Core Insights - Keeta, Meituan's overseas business, has launched in Dubai and Abu Dhabi, aiming to disrupt the local food delivery market with aggressive strategies such as zero commission for merchants and significant user subsidies [1][2][8] - The competition in Dubai's food delivery market is intense, with established players like Deliveroo, Talabat, and local platforms already in operation, making Keeta's entry a critical test of Meituan's business model on a global scale [2][6][10] Market Entry Strategy - Keeta's strategy includes offering "zero commission" to attract merchants and aggressive promotional campaigns like "buy one get one free" to quickly gain market share [1][5][7] - The platform has tailored its user interface to local aesthetics and preferences, emphasizing local cuisine and providing services in English only, which highlights its focus on local users [3][4] Operational Insights - Delivery times are competitive, with orders typically arriving within 30 minutes, and the platform offers compensation for delays, mirroring successful strategies from Meituan's domestic operations [3][4] - Keeta employs a unique rider compensation model in Dubai, where riders are contracted through labor companies, earning around 3,000 AED (approximately 5,800 RMB) per month, which is typical for basic service jobs in the region [4][6] Competitive Landscape - The existing food delivery market in Dubai features multiple players, with commission rates generally ranging from 20% to 30%, indicating a challenging environment for new entrants like Keeta [6][9] - Keeta's rapid promotional activities and high visibility through social media and local advertising are designed to quickly establish brand recognition and user engagement [7][9] Global Expansion Strategy - Keeta's launch in Dubai is part of Meituan's broader strategy to seek new growth avenues internationally, with plans for further expansion into markets like Brazil [8][9] - The company is investing heavily in talent acquisition for its overseas operations, indicating a long-term commitment to establishing a significant presence in international markets [9][10]