ByteDance aims for Food Delivery Service
Currently, ByteDance’s Douyin is conducting an internal test for a new food delivery mini-app called “Xindong Waimai”, the slogan for the mini-app is “Xindong Waimai, Eat What You Love”.
Compared to Meituan, the advantage of ByteDance’s food delivery service is its use of the short video scenario. Through short videos, users can make more realistic evaluations of takeout, becoming more assertive about their takeout services, and use Douyin to create conditions for the development of its takeout business.
“Xindong Waimai” is in the testing stage, so some functions are temporarily unknown. “Xindong Waimai” is likely to develop into a combined mode food delivery platform. This model is similar to Douyin’s “Mangosteen Travel” in tourism, directly converting transaction orders using nearby local takeout merchants, making localized life-oriented services a reality.
According to a report from CCTV Finance, as of 2020, the total number of food delivery across China is 17.12 billion orders, a year-on-year increase of 7.5%. The number of takeout users in China is nearly 500 million, with the post-80s and 90s generations as the backbone of catering takeout services.
Moreover, consumers’ catering takeout services are no longer limited to the traditional daily three meals. Afternoon tea and supper have become the new takeout favorites of consumers. Since the second half of 2020, Meituan and Ele.me have been maintaining a 70/30 share of the takeout market. Ele.me, not wanting to lag for long, has been gradually gaining more market share through a series of subsidies. Soon, Douyin will become a new arena for Meituan and Ele.me to fight over online.
