1, membership threshold

Hungry? In order to promote new users to buy members at the first time, Meituan adopted the form of discount. When they are hungry, they need 6 yuan (normal 10 yuan) for the first time to open a continuous monthly subscription, and 3 yuan, a new user of Meituan, is normal 15 yuan (now the new user is also 15 yuan, and there is no discount). If in the past, the membership threshold of Meituan was lower and more attractive, then it seems cheaper to be hungry now.

Left: hungry; Right: Meituan Takeaway

2. Increase the frequency of use

First of all, both have task systems. If you are hungry, the task is one of three, including daily tasks and mysterious tasks. Daily tasks generally get 4 bonus points, mysterious tasks need to consume 1 bonus point, and 6 bonus points will be awarded after completion. The task of the American delegation is accidental, and there is usually a time limit. Similarly, if you place an order for a certain amount, you can get a 5 yuan red envelope without any threshold.

Left: hungry; Right: Meituan Takeaway

In addition, Meituan members can also buy limited-time membership red envelopes, which can only be used during the membership period. And the price is 1 yuan to buy 2 yuan red envelopes. For example, 5 yuan buys two 5 yuan red envelopes without threshold, and 50 yuan buys 20 5 yuan red envelopes without threshold (generally, the more you should buy, the cheaper it is). Having red envelopes also increases the purchase rate of users.

3. Membership renewal fee

If you are hungry, you can use monthly subscription, seasonal subscription or even annual subscription. Automatic renewal has advantages. Some users forget to cancel the renewal fee, so they will keep using it. Meituan's take-out is only monthly, but for some users (not sure whether to engage in activities or for those who are about to lose), Meituan will provide 3 yuan with renewal benefits.

Left: hungry; Right: Meituan Takeaway

4. Commercial eggs

That is, the commercial red envelope, "amount upgrade". For example, if you are hungry, in most merchants' interfaces, you can upgrade 4~6 yuan threshold-free red envelopes from 2 bonus, and upgrade 6~7 yuan threshold-free red envelopes from 5 bonus (such upgraded red envelopes can only be used by this merchant for a limited time).

Meituan can upgrade 5 yuan's no-threshold red envelopes to 6~8 yuan for some businesses. I order takeout in Meituan, and sometimes I choose those businesses that can be upgraded to 8 yuan.

5. Pricing

In terms of pricing, both companies choose to charge a monthly fee. Meituan's take-out strategy is "3 yuan in the first month and 15 yuan in the second month", while if you are hungry, it is "2 yuan in the first month and 10 yuan in the second month". In addition, 28 yuan and 108 yuan are also provided.

Switch to the user's perspective and feel it. If I am a user who needs to order takeout all the year round, aside from the special price of 2-3 yuan in the first month, my intuitive feeling for the two members may be like this-

Meituan take-out: monthly 15 yuan, minimum 30 yuan+reduction and exemption, net profit 15 yuan+

right

Hungry: every month 10 yuan, at least 20 yuan+is reduced, and net profit 10 yuan+

Judging from the above five points, members who are hungry are relatively exquisite in general, while members of Meituan takeaway are relatively simple and have fewer routines.