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黄金周“榜单三国杀”,巨头在争什么?
3 6 Ke· 2025-10-09 10:20
刚刚过去的这个黄金周,在线下的各大商场、餐饮店乃至高铁、机场,你很容易看到这样的景象:打到电梯里的榜单广告、餐饮店门口摆放着整齐划一的 各类榜单推荐。 阿里、美团、抖音以及小红书在这个国庆,都试图以"榜单"包揽消费者吃喝玩乐的心智。 高德在国庆第3天宣布扫街榜"累计去重用户超4亿"。美团发布最新数据也显示,9月以来,"必吃榜"、"必玩榜"的搜索量同比分别提升96%和145%。 另一边的抖音和小红书也没有错过"榜单大战"。 小红书以"小红卡"低调入局,抖音生服"心动榜"从餐饮拓宽至酒旅,覆盖的城市和餐饮也呈现出下沉趋势。 最新数据显示,10月1日至10月7日,地方菜抖音团购销售额同比增长76%,秋季饮品增长57%,住宿增长50%。 巨头们表面上争的是榜单,实际争夺的是本地生活到店的平台心智入口。 这场即时零售的战火已然从年初的外卖到家已逐渐拓宽至到店业务,明显的迹象是,巨头们不仅在争做更好的榜单,还在尝试更多动作,包括更丰富的内 容生态、打通更多的流量入口以及加码团购来优化供给,以此来夯实自身在本地市场的优势。 可以确定的是,这个国庆是各家展现和检验能力的试炼场,也是下一轮常态化竞争的起点。 1、国庆"榜单大战 ...
23天破4亿,高德扫街榜做对了什么?
Sou Hu Cai Jing· 2025-10-03 13:08
Core Viewpoint - The National Day holiday in China, coinciding with the Mid-Autumn Festival, serves as a significant observation window for consumer spending, with local life services emerging as a key area of growth during this period [1][2]. Group 1: User Engagement and Growth - As of October 3, the Gaode "Street Ranking" feature has attracted over 400 million unique users within just 23 days of launch, marking a significant milestone in user engagement [2]. - Gaode's Daily Active Users (DAU) reached a peak of 360 million on October 1, setting a new historical record for the app [2][22]. - The rapid user growth of the "Street Ranking" feature is attributed to its reliance on real user behavior rather than traditional methods that often involve manipulated ratings [6][15]. Group 2: Competitive Landscape - The "Street Ranking" feature has outperformed other platforms in user acquisition speed, achieving over 100 million users in just 23 days, compared to WeChat's 433 days and Douyin's 9 months [4]. - The competitive advantage of Gaode lies in its transparent and reliable ranking system, which is based on actual user behavior, enhancing trust among consumers and businesses [6][15]. - The feature has created a new ecosystem where businesses can gain visibility and customer traffic without relying on high-cost promotional strategies [15][16]. Group 3: Business Impact - The introduction of the "Street Ranking" has led to a 300% increase in traffic for small local restaurants and a 150% increase in order volume for the local dining industry [15]. - Gaode has implemented a support plan that includes over 1 billion yuan in subsidies for local businesses, along with waiving annual fees for restaurant listings [15][16]. - The platform's approach emphasizes a long-term, efficient strategy for businesses, focusing on genuine customer feedback rather than artificial ratings [15][16]. Group 4: Technological Integration - Gaode is evolving from a navigation app to a comprehensive service platform, integrating various functionalities to enhance user experience [19][22]. - The introduction of AI capabilities, such as the "Xiao Gao Teacher," aims to improve user decision-making and assist businesses in optimizing operations [23]. - The combination of AI and local life services is seen as a critical factor for future growth, with significant user engagement recorded for AI-driven recommendations [23][24].
小红书“卡”出一场奇袭?
Hu Xiu· 2025-09-30 21:43
出品|虎嗅黄青春频道 作者|商业消费主笔 黄青春 题图|现场拍摄 从入局时机来看,此前不久高德"扫街榜"刚把市场预期捂热,小红书顺势力推"小红卡"确实搭了注意力"便车"。 对此,小红书副总裁许磊有不同看法,他认为,"历史上小红书整个业务的发展路径和脉络,基本上都是找到差异化的定位,找到自己和 世界的连接方式,而不是去追风口追上了。" 不管怎么说,"小红卡"在上海、杭州、广州三城同步试水至少预示着:小红书本地业务再次暗线转明线,并处于全面提速的状态。 小红书又纵身跳入一个千亿战场。 9 月 26 日至 10 月 12 日,小红书马路生活节期间,"小红卡"悄咪咪在上海、杭州、广州三城同步铺开了线下渗透——作为一款到店会员 产品,每年 168 元便可以在数千家精选本地门店中享受全年全店 9 折优惠。 虎嗅了解到,首批选上海、杭州、广州,核心原因是 "消费活跃 + 特色门店多(小红书范儿店铺多)+ 用户匹配度高",当前暂不考虑开 城扩规模。 值得一提的是, "小红卡精选门店"是小红书基于平台内用户真实讨论数据与商户口碑,筛选出的一批前期试水商家,会在小红书 APP 内 的门店主页、地图、笔记门店链接都将打上"小红卡" ...
互联网行业2025年10月投资策略:港美股巨头估值差异快速收敛,国内巨头加码投入AI
Guoxin Securities· 2025-09-30 08:59
Market Overview - The Hang Seng Technology Index rose by 9.2% in September, outperforming the Nasdaq Index which increased by 4.8% [11][12] - Key companies in the internet sector, such as Baidu, Alibaba, and Meituan, showed significant stock performance, with Baidu and Alibaba gaining 44.4% and 43.9% respectively, outperforming the Hang Seng Technology Index by 35.2 percentage points and 34.7 percentage points [14] AI Developments - Major advancements in AI were reported, including Google's launch of the Nano Banana Prompt template and the AP2 protocol, which enhances AI-driven payment systems [19][20] - OpenAI announced the opening of five new data centers in the U.S. to support its Stargate project, with an estimated total investment exceeding $400 billion [23] - Tencent released the 3D world model Hunyuan Voyager, which supports native 3D reconstruction and enhances video generation capabilities [31] Industry Dynamics - The gaming sector saw the approval of new titles, including MiHoYo's "Honkai: Star Rail" and Tencent's "Return Ring" [46][47] - In fintech, payment institutions' reserve funds grew by 6% year-on-year in August, indicating a healthy growth trend in the sector [48] - The short video industry is facing increased scrutiny, with the National Copyright Administration focusing on combating copyright infringement [51] E-commerce Trends - Douyin's e-commerce platform reported a 49% year-on-year growth in GMV for its shelf space over the past year, highlighting the platform's expanding influence in the e-commerce sector [56] - Tmall launched its "instant purchase" feature, allowing over 260 brands to participate, marking a significant step in enhancing its e-commerce capabilities [55] Company Earnings Forecasts - Tencent Holdings is projected to have an EPS of 23.73 in 2025, with a PE ratio of 25.5 [4] - Alibaba is expected to have an EPS of 6.89 in 2025, with a PE ratio of 22.7 [4] - Meituan's earnings forecast indicates an EPS of 0.88 for 2025, with a PE ratio of 107.0, reflecting its growth potential despite a high valuation [4]
小红书小红卡整新活,不砸补贴靠精选,能成吗?
Sou Hu Cai Jing· 2025-09-30 07:22
跟大家聊聊本地生活这事儿,现在各大平台都在砸钱搞补贴,高德弄了个扫街榜,一下扔出超10亿元; 小红书这次推的小红卡,跟以的方法完全不同。 今年9月26日,这款之前悄悄招商的本地生活会员正式上线,不仅送90天免费体验卡,还把168元/年的 年费当核心门槛。 不像巨头们靠低价换流量的短期玩法,小红卡从一开始就盯着挖掘小店,早在7月,小红书本地生活账 号土拨薯招商时就说了,这是吃喝玩乐一卡通,不贪多覆盖所有店,就选上海、杭州这些城市里小而美 的咖啡店、小酒馆。 连它家的马路生活节(今年第一次扩到上海、杭州、广州三地),都得领了小红卡才能参加,明显是用 线下活动绑着会员价值。 这反补贴的想法,其实是摸准了现在的趋势,大家对只要便宜就行的新鲜感早过了,尤其是年轻人,更 愿意为那种不撞款的体验花钱。 比如藏在老巷里的小众西餐吧、只做限定特调的咖啡馆,这些商家本来就不想搞价格战,正好跟小红卡 的精选池对上了。 而168块的年费,与其说是赚钱,不如说是筛用户,能接受这价格的,多半是真喜欢品质探店的核心用 户,比靠补贴拉来的只看低价的用户,长期来看更有用。 不过小红卡这精选故事,得先过用户和商家 两关,双方的态度比想的要复杂。 ...
亮出“小红卡”加入本地生活争夺赛,小红书不硬刚
3 6 Ke· 2025-09-28 23:41
"持小红卡用户,到店买单最低打9折。" 这个秋天,本地生活赛道打得十分火热,高德以"扫街榜"切入,美团、抖音等平台也纷纷加大补贴投入,拼多多旗下快团团试水餐饮本地零售,就连一 向"克制"的小红书也突然开始发力。 9月26日,小红书此前悄然布局的本地生活会员服务业务"小红卡"正式被搬上了台前,并开启免费发放小红卡90天体验卡的限时活动。针对已领卡用户, 小红书App端"个人主页"还开放了"小红卡"的快捷入口。 01 谁在为小红卡买单 "单纯线下消费的话,我觉得有点不值。" 早在今年7月,小红书本地生活账号"土拨薯"就发布了有关小红卡招商的信息,将小红卡定位为"吃喝玩乐一卡通",持卡用户可以享受线下精选门店推 荐、全店通用折扣、专属活动等。该卡为付费会员制,目前售价为168元/年。 马路生活节是小红书最大的线下品牌活动之一,已在上海成功举办两届。今年首次在上海、杭州、广州三地同时开启活动,也成为了当下小红书推广小红 卡的主战场。据活动介绍,要想参与今年的马路生活节,首先就必须领取被小红书官方定义为"入场券"的小红卡。 很明显,小红书切入本地生活的路径与巨头们的"烧钱补贴"策略截然不同。 通过这种方式,小红卡避开了 ...
小红书马路生活节正式开幕,本地生活首要目标是社区内容
Bei Jing Shang Bao· 2025-09-28 12:52
9 月 26 日,小红书第三届马路生活节在上海、广州、杭州三地同步拉开帷幕。三城共规划 25 条精选 Citywalk 线路,落地200 场特色活动以及4场 以"秋日游园会" 为主题的高点活动。首场游园会当天在上海世博文化公园落地,现场以"微醺站"为名,为市民游客带来一场融合酒水、音乐、游 戏与松弛体验的秋日派对。 本届马路生活节,小红书"小红卡" 正式对外发布。小红卡以'精选吃喝玩乐一卡通'为定位,持卡用户可享受全国范围内精选门店打折,参与小红 书线下专属活动。"小红卡加入马路生活节,使参与商家在数量和分布范围大大拓展,为参与商家带来实在的订单,把参与热情变成了消费新活 力。"在9月26日举办的马路生活节媒体交流会上,小红书副总裁许磊说。 位于上海南昌路的Sit Gelato是一家手工冰淇淋小店,使用鲜活食材开发创新口味。作为一家从小红书上火起来的门店,今年成为小红卡的精选门 店。在品牌合伙人卡布看来,小红卡能推动用户的探索欲,发现更多独立个体店,用户的真实分享又让认真做产品的小店获得真实的流量和订 单。 莱昂透露,小红书小红卡当前仍在不断探索,会根据用户的反馈进行优化调整。当前小红书本地生活业务,不以交易 ...
科技周报|蓝战非多平台被禁止关注,京东宣布三年带动万亿生态
Di Yi Cai Jing· 2025-09-28 03:29
近期,"蓝战非自爆收入""蓝战非回应收入争议"等词条登上热搜。 超节点智算应用"北京方案"发布 9月26日,AICC2025人工智能计算大会上,中国移动、浪潮信息等30多家企业和机构联合发布《基于超 节点创新联合体,打造行业智能体——智算应用"北京方案"》。 点评:《北京方案》旨在联合芯片、系统、大模型开发、应用创新等领域企业和机构,进一步发展超节 点创新联合体,融合多元模型算法,开发面向特定场景的"行业智能体"。未来,率先将超节点做成"像 买服务器一样即插即用"的平台,将在 2026 年智能体大规模商用中占据生态制高点。 顶流网红旧言上热搜后多平台被禁止关注 美团新一代无人驾驶微型货车获批深圳无人城配跨区试点 第19届中国(深圳)国际物流与供应链博览会上,美团新一代无人驾驶微型货车亮相,并获得深圳市无 人城配跨区联网试点,覆盖龙华区、坪山区、南山区、宝安区、龙岗区等核心区域。据了解,这款车可 胜任30公里及以上距离的订单,与主打3至5公里配送范围的上一代美团无人配送车形成运力互补,拓展 了无人配送的服务半径。 点评:在加速国内商业应用的同时,美团无人配送车已于8月底在沙特利雅得开展L4级自动驾驶测试。 美团 ...
淘宝闪购,“长”出团购
3 6 Ke· 2025-09-24 09:10
淘宝的攻势接连而至,前脚"到家",后脚就"到店"了。 9月20日,淘宝闪购启动到店团购业务,首批覆盖上海、深圳、嘉兴三地的核心商业区域,涉及茶饮、甜品、正餐、自助餐及城市特色小吃等多个餐饮品 类。 可以推测出,阿里对于这块新业务颇为重视,为之开辟三个流量入口:相关团购商品除了在淘宝闪购销售,也在支付宝和高德同时上架。淘宝、支付宝和 高德是阿里流量最大的三款APP,合计拥有数亿DAU(日活跃用户)。 另据知情人士透露,上述业务或将陆续上线全国一、二线城市。 字母榜(ID: wujicaijing)实测发现,淘宝闪购到店团购已经聚拢了不少知名餐饮品牌,如桂满陇、有喜屋、尊宝披萨等,囊括火锅、烧烤、自助餐、小 吃快餐、饮品面包、地方菜、异域菜等众多细分品类。 同时,平台提供较大幅度的优惠,打出了"9.9元起到店吃"的口号,并在醒目位置标注团购套餐的折扣力度,从3折到5、6折的团购餐品,数量着实不少。 知情人士透露,到店团购的供给主要由饿了么负责。 据字母榜观察,当前的团购套餐主要是餐饮品类,而这是饿了么的强项;首批落地的上海、深圳和嘉兴,也是饿了么的重点经营城市。目前,参与团购项 目的团队有数百人,主要集中在饿了么 ...
外卖大战“降温”到店之战渐起
Zhong Guo Jing Ying Bao· 2025-09-23 06:50
Group 1 - The takeaway from the article is that the intense competition in the food delivery market is cooling down, with a noticeable reduction in subsidies and promotional activities from major platforms [1][5][6] - Merchants have reported a significant decline in sales, with some experiencing a drop of over one-third in daily revenue compared to the peak months of July and August [1][3] - Delivery riders have also felt the impact, with a decrease in order volume leading to lower earnings, with some reporting daily incomes dropping from over 300 to around 200 [4][5] Group 2 - The article highlights a shift in focus from food delivery to in-store services, with platforms like Alibaba and JD.com launching new initiatives to promote in-store purchases and group buying [2][12] - The introduction of local lifestyle rankings, such as the "Gaode Street Ranking," indicates a strategic move by platforms to enhance their presence in the local service market, competing directly with existing players like Meituan [8][9] - The competition in the in-store segment is still in its early stages, with platforms relying on user reviews and experiences to drive traffic, which is more complex than the food delivery model [13][14] Group 3 - The article discusses the financial implications of the food delivery battle, noting that while the competition has led to increased market share for platforms, it has also negatively impacted profitability [5][6] - The profitability of in-store services is significantly higher than that of food delivery, with operating profit margins for in-store services reaching 45.6% compared to just 6.5% for food delivery [12] - The platforms are expected to avoid large-scale subsidy wars in the in-store segment, focusing instead on sustainable growth and enhancing user experience [14][15]