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jinniannianchu，shirenmeituandaodianshiyequnzongcaidezhangchuan，hanjiandifaleyifengneibuxin。zaizheifeng4200duozideneibuxinzhong，zhangchuantilebuxia10ci“zhanyi”、“zhanzheng”、“zhizhan”deng，meituanhenduonianlaidoumeizenmeyongguodecihui。

erzaidangshidemeituanyuangongkanlai，yongzhanzhengzuoleibishigongsiduiduishoudeguanzhuyijingdaolexiangdanggaodechengdu，siweidaoxiangshi“nisiwohuo”。

shihoukan，zheifengneibuxindeshenyiqishishimeituanchuixiangchongfenghaojiao。neibuxinfachuzhihoumeituansuijizhankailepinfandeneibujiagoudiaozheng，mudeziranshifangfanlaishixiongxiongdedouyin。

2023nian11yue，douyinjituanshangyehuafuzerenpuyanzishangrenhou，zhijiejishenghuofuwuyewudingxiale2024nian6000yiyuandexiaoshouemubiao，tongbizengfujiejin100%。er2023nianxiaoshouewei7000yidemeituandaodian，tongqimubiaojinwei50%zuoyou。

kelingrenyiwaideshi，guoquyiniansuiranliangdapingtaijiaoyierengyoudafuzengzhang，danzhanlvedaoxiangyizhuanxiangzhuiqiushouruhelirunzengzhang，buyueertongdetigaoyongjinfeilvqieshousuobutie。

jieguojijinnianer、sanjidumeituanxiaoshoufeiyongtongbijinzengzhang1.9%、6.2%，dafumanyushouruzengsude19.3%he22.4%，jinglirunqueshitongbizengzhang142.1%he258％。erlingyibiandedouyinshenghuofuwuyewu，zaicaizhongshedebaodaoliyeyishixianyingli（douyinweigaiyewutigongdemianfeiliuliangbujiruchengben）。

neimewentilaile，conggaogemengjindaojinggengxizuo，daodishishenmeyuanyindaozhiliangdapingtaikaishizhengheqiubian？

美团：反守为攻

jinnianyilai，meituanjinxingle6lunguimojiaodadezuzhijiagoudiaozheng，dafangxiangshidaojiadaodianzhenghefangquan、nianqingguanlizheshangren，liliwaiwaiyangyizheyigemubiao——fanshouweigong。

2023nianyiqianmeituanbingweiduidouyincaiqumingxiandefanjidongzuo，yuanyinshidouyinbendishenghuojiaoyiexiangbimeituanjiaoxiao，zhuyaochengjiaodepinleiyeshihexiaolvbijiaodidejiulv、naichadeng，meiyouyumeituanxingchengzhijiejingzhengguanxi。

2023niankaishidouyinbendishenghuojiaoyiemingxianqiliang，youqizaidaocanpinleishanghemeituanyoulegengduojingzheng，zheishidemeituanbixuyousuozuowei。danqichumeituandexiangfashidafangshouzhan，zailiulianghegongjilianggecengmian，yongshangjiajiangyong、yonghubutie、dijiatuangou、zhiboduanshipindenggaotourufangshilibaofene。

zailiuliangduanmeituandalitouruzhiboheduanshipin，2023nian3yuekaishiceshizhibo，7yuejiang“meituanzhibo”shengjiweishanghaiyedianwanggudingbannerrukou，duiziboshangjiakaifangquanguoliuliang，bushoukengweifeiheyongjin，tongshidibutabgenghuanwei“shipin”，meituantongshihaizaiyongjinheyinliushangjinxingfuchi，danduanqihennanmibuhedouyindechaju；

zaigongjiduan，meituanjiyuzhangqishangjiahezuoguanxihexianxiaxiaoshoutuanduideyoushi，yifangmianjiangshangjiazaidouyinshangtigongdechayihua、dijiagongjilahuidaomeituanpingtaishang，lingyifangmianjishangjiatigongyongjin、huodongpuguangshangdezhichi。

zheiyixiliecaozuoxialai，shangjiaguanggaoyusuankaishixiangmeituanhuiliu，2022-2023shangbannianmeituanhexinbendishangyedeyongjinshouruzengsudouchaoguoguanggaoshouruzengsu，dao2023xiabannianzhijinzengsujiandaochasuoxiao，qieguanggaoshouruzengsushixianfanchao。

danmeituandefanjichengjijianlizaigaotouruzhishang，suiran2023nianbaozhulejiaoyieyoushi，kebutie、yingxiaodengjucuoyezhijiejiangquniandexiaoshoufeiyongdafulasheng。

dengdao2024nian，huiguoshendemeituanyishidaozheiyangxiaqubuxing，yushiguoduangaibianzhanlvebushu，pinfandejiagoudiaozhengyitufeichangmingxian，jicongneibuxunzhaoxiaolvzengliang，zuidianxingdeyikuaijizhenghedaojiahedaodian。

zhenghehoudehexinbendishangyezaimeituanzongyingshouzhongzhanbichao7cheng，wangpuzhongchurenhexinbendishangyeceo，zheishimeituanguanlixuliezhongshoucichuxianliangweiceo，yiweizhewangpuzhongduiyurenshi、caiwuyongyoulegengduohuayuquan，nenggoudiaodonggengduodegongsiziyuan。

zheibiaomingmeituanxiwangzijizhongxinbiandeminjiehegaoxiao，yifangmiandaojiadaodianjianshaohuxiangdajia，ziyuanfenpeigenggaoxiaoheli。

daojiawaimaihecanyintuangoubenzhishangzaiqiangtongyigeqianbao，zhenghehoukeyijianshaojingzheng，zailiulianghechanpinshangdeziyuanfenpeiyehuigenggaoxiao。liru“tejiatuangou”yiduyongyousangeyijirukou，guoduziyuanqingxiehuohuiduiwaimaichanshengfumianyingxiang，muqianjinbaoliushanghaiyedianwangbanneryigerukou；

lingyifangmiangongjiduanyekeyifuyongshangjiaziyuan，zhonghedugaodedaojiawaimaihedaodiancanyinshangjia，zhenghehouyouwangtishengbdxiaolv、tishengdaodianshangjiadeshentoulv。erdatonghuiyuantixihou，yiwangzhifugaiwaimaiyewude“shenhuiyuan”zhubukuozhandaodaodianyewu；

yijizhenghedailaidezuizhiguanxiaoguo，jidituibdrenyuan、zongbugeleibiezhiweirenyuanjuncunzaijingjianhetixiaodekongjian，jinyibutigaorenxiao。

yizhengtaocaozuoxialai，jiazhixingyejingzhengquhuan、butiejianshao，shidemeituanxiaoshoufeiyonglvdafujianshao，2024nianq3“sanfei”zongji260.43yi，tongbizengzhangjin5%，dadadiyuyingshouzengsu。

抖音：找到确定赛道

douyinzi2022nianyilaiyizhibomoshifalibendishenghuo，zhuyaowuqishishenduzhekou。yidayuanyinshizaiteshushiqishangjiahexinsuqiushiduguoshengcunweiji，yuanyixishenglirun，yijiaodazhekouliduxiyinkeliu。

qiezuoweihoufapingtai，douyinyexuyaoshenduzhekouqiaodongyonghuxinzhi。hexinzaiyu，butongyumeituandezhudongsousuomoshi，douyindezhibo、duanshipinxingtaiweibeidongtuijianmoshi，yonghuzhuanhualvgengdi，xuyaokaoshenduzhekoulaitishengzhuanhualv。

dan2023nianyilai，douyindezhekoushenduyousuoshouzhai。yifangmianshishangjiaduguojingyingweijishiqi，zhuiqiuyingli，jianxiaozhekoulidu，lingyifangmianzeshimeituanweileyingduijingzheng，yaoqiushangjialaqizhekou。

erdouyinzhisuoyishouzhaizhekou，neiyinyouer：

yishiduicanyinqiyelaishuo，yinglibuqiangqiegongjidanxingdi，jiazhituangouyejiaonanshixianjiageqishi，shenduzhekoumoshikeyizaitedingshiqiyinliu，danhuifuzhengchanghoujiunanyichixu；

ershidouyindequdaoyinglixingruo，zhuyaoxiyingxiaochengbenjiaogao。genju36kebaodao，2023nianmeituanpingjuntake rateyuewei4.5%，zaikaolvtoufangfeiyong，zhengtishangjiaxiaoshoufeiyonglvyuezaigaogeweishubili。douyincanyintake ratewei2.5%，lvediyumeituan，danzhibo+shipindeneirongxingshizengjialedarenhefuwushangdehuanjie，zaijiashangtoufangfeiyong，shangjiaxiaoshoufeiyonglvgaoyumeituan。

yinci，zhanzaishangjiadejiaoduxiangzaidouyinyingli，neimeshouxianyaoquebaozijidejiedanliangshangxianzugougao，yejiushiyongyoujiaodagongjidanxingdepinleikeyiboliduoxiao，ruyinpinlei、kuaicanxiaochileishangjia；

qicizhuanhualvgaozhimingdugaomendianmidudadeliansuoka，yenengzaidouyinqudaobuxuyaoyijiaodazhekoujinxingxiaoshou，bingqieyingxiaochengbenjiaodi；

zuihoushixiangbiyuyingligengzaiyiyingxiaodeshangjia，birujieshouyinliudanbuzhuanqiankaofugouzhuanqiandebufendaodianzongheleishangjia、youpinxuansuqiujieshouduanqibuzhuanqiandebufenxinkaiyeshangjia。

congshangshuchufakandouyindanhuawaimai、huiguiyierxianchengshidengyixiliediaozheng，hexinshiyouguangsawangzhuanweizhongnkaheguanggaoyunying，weizhanlvecengmianzhongshibendishenghuoshangyehuafuwu。

2024niandouyinshenghuobumenquanmianzhongzu，jiangyuanyouanxingyehuafendedaodiancanyin、daodianzonghe、jiulvsangepingxingbumen，andiyuzhongzuweibei、zhong、nansangedaquyijifuwuquanguoliansuodashanghudenkabumen。

douyindeneirongyunyingjiaoweifansuo，duishangjialaishuojubeiyidingmenjian，dixianchengshidezhongxiaoshangjiajiaonanxingchengyouxiaozhuanhua，yincizuzhijiagoudiaozhenghouzhanlvezhongxinzhubuhuiguiyi、erxianchengshihenkakehu。

bujinruci，jinnian7yuedouyinshenghuofuwuhaijiangzhusubankuaideyongjinfeilvcong4.5%shangdiaozhi8%。chuleyinweishuqijiudianyinglaiwangjimaolilvgaowai，haiyinweidouyinyuduojiajiudianjituanyouzhangqihezuoxieyi，zheishidetigaoyongjinchengweikeneng。ercanyinyewuyouyuquefaleisishenduhezuo，suoyibuhuiqingyidiaozhengqiyongjin。

wulunliuliang，haishishangpin、yonghubutiedouzaixiajiang，chuandaozhiyonghuduan，zeyouhenduodouyintuangouquanbuzaibimeituanbianyidetigan。jiageyoushixiajianghou，douyinshenghuofuwudexiaoshouezengfuyezaifanghuan，genju36ke，douyinshenghuofuwuyijiduxiaoshouebuzu1000yi，erjidu1100yizuoyou。

尾声

jinnian，douyinweishenghuofuwudingxiagenggaoxiaoshouemubiaodetongshi，yexunqiujinkuaishixianyingkuipingheng。yifangmianshangdiaoyongjin，lingyifangmian，douyinbendishenghuoyezhengzaijiadaguanggaoyewudebianxian。

douyinzaijiaoyiezengsufanghuandebeijingxiazhuanxiangshangyehuabianxian，benzhishangzheishiyizhongkaijiangtuotuhoudequandixingwei，jizhaodaoleshuyuzijidequedingxingsaidao。danduimeituaneryan，douyindeweixiebingmeiyouyincijianxiao。

jinnian4yuedezuzhijiagoudiaozhengzhong，conganxingyehuafendaoandiyuhuafenbeihou，shidouyinyouyitigaoxiaoshouxiaolvhezengjiashangjiagongji。yejiushi，douyinzhenglitufugaigengduozhongxiaoshangjia，suoxiaohemeituanzaishangjiagongjishangdechaju，qianghuayonghuduidouyinshenghuofuwudexinzhi。

womenqunianzai《meituandouyin，bendishenghuoshengfushou》zhongcengtidao，douyinbendishenghuodeyunyinghexinshi「pin」huo「tuangoutaocan」，quefa「dian」degainian，yinliufangshidanyi，nanyijianliqiyonghumingquedexinzhihezhangxiaodefugoubingbangzhushangjiajileijingyingzichanbingxingchengzhengxiangdejingyingxunhuan。

dancongjinniankaishi，douyinyibianzaiwengujibenpan，yibianyouzaiqianghuazijidezhongxiaoshangjiagongji，tongshiyoudalituijinxianxiaxiaofeizhe「daodian」dexinzhi。

yinci，zhiyaodouyin「dian」degainianjianliqilai，meituanshangjiayunyingzhuchangdediweijiuhuichanshengdongyao。