What is Sales and Marketing Strategy of Meituan Company?

The Meituan super app and Meituan Waimai app remain primary sales engines, covering food delivery, in‑store vouchers, hotels, movie tickets, healthcare and local lifestyle; app ordering constitutes the majority of GMV with >50% of new users from Tier‑3+ cities by 2024 as logistics density improved.

WeChat mini‑programs, OEM app store deep links and social funnels reduce acquisition friction and improve conversion; WeChat remains a key affiliate for in‑store coupons and travel bookings, enhancing Meituan customer acquisition beyond its native apps.

Meituan Merchant app and POS integrations enable merchants to push SKUs, manage menus and buy ads; over 2–3 million merchants use value‑added services (advertising, delivery‑as‑a‑service, SaaS), driving a growing share of high‑margin revenue.

Meituan Flash and Maicai offer sub‑1 hour delivery for convenience, FMCG and fresh produce; Flash GMV grew by more than 30% YoY post‑2023 as category breadth and SLA improved, leveraging partner convenience chains and front‑warehouses.

Positioned as the local-life platform offering breadth (food, grocery, pharmacy, services, travel) with fast, reliable fulfillment and ratings-driven trust from Dianping reviews.

Distinct yellow palette and rider imagery signal reliability and community service; city maps, timers and rider routes are used to cue speed and local presence.

Emphasizes convenience and value at scale: competitive pricing supported by smart subsidies but anchored in availability and ETA accuracy rather than pure discounting.

For SMEs, functions as a demand engine and operating system—payments, delivery and ads integrated to drive orders and simplify operations.

Repositioned the app from food-first to instant local retail with countdown creatives promising 30‑minute deliveries of groceries, medicine, flowers and electronics; channels included Douyin/Kuaishou short video, Tier‑1/2 transit OOH and in‑app stories. Results: Flash segment GMV grew by >30% YoY, non‑food order frequency rose and tracking studies showed stronger brand association with fast delivery.

Documentary vignettes humanized riders and used limited‑time hongbao coupons across CCTV, elevator screens, WeChat and in‑app red envelopes. Results: record CNY daily order peaks across food and retail, high social engagement and improved rider brand equity; emotional storytelling plus targeted subsidies boosted conversion.

‘Eat‑Play‑Stay’ city passes, influencer map routes and merchant bundles targeted post‑pandemic in‑store recovery via Dianping lists, local KOL live streams and municipal co‑ops. Results: dine‑in voucher redemption high and in‑store GMV recovered above 2019 baselines in key cities; campaign won local marketing awards.

Transparent SLA ranges, severe‑weather notices and ops features highlighted rider insurance and rest stations through PR, app notices and Weibo/WeChat; OOH PSAs reinforced messages. Outcome: complaint rates fell during adverse weather, NPS held while SLAs were moderated, stabilizing reputation.

Campus bundles, late‑night delivery narratives and membership trials via dorm OOH, university KOLs and OEM app‑store banners targeted student cohorts. Results: September showed spikes in new installs and first‑time orders with strong conversion into subscription benefits and improved retention among younger users.

Success drivers across campaigns included a clear SLA promise, category breadth, real courier stories, emotion‑led creative and subsidies that balance goodwill with conversion; these align with Meituan customer acquisition and Meituan user retention objectives and support Meituan local services marketing.