字节进军外卖，抖音内测“心动外卖”_老虎社区_美港股上老虎

字节进军外卖，抖音内测“心动外卖”

Tech星球2021-07-14

美团、饿了么的终极对手来了？字节跳动终究还是杀来了，在美团和饿了么交锋了8年的外卖市场。 7月14日，Tech星球独家获悉，字节跳动旗下的抖音于近期成立了一个针对外卖业务的团队，并于近期在抖音App内开展了测试。目前，抖音的外卖业务名为“心动外卖”，其Slogan为“心动外卖，吃你所爱”。据消息人士向Tech星球透露，“心动外卖”大概率会邀请抖音内的餐饮商家入驻，由商家自主提供配送服务，也不...

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ryumine
·2021-07-15
卷使劲卷
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1
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- Schemppho:
  [开心][开心]
  2021-07-15
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Iris俊
·2021-07-15
阅
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点赞
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- Schemppho:
  [真香]
  2021-07-15
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星晨语川
·2021-07-15
真卷
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2
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- MyKhoo:
  K
  2021-07-15
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万象入星辰
·2021-07-15
有意思！关键是怎么建团
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1
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Youn7276
·2021-07-15
阅！
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5
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- Dandelion07:
  [开心]
  2021-07-15
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Clumsypig
·2021-07-15
难，需要巨量的资金投入
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2
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外号虎哥
·2021-07-15
美团表示：鸭梨山大[开心]
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3
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- 爱学习888:
  美团直接跪，空军打陆军的节奏
  2021-07-15
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浴缸潜水员
·2021-07-15
更多竞争，更强动力。利好[可爱]
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2
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干将莫邪
·2021-07-15
长大了必然要扩张、扩张必然有一战
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3
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stormm
·2021-07-15
感觉啥赚钱，啥简单，都想分杯羹，结果是…
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2
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人生信条趋势交易
·2021-07-15
啥时候进军芯片和太空?
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1
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T20211209025
·2021-07-14
看好字节进入本地生活，可以碾压
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1
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海星辰
·2021-07-14
抖音几时进军芯片？
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2
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风雪腊梅
·2021-07-14
[微笑]
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2
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昨夜梦见你
·2021-07-14
放心：我都不点！
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2
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Damon彦
·2021-07-14
拭目以待
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2
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北京LEO
·2021-07-14
😄牛逼滑稽
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2
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ALLin美团和腾讯
·2021-07-14
挑战外卖有点自不量力了
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2
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hangyuliang
·2021-07-14
[微笑]
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2
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- hangyuliang:
  [微笑]
  2021-07-14
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href=https://mp.weixin.qq.com/s/UFzeyKsbaG3yumr6nI1rhA><strong>Tech星球</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>美团、饿了么的终极对手来了？\n\n字节跳动终究还是杀来了，在美团和饿了么交锋了8年的外卖市场。\n7月14日，Tech星球独家获悉，字节跳动旗下的抖音于近期成立了一个针对外卖业务的团队，并于近期在抖音App内开展了测试。目前，抖音的外卖业务名为“心动外卖”，其Slogan为“心动外卖，吃你所爱”。\n据消息人士向Tech星球透露，“心动外卖”大概率会邀请抖音内的餐饮商家入驻，由商家自主提供配送服务，也不...</p>\n\n<a href=\"https://mp.weixin.qq.com/s/UFzeyKsbaG3yumr6nI1rhA\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"BABA","symbol_name":"阿里巴巴","start_time":0,"source_url":"https://mp.weixin.qq.com/s/UFzeyKsbaG3yumr6nI1rhA","article_id":"1102723376","we_media_id":null,"thumbnails":["https://static.tigerbbs.com/a74396365875e7502dc5f11759b42d30"],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=1102723376","pubTimestamp":1626275449,"columns":[],"sourceInfo":{"source_id":"techxq","name":"Tech星球"},"weMediaInfo":null,"summary":"美团、饿了么的终极对手来了？\n\n字节跳动终究还是杀来了，在美团和饿了么交锋了8年的外卖市场。\n7月14日，Tech星球独家获悉，字节跳动旗下的抖音于近期成立了一个针对外卖业务的团队，并于近期在抖音Ap","collect":0,"end_time":0,"defaultTopTitle":"qq.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"BABA":"阿里巴巴","03690":"美团-W","09988":"阿里巴巴-W"},"translate_title":"Bytes enter take-out, and Tik Tok tests \"heart take-out\"","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/349e0426e5216b35faf24500c6f2ac92","symbols_score_info":{"03690":0.9,"09988":0.9,"BABA":0.9},"content_text":"美团、饿了么的终极对手来了？\n\n字节跳动终究还是杀来了，在美团和饿了么交锋了8年的外卖市场。\n7月14日，Tech星球独家获悉，字节跳动旗下的抖音于近期成立了一个针对外卖业务的团队，并于近期在抖音App内开展了测试。目前，抖音的外卖业务名为“心动外卖”，其Slogan为“心动外卖，吃你所爱”。\n据消息人士向Tech星球透露，“心动外卖”大概率会邀请抖音内的餐饮商家入驻，由商家自主提供配送服务，也不排除成为一个聚合模式的外卖平台，和饿了么或美团进行外卖业务导流合作。\n\n相比于美团外卖，抖音外卖的优势在于其使用场景为短视频，通过短视频能够让用户对外卖的评价更加真实，也让静态的外卖信息变为动态，为抖音以短视频为媒介发展外卖业务创造了条件。\n有行业人士形象的比喻道，抖音的“心动外卖”就像出行领域的“高德打车”，并不参与实际上的外卖业务，而是为各方提供一个外卖服务平台，以四两拨千斤的方法杀入外卖市场。\n在美团和饿了么竞争得难解难分的领域，抖音或成为外卖万亿市场的有力搅局者。\n01\n抖音版的“美团外卖”和“大众点评”\n接近字节的人士告诉Tech星球，“心动外卖”小程序于近期在抖音App内上线，其外卖业务当前以在抖音生态内发展为主，并不会向外进行拓展。当前，其页面显示为：即将全面开放，敬请期待。\n通过“心动外卖”小程序的开发者信息可以发现，其开发主体为北京微博视界科技有限公司，该公司正为抖音App的运营主体，这也佐证了该外卖业务由抖音团队开发并运营的事实。\n此外，Tech星球了解到，心动外卖将会在一二线城市率先开放，然后在逐步推广到全国的城市。这也是因为外卖在一二线城市，无论是消费需求还是用户量都远高于下沉市场。\n“心动外卖”由于处于测试阶段，故部分功能暂时未知，一位接近抖音的人士向Tech星球表示，“心动外卖”更像是一个聚合模式的外卖平台，模式上类似于如今抖音在旅游方面的“山竹旅行”，为同城附近的外卖商家直接转化交易钉单，实现真正意义上的本地生活化服务。\nTech星球了解到，抖音做外卖的想法一直都存在。\n2020年3月，抖音短视频上线新功能“抖音团购”，被外界解释为开始冲击“美团、大众、饿了么”的线下市场，因为该功能提供到店核销和物流配送两种消费模式，而物流配送则是外卖的一次尝试，该功能的出现让用户能通过抖音在线即可点餐、团购、外卖，直接实现边看视频，边购买，线上付款，线下快递到家的情景。\n\n同期，抖音采取了和第三方外卖平台：饿了么、美团进行合作，为他们开放同城外卖功能，并允许他们在抖音个人主页上挂靠各自的外卖点餐链接，让用户能够直接在抖音内点外卖。\n紧接着，抖音“心动餐厅”上线，是国内首个基于短视频的美食榜单。抖音用户可实拍视频、发布时携带餐厅定位及活动话题即可提名餐厅参与评选。与此同时，600家入围餐厅线下评分渠道也同步开启。抖音“心动餐厅”榜单评选旨在为用户提供优质生活服务信息，同时用户也可以通过评论等方式，助推商家改进餐品和服务。\n心动餐厅的上线，也让抖音有了想做下一个视频版“大众点评”的想法。Tech星球观察发现，目前，抖音在文字点评之上，于近期新增了视频打卡的功能，用餐用户可以对每家餐厅进行视频点评，并在每家餐厅的介绍页下方显示点评内容，供其他用户参考。此外，抖音还在成立了探店团，邀请美食创作者成为探店团的一员，其体系与大众点评会员一样，这为抖音的点评创作者们提供了内容驱动。“心动外卖”这一命名，也来自于心动餐厅。\n\n\n\n清明节前后，抖音又上线了“扫码点餐”功能，用户通过抖音App扫描餐桌上的二维码，即可跳转至抖音App内的点餐页面，页面会有像美团类似的优惠券套餐。\n通过此前在本地生活业务上的加码，以及此次抖音将打造以心动系列成为主，从线上到线下的全链路美食业务的动作来看，抖音在其生态内打造成另一个美团似乎也变为了可预见之事。\n02\n张一鸣的本地生活野心\n抖音商业化三大倚重，广告、电商和本地生活。在广告成熟，电商狂奔后，本地生活发展相对迟缓。而本地生活尤其是外卖业务，确是当下仍在快速发展的领域。\n根据央视财经报道，截至2020年年底，全国外卖总体订单量将达到171.2亿单，同比增长7.5%。我国外卖用户规模已接近5亿人，80后、90后是餐饮外卖服务的中坚消费力量。而且消费者使用餐饮外卖服务的不再局限于传统的一日三餐，下午茶和夜宵分别成为消费者点外卖的新宠。\n巨大的市场红利，也让抖音加快了进军的脚步。\nTech星球此前曾报道，在2月份，抖音在北京、上海、杭州等一线城市同城页面新增团购功能入口，不久前，抖音点餐及支付二维码出现在多个城市餐厅桌面。最新内测版本中，抖音在同城页面加入地图服务。外加巨量引擎的一万人的本地生活地推团队，字节跳动进军本地生活服务并不只是说说而已。\n此前《晚点》报道称，抖音2021年本地生活业务全年GMV目标为200亿元。当时抖音回应，报道不实。Tech星球获得的《字节2021目标访谈纪要-20210408》数据显示，字节本地生活2021年预期目标味60亿元左右。悬殊的数字说明，字节在本地生活服务进展方面并不顺利。\n核心的原因，还是卖到店优惠券不是个大生意，字节的本地生活服务越靠近交易本身，GMV才可能越高。而抖音想靠近交易，其实并不难。Tech星球在与字节本地生活的员工交流中得知，字节的地推团队会把商家的信息都录入抖音的POI点。\nC端有流量有用户，B站有商家有需求，抖音只需要完善自身的产品服务能力，即可搭建起O2O的交易能力。当然，进军外卖势还要做配送体系，组建类似美团的500万外卖骑手体系。只是这些重资产的运营难度，造成了字节拓展外卖业务势必会比较犹豫。\n因此，做外卖的聚合模式平台是理性选择，并且做聚合平台，美团、饿了么、肯德基宅急送以及地方的外卖平台，理论上都可以成为抖音的合作伙伴，字节也不用组建大规模的外卖团队。最重要的是，字节不再是卖流量的中介，而是进一步深入交易的撮合平台。\n如此一来，抖音也将成为美团与饿了么线上厮杀的新角斗场。2020年下半年以来，外卖市场份额上，美团与饿了么已接近维持在七三份额。不甘落后的饿了么，也正通过一系列的补贴措施，在市场上逐渐争取到更多份额。\n数据来源：Trustdata\n抖音倘若以聚合模式入局，将导致美团与饿了么的竞争重归白热化，毕竟抖音的流量对于二者来说，都是不可多得新“活水”。\n03\n外卖市场的新变量\n在互联网的世界中，并没有敌我分明的竞争。\n事实上，在阿里系的高德地图中，美团和携程都有很多广告。在字节系的抖音中，美团和饿了么也都投放信息流广告。但好日子终究难长久，各家都在强化能力，期待形成内循环的生态体系。\n在此背景下，7月2日，阿里宣布新一轮组织架构调整，本地生活、高德和飞猪组成新的生活服务板块。高德的5亿月活流量和基于LBS服务能力，将开始全方位为阿里本地生活和在线旅行业务提供鼎力支持。阿里的很目标明确，在支付宝与阿里本地生活的整合成效不太显著后，终于意识到流量不是撑起饿了么核心力量，基于LBS的服务能力才是核心。\n这也正是美团的核心竞争力，美团凭借其成熟的网络配送能力和线下的履约能力，在2020年，美团年度交易用户数目为5.11亿，较去年同期的4.5亿增长13.3%；活跃商家680万，同比增长10.1%。\n美团数据增长背后，不仅有外卖业务和酒店业务的业务良性进展，还有社区团购业务带来的重要增长。这是美团基于LBS服务不断拓展的商业版图。\n近期，网易也通过旗下的网易调研福利社，向部分用户发放了一项有关外卖的调研问卷，这被行业内解读为网易或有做外卖相关业务的想法。\n\n可见外卖正成为各家在本地生活业务中的必争之地。\n对于抖音来说，线上流量的变现已经快要触及到天花板，Tech星球曾测试抖音的广告加载率，几乎达到了和微博的同一水平，用户已经不堪忍受更多的广告。对于抖音来说，余下的潜力变现渠道，无疑也是将线上流量导入线下的LBS服务中。\n2020年，受疫情带来的无接触就餐影响，外卖市场规模增长到6646.2亿元，同比增长达15%。而GMV带来的平台营收也在快速增长，美团还是市场的领头羊，2020年同比增长17.7%，营收达到1148亿元。阿里本地生活2021财年全年收入同比增长 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