美团会员权益持续升级。 一篇报道曾形容美团会员是"姗姗来迟者"。在一众互联网平台试图用会员圈住"高净值用户"、线下会员制超市发展已久的背景下，它的出现的确不算早。 但美团会员的思路又足够清晰、笃定和不同——从一开始就锚定全部用户，因而没有踏入电商平台常用的"收费制会员"的河流，而是采用免费形式；用不 断升级的"好权益"，让用户对这套会员体系有实感、有认同；将过去"一揽子"的用户进行白盒化分层，为平台自身和其中商家提供精细化运营的"基建"； 抓住美团本身用户池子大、消费频次高、业态丰富多元的特性，带动不同业务线、不同领域商家的交叉互助等等。 在近期热度空前的中国网球公开赛现场，走近钻石球场时，你会看到一个写着"美团会员中网包厢"的显眼立牌。 这是美团为黑钻会员准备的专属看球区，不少用户在社交平台发出体验帖，有人表示"太惊喜"，有人说"钻石空中包房太排面了"，也有人感叹"第一次在 中网体验钻石球场空中包房，体验感太棒了"。 此外，"请美团黑钻会员看电影""免费演唱会包厢""机场值机不排队"等会员权益，也在社交平台引发大波追捧。这些跨界联动的权益，都是美团会员近六 个月持续进行权益升级的小小缩影。 36氪了解到，9 ...

Core Insights - Meituan has upgraded its membership system, focusing on "priority queuing" and "hassle-free services" to enhance user experience and engagement [2][6][10] - The membership program aims to provide a comprehensive range of benefits across various lifestyle sectors, including dining, travel, and entertainment, thereby increasing user loyalty and satisfaction [5][12][18] - The program's free nature distinguishes it from other platforms that typically charge for membership, allowing Meituan to attract a broader user base and facilitate precise user segmentation for merchants [10][12][19] Membership Benefits - New benefits include "1-on-1 urgent delivery," "airport fast track," and "priority car dispatch," which significantly reduce waiting times for members [2][6][8] - The "priority queuing" benefits enhance user experience by providing exclusive access to services, such as Disney theme park tickets with added perks [6][9] - The "hassle-free services" include features like automatic compensation for late deliveries and free return shipping, which improve overall user satisfaction [8][10] User Engagement and Growth - The membership program has seen a significant increase in user engagement, with over 10 million users upgrading their membership levels by Q2 2025, and a 300% increase in page visits since the beginning of the year [11][12] - The program has successfully created a sense of community among members, with social sharing of experiences and benefits enhancing brand loyalty [11][12] - High-tier members exhibit three times the transaction frequency compared to regular users, indicating a strong correlation between membership level and spending behavior [15][18] Merchant Benefits - The membership system allows merchants to better allocate marketing resources by targeting specific user segments, reducing reliance on broad discount strategies [14][19] - Meituan's extensive user base of 770 million provides merchants with a significant opportunity to tap into a large pool of potential customers [12][19] - The collaboration between Meituan and various brands, such as Marriott, has led to increased bookings and sales, demonstrating the effectiveness of the membership program in driving business growth [16][19] Future Outlook - The membership program is positioned as a "super interface" for lifestyle services, integrating various sectors to enhance user convenience and engagement [18][19] - As the market matures, the membership system is expected to evolve into a widely recognized "universal discount card," offering users extensive benefits across multiple industries [19]

Core Insights - Meituan has upgraded its membership benefits in anticipation of increased demand for instant delivery services during the upcoming National Day holiday, introducing two free "1-on-1 urgent delivery" services per month for Black Diamond members, now available in over 180 cities nationwide [1][2] - The "1-on-1 urgent delivery" service allows users to select delivery times 5 to 25 minutes earlier than usual, catering to the heightened demand for timely food delivery during family gatherings and travel [2][4] - The overall membership system has been enhanced with new benefits including priority queueing and worry-free services, which encompass features like free returns and dedicated customer service [1][9] Membership System Upgrade - The membership center has undergone a comprehensive redesign to streamline access to benefits and activities, enhancing user experience and engagement [1][9] - Black Diamond members show a strong preference for quality services, with over half using the "1-on-1 urgent delivery" service multiple times within a month, particularly in travel scenarios [4][15] - The upgrade aims to transform occasional consumers into frequent users, thereby increasing overall transaction frequency and customer loyalty [11][13] Market Context and Business Strategy - The local lifestyle market is entering a phase of stock competition, prompting businesses to seek new growth points to stand out [10][12] - Meituan's membership upgrade is designed to create a "user value flywheel," enhancing user engagement and driving consumption frequency through tiered benefits [11][12] - The integration of various local lifestyle scenarios within the membership system allows for targeted marketing strategies, improving operational efficiency for merchants [12][13] Performance Metrics - In Q2, Meituan reported over 10 million net upgrades in membership, with Black Diamond members exhibiting significantly higher annual spending and repurchase rates compared to regular users [15][16] - The membership system has led to a 300% increase in page visits since the beginning of the year, indicating strong user engagement and interest in the new benefits [15] - The cross-selling potential of the upgraded membership system is evident, with high-value categories like alcohol and home appliances seeing substantial sales growth during promotional events [15][16]

时至今日，「会员」在商业世界里已不是什么新鲜事。 电商有会员、商超有会员、品牌有会员、视频网站有会员、社交媒体有会员……无论是阿里、京东，还是美团，各家平台对于会员的投入越来越明显和坚 决。但不得不承认的是，就像"看电影时所有观众全都站了起来"的"剧院效应"，普通用户对于会员的价值感却在下降。 当"加入会员"成为常态，会员好不好、值不值的要求水涨船高，作为提升消费频率和用户粘性运营神器的「会员模式」便走到了十字路口。面对变化中的 消费行为和时代背景，平台和商家自然也要重新理解"会员"在整体商业结构中的位置和意义。 最近，美团会员再次新增多项权益。在体验与思考后，我们获得了关于会员模式的更多启发：与其说它是会员模式，不如说它是一种连接用户和商家 的"新枢纽"；与其说它是会员业务，不如说它是美团迈入精细化运营的底层基础设施建设；而对于用户而言，多层次的权益也在不断提升会员的价值感， 形成像品牌一样的信任感和消费惯性。 ©️深响原创 · 作者｜何理 会员权益再"膨胀" 消费惯性再提升 美团会员最近的这波权益上新是在意料之外的。 一方面是其在大约半年前才进行了升级，权益增速有点超出预期；另一方面，过去大家对美团会员的 ...

Core Viewpoint - The article discusses the increasing importance of membership systems for e-commerce platforms, highlighting how companies like Taobao, JD, and Meituan are integrating various services into comprehensive membership offerings to enhance user retention and engagement [2][3][5]. Group 1: Membership System Trends - E-commerce platforms are moving towards a "super membership" model, integrating multiple services such as dining, travel, and entertainment into a single membership offering [2][3][4]. - Meituan has launched a new membership system that covers seven lifestyle scenarios, offering various benefits including hotel points and discounts [3][4]. - Taobao has upgraded its membership system to "Taobao Big Member," which does not require additional fees and is based on user activity levels [3]. Group 2: User Engagement and Spending - Data shows that JD PLUS members spend on average 8.4 times more than non-members, while Meituan's black diamond members spend 23 times more than regular users [7]. - Taobao's 88VIP membership has reached 50 million users, with annual spending 6-8 times higher than that of non-members [7][8]. Group 3: User Preferences and Feedback - Users express mixed feelings about the value of membership benefits, with some finding certain perks unnecessary or underutilized [10][12]. - The most valued benefits often include free returns and shipping, which significantly influence user decisions to maintain memberships [12][14]. - Concerns about "price discrimination" among members have emerged, with users reporting higher prices for members compared to non-members for the same products [16].

Core Viewpoint - Meituan Travel is launching a "Saturday Free Ticket" event starting September 13, aimed at boosting local tourism and consumption during the upcoming National Day holiday [1][7] Group 1: Event Details - The "Saturday Free Ticket" event will cover nearly 200 popular scenic spots across approximately 20 provinces and cities in China [1] - Members with Meituan's black diamond, black gold, and platinum memberships can enjoy one free entry per week [1] - The maximum ticket value for the participating scenic spots is nearly 300 yuan [1] Group 2: Impact on Local Economy - The initiative is expected to stimulate local consumption by encouraging visitors to stay longer and spend more on accommodation, dining, and entertainment [7] - Meituan's platform has seen a 99% growth in "accommodation + entertainment" over the past year, highlighting its cross-marketing advantages [7] - Scenic area representatives believe that offering free tickets to high-net-worth members will attract more visitors and enhance overall spending in the area [7] Group 3: Strategic Goals - The event aims to strengthen the connection between scenic spots and users, enhancing user engagement and loyalty [7] - Meituan Travel's strategy includes expanding hotel travel benefits for members, reinforcing the concept of a "lifestyle membership card" [7]

Financial Performance - Meituan reported Q2 2025 revenue of 91.8 billion yuan, a year-on-year increase of 11.7% [1] - Net profit for the quarter was 365.3 million yuan, down from 11.4 billion yuan in the same period last year; adjusted net profit was 1.5 billion yuan, compared to 1.36 billion yuan in Q2 2024 [1] Industry Competition - The company opposes industry "involution" and is committed to defending its market position amid ongoing competition and price wars [2][3] - Meituan has historically grown through competition and innovation, focusing on essential factors such as product selection, pricing, and delivery efficiency [3] Strategic Goals - Meituan aims to achieve a daily order volume of 100 million by 2025, with a target profit of 1 yuan per order; in the recent quarter, daily orders reached 150 million [4] - The company believes that maintaining focus on core operations will help expand market share and enhance economic efficiency in the long term [5] Competitive Advantages - Meituan's competitive advantages include a strong focus on providing value to consumers, a robust delivery network, and a commitment to operational efficiency [6][7] - The company has accumulated a large user base and high user engagement through diverse services and a strong ecosystem [6] Market Potential - The takeaway market is seen as an integral part of daily life, with significant long-term growth potential; Meituan's long-term goal of 100 million daily orders is now viewed as achievable [7] - The company emphasizes the importance of high-quality orders over sheer volume, especially in a competitive environment [7] Financial Outlook - Meituan expects some losses in Q3 due to strategic investments aimed at maintaining competitive pricing and service capabilities [8] - The company remains confident in its long-term economic efficiency and profitability despite short-term fluctuations [8] Instant Retail Business - Meituan's instant retail business, including "Meituan Flash Purchase," is expanding rapidly, with a focus on product variety, delivery speed, and competitive pricing [9][10] - The company has established over 1 million retail partnerships and is enhancing its supply chain to meet consumer demands [10] Membership Program - The Meituan membership program has seen significant growth, with 10 million net upgrades in Q2, enhancing order volume and transaction value [17] - The program aims to provide comprehensive benefits across various service categories, increasing customer engagement [17] New Business Initiatives - Meituan is shifting focus from the "Meituan Preferred" business to accelerate the expansion of "Little Elephant Supermarket," which is expected to grow faster than the overall market [19][20] - The company is exploring a new hard discount retail model to cater to consumer preferences, particularly in lower-tier cities [21] International Expansion - Meituan's international business, Keeta, has made significant progress in markets like Saudi Arabia and Qatar, with plans to enter Brazil [22][23] - The company is cautious about the pace of international expansion, focusing on thorough market research and resource allocation [24][25]

Core Insights - The takeaway from the articles is that Meituan is shifting its strategy from competing on order volume to focusing on retaining high-value members through entertainment marketing initiatives [1][26][30] Group 1: Membership Strategy - Meituan has changed its operational strategy to protect its high-value members, specifically targeting those who spend over 10,000 yuan and 30,000 yuan annually [1][32] - The company is implementing various entertainment marketing campaigns to engage its members, such as the "Order Takeout to Win Concert Tickets" initiative [8][26] - The membership system has been upgraded to include more comprehensive benefits, integrating various lifestyle services and enhancing user engagement [30][34] Group 2: Marketing Campaigns - The "Order Takeout to Win Concert Tickets" campaign features popular artists like Jay Chou and others, aiming to attract user participation and boost member spending [8][9] - Another campaign, "Eat Takeout to Meet McGrady," offered prizes like signed jerseys and custom wristbands, further incentivizing user engagement [16][18] - The "Order for Movie Merchandise" campaign allows users to redeem prizes by placing orders, showcasing a diverse approach to member engagement [24][26] Group 3: User Engagement and Spending - Users can earn points based on their spending, with a maximum daily point cap of 10,000, while actual spending can exceed this limit, encouraging higher consumption [11][18] - The highest recorded contribution in the concert ticket campaign reached 4,737 points, indicating significant spending by users to participate [11][14] - The average annual spending of Meituan's black diamond members is projected to be 23 times that of regular users, highlighting the importance of high-value members [35] Group 4: Competitive Landscape - The competition among major platforms is intensifying, with companies like JD and Alibaba also enhancing their membership offerings to attract high-value users [36] - Meituan's unique advantage lies in its ability to integrate local lifestyle services, positioning itself as a foundational service infrastructure rather than just a transaction platform [36] - The ongoing battle for high-net-worth members is expected to be a key focus in the next phase of the food delivery industry [35][36]

Core Insights - Alibaba is expanding its 88VIP membership program, which now includes over 20 benefits across various services, indicating a strategic shift towards becoming a comprehensive consumption platform rather than just an e-commerce site [2][5][20] - A new "Taobao Big Member" system has been launched, which is a no-threshold points system that categorizes users based on their "Taoqi Value" into six levels, aiming to reward daily consumption across all Alibaba services [6][9][10] - The introduction of the new membership systems reflects a competitive response to similar offerings from Meituan and JD.com, focusing on increasing user engagement and transaction frequency [11][14][19] Membership Systems - The 88VIP program offers a range of benefits including free delivery, discounts, and exclusive access to services like Hema and Ele.me, but its penetration remains low at single-digit percentages among Alibaba's vast user base [5][18] - The Taobao Big Member system allows users to earn points from various Alibaba services, promoting a unified consumption behavior across the ecosystem, which could lead to higher loyalty and engagement [9][10][12] - Both membership systems are designed to reduce reliance on promotional events while enhancing user retention and satisfaction through tailored benefits [20][21] Competitive Landscape - The competition among e-commerce platforms has intensified, with Alibaba and JD.com both enhancing their paid membership offerings to attract high-value users [14][15][22] - Meituan's membership strategy is similar to Alibaba's new system, focusing on cross-category consumption to drive user engagement [11][12] - The evolution of membership programs reflects a broader trend in the industry where platforms are increasingly integrating various services to create a comprehensive consumer ecosystem [26][27]

Group 1 - Meituan has upgraded its membership services to include comprehensive health and wellness offerings, addressing users' summer needs for beauty and health [1][2] - Black Diamond members can now access a photorejuvenation service provided by renowned medical institutions, marking the first time Meituan has included medical beauty services in its core membership benefits [1] - Black Gold and above members can enjoy a free "instant doctor consultation" service, with an average consultation time of 30 seconds and a service duration of 30 minutes [1] Group 2 - From August 7 to August 14, Meituan will launch a "Summer Beauty" themed event, allowing Black Diamond members to choose from various beauty services [2] - All members will receive a large coupon package applicable to medical beauty, health, and pharmacy services, along with exclusive pricing for consultations and medications [2] - Since its launch, the Meituan membership system has focused on providing tangible benefits across various local life scenarios, gradually building a more comprehensive and sticky multi-service ecosystem [2]