When almost all platform models and players are encountering challenges, Meituan, as a representative of the platform model in the classic sense, is naturally not immune.
It, too, fell into endless anxiety.
This point can be seen through Meituan's repeated failures and sand experiments.
This point can be seen through Meituan's tireless adjustments over and over again.
Whether it is the sluggish live broadcast or the continuous adjustment of Meituan's business line, all of them no longer show us this.
If Meituan's "chaos" is reflected in its busyness with the layout of new businesses and its busyness with the adjustment of old businesses, then its absence from the exploration of new fields and the resulting busyness may be another reason why it is even more busy.
We all know that a transformation and upgrading of the platform economy is being staged.
Whether it's a player with a head or a player with a waist, this is the case.
Some players are pinning their hopes on new technologies represented by AI, while others are pinning their hopes on new models represented by the integration of data and reality.
Looking at the players' exploration paths for the transformation and upgrading of the platform model, it is not difficult to see that none of them will no longer use the new technology represented by AI, none of them will no longer use the new model represented by C2M, and none of them will no longer use the new path of digital and real integration.
However, in such a brand-new gladiatorial arena, Meituan also chose to be absent.
One
Meituan's absence is not surprising at all.
The reason is that, in essence, Meituan is still a platform model-led company, and its biggest feature and meaning of existence is to constantly assert its existence in a model of scale and efficiency.
Wang Xing's concept of "retail + technology" proposed a few years ago has also not made too many breakthroughs.
However, such a platform model must be built on the basis of strong traffic and the continuous expansion of business boundaries.
The boundaries of the so-called Meituan have always been infinitely extensive.
When capital began to ebb, especially when the center of gravity of traffic began to reshuffle, such a development model of Meituan began to encounter more and more problems and challenges.
Whether it is the complaints of merchants or the fact that the takeaway brother is trapped in the system, we can see that Meituan's development model, which is dominated by the platform model in the traditional sense, has begun to fall into more and more difficulties.
Perhaps, you have rarely heard the voice of Meituan laying out new areas;
Perhaps, you have rarely seen Meituan try to venture into new business.
In the final analysis, the failure of the series of development models that once brought Meituan to the altar, as well as Meituan's confusion in the new market background, are the fundamental reasons why it has lost its original halo.
For Meituan, how to find ways and means to break out of the traditional platform model, no longer entangled in the so-called system, no longer obsessed with the so-called boundary, but to find ways and methods to combine with the real economy and new quality productivity, may be the key to causing it to really jump out of the existing hectic circle.
In the final analysis, Meituan still needs to find ways and means to integrate with new technologies, new models and new paths, rather than just blindly treating them as a concept, but in essence, it does not really use these new technologies, new models and new paths to solve problems in its own development process.
In fact, Meituan has made early attempts in new areas such as drone delivery, but these attempts are still based on the established storyline of maintaining and continuing its own platform model, and have not really fundamentally changed Meituan's most intrinsic and essential business model.
As a result, Meituan's attempts are just a concept and a story, and have not really become a "scalpel" to eradicate its own stubborn diseases.
Two
If Meituan's obsession with the platform model eventually led to it missing opportunities again and again, then Meituan's sluggish exploration of new areas may be the key to causing it to fall into such a dilemma.
It is foreseeable that if Meituan stops on the road of exploring new areas, then it will not only lose such a great development opportunity as it is now, but will also bring its own development into a more passive situation.
In fact, a new traffic reshuffle based on new technologies, new models and new paths is now being staged.
In such a new traffic shuffle, every player is on the same starting line.
This is true for both players who have already made a name for themselves in the Internet age and those who are just starting out in the game.
In such a new battle, the new technology led by AI is an entry point, and the new shuffle of traffic is the main performance.
For every player, if they grasp the new direction of AI, they can undoubtedly continue to take the initiative in the context of the new traffic reshuffle.
If we regard the "Internet+" model as the internal reason for creating the Internet pattern in the traditional sense, then the "AI+" model is the internal vitality of creating a new pattern in the modern sense.
I don't know if you have noticed that the current AI model has become the standard configuration of almost all Internet players;
I don't know if you have noticed that the current digital human has become a "doppelganger" that almost everyone must do;
I don't know if you have noticed that those people at the helm who have led one star company after another to establish their current market position have begun to devote themselves to the wave of AI.
Ultimately
A new battle with AI as the main entry point is kicking off;
A new development led by the re-division of traffic is sounding the clarion call.
However, in such a vigorous new battle, we also see Meituan's stealth.
In the final analysis, Meituan still does not see a new traffic distribution model built on the mechanism of AI, just as it did not really realize the profound changes that the rise of live short video platforms will bring to the traffic landscape.
It is foreseeable that if Meituan is absent in such a new AI-led battle, then it may repeat the drama of its absence in the era of live short videos.
For Meituan, it will not only lose the opportunity to return to the table again, but also the opportunity to continue the legends and myths of the past.
Three
Meituan's chaos is not only reflected in its obsession with the platform model, not only in its ignorance and inability to deal with new technologies, but also in its helplessness to organize its huge and complex business lines.
When we opened Meituan, we were greeted by one business module after another and a dazzling array of applications.
It can be said that we can find solutions on Meituan in almost every link of food, clothing, housing and transportation.
However, in Meituan's massive business lines, we never seem to be able to find a main line that runs throughout, and we never seem to be able to find a "middle platform" that brings these businesses together.
Different businesses are fighting their own battles, different businesses are separated from each other, and the "clear distinction" of different businesses has become a true portrayal of Meituan today.
It has to be said that the continuous expansion of business lines has indeed given Meituan a huge ecosystem.
However, if Meituan is just big and complex, without a real focus, then the so-called Meituan may no longer be the food delivery platform in our minds, but has become a nondescript "four dislikes" existence.
When the reshuffle of the Internet industry begins to intensify, especially when more and more players begin to focus on refocus, what Meituan really needs is to really find its core business like other players and re-anchor it with such a core business.
When Ali and JD.com began to focus on e-commerce, when Douyin and Kuaishou began to focus on short videos, Meituan, perhaps what they really need is to focus on takeout.
For Meituan, this is not a kind of self-denial, but a self-reinvention achieved in combination with the current development background at that time.
For Meituan, only when it truly achieves this can it truly understand what is the most authentic self and what is the most essential self.
From such a point of view, Meituan's gradual loss of self, self-loss, and focus on its expanding business lines is what really led to its current hectic situation.
When Meituan's strategy is out of focus and lacks a way and method that can truly integrate its own huge and complex business, then the so-called Meituan may no longer be the Meituan we knew in the past.
This food delivery empire built in the Internet era will also fall into a new predicament due to the drag of non-core business.
epilogue
One will do live broadcasts, and the other will do business line adjustments, and it can be seen that Meituan is starting to be a little messy.
However, although Meituan can't wait to change the current tepid development dilemma, it has never found a truly effective solution and method.
In the final analysis, Meituan's series of seemingly innovative adjustments and changes have never changed Meituan's deepest business model, but it has not really realized the focus of Meituan's business, but it has never achieved the deep integration of Meituan's business lines.
In the final analysis, the current Meituan has long since changed from a food delivery platform with distinctive characteristics in the past to a chaotic hodgepodge.
For Meituan, this is the deadliest.
When Meituan began to be a little messy, perhaps, there was not much time left for Wang Xing to adjust.
Wang Xing, who once brought endless magic to Meituan, began to make Meituan no longer magical, but is bringing Meituan into a new predicament.
-ENDS-
Author: Meng Yonghui, senior writer, columnist, industry observer, well-known KOL, digital economist.