The deep reshuffle of the Internet industry shows no signs of abating, even under the current background, it is still the case.
Rumors that Douyin is about to acquire Ele.me are a direct manifestation of such a phenomenon.
Although both Douyin and Ele.me have denied such rumors, this cannot deny the possibility of Douyin joining hands with Ele.me.
It is foreseeable that when Douyin joins hands with Ele.me, a war in the food delivery market may be staged again.
If we summarize and define the rumors of Douyin joining hands with Ele.me, it is more like an inevitable necessity that needs to be concealed.
Just like the merger of Didi Kuaidi and Meituan and Dianping in the mobile Internet era, they have the same internal logic.
Although the current market environment has completely changed from the market environment at that time, if we look at it from the perspective of the reshuffle of the Internet industry, there are actually many similarities between them.
realizes the inevitability of Douyin joining hands with Ele.me, and finds the development status of the Internet industry projected behind such inevitability. It not only gives us a relatively comprehensive understanding of the food delivery industry in which Ele.me is located, but also Let us have a clear understanding of the current development of the Internet industry.
When Douyin joins hands with Ele.me, a new battle may begin in the food delivery market.
This is the beginning of a new reshuffle after the e-commerce industry began to undergo a deep reshuffle. What it reflects is that the current Internet industry is undergoing profound changes.
一
Long before the news of Douyin joining hands with Ele.me came out, Douyin had actually already started to get involved in the food delivery field.
More and more merchants are beginning to join the Douyin camp, and more and more preferential and subsidy measures are beginning to appear on the Douyin side. When choosing discounts, many people around me begin to start from the Douyin side instead of from the Douyin side. Start with Meituan.
If we regard the competition between Douyin and Meituan on preferential subsidies as a competition in the traditional Internet model, then the competition between Douyin and Meituan on stock traffic is what caused all this to happen. The root cause lies.
We all know that the history of the development of the Internet is actually a history of changes in traffic.
In the final analysis, where the traffic is, there is the hot spot of competition in the Internet industry.
If we must find the current traffic focus, new traffic bodies represented by live broadcasts and short videos will undoubtedly be the new traffic core in the post-mobile Internet era.
It is precisely because of this that we have seen short video platforms represented by Douyin, Kuaishou, and video accounts begin to monetize traffic through commercial methods.
takeaway, as an area closely related to user needs, has naturally become an important aspect that short video platform players take the lead in trying.
Douyin’s involvement in the food delivery field is actually a direct manifestation of such a phenomenon.
’s natural traffic advantage, together with traditional promotional subsidies, has begun to become an unrivaled advantage for Douyin to join the food delivery army.
It was under such circumstances that we saw the emergence of rumors about Douyin joining hands with Ele.me.
For Meituan, it has actually perceived the challenges brought by the advent of the live broadcast and short video era.
Earlier, we saw that Meituan introduced live broadcasts and short videos into its own system, which was a direct manifestation of this phenomenon.
However, compared with Douyin’s natural traffic advantage, Meituan has not cultivated the habit of users to place orders through live broadcasts and short videos on its platform, which has led to its competition with Douyin in terms of traffic acquisition and The key to the large gap in conversions.
二
If Douyin’s strong traffic advantage gives it the innate foundation and conditions to enter the food delivery field, then Ele.me needs to make a breakthrough in the food delivery field to break the pressure that Meituan has put on it for a long time. , is the key that led him to choose to join hands with Douyin.
Only by realizing this can we have a clearer understanding of another reason why Douyin joined hands with Ele.me.
In the era of mobile Internet, especially when the pattern of the food delivery market has not yet been determined, competition represented by the war between Meituan and Ele.me has begun to emerge.
In the end, such a war ended with Ele.me switching to Alibaba’s system, and Meituan and Dianping joining hands.
However, even in this context, the competition between Meituan and Ele.me has not stopped.
For Ele.me, it always needs an opportunity to fight a turnaround to regain the market share it lost to Meituan in the mobile Internet era.
However, the reality is that under Alibaba’s system, Ele.me does not have such conditions.
The reason is that for Alibaba, it is difficult to support the development of its huge e-commerce kingdom with its existing traffic. It should be noted that e-commerce is Alibaba's core business.
For "foreign guests" like Ele.me, they are also unable to enjoy Alibaba's traffic nourishment.
It is under such a situation that how Ele.me finds a new traffic entrance to get rid of its dependence on Alibaba traffic may be the key to its ability to challenge Meituan again.
It was under such circumstances that we saw the emergence of rumors about Douyin and Ele.me joining hands.
is different from Alibaba, whose traffic only supports the development of its core e-commerce business. What Douyin needs is an area that can digest and monetize its traffic.
The food delivery field represented by Ele.me is exactly what Douyin really needs.
It is conceivable that when Douyin and Ele.me join hands, Douyin can monetize its own traffic directly on Ele.me, and Ele.me can directly take over Douyin's wishes and truly crack the source of its own traffic. Inadequate dilemmas and problems.
When Douyin’s demand for traffic monetization and Ele.me’s demand for traffic are linked, the so-called joining hands between the two is no longer a fantasy, but a necessity.
三
If the mutual needs of Douyin and Ele.me determine that the two must join hands, then the current environment of the Internet industry provides excellent market conditions for their cooperation.
If we sum up the current Internet industry, it is more like a new reshuffle period.
is different from the previous market reshuffle based on the incremental market. The current reshuffle in the Internet industry is more of a reshuffle based on the stock market.
In fact, such a shuffle has begun to appear in many scenarios.
Taking the e-commerce industry as an example, we have already seen changes in the rankings and positions of Alibaba, JD.com and Pinduoduo.
This phenomenon tells us that the so-called e-commerce market pattern has been determined, but it is actually premature.
In the Internet market, there is no eternal king, some are only temporary winners.
If we regard the reshuffle of the e-commerce industry as a representative of the deep reshuffle of the Internet industry, then the reshuffle of the food delivery industry represented by Meituan, Ele.me and Douyin is an adjustment of the Internet industry. , began to extend and spread to new areas.
On the surface, Meituan dominates the food delivery market.
However, if we place this in the context of the reshuffle of the entire Internet industry, we can clearly see that a brand new reshuffle will inevitably take place in the field of food delivery.
The rumors about Douyin joining hands with Ele.me are a true representation of the beginning of such a reshuffle.
It is conceivable that when Douyin joins hands with Mo, Meituan’s position in the food delivery market will inevitably encounter a severe challenge.
When the new war begins, the scale advantage Meituan has established in the past will inevitably be eroded, and there is even a risk of being pulled down.
For the food delivery market, when Douyin joins hands with Ele.me, it will inevitably reactivate new market activity.
This is not only beneficial to the takeout market, but also has very positive reference significance for other Internet scenarios.
When the reshuffle of the stock market begins to take place in the food delivery field, new dividends will be released.
will definitely have positive significance for both users and the industry.
From this perspective, Douyin's cooperation with Ele.me shows more of an inevitable development of the industry, rather than just a simple market competition in the field of food delivery.
Conclusion
When rumors about Douyin teaming up with Ele.me began to appear, what actually conveyed to us more was the inevitability of a cover-up. Whether
is viewed from the perspective of Douyin or Ele.me, or even placed in the general environment of the Internet industry, it actually has its inevitability.
recognizes such an inevitability, only then can we truly grasp the internal logic of Douyin joining hands with Ele.me, and only then can we have a complete understanding of the current food delivery market, and even the entire Internet industry.
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