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美团布局短视频,抄抖音作业?

正当抖音本地生活一路高歌猛进之时,美团亦在短视频领域长驱直入,直接对抖音发起了战略反攻。

正当抖音本地生活一路高歌猛进之时,美团亦在短视频领域长驱直入,直接对抖音发起了战略反攻。

2022年12月,美团上线了“圈圈探店”小程序,不仅鼓励抖音达人报名,也鼓励达人将创作内容发送到小红书、微博、大众点评等平台,此举自然是为了帮助美团商家引流。

明明遵循着“人找货”的经营准则,美团缘何一直都在短视频领域试水?从本质上溯源,美团此次发力短视频无非是为了缓解抖音带来的竞争压力。

根据《2022抖音生活服务数据报告》,抖音本地生活的商家数量增长22倍,合作门店突破100万家,整体交易金额同比增长30多倍,覆盖370多个城市。

当以内容为导向的抖音开始在视频里嵌入团购链接,美团自然坐不住了。然而,美团无论从产品上还是组织上并无短视频基因,在过往的多次尝试中均以失败告终。

目前来看,圈圈探店只在长沙布局了相应业务,最开始还有两三家门店加入,现在却仅剩下一家门店,其发展效果并不尽如人意。如果圈圈探店的尝试失败,美团在短视频领域的发展恐怕又要无疾而终。

美团放不下短视频

用“屡败屡战”来形容美团短视频的发展历程恐怕再合适不过了,早在2020年,美团就推出了“美团Mlive直播”小程序,主要模式以商家自播为主,上线的产品则是团购商品。“美团Mlive直播”上线初期,入驻商家多为医美、教育等相关门店,用户也可以在直播间购买到许多特价商品。

然而,或许是美团首次进军直播领域,缺乏运作经验,医美、教育辐射的受众圈层较为狭窄,种种因素叠加之下,导致“美团Mlive直播”小程序发展至今,直播观看人数最多的不过一万多人次,多个直播间总共只有几百人次观看。可见,这项业务到底也没折腾出什么水花。

不过,美团的短视频之路却并未停止。2021年12月27日,美团为了弥补自身短视频的短板,与快手达成了战略互联互通合作。而后,快手正式上线美团小程序,餐饮类商家率先入驻,快手也为美团商家提供了套餐、代金券的扶持,并帮助商家完善线上交易和售后服务。

从利益共同体的角度上看,敌人的敌人就是朋友,美团和快手合作无非是为了联手对抗抖音。此次合作对于双方而言,看上去似乎是双赢举措,毕竟快手在本地生活领域需要美团提供商家,而美团也需要快手的流量助力。

快手在2020年布局本地生活后,分别推出了特惠团购、榜单推荐,并在微信上线了“吃喝玩乐在快手”。但由于快手的本地生活业务刚刚起步,运营体系不够成熟,而且尚未过多占领用户心智,入局商家较少,美团恰恰为快手补上了这块短板。

不甘心在短视频领域频频折戟的美团没过多久又进行了一系列动作。2022年4月,美团上线了“美团直播助手”APP,这款APP是美团为商家和达人提供的免费开播工具,相较于“美团Mlive直播”,“美团直播助手”的功能更为完善,也拓展了新的直播品类。诚然,美团直播功能升级的速度肉眼可见,但始终效果平平,当前应用商店显示该APP安装量小于一万次。

同年8月,美团直接在APP内测短视频功能,这次,美团主打“看视频赚钱”,运营模式类似抖音、快手极速版,用户通过浏览平台的种草内容就可获得金币奖励,不仅如此,美团还推出了一款名为“美团皮皮虾”的工具,帮助创作者进行图文编辑、视频剪辑。

此后,美团APP又于2022年11月推出了“上二楼”功能,用户下拉页面后,可以迅速进入外卖点单环节。但这项功能现已下架,美团的短视频之路不知何时能跑通。

美团之所以放不下短视频,一方面在于互联网行业整体基本已经发展到了天花板,美团亟需拓展自身边界,寻找增量拉新。而短视频更适合为用户种草本地生活领域的饮食、旅游等服务,毕竟,短视频的种草能给用户带来沉浸式体验感,从而吸引用户下单。

另一方面,抖音早就着手布局“心动外卖”领域,意在撬动美团本地生活的霸主地位。据交银国际发布的研报数据显示,美团到店业务2022年GMV约2360亿元,而抖音本地生活2022年定下的全年GMV目标是500亿元。

但根据《2022抖音生活服务数据报告》显示,抖音超额完成目标,最终GMV为700亿,并在2023年定下了1500亿的目标。这一增长速度确实令美团产生了一定的危机感,无奈美团只得在短视频领域频频试水。

美团短视频的困局

美团做短视频,存在着天然的壁垒。我们可从“用户”与“场”的逻辑来分析美团的短视频业务,美团在两方面都不占优势。

在用户端,由于美团一直遵循着“人找货”的经营法则,其长期深耕本地生活服务,着重发力商家建设、低价套餐等业务,在团购领域自然牢牢占据了用户心智。

但是,其产品内用户对于美团的短视频业务却很难提起兴趣。美团在本地生活领域虽然是独孤求败的存在,但对于短视频的玩法却不够熟悉,这点从美团频频发力的商家自播就能看出。商家在美团自播时,其一并没有知名度较高的主播作为吸引流量的角色,这造成美团直播间的各项数据处于低位;其二,商家在直播间售卖时表现力相比抖音较差,这导致美团的直播间很难获得好的转化率。

就连美团推出的“上二楼”功能也不过是效仿抖音的运作模式,美团“上二楼”的短视频内容风格单一,缺少新意,“诱人”程度远远不及抖音推出的花式美食大赏视频。

至于在“场”方面,美团App整体上看无非是“吃喝玩乐一条龙”,能给消费者提供充足的选择,消费入口下方也是形形色色的图文内容安利。然而,美团并没有为消费者搭建短视频的使用场景,从这点上看,大众点评做的远比美团出色,早在2017年,大众点评就上线了“点评视频”页面,并形成了符合平台功能的特色内容。

虽说大众点评的短视频也无法与抖音、快手相比,但却实打实地增加了用户使用时长,有网友感慨,“就连大众点评的视频也能刷一会儿”,而美团短视频何时能让用户养成刷一会儿的习惯,还需静观后续发展。

留给美团的时间不多了

结合前文所述,短视频对于美团而言更像是个“工具”角色的补充,其更适合帮助商家提高商品转化率。至于短视频对美团各项数据的拉提作用,目前尚还难以评估。

值得一提的是,虽说互联网红利已经见顶,但本地生活领域仍然有着广阔的发展空间。艾瑞咨询数据显示,2020年中国本地生活服务市场规模约为19.5万亿元,2025年将会增长到35.3万亿元。与此同时,本地生活服务线上的渗透率也将由2020年的24.3%增至2025年的30.8%。

随着抖音本地生活的崛起,可以料想美团为了守住自己的“护城河”,将持续开拓自身的短视频业务闭环。毕竟,平台的商业转化率往往与用户停留时长息息相关,而短视频对这一指标有着明显的拉提作用。

而面对抖音的竞争,美团“吃喝玩乐”式的店铺逻辑越来越“留不住”用户了,“短视频+商业化”的经营模式正在被越来越多的平台青睐,这点从以图文业务起家的小红书、大众点评纷纷布局短视频就能看出。虽然美团的“圈圈探店”小程序也鼓励达人在微博、小红书等渠道发布内容,但相比之下其对于短视频的布局已经落后了许多。

除此之外,自从外链打通后,各大平台融合发展已经是大势所趋,美团与快手达成合作后,抖音也选择了与饿了么联手。从本质上讲,双方强强联合的最终目的仍然是打通内容与商业化之间的壁垒。

在未来,以内容为导向驱动平台的商业化进程或将成为主流,无论从哪个角度来看,美团的短视频业务都需要快速“支棱”起来,找到那个破局点。