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]