Great Scourges or Reborn: Meituan Selection’s Exploration in New Community E-commerce
Product Number：
CN_2022_5990
Page Views：
2794
CaseName：
Great Scourges or Reborn: Meituan Selection’s Exploration in New Community E-commerce
Authors：
王强、王晓晗、程翔、李浩林、洪欣然、刘玉奇
Author Affiliation：
中国人民大学商学院，北京物资学院经济学院
Enterprise/Organization：
美团优选
Industry：
Information Technology 、Services
Discipline：
Strategy、Entrepreneurship & Innovation 、New Retail
Scale：
Large
Language：
Chinese
Type of Case：
Decision Case
KeyWords：
Meituan Selection, Community E-commerce, Three-level Distribution, Community Group Buying, Business Model
Abstract：
Community group buying has caused great controversy in recent years. In December 2020, People\\\\\\\'s Daily Commentary wrote: \\\\\\\"Don\\\\\\\'t just think about the traffic of a few bundles of cabbage and a few pounds of fruit. \\\\\\\" However, just a year later, People\\\\\\\'s Daily and CCTV News took a 180-degree turn, affirming their positive role in digital convenience and improving people\\\\\\\'s well-being. The case describes the exploration process of Meituan: the premature death of Xiaoxiang Fresh, the establishment and wild rush of Meituan Selection after the COVID-19 epidemic, the \\\\\\\"Nine Must Not\\\\\\\" policy promulgated by the State Administration of Market Regulation, the strategic shift of \\\\\\\"cost reduction and efficiency increase\\\\\\\" after the industry crisis, and the innovation in new community e-commerce model, especially in the pattern reengineering and continuous optimization of procurement, performance, group leaders and consumers. At present, the daily order volume of Meituan Selection has reached 45 million. However, under the pressure of huge losses, the end game of the industry is far from coming, and the exploration of Meituan Selection is still on the road.
Intended Audience：
本科、学术硕士、专业硕士
Data Source：
Primary
Publication Date：
2021
Revision Date：
2022
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