本地生活服务展开“留量”之争

Core Insights - The local lifestyle service sector, including food delivery and instant retail, has become a key battleground during this year's "Double 11" shopping festival, with platforms like Meituan and JD.com showing significant sales and user growth [1][2] - The competition has shifted from scale expansion to enhancing service quality and user experience, with AI empowerment and credit mechanism reconstruction becoming crucial strategies for platforms [1][2] Industry Competition Dynamics - As internet traffic growth slows, local lifestyle services are seen as critical growth areas for major platforms, leading to intensified competition [2] - Platforms are adopting differentiated strategies to reshape consumer habits and merchant operations, with initiatives like Gaode's "Street Ranking" and Douyin's support plans for small businesses [2][3] - The competition is expected to benefit consumers through more choices and better services, while also providing small merchants with increased exposure and support [2][3] Market Growth Projections - The local lifestyle service market in China is projected to grow to 35.3 trillion yuan by 2025, with a compound annual growth rate of 12.6% [3] - The penetration rate of online services is expected to reach 30.8% by 2025, indicating significant untapped potential in the "to-store" business segment [3] Financial Performance - Meituan's core local business segment reported revenue of 65.3 billion yuan in Q2 2025, a year-on-year increase of 7.7%, with strong growth in "to-store" business orders [4] AI and Trust Mechanisms - AI technology is becoming essential for platforms to optimize decision-making and improve efficiency, with various platforms launching AI-driven features to enhance user experience [5][6] - The shift towards a "trust economy" is evident as platforms work to build healthier commercial ecosystems and improve user trust through initiatives like Gaode's "Street Ranking" [6][7] Small Business Empowerment - The competitive landscape is lowering the digitalization barriers for small businesses, with initiatives like Gaode's waiver of the first-year store opening fee leading to a surge in new merchant registrations [8] - The focus is shifting from merely selling products to providing integrated lifestyle solutions, with platforms expected to support small merchants through digital tools and financial services [8][9] Future Trends - The industry is transitioning from scale expansion to quality improvement, with the core competition now centered on service excellence rather than subsidies [9][10] - Platforms are encouraged to provide effective digital tools to help small merchants enhance their operational capabilities and ensure a fair ranking system [9][10]