Few platforms are as embedded in consumer routines in China as Meituan. As one of China’s most influential digital platforms, Meituan has reshaped how people eat, travel, shop, and access everyday services, making it an essential player in China’s O2O (online-to-offline) economy.
What Is Meituan?
Launched in 2010 as a Groupon-style group-buying site, Meituan has evolved into a full-scale super app for local services, offering a wide range of features through a single platform.
Core services include:
- Food Delivery: China’s market leader, competing closely with Ele.me and serving millions daily.
- Hotel & Travel Booking: Hotels, flights, and vacation packages are bookable directly within the app.
- Mobility Services: Ride-hailing, taxi booking, and bike sharing are all conveniently integrated.
- In-Store Services: Beauty salons, movie tickets, and home maintenance are all within reach.
- Retail & Grocery Delivery: On-demand delivery of groceries and retail goods continues to grow rapidly.
What Makes Meituan Unique?
While platforms like Ele.me focus on single verticals (e.g., food), Meituan’s strength lies in its multi-service ecosystem, hyperlocal insight, and ability to bridge online browsing with offline consumption. It is the go-to app for daily life in China’s urban centres.
Why Meituan Matters for Brands
For brands in sectors such as food, hospitality, beauty, wellness, and retail, Meituan offers direct access to one of China’s most active, purchase-ready user bases.
Key advantages include:
- Massive Reach: Over 770 million annual transacting users — with high repeat usage and daily touchpoints.
- Smart Targeting: Leverages user behaviour, location, and time of day to drive real-time relevance.
- Hyperlocal Campaigns: Localise promotions by district or even by street for maximum relevance and ROI.
- O2O Integration: Connect online ads and listings with real-world store traffic and purchases — closing the loop between digital visibility and offline sales.
Final Thought
Meituan has redefined what “local services” mean in the digital era, giving brands a powerful platform to connect with consumers as they live, eat, move, and shop.
Whether you’re a restaurant chain, hotel group, beauty brand, or convenience retailer, tapping into Meituan’s ecosystem opens up opportunities for high-frequency exposure, location-based targeting, and data-driven growth.
Want to Promote Your Brand on Meituan?
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