Douyin's 'Group Purchase and Delivery' business was exposed to shrinking business, and it was transferred from local life to the e-commerce department

According to news from this site on August 8, Douyin officially issued an announcement in June, announcing that its "group purchase and delivery" (commonly known as "Douyin takeout") business will undergo major adjustments and will be fully migrated to the new Douyin home delivery service. The platform will no longer add new merchants to the platform. Tech Planet stated that Douyin Takeaway has changed from an important business with a first-level entrance to a special section of Douyin e-commerce's instant retail business "Hourly Delivery", both in terms of volume and traffic exposure. There is some shrinkage. According to the actual measurement of this site, Douyin’s “Gourmet Takeout” is currently listed in the “Hourly Delivery” channel. The service covers most first-tier cities. Users can order food directly through this entrance and have it delivered to their homes. Of course, even if you don't see this entrance, you can't order takeout. For example, you can find this entrance through other cities, and then switch to the actual address after entering.

1. Douyin launched the "Group Purchase and Delivery" service, aiming to standardize and improve the quality of delivery services and ensure merchant operations and user experience.

2. Under the "Group Purchase and Delivery" method, merchants can display products from multiple angles in Douyin short videos or live broadcasts, and users can purchase products through the POI shelves in short videos and the small house shelves in live broadcasts.
3. The "Group Purchase and Delivery" link provides multiple delivery options. Merchants can use third-party aggregated delivery resources provided by Douyin Life Service or choose self-delivery.
4. Douyin Life Service cooperates with high-quality partners such as SF Express, Flash Delivery, and Dada Express to build an efficient and flexible distribution network that integrates multiple transportation capabilities and covers the entire city.
5. The "Group Purchase and Delivery" link supports merchants to reuse the existing catering expert ecosystem for content management and position management, and can participate in various marketing projects such as platform replenishment, marketing IP, and node marketing activities.

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