What are the Local Life Service APP Trend in 2024 of Meituan, Tiktok and Xiaohongshu
Meituan, TikTok (Douyin), and Xiaohongshu (RED) are prominent platforms in China, each playing a significant role in shaping local life services.
Meituan:
Super App Expansion: Meituan continues to expand its “super app” model beyond food delivery into broader local life services. This includes offerings like grocery delivery, ride-hailing, travel booking, and even financial services.
Offline-to-Online Integration: Strengthening partnerships with offline businesses such as restaurants, hotels, and entertainment venues to offer integrated online ordering and reservation services.
Focus on Sustainability: Emphasizing sustainability in delivery operations and promoting eco-friendly practices across its service offerings.
TikTok (Douyin):
E-commerce Integration: Douyin has increasingly integrated e-commerce functionalities, allowing users to purchase products directly from videos through in-app links and partnerships with merchants.
Live Streaming and Influencer Marketing: Leveraging live streaming for commerce, with influencers and content creators showcasing local life products and services, driving consumer engagement and sales.
Localized Content: Tailoring content to reflect local life trends and preferences, thereby enhancing user engagement and retention.
Xiaohongshu (RED):
Social Commerce Growth: Xiaohongshu continues to evolve as a social commerce platform, integrating community-driven content with product discovery and shopping experiences.
Influencer and KOL Collaboration: Collaborating with Key Opinion Leaders (KOLs) and influencers to promote local life services, including beauty, fashion, travel, and lifestyle products.
User-Generated Content: Encouraging user-generated content (UGC) to drive product recommendations and reviews, fostering a community-driven approach to shopping and lifestyle decisions.
These platforms are driving trends in local life services in China by integrating digital services with offline experiences, leveraging technology for personalized consumer interactions, and focusing on sustainability and community engagement. Their strategies in 2024 reflect a broader trend towards digital transformation and innovation in enhancing everyday life experiences for Chinese consumers.