From City Walk to City Warm, contemporary young people can not only "trend" in the city walk in summer, but also "dry" in the winter home consumption. After the heavy snowfall, in addition to the rise of traditional outdoor consumption projects such as skiing and hot springs, the "warm consumption" of takeaway represented by hot pot, milk tea, barbecue, etc. is also heating up in various places. In the winter season, more and more young people choose to stay at home with their friends to "make tea around the stove" or have a supper carnival and taste "takeaway hot pot", and home consumption has become a new trend of consumption in winter.
When I get home from work, I suddenly want to eat hot pot, go out to eat and toss, order takeout early, and eat it when I get home. Wang Chang, a netizen of the "post-95s", took out his mobile phone and tapped the screen, and the rider quickly delivered a set of "one-person hot pot**" to the door. "The lifestyle of staying at home and ordering takeout in the winter is also a way for us to feel the happiness of City Warm. Wang Chang said.
In winter, "warm takeaway" is welcomed by consumers Photo by Song Wei.
According to data from Meituan's takeaway platform, since December, the number of orders for hot pot, barbecue, warm drinks and other categories has continued to rise, and the number of merchants selling "winter food" takeaway meals has also increased. Taking Zhengzhou as an example, the number of hot pot takeaway orders increased by 54% year-on-year67%, casserole hot pot, string of incense, and stewed pot have become the favorite takeaway hot pot of Zhengzhou citizens;At the same time, the number of merchants selling hot pot takeaway meals has also increased by nearly 20% compared to last year. The night snack period after 9 p.m. has become the best time to order takeout in winter, and warm drinks, hot pot, and barbecue have become the favorite choices of citizens for supper.
Riders deliver winter food supper Photo by Song Wei.
In order to continue to promote the "warm consumption" of takeaway in winter, Meituan Takeaway has launched a series of winter consumption promotion activities in many places in Henan, issuing consumption vouchers to benefit the people and helping the local people create diversified consumption scenarios.
During the event period from December 8, 2023 to January 14, 2024, local users in Zhengzhou can enter the Meituan App "Takeaway Channel" or Meituan Takeaway App, search for the keyword "winter food", enter the online event venue, and receive a large red envelope of 39-10 yuan on the top food to home channel, and grab a large red envelope of 100-50 yuan on the hot pot Daojia channel, which can be used for any time period.
The takeaway platform launched a special "Winter Food" campaign.
With the approach of New Year's Day, in order to continue to tap the consumption potential, the municipal commerce bureaus of Kaifeng, Luoyang, Xinxiang, Xuchang, Nanyang, Anyang, Jiaozuo and other cities have also joined hands with Meituan Takeaway to launch the "Winter Night Supper Carnival" New Year's promotion consumption activities, issuing winter night snack takeaway consumption coupons to local citizens, and providing coupons, red envelopes and other forms of subsidy activities for categories with large growth in public demand such as hot pot, milk tea, barbecue, etc., enriching the connotation of night consumption, boosting the vitality of the local winter night consumption market, and making the city's night "bright". Business is "hot" and financial is "prosperous". From now until January 31, 2024, local users can enter the online event venue by searching for the keyword "delicious supper coupon" on the Meituan app "Takeaway Channel" or Meituan Takeaway App, and automatically receive a large red envelope of 27 yuan, and enjoy the instant discount activity from 21:00 to 6:00 the next day.
This consumption coupon is applicable to hot pot, milk tea, barbecue, snacks and other food takeaways, after the consumer** collects the coupon, the consumption coupon will be automatically put into the user account, click "Meituan APP-My-Red Envelope Card Coupon-Coupon Package" and "Meituan Takeaway APP-My-Red Envelope God Coupon" to view, or directly click "Go to use" in the event venue to view the available merchants. Citizens who purchase products from participating merchants on the Meituan takeaway platform can use consumption vouchers to directly deduct the corresponding preferential amount during the purchase process. After receiving the coupon and placing an order, users can enjoy the experience of delivering food to their homes.
The sales of seasonal meals in winter of catering businesses increased Photo by Song Wei.
With the in-depth development of social networking and digital life, the lifestyle of ordering takeout has entered thousands of households. In addition to the convenience and timeliness that consumers can intuitively feel when they spend at home in winter, the "warm economy" of takeaway that connects catering businesses and consumers also injects new vitality into the city. Through the exclusive venue and marketing subsidies for "Winter Food" and "Delicious Night Supper", users can choose more high-quality products and improve the consumer experienceDiversified marketing also helps merchants expand their business time and space and explore more new consumer demand.
Industry experts said that the cold air brings prosperity to the "warm economy" and maintains the heat of the consumer market, not only to meet the current demand, but also to cultivate more consumption hotspots. As the temperature drops, the demand for food and beverage consumption such as hot pot and hot drinks will increase, and at this time, the takeaway platform will cooperate with merchants to launch high-quality goods and services in a timely manner for these consumption areas, which can meet consumer demand and drive the sales growth of catering businesses, and promote the prosperity of the consumer market.
*: Elephant News).