Video-sharing app Douyin to offer food delivery, amid rise of super-apps- PingWe...
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Video-sharing app Douyin to offer food delivery, amid rise of super-apps
17 hours agoDouyin has recently completed testing on its new food delivery function, according to Tech Xingqiu, a technology media.
Details:
Talks of Douyin's tap into the food delivery game have been around since July. The hype was later confirmed by the fact that fast-food giant KFC and Chinese tea drink chain Heytea launched their Douyin mini-apps in August, which offers food and drinks delivery service inside the short video app. Since then, video tutorials on "how to get rich with Douyin's new food delivery program" have been popping up on Douyin.
By now, Douyin's food delivery page is placed in the live stream rooms, which implies that Douyin is taking reference from the existing live stream e-commerce model to build its delivery service.
Currently, Douyin aims a different operation from industrial giants Ele.me and Meituan. Merely, Douyin offers a platform while does not partake in the actual logistic process. Yet its large user base and rich experiences in video-sharing and social networking will likely help attract consumers via video demonstrations like how foods are prepared and some live streamers who are "takeout king" wannabes.
Context:
With 6 billion DAU, Douyin is constantly rolling out new ways to monetize its traffic. Click and mortar seem like the way to go.
Before the food delivery program, Douyin launched a group-buying service for users in Beijing, Shanghai, and Hangzhou, featuring deals for local restaurants and hotels.
Earlier this year, Douyin launched Shanzhu Travel, a mini-app integrated with Douyin, promoting tours and tourist attractions' tickets with travel vlogs.
Ultimately, Douyin's ambitious attempt points to the underlying fact — industry giants are invading each others' territory by building super-apps. Meituan began testing its newly introduced video sharing function in August, in addition to its existing entertainment, dining, delivery, and travel functions. Meituan's video-sharing function plans to attract users' attention by giving them monetary rewards, resembling Douyin Lite's methods.
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