Douyin's 'Group Buying Delivery' Undergoes Major Adjustment, Merges into New Platform
TapTechNews August 8th news, in June, the official Douyin announced in a bulletin that its Group Buying Delivery (commonly known as Douyin Takeaway) business will undergo a major adjustment and will be fully migrated to the brand-new DouStore Home Delivery platform, and no new merchants will be added for settlement.
Tech Planet said that Douyin Takeaway has changed from an important business with a first-level entry to a section of the instant retail business Hourly Delivery under Douyin E-commerce. Both in terms of volume and traffic exposure, there has been a certain contraction.
TapTechNews found through actual testing that currently, Food Takeaway on Douyin has been listed in the Hourly Delivery channel, and the service covers most first-tier cities, and users can directly order meals through this entry and have them delivered home. Of course, even if you don't see this entry, it doesn't mean you can't order takeaway. For example, you can find this entry through other cities and then switch to the actual address.
Douyin said that Group Buying Delivery is a group buying package delivery service support product piloted by Douyin Life Services based on the actual needs of merchants and users, and in the context of finding that merchants are performing self-delivery on the platform, in order to regulate and improve the quality of delivery services and ensure the merchant operation and user experience.
Under the Group Buying Delivery method, merchants can display goods in multiple perspectives in the short videos or live broadcasts of Douyin in the form of packages. After users are planted grass in short videos or live broadcasts, they can immediately purchase goods through the POI shelf of short videos and the small house shelf of live broadcasts.
According to the introduction, the Group Buying Delivery link provides multiple options in the delivery method. Merchants can choose to use the three-party aggregated delivery resources provided by Douyin Life Services or choose self-delivery. At present, Douyin Life Services has reached multi-party cooperation with high-quality partners such as SF Intra-City, FlashEx, and Dada KuaiSong to jointly build a diverse and efficient elastic delivery network covering the whole city.
In addition, the Group Buying Delivery link supports merchants to reuse the existing talent ecosystem in the catering industry for content operation and position operation; they also have the opportunity to participate in various marketing projects such as platform subsidy, marketing IP, and node marketing activities.