Jing Ji Guan Cha Bao·2025-10-18 05:45Core Insights - Meituan launched the "18 Membership Surprise Day" on October 18, featuring a series of promotional activities centered around doubling member benefits, including the distribution of 10 million free meal vouchers [1][5] - The event is an upgrade from the "18 Coupon Festival" initiated in 2021, establishing a significant monthly promotional event for Meituan's membership system [3][4] Summary by Categories Membership Benefits - The "18 Membership Surprise Day" aims to provide enhanced member benefits every month, helping users enjoy a more favorable and quality consumption experience across various life scenarios [3][4] - The upgraded event includes additional tiered member benefits, allowing for a more comprehensive coverage of premium rights for users [4] Promotional Activities - Users can participate in the event by searching for "18 Membership Surprise Day" on the Meituan app from October 15 to 18 [1][3] - The event features exclusive offers such as a voucher package that can be shared with 100 friends, special flash sales on popular brands, and additional rewards for reaching spending thresholds [5] User Engagement and Marketing Strategy - The event is designed to create high user engagement and establish a collaborative marketing model with over one million merchants, achieving a 90% re-engagement rate among partnered brands [3][4] - Meituan's strategy includes a transparent membership rights system, allowing users to clearly understand the value and acquisition paths of their benefits, enhancing user experience [3][4] Social Responsibility Initiative - Meituan partnered with the United Nations World Food Programme (WFP) for the "Healthy Together" initiative, encouraging members to engage in healthy living while contributing to charitable causes [5]