Feng Huang Wang Cai Jing·2025-12-18 03:58Core Insights - Meituan's "18 Membership Surprise Day" event launched on December 15, showcasing high-value leisure packages in collaboration with various merchants, achieving over 1 billion yuan in online transaction volume within 24 hours, with black gold and black diamond members contributing over 60% of the transactions [1] - The event saw significant consumer enthusiasm in major cities such as Beijing, Shanghai, Shenzhen, Guangzhou, Chengdu, and Hangzhou, with brands like Shui Guo Tang Quan and Zheng Yuan Yuan experiencing over 20% week-on-week growth in transaction volume on Meituan [1] Group 1 - The "18 Membership Surprise Day" aims to boost winter consumption by offering low-priced leisure packages tailored for black gold and black diamond members, covering high-frequency winter services like bathing, therapy, and beauty treatments [3] - Discounts of up to 30 yuan are available for various high-value group purchase packages, enhancing the appeal for members [4] - In 26 cities including Beijing and Shanghai, Meituan is providing free quarterly services such as haircuts, manicures, and yoga for black diamond members, further incentivizing membership [4] Group 2 - The continuous expansion and upgrade of leisure offerings are activating the potential of Meituan's membership base, with high-tier members emerging as a core consumer group for many brands [4] - Meituan plans to sustain growth by providing substantial subsidies and upgrading online products, ensuring that members receive tangible discounts while aligning consumption scenarios with consumer needs [4]