Do you remember that this time last year, a grilled fish brand called Bantian Demon became popular on Douyin?
With the effect of Internet celebrity, it attracted countless diners and became a hot spot at that time.
Not long ago, this former Internet celebrity restaurant suddenly went offline in thousands of stores in multiple cities, which made people surprised and curious.
What's going on here?
The most direct reason for Bantianyou's offline Meituan takeaway may be the business game and strategy adjustment between it and Meituan.
In the current business environment, the relationship between platforms and merchants is often dynamic.
In order to strive for more resources and **, some merchants may choose to "choose one of the two" between the two platforms to obtain better cooperation conditions.
As a leading brand, Bantiandemon's influence in the market gives it the capital to negotiate with Meituan.
Meituan's takeaway may be taken offline as an attempt to readjust the way it cooperates with Meituan, or to force Meituan to improve its service quality and give more discounts.
In fact, Bantiandemon is not the first brand to "choose one of two" on the food delivery platform.
As early as 2019, Haidilao made a choice between Meituan and Ele.me, and finally chose to cooperate with Ele.me and withdrew from Meituan Takeaway.
At the time, Haidilao reasoned that Ele.me could provide better service and lower commissions, while Meituan demanded too much from it.
Also in 2020, Starbucks also made a choice between Meituan and Ele.me, and finally chose to cooperate with Meituan and withdrew from Ele.me.
At the time, Starbucks reasoned that Meituan was able to offer a better user experience and a higher brand**, while Ele.me gave it too low**.
From these cases, it can be seen that the cooperation between the platform and the merchant is a two-way selection process, and both parties will make decisions based on their own interests and goals.
Bantian Demon offline Meituan Takeaway may also be a choice it made in the process, or to strive for a better choice.
In addition to the business game, there may be deeper reasons behind the disconnection of Meituan Takeaway.
These reasons are related to some problems existing in the current food delivery platform ecosystem, such as commission issues, competition issues, and innovation issues.
First of all, the commission problem is one of the most prominent problems in the ecology of food delivery platforms, which charge high commissions through a monopoly position, which brings huge operating pressure to merchants.
Some merchants are overwhelmed and choose to opt out of certain platforms or adjust their business strategies.
Bantian Demon offline Meituan Takeaway may also be a direct response to the commission problem of the takeaway platform.
By withdrawing from Meituan Takeaway, it reduces the operating burden of merchants, and it is also a kind of monopoly behavior on the takeaway platform.
The issue of competition is another important issue in the food delivery platform ecosystem. With the continuous expansion of the food delivery market, the competition between food delivery platforms is becoming more and more fierce.
In order to compete for users and merchants, food delivery platforms do not hesitate to adopt various means, such as subsidies, rankings, evaluations, etc., to increase their market share.
Although these methods can attract users and merchants, they can also lead to some negative consequences, such as vicious competition, malicious bad reviews, false publicity, etc.
These consequences not only damage the credibility of the food delivery platform, but also affect the interests of merchants and the experience of users.
Bantian Demon went offline Meituan Takeaway, which may also be a response to the competition problem of food delivery platforms.
By withdrawing from Meituan, it avoided vicious competition with other merchants, and at the same time improved its brand image and user loyalty.
Bantianyou's offline Meituan takeaway has triggered people's thinking about the business model and ecological issues of the takeaway platform.
The relationship between platforms and merchants is becoming increasingly complex.
The withdrawal of Bantian Demon may be the merchant's response to the commission and competition problems of the takeaway platform, and it is also part of the ecological adjustment of the industry.
This incident reminds us that in the context of fierce competition in the food delivery market, platforms and merchants need to work together to build a healthier and fairer cooperation ecosystem and provide better services to consumers. Half a day demon grilled fish, Meituan takeaway offline thousands of stores