Technology
Rising to the Challenge: Rider Wars and Future Trends in Local Life Platforms.
Introduction. As the Lantern Festival passes, the news that Meituan has invested 1.1 billion yuan in return-to-work subsidies to riders has attracted widespread attention. This is not only a concern for the riders, but also a rapid response to the rapid growth of takeaway orders in the fierce competition. At the same time, Ele.me also announced that it would spend 1 billion yuan to increase rider rewards, kicking off a contest for rider welfare. This competition is not only a game between the number of riders and the commercial benefits of the platform, but also a microcosm of the future development trend of the local life platform.
i.Background.
After the Lantern Festival, major companies have provided employees with start-up benefits, among which Meituan has invested 1.1 billion yuan in return-to-work subsidies to riders. This initiative is not only a reward for the hard work of riders during the Chinese New Year, but also a strategic investment to deal with the surge in takeaway orders after the holiday. At the same time, Ele.me also announced a reward of 1 billion yuan, kicking off the competition.
ii.Meituan's return-to-work subsidy initiative.
Meituan not only provided a 1.1 billion yuan back-to-work subsidy, but also launched an exclusive air ticket discount campaign to provide more convenience for riders. Through activities such as New Year's running gifts and sign-in awards, the back-to-work subsidy is distributed in a variety of ways, with a maximum reward of nearly 2,000 yuanIn addition, Meituan has increased its investment in recruiting new people, offering rewards of up to 6,000 yuan to riders who successfully invite newcomers to join
iii.Full logistical support and care.
In terms of logistical support, Meituan has partnered with a number of airlines to launch a preferential ticket care policy to provide riders with more travel convenience. In addition, Meituan distribution sites across the country held a series of activities to resume work at the beginning of the year, distributing red envelopes to riders and organizing New Year's partiesMeals to cheer up for the new year's work
iv.Meituan's continuous care for riders.
Meituan's care is not a short-term act, but a corresponding subsidy policy has been implemented on the eve of the Spring Festival to ensure that riders can also get due rewards during the festival. Through the two subsidy policies, Meituan has fully protected the rights and interests of riders, demonstrating its deep care and respect for this group
v.The business considerations behind the commitment and care.
The core purpose of Meituan's adoption of such a large subsidy measure is to cope with the higher requirements for capacity guarantee due to the surge in takeaway orders after the holiday. This is not only a focus on the welfare of riders, but also a balance between the commercial benefits of the platform and the growth of the number of riders.
vi.Competes with upgrades to rider benefits.
As a competitor of Meituan, Ele.me also announced a reward of 1 billion yuan to improve the welfare of riders through the four major measures of "three increases and one supplement".。This series of measures has not only strengthened Ele.me's rider team, but also injected new vitality into the sustainable and stable development of its business. The competition in the industry has gradually expanded from rider resources to merchants and users.
vii.Industry Challenges and Future Prospects.
Despite the surge in the number of riders, the overall income of food delivery riders is on a downward trend, becoming a challenge for the industry. About half of the riders earn between 4,000 and 6,000 yuan a month. While continuing to pay attention to the welfare of riders, the platform needs to increase the unit price of delivery and ensure the income level of riders to maintain the steady development of the industry.
viii.The future development trend of local life platforms.
Although rider resources are the power of the platform, the market has now moved beyond a single stage that relies on rider resources. The competition has expanded to merchants and users, which requires platforms to consider a variety of factors to attract merchants and meet user needs. The future development trend will be determined by wisdom and strategy, and only a platform that has a keen insight into market trends, flexibly responds to changes, and continues to achieve innovative breakthroughs can have an advantage in the fierce competition.
ix.Industry Reflections and Conclusion.
On the battlefield of local life platforms, Meituan and Ele.me have shown a positive response to competition by improving rider welfare and increasing investmentHowever, only by taking into account business factors, user needs and an understanding of diversified development can platforms have the last laugh in the fierce competition and open a new chapter in local life。In the fierce industry competition, the local life platform will continue to explore new development models to meet the needs of users and create a more prosperous ecosystem.