At least now, all the players in this boxing match have no way to KO their opponents.

Editor's note: This article is from the WeChat official account FunTalk (ID: iFuntalker), written by Sun Yingying and edited by Wang Fangjie. Chuangye Bang is authorized to release it.

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A cooperation declared by officials for a long time has finally taken further action.

Recently, The Latest News learned that on the homepage of the latest version of Elema merchant app, the icon of "Tipping sound promotion" has appeared. At present, some regions have opened internal test qualification. The official plan for the full launch will be around Double 11.

The preview of the play method before the launch of the internal test qualification shows that: the dithering - hungry little program&the official food number will carry out special live broadcast and other marketing activities; Merchants can intelligently launch nearby customer groups, place orders conveniently and promote the conversion of new customers through the small program of Tiaoyin - Elememe.

Wang Nan (a pseudonym), the service provider of Diaoyin Life Service, also confirmed this to The Best Talk. He learned that the online node of cooperation is also on Double 11.

Maybe the heart pumping takeout can no longer "heart pumping", but at least the takeout of "shake tone&hungry?" is really coming. It came in a magnificent way. We specially selected the time point of Double 11, accompanied by a special live broadcast of such a large-scale marketing activity.

In this cooperation, it is obvious that the volume and attention of dithering is much higher than that of hungry. Even in Amway for merchants, some MCN institutions will simply call it "dithering take away". If you are hungry, it will be "omitted".

This is understandable. After all, after Diaoyin upgraded local life (officially known as "life services") to P0 last year and ranked with e-commerce, it has released a very strong signal: Diaoyin needs to re pledge life services.

Among them, catering (including arriving at the store and arriving at home) is a very important segment. It is the segment with the highest consumer consumption rate, write off rate and conversion rate among catering, wine travel, leisure and entertainment sectors at present. Ditto naturally gives very high attention and support. The infrastructure of "get home" business is supplemented through "hungry", which also opens the "ceiling" for Tiao Yin life service.

But in fact, this cooperation is also of great significance to me. After all, in the pattern of splitting the world with Meituan, Hungleme has been at a competitive disadvantage for too long. However, as far as the takeout business is concerned, the services provided by the two parties are not very different in nature, and the most significant difference is still users and user activity. In this industry with obvious Matthew effect, the scale advantage is like taking the N power of 1.01 as the coefficient, and the marginal income increases.

Therefore, for Lulemi, cooperation with Tiao Yin is like entering a traffic curve, which may not be able to achieve overtaking at the curve, but at least can shorten the distance between the two sides.

As for the cooperation with Dithering, whether to profit from the tiger or not, a person close to hunger told us: "It has nothing to lose."

Two years ago, when Wang Nan entered the local life industry, he carefully compared the differences between O2O service platform and content platform.

"All things on the platform are tools, and there is no content. As a result, all people will leave when they are used up, and they will not stay, and there is no stickiness. The most terrible thing about Tiaoyin is content, which can continuously produce and manufacture traffic. However, tool products need to purchase traffic from off-site, and most of them may also need to purchase traffic from Tiaoyin."

This is his judgment two years ago. Based on this judgment, he recognized that dithering was the next opportunity and chose all in to live here.

The action of all in is, of course, for the return of beat all.

However, another local life service provider of Diaoyin, Li Han (not his real name), told The Most Tales that when they first entered the office to explore local life, Diaoyin officials did not think it was a business. Later, Diaoyin saw that the data of this business was running very well, and finally chose to go off personally and become a competitor with the service provider.

"The referee has gone off by himself," said Li Han, whose trembling voice after self support was gradually commented by (the public).

According to The Most Tales, Diaoyin is really increasing its self support layout, from the initial group purchase relying on store hunters to the self support group purchase based on merchant accounts.

From the perspective of dithering, this is understandable, because the overall local life business has now become a very important strategic business of the platform, and the strategic level of the whole department has been raised from P1 to P0.

Therefore, when Yulemi and Diaoyin announced their cooperation, the outside world had some doubts about whether the journey with different thoughts could go smoothly.

As far as we know, Yule is wary of "making wedding clothes for others".

According to the "Tiao Yin Promotion" launched by the app of Elemente, the current test logic is that the products of the merchants will appear in the form of coupons on the positioning of the Tiao Yin stores in the stores where the merchants are located, and will be in the same position as the group purchase. After the customer places an order, he or she needs to go to the "Hungry Me" applet or the "Hungry Me" app to search the store and place an order after verification of the voucher. The order will be marked with the words "exclusive to the twitter".

It can be said that the whole order ordering process is relatively long, and the order system of Dithering and Hunglema has not been connected. Although it cannot be denied that this strategy will be adjusted after the test including the full launch, it is obviously impossible to be fully open to dithering.

Because as long as it is not fully open, the foundation of cooperation between the two sides can exist for a long time. Under this premise, Douyin wants to build a relatively complete local life SKU and match the corresponding transportation infrastructure, which will be very difficult and costly. It will need a partner to go to the mountains and seas for a long time.

It seems that I'm hungry, but I still have a hand for myself.

A person close to hungry told us, "Ali learned a lesson this time, it's just a jump."

After all, one of the biggest competitors of Alibaba's e-commerce business is Tiao Yin. And there is a striking historical similarity that Taobao has also carried out a very deep cooperation with Douyin.

Four years ago, in March 2018, Douyin, who was "banned" by Tencent at that time, began to seek cooperation with Taobao. With regard to that cooperation, Tiao Yin, which has no infrastructure and no supply chain capability, aims to develop e-commerce business, while Taobao aims to expand the market by using Tiao Yin traffic.

At that time, it was a decision of 1+1>2. But what are the consequences of that?

With the rise of Diaoyin E-commerce, after two years of cooperation with Taobao, Diaoyin E-commerce officially announced to cut off the external chain of Taobao. Today, with the new concept of interest in e-commerce, Diaoyin is directly competing with Taobao, Jingdong and Pinduoduo. Ali has launched several apps, such as shopping and Diantao, in an attempt to compete with Diaoyin, but none of them has yet achieved its goal.

However, it is very likely that this history will be repeated when it comes to Hungry Mody. After all, Diaoyin has always wanted to do business at home, and has also developed its own take away to try to enter the supply chain directly, but it failed, just like the Diaoyin e-commerce business without infrastructure would choose to cooperate with Taobao.

It is a basic competitive strategy adopted by almost all businesses and enterprises to grow and develop scale first and then close the loop. At that time, if Douyin announced to stop cooperating with Hung Ye, it would be a natural thing.

Hungry? Should we be alert? I think so. But in the short term, the long-term risks of cooperation give way to the pressure brought by competition.

According to the data in the Research Report on Meituan and its Industrial Chain in 2022, Meituan's market share is approaching 70%, and its revenue is three times that of Meituan. In addition, Meituan achieved 2 times of the market share of Chaohunlemao with 1.5 times of the number of riders.

It can be said that both the market share and the capacity holding rate are in a very passive competitive position today. Not to mention in this business, but also to deal with the threat of trembling.

The decline in competition will certainly be transmitted inward. In terms of pulse, Hunglima was once ridiculed as the "promotion tool" of Ali's high ranking executives, and even some posts described them as "having come here for a tour, plated a layer of local experience, wrote a ppt and then went back for promotion".

Tech Planet has also had similar reports. In the past, the internal employees of Hungry are more likely to comment in the Accident Department, such as how the group thinks hungry, how Xiaolao thinks hungry, how the market thinks hungry... These have caused employees to be anxious and confused.

Similarly, in the past few years, the external voice of watching hunger has never disappeared.

Two years ago, Wang Nan firmly believed that there was a war between Douyin and Meituan, including Hungry. Of course, he said later that if he was hungry, he would still be alive.

"Good" died prematurely in the takeaway. Are you still alive and hungry? When a cooperation opportunity comes.

With the promotion of content strategy to a more important position in e-commerce, the competitive relationship between Alibaba and Byte has become more prominent today.

Therefore, when the two sides reached cooperation in local life business, the outside world was surprised.

The above people close to the company believe that under the framework of the business responsibility system, all measures can be allowed as long as they do not harm the interests of the group and the business itself, and do not violate laws and regulations.

If we say that in the past, in the group governance framework of big, medium and big ecology, balancing and improving the role and rights of business departments, and then seeking to maximize the collective interests, is the core consideration point for the group to make any decision. Under the new strategy of today's business responsibility system, we should be responsible for our own business.

A former employee of Ali also confirmed this idea. In his view, this cooperation would not have happened if the Group had not delegated decision-making power to all business lines.

In December 2021, after Ali promoted the adjustment of the organizational structure of the whole group, the local life service sector composed of Gaode, local life and Flying Pigs has become one of the four important business sectors of Ali Group.

In addition, under this adjustment, Ali formally proposed the concept of "business responsibility", that is, to make each BG and BU more like an independent company. The heads of each independent business will start to break away from the big tree of Ali ecology and become the number one business leader. They will step down to the front line in person to consider how to grow and be responsible for effective growth.

With Yu Yongfu becoming the CEO of Alibaba Local Life Services, he defined the "four horizontal and four vertical" strategy, proposed the "541" formation, adjusted the company's organizational structure, streamlined the company's business and team, and then made the organization more flat and the battle response faster

There are also effects. On the market side, Elememe has achieved good marketing results due to several "free" planning activities, and has made several hot searches, even pulling up MAU data. According to the data of September 2022 provided by Yiguan Qianfan, the MAU of Meituan takeout in that month was 66.1092 million, and the MAU of Xialemi exceeded Meituan by 70.6141 million.

It has even won the "Red Berry" award of Alibaba Group for four times, which is used to award the projects that most meet the requirements of "customer first" in all business lines of Alibaba Group.

At home, the appearance of the team of Elemente has become very different.

Today, more and more talents come here, such as Chen Weiye, the founder of Xianyu, Fang Yongxin, the partner of Ali, and other M6 and M5 level senior managers. As Zhang Yong said of the team, "the morale and synergy are completely different."

By May 2022, Yu Yongfu will issue an internal letter again, encouraging everyone to think with him about the source of the development of local life, and first answer some "origin" questions, including: Who are we? Why can we fight together for a long time?

According to LatePost, more than one employee in the local life business said that they felt that Yu Yongfu was always emphasizing that local life was never Ali's marginal business, but a business segment with autonomy and responsibility for self behavior.

At the end of May, Yu Yongfu emphasized at the management meeting of Ali local life that everyone likes to ask "What is strategy.

All kinds of signals indicate that Ali's local life services, including Hunger, an important part of them, have never stopped imagining the future struggle, and they are even ready to struggle hard for several years.

As for this cooperation, in fact, the current Hunglema is also taking the initiative to attack by using dithering.

On September 6, 2022, at the 2022 Diaoyin Open Platform Developer Conference, Chen Weiye (Huaming Chuduan), the head of the business center of Elemente Home, mentioned that at present, the local life service industry is constantly evolving towards "immediacy", and consumers' internal requirements for "immediacy" are also constantly upgrading.

"In the video era, the same speed as interest in grass planting is the transfer and forgetting of interest." Chen Weiye said that from "planting grass like falling down a mountain" to "pulling grass like pulling silk", the difference behind is the "immediacy" of ordering and distribution.

"The combination of three perspectives and goals is the basis for the two sides to come together." Chen Weiye said.

It is obvious that before making a decision, Elephant has judged the market scale and prospect of local life, especially the future of instant delivery business.

At least one conclusion they have reached is that the combination of video and instant home service will maximize the benefits and even become a major change and extension direction of the local life industry.

After all, the data is here. According to public reports, the GMV of the whole Diaoyin Life Service has reached 10 billion last year, and this year's goal has directly doubled to 50 billion. It is indeed expected to be achieved at the current pace, because it has completed 22 billion in the first half of this year.

The official of Diaoyin Life Service also disclosed that in January 2022, the GMV (total transaction volume) of Diaoyin Life Service increased 234 times compared with the same period last year.

More importantly, these achievements basically rely on the store to store business on the dither platform, not including the home to home business. If the home business is broken through, this dithering, which has always been known for its iterative evolution speed, can only set and complete the goal of local life in the next year with exponential growth.

In the future local life service revolution triggered by video, if you want to get tickets, cooperation with Tiao Yin is also in line with the maximization of your own interests, and even can reverse the current passive market situation.

As Yu Yongfu once said, local life is a long fight, a boxing match just started, and the process is doomed to be long and cruel.

At least now, all the players in this boxing match have no way to KO their opponents.