Douyin Takeout's Organizational Adjustments and Challenges in the US Market
TapTechNews August 15th news, according to 36Kr's report today, the Douyin takeout, which was originally under the instant retail of Douyin e-commerce, internally announced last week that it has returned to the Douyin local life business line again. This is the second organizational adjustment of the Douyin takeout business within half a year.
In early April this year, the Douyin takeout business had already gone through a 'change of hands' - from the local life business to the e-commerce business. A Douyin group buying service provider said that the policy of Douyin takeout this year has changed greatly, and the business direction is not clear, and many service providers who have been involved in it have to bear the passive losses under the repeated policies.
In early 2023, Douyin takeout (officially called 'group buying delivery') was officially launched, relying on third-party delivery platforms such as SF Intra-City, FlashEx, and Dada to provide fulfillment services, and was piloted and opened in cities such as Beijing and Shanghai; in July of the same year, the takeout business began to introduce regional agents to expand to the whole country with the help of the power of service providers.
Some people close to Douyin takeout disclosed that when Douyin takeout was launched at the beginning, Meituan felt 'as if facing a great enemy', and even allocated hundreds of millions of subsidy reserves at the local level to deal with it. But Douyin takeout has never shown potential. By the end of 2023, Meituan no longer regards Douyin takeout as a threat, and the latter also gave up the goal of 100 billion GMV and instead hoped to find more ways to run through the business process.
According to TapTechNews' previous report, in June, Douyin officially issued an announcement stating that its 'group buying delivery' (that is, the commonly known 'Douyin takeout') business will usher in a major adjustment and will be fully migrated to the new Douyin Store Home Delivery takeout platform, and no new merchants will be added. Earlier this month, some media reported that Douyin takeout has changed from an important business with a primary entrance to a section of the instant retail business 'Hourly Delivery' under Douyin e-commerce now, and has shrunk to a certain extent both in terms of volume and traffic exposure.
