Meituan product definition: Literally speaking, Meituan is a group buying website that provides users with food, hotels, movies, shopping and other types, so that users can enjoy the services provided by merchants and get a better spiritual experience, just like its advertising slogan: "Meituan once, beautiful once". Here, consumers can find all kinds of reliable businesses and enjoy the preferential services they provide; Merchants can also find more suitable consumers by entering. I understand the key words of Meituan: reliable merchants, high-quality life service. The appearance of Meituan makes the localization service migrate from offline to online, which solves the most basic problem of where users go to eat, drink and have fun every day. First, demand analysis 1. 1 demand scene description: Xiaoming is a student party that eats food and eats all the cheap and delicious shops around him. One day I saw someone recommend a high-end restaurant from the Internet, but he couldn't afford such a place because of his financial ability, but as a foodie, he really wanted to experience it once. So he logged on the website of Meituan and entered the name of the restaurant in the search box. It happened that he found the group purchase information of this restaurant, and he could experience some signature dishes at a moderate price, 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, you can provide reference for others through the evaluation and real pictures provided by the group purchase, and you can also get some points yourself. 1.2 What needs does it meet under what circumstances? Target audience of Meituan: people who want to enjoy services 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 product 122. 1 registration, login and personal homepage, like other e-commerce websites, require consumers to register first, and then they can log in by user name, registered email address or bound mobile phone. For the record of your own 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 increase. 2.2 As a large-scale group buying platform, the merchants stationed in Meituan also provide a special entrance for sellers, that is, shops. Merchants can receive the authentication service from Meituan 1 to 1 by inputting some basic information. 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 Buyers can release group purchase information after they settle in, 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. 2.4 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 enable 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. 2.5 After evaluating the consumer's consumption, we can evaluate the group purchase. Evaluation is also a process of interacting with other consumers, so it is suggested that consumers can customize labels according to their purchase records and VIP grades, such as "Gourmet" and "movie master", so that when other consumers evaluate, they can see more quality-guaranteed evaluations. Third, the perfect embodiment of the operational characteristics of 1233. 1 hierarchy 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; Realize social needs through friends; Respect is embodied by VIP; Through high-quality evaluation, the self-realization of consumers has been completed. 3.2 Friends, expanding users Meituan will initially get a certain amount of rebate through friends, and the payee will also get a certain amount of rebate after the successful group purchase. 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 "shopping for new products" Generally speaking, new products will be thought of only when the inventory is reduced or a certain type sells well. Meituan adopts daily group purchase to make users feel different freshness every day, which is also a way to increase users' viscosity. Four. Competitor 12344. 1 58 portals such as Tongcheng, Jiji.com and People.com are information network platforms of local cities, mainly searching 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 Public comment, handle, public comment of similar group buying websites of glutinous rice, and interactive group buying platform based on comments, covering the widest range of businesses; The commercial coverage of Handan. Com second; Nuomi.com has a wide range of social network publicity channels. V. Competitive Advantage 55. 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 Wang Xing, a boss with high brand awareness, has created popular websites such as Guorenren.com and Fanfan.com, which have 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. 6. Competitive disadvantage 1234566. 1 Business coverage is not as good as public comments. Group buying websites such as Handan.com have covered businesses in second-and third-tier cities, but when it comes to group tours, everyone has the impression 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 point redemption or point redemption. 7. What would you do? 7. 1 Looking for differentiation with other group buying websites For some life services, such as massage and pedicure, we can form an accurate reservation of ladder prices by cooperating with merchants; 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 When users finish evaluating products, they can add functions 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.