to help you operate locally; Meituan. com has set up sub-stations in many cities across the country, and has maintained a leading position in various places, and has a deep understanding of local consumers. Local teams in different cities have accumulated a lot of local experience and excellent practices. And through the form of one group a day, cultivate users' group buying habits in order to have more customers. (4)1% logistics control: This is a highlight of the group buying website, which can be said to subvert the previous logistics rules of e-commerce. Generally, the seller is responsible for the logistics when we buy goods. Of course, in most cases, we also have to bear certain logistics costs. However, Meituan.com's "logistics" method is that customers will receive a unique Meituan.com serial number and password after payment, and then take them to the corresponding place for consumption, which can greatly save the time and cost of express delivery, and make people feel more practical and easier to accept.

(5) Service products are the main products: most of the online tours of Meituan are service coupons for hot springs, pedicures and yoga, while the physical goods are few. Because service products are sold in a certain quantity, the new quantity is almost cost-free, and it is easier to form a low-cost group purchase. Satisfying customers' needs in business, and at the same time getting bigger profits from it, is a very considerable aspect of commission income. 2. Weakness: (1) The publicity channels are relatively narrow: on Meituan.com, most of its advertisements are focused on search engine optimization, and the rest channels are relatively few. Compared with glutinous rice network, it may be obviously inferior in social network channels. The glutinous rice net itself is an e-commerce operation project of Thousand Oaks Company. It is very advantageous to promote the glutinous rice net by integrating the resources such as Renren.com and Maopu under Thousand Oaks Group. (2) The financing channels are relatively narrow: Meituan.com was founded more than a year ago. Although it covers more than 3 cities at once, most of them are still in investment. Most of the sources of funds come from venture capital. Nowadays, investment companies do not have enough information about China's group buying websites, and even withdraw their funds. This is quite dangerous for Meituan. com, whose main source of funds is venture capital. The glutinous rice network has invested money without budget, and 58 group purchase also has 58 cities as backers. Relatively speaking, the safety of funds is relatively guaranteed. (3) Most of the experience is learned from GROUPON：GROUPON is the largest group buying website in the world, and in the form of alliance, GROUPON has also begun to enter the China market. In combination with Handan. com, Meituan. com must go out of its own unique way under the experience of "teachers", otherwise its development may lose the opportunity because of the emergence of new group buying methods, and eventually it will be replaced by Handan. (4) The management of customers' funds is not perfect, and the return procedure is more troublesome: Compared with Handan.com, the return procedure of Meituan.com is quite troublesome. It is necessary to apply, which greatly hinders the implementation of seven-day unconditional return and makes it difficult for consumers to accept it.

3. Opportunity: (1) At present, group buying is a craze in China, with a very large market: since the group buying mode was put into operation in China, the netizens in China have been crazy about it. Group buying only grasps the customer's psychology and constantly attracts customers' consumption with its low-cost and affordable advantages. So that the market share of group buying has exploded. In addition, among the 1.3 billion people, netizens are increasing and younger, and their total market share is also rising. For a group-buying website like Meituan.com, its future market share is still expected to increase rapidly.

(2) word of mouth, better attract customers and expand the website: traffic is a vital part of a website, and traffic comes from customers. With its low price, group buying enables consumers to share in real life or on social networks, improves the credibility of new customers on the website, and enables the registered users of the website to achieve rapid growth. Meituan. com currently has millions of registered users, and it is still growing, which is a very good channel for Meituan. com to broaden its profit model. (3) The continuous development of Web network will eventually bring group buying into the lives of netizens: it is still in the era of Web2., which can be described as a powerful boost to group buying. Sharing on social networks, to a large extent, encourages members of social networks to spend. According to the six-degree segmentation theory, almost all netizens can understand group buying. According to the survey, at present, netizens' group purchase participation and group purchase preference both exceed 5%, and they are on the rise. The arrival of Web3. will provide greater vitality for group buying. For Meituan. com, its current position as the first stop of group buying may attract more netizens to enter Meituan. (4) Investment institutions are full of interest in buying big cakes in China: At present, group buying is popular, and customer funds are sufficient for the basic maintenance of group buying websites. In terms of expanding the market, many investment banks are willing to invest in group buying websites and build a stronger group buying system. As Meituan.com with good reputation, good quality and high status, it is relatively easy to get financial support from investment banks. 4. Threat: (1) Product chaos in the group buying market: The chaos of group buying exposed this year began to arouse the vigilance of netizens. The products were shoddy, the goods were missing, and even the money was raised in the name of group buying, and the rights and interests of consumers were greatly damaged. It casts a shadow over the group buying in China, and causes consumers' distrust of group buying. (2) Policy vacuum, improper management: More and more group-buying websites are in operation, resulting in the crazy situation of Hundred Regiments War and the chaos of market order. The market is constantly being divided and refined, so that the share of the original group buying websites will also have a greater impact. (3) The profit model is generally single, which is less attractive to capital. At present, the profit of China group buying websites mostly depends on commission, which is not strong enough to expand, leading some foreign investment companies to withdraw their funds.

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Meituan.com profit model analysis and SWOT analysis

Meituan.com analysis

I. Profit model

1. Commission model

Commission model should be the main profit model of most group buying websites at present. Mainly through the sale of group purchase goods, directly earn the price difference in the middle; Or by selling goods for a high percentage of the draw; Or help merchants to do discount promotion through the agreement, and generate income according to the agreed amount.

meituan. com is different from foreign group buying websites. Foreign group buying websites generally purchase goods from merchants themselves, and then sell them to earn the difference, that is, direct sales. Meituan. com is different. It should act as a group buying agent, mainly responsible for organizing group buying, and the real product supply is made by the merchants who buy products. What Meituan.com needs to do is relatively simple.

Page 1

Meituan. com now recommends a high-quality local life service for you every day. The products provided are closer to local life, and the quality requirements of the products are also high, so as to ensure that the goods can be relied on by consumers. This is a business philosophy of Meituan. com to learn GROUPON, that is, the operation of localization plus boutique mode, and promote it.

2. Advertising mode

Inevitably, advertising revenue will be a part of Meituan.com's future revenue. Based on the high-traffic and multi-member situation of Meituan.com, the advertising function of Meituan.com has also been greatly highlighted. It is a very good advertising platform for businesses. Even merchants prefer to regard Meituan.com as their own store. Advertising on Meituan.com is equivalent to inviting guests directly to the store and directly facing the products. This is undoubtedly the best effect for businesses.

Page 2

Moreover, some goods may not be suitable for trading by group purchase, but they are likely to have certain correlation with the goods purchased by group purchase, which can play a very good promotion role when put on Meituan. com. Moreover, different advertisements can be placed for people in different regions, which also improves the convenience of users.

3. referral fee model

the referral fee model may be a new income model that meituan. com will develop in the future. For Meituan.com, the page should be directly linked to the company to which the product belongs, so that the company to which the product belongs can get more opportunities to be known and even develop more potential customers. In this regard, Meituan.com can charge the referral fee to the company. This revenue model is based on high flow and multi-membership.

Page 3

This income is based on the compensation of a series of costs such as the previous investment in the channel, and the long-term nature of its referral will more offset the previous costs and realize low input and high output.

4. Service fee mode

Receiving service itself is also a kind of consumption. Meituan. com should provide a large number of preferential information services and appropriate product recommendations. At present, the members of Meituan. com are free, but it is not excluded that members may be charged in the future. Collect users' fees through differentiated services. The higher the membership level, the more information you can get, and even the information may be customized and more preferential. Collecting membership fees is a huge income in itself, which may be a powerful financial motivation for Meituan.

Page 4

However, due to the difficulty of transforming from free to charged, the service fee model may take a long time to realize.

second, SWOT analysis

at present, meituan. com's main competitors are similar group buying websites. Although their income patterns are similar, their respective effects are different in the actual operation and promotion process. I think the main competitors of Meituan.com are glutinous rice, Handan.com and 58 group purchase.com.. At present, although Meituan.com is the leader of group buying websites, these companies are not fuel-efficient lamps, and the group buying market is still full of challenges.

Page 5

1. Strength

(1) High brand awareness: Meituan. com, as the first group buying website in China, now has millions of registered users and keeps a rapid growth. In addition, Wang Xing, the boss, once created popular websites such as Renren.com and Fanfan.com.. Therefore, it enjoys a high reputation in the industry. At present, it has accounted for about 2% of the group buying market share. In the Hundred Regiments War, it can be said that the dominant party can gain the trust of customers.

(2) Strong technical force: Meituan. com's technical team was formed after several popular websites were built. It can effectively drive the stable and efficient operation of the foreground business system and the background management system, and create a smooth, comfortable and happy group buying experience for users. Real-time group buying industry data monitoring system for you