Mei Ri Jing Ji Xin Wen·2025-09-27 12:09Core Insights - Meituan's international delivery brand Keeta has officially launched operations in Dubai, marking the fourth strategic location in the Middle East within 40 days after entering Qatar and Kuwait [1] - The company aims to cover six Gulf countries within three years, indicating a strong commitment to international expansion amid fierce domestic competition [1] - The launch in Dubai is part of Meituan's accelerated international strategy, leveraging local market experience gained from Saudi Arabia [1] Market Expansion - Keeta's initial offering in Dubai includes free delivery for all orders, with standard delivery fees around 3.9 AED (approximately 7.57 RMB) per kilometer [2] - New users can benefit from significant discounts, with promotions offering up to 150 AED (approximately 291.34 RMB) [8] - Dubai is characterized by high demand for quality delivery services, making it a valuable market due to its high consumer spending power and well-developed infrastructure [12] Operational Strategy - Meituan plans to integrate Keeta with its drone delivery service, Keeta Drone, to create a dual fulfillment network combining ground and aerial delivery [12] - The company has received commercial operation certification for drone delivery in Dubai, allowing it to offer a variety of products through aerial logistics [12] - The strategic location of Dubai serves as a hub for further expansion into surrounding regions, enhancing Meituan's operational footprint [13] Long-term Goals - Meituan's CEO expressed confidence in Keeta's long-term growth potential, targeting a GMV (Gross Merchandise Volume) of 100 billion USD within ten years, starting from May 2023 [14] - The company emphasizes the importance of adapting its business model to local markets rather than merely replicating its domestic strategy [14] - Challenges remain due to geopolitical changes in the Middle East, necessitating careful timing and alignment with local conditions for further expansion [14]