高德于9月推出"扫街榜"，美食榜单上线23天即突破4亿用户，日活跃用户规模在十一假期首日达3.6亿人次，刷新互联网产品增长 纪录。这一数据标志着高德从导航工具向生活服务平台的转型迈出关键一步。高德为何要推出扫街榜，又为何可以迅速走红，其 未来的发展方向和挑战是什么？本文中，中欧国际工商学院战略学教授陈威如对这些问题予以解答。 3G网络兴起，智能手机普及，高德敏锐地捕捉到了时代的变化，推出了付费手机导航App，并迅速占领了超过90%的智能手机预 装市场。次年，高德成功登陆纳斯达克，融得巨资，意气风发。 但危机很快以另一种形式出现。核心客户宝马为了平衡市场，突然弃用高德转而采用竞争对手的产品。这一记重锤让成从武彻底 醒悟：车载导航的商业模式命脉掌握在别人手中，规则由别人定，是不可持续的。他看到了更广阔的天地——"汽车只是冰山一 角"，而手机App背后的千万级用户才是未来。 2011年，高德做出了一个大胆的决定：自我革命，从2B到2C，推出免费的"高德地图"。此举虽然短期内侵蚀了付费导航的业 务，导致后装市场几近消失，但却为高德赢得了海量的移动互联网用户。然而，市场的竞争是残酷的，巨头百度携重金入场，通 过完全免费 ...

2025年国庆，全国景区人潮涌动之际，一组来自高德的数据更显亮眼。 10月3日，高德正式官宣"扫街榜"用户量创新高，上线仅23天便斩获4亿用户，刷新互联网产品用户增速纪录。 同期发布的国庆首日数据同样惊人，高德APP日活跃用户突破3.6亿，创下历史峰值。 舌尖系列纪录片导演陈晓卿曾提及，评分在3.5至4分之间的餐厅，往往藏着真正的美味。 这番话直指传统点评平台的痛点，高分可能源于商家刷分，低分也未必是口味不佳，更多是商家未参与平台运营或充值推广所致。 与传统平台相异，"扫街榜"评分不只是依赖一些用户的打分，更多的是对数据这是真实性的负责，真实行为数据，经综合运算也更具客观性与全面性。 这种创新模式迅速获得市场认可。 "扫街榜"上线首日，用户量便突破4000万，当日成为国内规模最大的美食榜单。 22天后进入国庆假期，用户规模直接攀升至4亿。 对于众多踏实经营、专注菜品的商家而言，无需投入运营成本，也能凭借真实口碑登上"扫街榜"，迎来客流与人气的双重增长，从而形成好店、好菜品、好 销售的良性商业循环。 从用户基数来看，2025年第二季度高德APP整体用户规模达8.9亿，这意味着"扫街榜"的渗透率已接近50%。 每 ...

Core Insights - A competitive battle for local life service market share has erupted among map applications and local service platforms during the National Day and Mid-Autumn Festival holidays, with significant user engagement and innovative strategies being employed by companies like Gaode Map and Baidu Map [1][4][7] Group 1: Gaode Map's Strategy - Gaode Map's "Street Ranking" attracted 400 million users in 23 days, with daily active users exceeding 360 million as of October 1 [4][5] - The platform reported a 300% increase in traffic for small businesses and a 150% year-on-year growth in orders for the local dining industry during the holiday period [4][5] - Gaode has invested over 1 billion yuan in subsidies to encourage in-store consumption and waived entry fees for all dining merchants for one year [5] Group 2: Baidu Map's Approach - Baidu Map launched the "AI Go·Ranking" in collaboration with Meituan and Ctrip, featuring various categories such as food, attractions, hotels, shopping, and entertainment [3][4] - The platform integrates user ratings from multiple sources, allowing users to purchase in-store packages directly through Baidu Map [3][4] - Baidu's strategy reflects a broader trend of interconnectivity among platforms, aiming to enhance user experience and market presence [4] Group 3: Content Platforms' Role - Douyin (TikTok) introduced its "Heartfelt Ranking" for hotels, covering 443 unique lifestyle hotels across 39 cities, emphasizing user engagement through likes and shares [6][7] - Douyin's approach focuses on content-driven rankings, with significant user interaction reflected in over 35 billion views related to lifestyle hotels in the past year [6] - The competition among platforms highlights a shift in consumer behavior towards local services, with a need for balancing commercialization and user experience [7]

酒旅市场热闹起来了。 作者 I 金洋 酒旅市场，从来没这么热闹过。 一个9月，三个巨头集体"进场"： 京东打出"0佣金"招牌，抖音祭出"扫码免佣"，阿里则用高德地图悄悄布了个"扫街榜"。 三家从不同赛道杀入，却目标一致——撕开酒旅行业最后的蛋糕。 过去，这里是携程、美团、同程的天下。 如今，大厂的脚步声，已经在这片万亿市场里震响。 抖音先动手，直播间成了"酒店前台" 第一个出手的，是抖音。 9月25日，抖音官宣推出"心动榜酒店"，一个全新的榜单系统，让酒店也能像短视频一样被"点赞"。 来源：电商天下 不看评分、不看广告，只看真实用户的点赞、转发、收藏。 首期榜单覆盖全国39个城市，443家酒店上榜，从"无价窗景"到"亲子友好"，再到"自然疗愈""品质商旅"，六大标签几乎囊括了所有旅行人 群。 但抖音真正的武器，不是榜单，而是内容。 去年暑期，一个"非洲旅游直播间"火了：主播穿黑丝cos非洲人，身边是一只总犯困的金毛"狮子"。直播里介绍肯尼亚、坦桑尼亚旅行团，讲 火烈鸟、讲花少同款酒店，笑点频出。 结果，这个奇葩直播间播放量暴涨260倍，一晚就卖出上百单"非洲团"。 抖音发现了新大陆——原来，酒店可以靠"整活" ...

Core Viewpoint - Gaode has announced a series of supportive measures for the restaurant industry, including waiving the first-year opening fee and providing various services to help merchants increase their business opportunities, especially ahead of the National Day holiday [1][3][12]. Group 1: Supportive Measures - As of September 23, Gaode has waived the first-year opening fee for all restaurant merchants and is offering support services such as traffic subsidies, dedicated customer service, and smart cash registers [3][12]. - The initiative has already attracted over 150,000 inquiries from restaurant merchants, indicating high interest and engagement from the industry [1][3]. Group 2: Industry Challenges - The restaurant industry is facing significant pressures, including rising operational costs and declining average spending per customer, which have made it difficult for many merchants [4][12]. - There is a lack of effective connection between consumers and restaurants, leading to high decision-making costs for consumers when choosing where to eat [4]. Group 3: "Street Ranking" Initiative - Gaode launched the "Street Ranking" product on September 10, which uses real user behavior, reviews, and credit scores to create rankings that help consumers discover restaurants [4][5]. - The rankings include various categories such as "Tire Wear Ranking" for long-distance visits and "Repeat Customer Ranking," which are updated daily based on dynamic data [4]. Group 4: Impact on Merchants - Many merchants have reported significant increases in customer traffic after being featured on the "Street Ranking," with some experiencing traffic growth of over 300% [5]. - Restaurant owners have noted a 20-30% increase in business due to more reservations coming through Gaode's platform [5][12]. Group 5: Digital Transformation - The supportive policies from Gaode are seen as a new trend in the restaurant industry, focusing on digital empowerment and reducing operational costs for merchants [12]. - The "Street Ranking" initiative is expected to help build consumer trust in offline dining by addressing issues related to fake reviews and promoting genuine customer feedback [12].

Group 1 - The core point of the article highlights the surge in interest from restaurant businesses in migrating online, driven by Gaode's announcement to waive the first-year store opening fees and provide supportive policies [1][2] - Within just 72 hours of the announcement, Gaode received over 150,000 inquiries from restaurants, indicating a strong demand for online presence among small and medium-sized enterprises in the competitive food service industry [2][3] - The current challenges faced by the restaurant industry include rising operational costs and a lack of trust in online rating systems, which have led to a cycle of financial strain for many businesses [3][4] Group 2 - Gaode's recent initiatives, including the "Street Ranking" and the "Good Store Support Plan," aim to create a new service credit system for offline dining and service industries, with a goal of adding approximately 10 million customers daily [4][5] - The "Street Ranking" has shown early success, with participating small restaurants experiencing significant increases in traffic, such as a 540% rise for a specific store in Guangzhou [5][6] - Experts believe that Gaode's approach could reshape the competitive landscape of the restaurant industry by fostering a more equitable and transparent environment, shifting the focus from marketing budgets to product quality and genuine customer feedback [6][7]

自9月23日高德正式宣布对全国餐饮商家免收首年开店费，并提供配套扶持政策以来，一场线下餐饮商的线上迁移潮迅速涌动。 据接近高德方面人士透露，免开店费政策官宣仅72小时，平台收到的入驻咨询量已突破15万家，日均咨询量高达5万条。 "商家热情很高，咨询量巨大。为满足大家赶在国庆黄金周前入驻的需求，我们的服务团队正全力保障，假期期间也将持续响应。"高德商家成长负责人表示。 二是日益凸显的"信任之殇"。 "花钱买好评""职业刷单"等现象，使得线上评分体系的公信力大打折扣。商家陷入一种恶性循环：不"刷单"则流量枯竭，参 与"刷单"则承担额外成本与风险。 正如中国饭店协会副会长金勇所指，互联网上的传统评价体系也存在两面性，存在花钱买好评的现象，参与的商家也很苦恼，比如，部分平台出现的虚假评 价、捆绑促销、博取流量等现象，加重了餐饮企业成本负担，在行业利润率偏低的背景下，给商家经营带来困扰。 面对成本与信任的双重压力，商家渴望更高效、真实的流量获取方式。高德作为日活超1.7亿的出行APP，近期连续推出的举措正针对性地回应了这些痛点。 稍早前，高德于9月10日推出"扫街榜"，并同步启动"烟火好店支持计划"，宣布通过发放超10 ...

Core Insights - Gaode has announced a waiver of the first-year store opening fee for nationwide catering businesses, leading to a surge in inquiries from over 150,000 restaurants within three days of the announcement [1] - The initiative aims to support offline dining businesses by providing dedicated operational consultants and optimizing operational costs [1][2] - Gaode's recent measures, including the "Street Ranking" and a subsidy plan exceeding 1 billion, are designed to drive significant traffic to offline restaurants [1][2] Company Initiatives - Gaode's waiver of the opening fee and support policies have resulted in a high level of enthusiasm among merchants, with a focus on onboarding before the National Day holiday [1] - The "Street Ranking" feature has gained over 40 million users on its first day, becoming the largest food and lifestyle ranking in China [1] - The "Firewood Good Store Support Plan" encourages users to visit stores, contributing to a 187% increase in traffic for featured small businesses within the first week [1] Industry Impact - The support measures have led to significant traffic growth for many small restaurants, with some reporting increases of up to 540% [2] - The trend of digital empowerment and traffic support is becoming a new development direction for the catering industry [2] - As the National Day holiday approaches, the initiative provides a timely opportunity for restaurants to attract more customers [2]

Core Viewpoint - Gaode, a subsidiary of Alibaba, is aggressively entering the local life services market by offering free one-year membership for all restaurant merchants, along with various support services to enhance business opportunities [1][7]. Group 1: Strategic Initiatives - The recent policy is part of a series of strategic moves by Gaode, including the launch of the "Street Ranking" and "Firewood Good Store Support Plan," which leverage real navigation data to innovate local service recommendations [1][2]. - The "Street Ranking" utilizes real user behavior data rather than relying on reviews or advertisements, providing a more trustworthy recommendation system for local businesses [2][3]. - The launch of the "Street Ranking" saw over 40 million users on its first day, with a 187% increase in traffic for featured local stores within the first week, indicating its effectiveness [3]. Group 2: Transactional Integration - The introduction of group buying features on September 20, 2023, allows users to seamlessly navigate from discovering restaurants to purchasing deals, thus shortening the consumer journey [4][5]. - This integration of navigation, ranking, and group buying creates a comprehensive solution for users' needs, shifting the focus from "finding services" to "services finding users" [6]. Group 3: Merchant Engagement - Gaode's decision to allow free merchant registration significantly alters the competitive landscape, providing restaurants with reduced operational costs and greater exposure without the burden of advertising fees [7][8]. - The comparison of merchant fees shows that Gaode offers lower commission rates on group buying compared to Meituan, enhancing its appeal to local businesses [8]. - Gaode's strategy aims to build a robust ecosystem that connects e-commerce, payment, and local services, potentially shifting merchant loyalty away from Meituan [9][10]. Group 4: Market Positioning - Gaode's initiatives represent a fundamental shift in the local service market, positioning itself as a "super entrance" for offline services, akin to a "Taobao for offline" [9][10]. - The ongoing competition with Meituan highlights a significant change in user behavior, where consumers may prefer using Gaode for local services rather than dedicated apps, potentially disrupting Meituan's market dominance [10][11].

Core Viewpoint - Gaode, a subsidiary of Alibaba, is aggressively entering the local life service market by offering free one-year membership for all dining merchants, along with various support services, aiming to reshape the "people, store, scene" logic in offline life services [2][11]. Group 1: First Strike - Street Ranking and Good Store Support Plan - The "Street Ranking" is based on real navigation data and user behavior, avoiding traditional review manipulation, thus providing a more trustworthy recommendation system for local businesses [4][5]. - The launch of the "Street Ranking" saw over 40 million users on its first day, with a 187% increase in traffic for featured local stores, significantly benefiting small merchants [5]. - Gaode is investing 9.5 billion yuan in consumer vouchers and 2 billion yuan in travel subsidies to enhance user engagement and drive offline traffic [5]. Group 2: Second Strike - Closing the Transaction Loop - The introduction of group buying on major Alibaba platforms (Taobao, Alipay, Gaode) allows users to seamlessly transition from discovering restaurants to making purchases, thus shortening the consumer journey [8][9]. - This new model shifts the local life service logic from "people finding services" to "services finding people," leveraging Gaode's large user base for better conversion rates [9][10]. Group 3: Third Strike - Free Merchant Entry - Gaode's decision to allow free entry for dining merchants changes the competitive landscape, reducing operational costs for merchants and providing them with greater freedom and opportunities for growth [12][13]. - The strategy aims to attract a wide range of local businesses, potentially shifting merchant loyalty from Meituan to Gaode due to the latter's more favorable terms and comprehensive ecosystem [13][14]. Group 4: Strategic Implications - Gaode's approach represents a fundamental shift in the local service market, moving away from traditional app-based models to a more integrated service experience through its mapping platform [15][16]. - The competition with Meituan is not just about pricing and content but also about redefining the entry point for consumers, which could significantly impact user behavior and merchant relationships in the long term [15].