Core Insights - Meituan launched the "18 Membership Surprise Day" on October 18, featuring a series of promotional activities centered around doubling member benefits, with an initial offering of "10 million true free orders" as a welcome gift [1][4] Group 1: Event Overview - The "18 Membership Surprise Day" is an upgraded version of the "18 Coupon Festival" initiated in 2021, becoming a key marketing event in Meituan's membership system, providing enhanced member discounts every 18th of the month [3] - The event aims to create a high-engagement marketing model with merchants, having served over one million merchants and achieving a 90% re-participation rate from partnered brands [3] Group 2: Member Benefits - The upgraded event includes additional tiered member benefits, offering users more surprise perks and enabling merchants to share high-value users, thus creating new opportunities across different sectors [4] - During the event period from October 15 to 18, black diamond and black gold members can purchase brand products at significantly discounted prices, with some items available for as low as 0.1 yuan [5] Group 3: Special Offers and Collaborations - Users can win various surprise benefits tailored to different interest groups, including discounted tickets to Shanghai Disneyland, concert tickets, and exclusive experiences [5] - Meituan collaborates with the United Nations World Food Programme (WFP) to promote a health initiative, encouraging members to participate in a charitable cause with each order contributing to donations for rural children's playgrounds [5]

Core 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]