Tai Mei Ti A P P·2025-09-30 09:42Core Insights - Meituan has upgraded its membership benefits in anticipation of increased demand for instant delivery services during the upcoming National Day holiday, introducing two free "1-on-1 urgent delivery" services per month for Black Diamond members, now available in over 180 cities nationwide [1][2] - The "1-on-1 urgent delivery" service allows users to select delivery times 5 to 25 minutes earlier than usual, catering to the heightened demand for timely food delivery during family gatherings and travel [2][4] - The overall membership system has been enhanced with new benefits including priority queueing and worry-free services, which encompass features like free returns and dedicated customer service [1][9] Membership System Upgrade - The membership center has undergone a comprehensive redesign to streamline access to benefits and activities, enhancing user experience and engagement [1][9] - Black Diamond members show a strong preference for quality services, with over half using the "1-on-1 urgent delivery" service multiple times within a month, particularly in travel scenarios [4][15] - The upgrade aims to transform occasional consumers into frequent users, thereby increasing overall transaction frequency and customer loyalty [11][13] Market Context and Business Strategy - The local lifestyle market is entering a phase of stock competition, prompting businesses to seek new growth points to stand out [10][12] - Meituan's membership upgrade is designed to create a "user value flywheel," enhancing user engagement and driving consumption frequency through tiered benefits [11][12] - The integration of various local lifestyle scenarios within the membership system allows for targeted marketing strategies, improving operational efficiency for merchants [12][13] Performance Metrics - In Q2, Meituan reported over 10 million net upgrades in membership, with Black Diamond members exhibiting significantly higher annual spending and repurchase rates compared to regular users [15][16] - The membership system has led to a 300% increase in page visits since the beginning of the year, indicating strong user engagement and interest in the new benefits [15] - The cross-selling potential of the upgraded membership system is evident, with high-value categories like alcohol and home appliances seeing substantial sales growth during promotional events [15][16]