Sou Hu Cai Jing·2025-12-20 09:46Core Viewpoint - Meituan has quietly shut down its "Tuan Hao Huo" business, indicating a strategic shift in response to the rapidly evolving grocery retail industry and the limitations of its existing e-commerce model [2][4]. Group 1: Business Closure and Market Reaction - The decision to pause "Tuan Hao Huo" has been met with a calm reaction from the market, with industry insiders viewing it as a recognition of Meituan's operational boundaries [4]. - Consumers largely remained unaware of the service, with some stating they only realized its existence after its closure [4]. Group 2: Historical Context and Growth Aspirations - Meituan's venture into e-commerce began in 2020, following a period of profitability in its food delivery business, which saw a gross margin increase to 18.7% [5]. - The COVID-19 pandemic introduced significant uncertainty, impacting Meituan's core businesses and leading to the launch of "Tuan Hao Huo" as a B2C platform [5][6]. Group 3: Business Model Challenges - "Tuan Hao Huo" initially thrived with substantial user growth, achieving over 10 million users and a GMV exceeding 600 million yuan in its first year [5][6]. - However, the business faced internal challenges with fluctuating positioning and a lack of clear strategy, leading to a decline in daily order volume to 48,000 by the end of 2022 [9]. Group 4: Shift to Instant Retail - Meituan is now refocusing on instant retail, emphasizing its strengths in rapid delivery and local market penetration [12][18]. - The company has announced the opening of physical stores and is expanding its logistics network to enhance its competitive edge in the instant retail sector [18][20]. Group 5: Competitive Landscape - The instant retail market is becoming increasingly competitive, with major players like Alibaba and JD.com posing significant threats [20]. - Meituan's core advantage lies in its established delivery infrastructure and user base, but it faces challenges in maintaining profitability while expanding its market share [20][21].