shib的个人主页 - 老虎社区

shib

shib

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0勋章

2021-11-16

$Vinco Ventures, Inc.(BBIG)$预购仓位5000股-2块5[微笑]

2021-10-18

$老虎证券(TIGR)$怕是走远了真的 😮‍💨

2021-10-15

$富途控股(FUTU)$大哥也顶不住了

2021-10-15

$老虎证券(TIGR)$关评论就有点过分了咋的不要面子的吗🐯

2021-10-13

$Progenity, Inc.(PROG)$起飞专利拿到了

2021-10-12

$罗技(LOGI)$[流泪]

2021-10-12

$罗派斯(TROW)$[得意]

2021-09-15

$Aterian Inc.(ATER)$20日均线站不住的话我就等你去摸$7.3😏这波追高被套的韭菜友友们又有多少[晕]

2021-08-27

$Marin Software Inc.(MRIN)$冲啊

2021-08-11

少点“股神”吧

[眼眼] [眼眼] [眼眼] 少点“股神”吧，翻天盖地的股票推荐,毛票随便买。涨了说自己低位埋伏了，跌了说自己卖了。没来的及告诉观众。不知道这种“股神”大家是否似曾相识，也不知道多少新手小白深受其害过。[安慰] 2021早已经过了能闭眼赚钱的时候了,不是傻呼呼简单跟票就能喝汤吃肉。想想本来股票想做得好,就不是那么容易的事。大方向分析,个股/各行业财务面分析,技术盘分析,良好心理缺一不可,通过回调大家真的可以有更多的时间反思自己的操作,炒红眼的也适当冷静下。仓位管理！仓位管理！仓位管理！[正经] 重要的事说三遍。希望大家都能按照一套管理系统去执行损益比和仓位管理。这样短期可能赚的不是最多的，但是长期绝对是最稳妥的策略。出合理仓位是王道,大家谨慎操作。多学点知识，并结合自己实操来检验。切忌跟风。共勉之吧，希望大家21年最后一个多季度保持安全健康，财富增长则可以放在最后面[比心]

少点“股神”吧

2021-08-06

$Marin Software Inc.(MRIN)$还有很大空间玩儿

2021-08-05

看起来是好事会不会被打成垄断市场呢以后

抱歉，原内容已删除

2021-08-05

开始抢生意了

字节跳动做外卖，靠谱吗？

2021-08-04

$Marin Software Inc.(MRIN)$闭眼挂单$23🤣[愤怒] [梭哈]

2021-08-02

这个好 bring the future to our lives

抱歉，原内容已删除

2021-08-01

📉➕这都能涨？ [笑哭]

抱歉，原内容已删除

2021-07-30

看报表业绩也不是太差啊

2021-07-28

不焦虑因为我不是股东

好未来盘前涨近10%，据悉正在考虑提供免费自学课程

2021-07-28

priced in

苹果美股盘前跌近1.5%！预计第四财季营收将放缓

2021-07-28

$上为集团(SGOC)$總算站起來了，希望大家都等到了這一波[想吃] [666]

去老虎APP查看更多动态

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Software Inc.(MRIN)$冲啊","images":[{"img":"https://static.tigerbbs.com/c6fbd6889c240439f0419feb5973dcab","width":"1170","height":"2026"}],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":7,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/819525472","isVote":1,"tweetType":1,"viewCount":2975,"authorTweetTopStatus":1,"verified":2,"comments":[{"author":{"id":"3559581955535845","authorId":"3559581955535845","name":"koolgal","avatar":"https://static.tigerbbs.com/c05274d88ffc0434623e57350c52c70a","crmLevel":6,"crmLevelSwitch":0,"idStr":"3559581955535845","authorIdStr":"3559581955535845"},"content":"Congratulations 👍😊🎉🎊🎉","text":"Congratulations 👍😊🎉🎊🎉","html":"Congratulations 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重要的事说三遍。希望大家都能按照一套管理系统去执行损益比和仓位管理。这样短期可能赚的不是最多的，但是长期绝对是最稳妥的策略。出合理仓位是王道,大家谨慎操作。多学点知识，并结合自己实操来检验。切忌跟风。共勉之吧，希望大家21年最后一个多季度保持安全健康，财富增长则可以放在最后面[比心]","images":[],"top":1,"highlighted":1,"essential":1,"paper":2,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/892900248","isVote":1,"tweetType":1,"viewCount":1711,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":893095527,"gmtCreate":1628219239069,"gmtModify":1631885073105,"author":{"id":"3559297996451035","authorId":"3559297996451035","name":"shib","avatar":"https://static.tigerbbs.com/25abf95e97344eb3779138177c0d9546","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3559297996451035","authorIdStr":"3559297996451035"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/MRIN\">$Marin Software Inc.(MRIN)$</a>还有很大空间玩儿","listText":"<a href=\"https://laohu8.com/S/MRIN\">$Marin Software Inc.(MRIN)$</a>还有很大空间玩儿","text":"$Marin Software 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会不会被打成垄断市场呢以后","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/890428163","repostId":"1195586960","repostType":4,"isVote":1,"tweetType":1,"viewCount":962,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":890421309,"gmtCreate":1628129113001,"gmtModify":1631889159273,"author":{"id":"3559297996451035","authorId":"3559297996451035","name":"shib","avatar":"https://static.tigerbbs.com/25abf95e97344eb3779138177c0d9546","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3559297996451035","authorIdStr":"3559297996451035"},"themes":[],"htmlText":"开始抢生意了","listText":"开始抢生意了","text":"开始抢生意了","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/890421309","repostId":"1195586960","repostType":4,"repost":{"id":"1195586960","kind":"news","pubTimestamp":1628128676,"share":"https://ttm.financial/m/news/1195586960?lang=&edition=full","pubTime":"2021-08-05 09:57","market":"hk","language":"zh","title":"字节跳动做外卖，靠谱吗？","url":"https://stock-news.laohu8.com/highlight/detail?id=1195586960","media":"深燃","summary":"你可能很快就能用抖音点外卖了。\n前不久开启内测的抖音“心动外卖”，正在想办法让你被短视频中的美食种草后，将心动转化为行为，把刷到的美食变成餐桌上的饭菜。\n这也让格局已定的外卖行业风云再起。\n坐拥6亿日","content":"<p>你可能很快就能用<a href=\"https://laohu8.com/S/DYIN\">抖音</a>点外卖了。</p>\n<p>前不久开启内测的抖音“心动外卖”，正在想办法让你被短视频中的美食种草后，将心动转化为行为，把刷到的美食变成餐桌上的饭菜。</p>\n<p>这也让格局已定的外卖行业风云再起。</p>\n<p>坐拥6亿日活用户的抖音，有流量，有精准的人群画像，有创新能力，还不差钱。随着抖音流量的广告价值逐渐到顶，平台开始对主打吃喝玩乐的本地生活下手了。</p>\n<p>抖音做外卖听上去顺理成章。毕竟，流量为王的时代，抓住了流量就是抓住了命脉。再者，抖音平台的内容、销售体系、商业化技术和产品体系也非常成熟。</p>\n<p>但摆在抖音面前的是两座大山：美团和饿了么。这两个精准运营商家、骑手、用户多年的巨头，硬是在贫瘠的外卖业务里抠出了微薄的利润，在苦活、累活里摸爬滚打了这么多年。字节跳动这个以互联网能力见长的公司，一个尚未在线下战场证明过自己的团队，能攻下这座城吗？算法和流量顶级，但抖音能搞得定地推和配送吗？</p>\n<p>对于抖音外卖，看好和摇头的人都有。抖音外卖会做下一个美团、饿了么，还是会做下一个“高德打车”式的聚合模式，目前还是未知。但可以肯定的是，抖音这个巨无霸进军外卖市场，能一定程度上刺激如今固化的外卖方式，用竞争推动行业发展。</p>\n<p>未来，会不会有“抖品牌”、“抖音必吃榜”出现，值得期待。</p>\n<p><b>抖音“心动外卖”，叫板美团</b></p>\n<p>抖音对本地生活的重视显而易见。</p>\n<p>前不久，有媒体报道字节跳动在抖音APP上内测外卖业务，名为“心动外卖”，其Slogan为“心动外卖，吃你所爱”。</p>\n<p>也有人发现，几个月前，抖音已经开始地推，邀请一些商家入驻，商家只需要开通同城商家号，就可以在抖音上发放自家的团购券来吸引用户。原本商家想在抖音上推广，要么经营自己的短视频账号，靠内容吸引用户，要么邀请网红、大V探店宣传。而如今，商家推广自己门店的门槛大大降低了。</p>\n<p>事实上，字节跳动的本地生活野心早就开始显露。</p>\n<p>抖音早在2018年便组建POI（兴趣点）团队，上线LBS（基于地理位置）的生活服务功能，依托场景化信息流，从而完成从内容消费向线下服务的拓展。但一直未见明显成效。</p>\n<p>抖音给自己的商业化选定的三大方向是：广告、电商和本地生活。艾媒咨询数据显示，十年来，我国在线外卖用户数量稳步增加，至2020年，中国在线外卖用户规模已达4.56亿人，比2011年人数增加了近7.3倍。如今，广告成熟，兴趣电商初具影响，本地生活拉开了大幕。</p>\n<p><img src=\"https://static.tigerbbs.com/460e088a99662b7f42f54260aaddce14\" tg-width=\"1080\" tg-height=\"702\" referrerpolicy=\"no-referrer\"></p>\n<p>2020年3月，抖音上线“抖音团购”，后改名为同城团购，提供到店核销和物流配送两种消费模式，这其中的物流配送就曾被外界解读为字节跳动进军外卖行业的第一次尝试。</p>\n<p>随后，抖音星图平台上线达人探店任务，抖音企业号上线酒店预订、门票预订功能。截至2020年9月，抖音企业号数量突破500万。在内容方面，抖音推出多个活动鼓励用户添加POI定位拍摄探店视频等内容。在餐饮领域，抖音推出心动餐厅活动，是国内首个基于短视频的美食榜单，活动覆盖6大城市，共入围600余个餐饮类商户。</p>\n<p>“心动外卖”这一命名，也看得出跟“心动餐厅”颇有渊源。</p>\n<p>2020年12月，据《晚点LatePost》报道，字节跳动商业化部门成立了专门拓展本地生活业务的“本地直营业务中心”，在原SMB(中小客户)业务线撤销后，约一万名员工将在2021年1月调整至该中心，围绕生活服务、文化旅游和餐饮等行业进行客户挖掘。后续调整状况目前尚没有披露。</p>\n<p>抖音还与饿了么、美团进行合作，允许商家在抖音主页上放各自的外卖点餐链接，让用户能直接在抖音点外卖。</p>\n<p>目前，抖音在文字点评之上，还新增了视频打卡的功能，用餐用户可以对每家餐厅进行视频点评，并在每家餐厅的介绍页下方显示点评内容，供其他用户参考。此外，抖音还成立了探店团，邀请美食创作者成为探店团的一员，其体系与大众点评会员类似。</p>\n<p>2021年4月，抖音在内测中将同城界面进行了改动，将原有的“优惠团购”功能隐去，改为地图服务。目前，该服务仍处于测试阶段。</p>\n<p>据报道，抖音的地图由高德地图提供，用户可以在其中搜索到美食、景点、游玩、热点资讯、活动等相关内容，信息内容会以短视频的方式呈现，用户可通过短视频内的相关链接支付，再到线下消费。</p>\n<p>如今，打开抖音，在页面最醒目的正上方，与关注、推荐并列的就是同城。同城栏目内，排在最前面的是“优惠团购”，里面包含餐饮美食、旅游住宿、休闲玩乐。而与之并列的“热门榜单”内是抖音吃喝玩乐榜，里面包含心动餐厅、亲子美食、时尚街区等栏目，也有类似于大众点评排行榜的门店榜单。</p>\n<p>种种迹象表明，字节跳动正在对标美团，全力出击本地生活。</p>\n<p><b>抖音能靠流量攻下美团的城池吗？</b></p>\n<p>外卖业务，是美团的大本营，抖音的新领地。新入局的抖音拿什么来跟美团抢地盘？</p>\n<p>多位业内人士一致认为：<b>流量，是抖音最大的筹码</b>。</p>\n<p>久谦中台分析师告诉深燃：“抖音做这一业务的优势在于，<b>有人均日访问90分钟的时长，还有精准的算法，便于找到对餐厅感兴趣的人群，然后导流给垂直行业交易变现</b>。”</p>\n<p>上海财经大学电商研究所所长崔丽丽也认为，外卖是抖音流量变现的另一个新场景，在大众偏向谨慎消费的背景下，以餐饮为主的引流消费是相对比较好的一个市场，字节的优势在于内容引流，第一，通过短视频方式吸引流量，更为直观、吸引力更大，第二，平台也具备了综合性内容平台的属性，流量大而且呈现出多层次的分布，受众面广。</p>\n<p>而且，<b>对抖音上的商家来说，以往用户刷到的短视频只有流量功能，如果开通了外卖功能，就能“一鱼两吃”，既有广告价值，又可以促成交易</b>。</p>\n<p>说完抖音的优势，我们再来看看美团的壁垒。</p>\n<p>资深外卖行业从业者逍遥告诉深燃：“美团做得比较好的有两点：第一是下沉市场，其三四五六线城市的外卖收入占总收入的百分之六七十，一二线城市因为物流上的履约成本高，竞争也激烈，现在基本上是在拿低线城市的收入在一二线城市和对手竞争；第二个就是物流，在外卖价格类似的情况下，物流的稳定性对用户更重要。美团基本是稳定的，能在30分钟之内或一个小时之内送达，这个概念已经深入用户心里。”</p>\n<p>在他看来，在技术上，美团有一定的领先性，因为它的数据量足够大，即时配送是一个非常复杂的算法，比如骑手在配送的过程中又出现新的一单，通过算法计算谁来接这一单更划算，还要考虑到时效性，规模越大算法就越精确，字节跳动这样的大厂不缺算法，缺的是数据量。</p>\n<p>久谦中台分析师也表示，外卖业务的壁垒体现在流量、线下履约能力、为商户创造价值的能力，<b>美团的优势在于，其3亿月活都是精准用户，线下履约能力强</b>，美团的月活骑手数在50万以上，这些人是由线下代理商和美团直营管理的，需要很强的管理能力。</p>\n<p><img src=\"https://static.tigerbbs.com/1ae06d4d731daabaa137bc100c38e9c9\" tg-width=\"1080\" tg-height=\"716\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>另外，有观点认为，美团外卖业务从这个利润不厚的行业抠出利润来，<b>说明美团效率更高，浪费更少</b>。美团的效率是从一单一单生意里体现的，放大到几千万单，就是一个难以跨越的鸿沟了。</p>\n<p>这些，都是抖音难以企及的优势。</p>\n<p>不过，文渊智库创始人王超指出，美团的壁垒对饿了么是壁垒，对抖音却不一定是，抖音有强大的流量优势，如果抖音能将线下的庞大团队管理好，就能打破美团的壁垒。</p>\n<p>美团现在面临的挑战是流量增长进入瓶颈，缺的是对中高端商家的导流和品牌曝光，而抖音的流量成本极低，<b>二者的战争就要看美团的运营优势能不能抵挡得住抖音的流量优势</b>。</p>\n<p><b>字节跳动做外卖，靠谱吗？</b></p>\n<p>放眼外卖行业，想跟美团分一杯羹的企业不在少数。</p>\n<p><a href=\"https://laohu8.com/S/DIDI\">滴滴</a>就曾短暂试水外卖业务，最后草草收场。曾参与滴滴外卖业务的张栋认为，滴滴做外卖一方面是对美团战略防御，另外是看到Uber外卖利润很高，想复制。</p>\n<p>至于滴滴外卖惨淡收场的原因，跟Uber相比，中国有美团、饿了么，美国线下服务没有这样激烈的竞争，滴滴又是个工具性产品，用户打开它带着很强的目的性，它很难拿下外卖市场。</p>\n<p>很多人质疑，滴滴没做成的事，抖音做能成吗？</p>\n<p>王超认为，抖音是一个杀时间的娱乐软件，占领了很多人的休闲时间，流量要比滴滴大得多，而且它的用户未经过开发。不过滴滴有强大的线下团队，有管理1000多万司机的能力，<b>而抖音没有证明过自己的线下运营能力</b>。</p>\n<p>就像有网友说的：“干惯了轻业务的公司，干重运营的业务会觉得像活在地狱。”</p>\n<p>推出外卖业务很简单，难点在于持续经营。“<b>外卖是一个落地服务，字节跳动是一家互联网公司，缺的是落地能力</b>。要把外卖作为一个主营业务去推进，就必须建立相关的地推人员、外卖团队，加大营销服务，现在的外卖员基本上被美团、饿了么笼络住了，有没有能力去管理这么庞大的外卖团队是挑战。”王超说。</p>\n<p>不过，还有一个机会点是在履约方面。逍遥告诉深燃：“以前骑手每天接30-50单，月收入能有1万，现在可能只能拿到七八千。这个时候如果字节跳动愿意放一部分利润出来搅动市场，可能会撬动一些外包公司。”</p>\n<p><img src=\"https://static.tigerbbs.com/e9c5d2dd782825727feb204db3cc51c8\" tg-width=\"1080\" tg-height=\"720\" referrerpolicy=\"no-referrer\"></p>\n<p>在多位业内人士眼里，字节跳动是一个没有边界的公司，做外卖更多还是对标美团的试水，把自己的业务从娱乐拓展到生活，从线上到线下。字节跳动面临的最大挑战是：如果做自营，能不能谈下大客户；如果做外卖聚合平台，怎么跟美团、饿了么合作。</p>\n<p>久谦中台分析师的担忧在于，抖音用现成的流量去切一部分头部商户的少部分订单是可能的，但是想要复制美团外卖的规模是很难的。<b>因为用户点外卖更多是目的性消费，点了就要吃，逛到了感兴趣再点单是少部分需求场景。同时，在逛到了感兴趣下单的场景里，用户有踩雷风险，尝试几次体验不好就会放弃。所以，抖音外卖，可能只有切入一部分场景的机会</b>。</p>\n<p>资深产品经理判官认为：“抖音外卖服务的是餐饮业务的区域客户，本质上还是广告业务，只是做外卖的话意义不大，但如果不靠外卖赚钱，卖流量和影响力还是可以的，也就是为客户打效果广告和品牌广告。”</p>\n<p>而且，抖音虽然号称日活超6亿，但久谦中台分析师认为，<b>能筛选出多大比例对外卖感兴趣且能下单的用户，目前还不清楚</b>。另外，一般只有KA（全国大客户）和LA（本地大客户）商户能有营销预算，之前抖音到店的心动餐厅吸引了一些KA和LA商户的尝试，但复购表现一般。而美团有600万商户，外卖商户有200-300万家，这里面大部分都是SMB(中小型企业），月均营收1-3万，他们的营销预算是极其有限的。</p>\n<p><b>对商家来说，抖音是一个增量渠道，但是否长期选择留在这个平台上，取决于付费性价比和最终的转化效果。</b></p>\n<p>“抖音能不能做好外卖，关键是看它是不是有决心，如果安排了高级别的人负责这个项目，为此展开了大量的招聘，挖了行业内很多人才，那会引起重视，但目前它只是在试水，没必要大惊小怪。”逍遥说。</p>\n<p>此次入局外卖行业，抖音“心动外卖”会像鲶鱼一样搅动行业，还是像滴滴外卖一样浅尝辄止，还要看字节跳动下一步的实际行动。</p>","source":"lsy1598506047654","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" 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overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n字节跳动做外卖，靠谱吗？\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-08-05 09:57 北京时间&nbsp;&nbsp;&nbsp;<a href=https://mp.weixin.qq.com/s/jNiYCXQYGypbKPlprBq_Ng><strong>深燃</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>你可能很快就能用抖音点外卖了。\n前不久开启内测的抖音“心动外卖”，正在想办法让你被短视频中的美食种草后，将心动转化为行为，把刷到的美食变成餐桌上的饭菜。\n这也让格局已定的外卖行业风云再起。\n坐拥6亿日活用户的抖音，有流量，有精准的人群画像，有创新能力，还不差钱。随着抖音流量的广告价值逐渐到顶，平台开始对主打吃喝玩乐的本地生活下手了。\n抖音做外卖听上去顺理成章。毕竟，流量为王的时代，抓住了流量就是...</p>\n\n<a href=\"https://mp.weixin.qq.com/s/jNiYCXQYGypbKPlprBq_Ng\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/57922dcc5f7a43f1fddaf18d1a519025","relate_stocks":{},"source_url":"https://mp.weixin.qq.com/s/jNiYCXQYGypbKPlprBq_Ng","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1195586960","content_text":"你可能很快就能用抖音点外卖了。\n前不久开启内测的抖音“心动外卖”，正在想办法让你被短视频中的美食种草后，将心动转化为行为，把刷到的美食变成餐桌上的饭菜。\n这也让格局已定的外卖行业风云再起。\n坐拥6亿日活用户的抖音，有流量，有精准的人群画像，有创新能力，还不差钱。随着抖音流量的广告价值逐渐到顶，平台开始对主打吃喝玩乐的本地生活下手了。\n抖音做外卖听上去顺理成章。毕竟，流量为王的时代，抓住了流量就是抓住了命脉。再者，抖音平台的内容、销售体系、商业化技术和产品体系也非常成熟。\n但摆在抖音面前的是两座大山：美团和饿了么。这两个精准运营商家、骑手、用户多年的巨头，硬是在贫瘠的外卖业务里抠出了微薄的利润，在苦活、累活里摸爬滚打了这么多年。字节跳动这个以互联网能力见长的公司，一个尚未在线下战场证明过自己的团队，能攻下这座城吗？算法和流量顶级，但抖音能搞得定地推和配送吗？\n对于抖音外卖，看好和摇头的人都有。抖音外卖会做下一个美团、饿了么，还是会做下一个“高德打车”式的聚合模式，目前还是未知。但可以肯定的是，抖音这个巨无霸进军外卖市场，能一定程度上刺激如今固化的外卖方式，用竞争推动行业发展。\n未来，会不会有“抖品牌”、“抖音必吃榜”出现，值得期待。\n抖音“心动外卖”，叫板美团\n抖音对本地生活的重视显而易见。\n前不久，有媒体报道字节跳动在抖音APP上内测外卖业务，名为“心动外卖”，其Slogan为“心动外卖，吃你所爱”。\n也有人发现，几个月前，抖音已经开始地推，邀请一些商家入驻，商家只需要开通同城商家号，就可以在抖音上发放自家的团购券来吸引用户。原本商家想在抖音上推广，要么经营自己的短视频账号，靠内容吸引用户，要么邀请网红、大V探店宣传。而如今，商家推广自己门店的门槛大大降低了。\n事实上，字节跳动的本地生活野心早就开始显露。\n抖音早在2018年便组建POI（兴趣点）团队，上线LBS（基于地理位置）的生活服务功能，依托场景化信息流，从而完成从内容消费向线下服务的拓展。但一直未见明显成效。\n抖音给自己的商业化选定的三大方向是：广告、电商和本地生活。艾媒咨询数据显示，十年来，我国在线外卖用户数量稳步增加，至2020年，中国在线外卖用户规模已达4.56亿人，比2011年人数增加了近7.3倍。如今，广告成熟，兴趣电商初具影响，本地生活拉开了大幕。\n\n2020年3月，抖音上线“抖音团购”，后改名为同城团购，提供到店核销和物流配送两种消费模式，这其中的物流配送就曾被外界解读为字节跳动进军外卖行业的第一次尝试。\n随后，抖音星图平台上线达人探店任务，抖音企业号上线酒店预订、门票预订功能。截至2020年9月，抖音企业号数量突破500万。在内容方面，抖音推出多个活动鼓励用户添加POI定位拍摄探店视频等内容。在餐饮领域，抖音推出心动餐厅活动，是国内首个基于短视频的美食榜单，活动覆盖6大城市，共入围600余个餐饮类商户。\n“心动外卖”这一命名，也看得出跟“心动餐厅”颇有渊源。\n2020年12月，据《晚点LatePost》报道，字节跳动商业化部门成立了专门拓展本地生活业务的“本地直营业务中心”，在原SMB(中小客户)业务线撤销后，约一万名员工将在2021年1月调整至该中心，围绕生活服务、文化旅游和餐饮等行业进行客户挖掘。后续调整状况目前尚没有披露。\n抖音还与饿了么、美团进行合作，允许商家在抖音主页上放各自的外卖点餐链接，让用户能直接在抖音点外卖。\n目前，抖音在文字点评之上，还新增了视频打卡的功能，用餐用户可以对每家餐厅进行视频点评，并在每家餐厅的介绍页下方显示点评内容，供其他用户参考。此外，抖音还成立了探店团，邀请美食创作者成为探店团的一员，其体系与大众点评会员类似。\n2021年4月，抖音在内测中将同城界面进行了改动，将原有的“优惠团购”功能隐去，改为地图服务。目前，该服务仍处于测试阶段。\n据报道，抖音的地图由高德地图提供，用户可以在其中搜索到美食、景点、游玩、热点资讯、活动等相关内容，信息内容会以短视频的方式呈现，用户可通过短视频内的相关链接支付，再到线下消费。\n如今，打开抖音，在页面最醒目的正上方，与关注、推荐并列的就是同城。同城栏目内，排在最前面的是“优惠团购”，里面包含餐饮美食、旅游住宿、休闲玩乐。而与之并列的“热门榜单”内是抖音吃喝玩乐榜，里面包含心动餐厅、亲子美食、时尚街区等栏目，也有类似于大众点评排行榜的门店榜单。\n种种迹象表明，字节跳动正在对标美团，全力出击本地生活。\n抖音能靠流量攻下美团的城池吗？\n外卖业务，是美团的大本营，抖音的新领地。新入局的抖音拿什么来跟美团抢地盘？\n多位业内人士一致认为：流量，是抖音最大的筹码。\n久谦中台分析师告诉深燃：“抖音做这一业务的优势在于，有人均日访问90分钟的时长，还有精准的算法，便于找到对餐厅感兴趣的人群，然后导流给垂直行业交易变现。”\n上海财经大学电商研究所所长崔丽丽也认为，外卖是抖音流量变现的另一个新场景，在大众偏向谨慎消费的背景下，以餐饮为主的引流消费是相对比较好的一个市场，字节的优势在于内容引流，第一，通过短视频方式吸引流量，更为直观、吸引力更大，第二，平台也具备了综合性内容平台的属性，流量大而且呈现出多层次的分布，受众面广。\n而且，对抖音上的商家来说，以往用户刷到的短视频只有流量功能，如果开通了外卖功能，就能“一鱼两吃”，既有广告价值，又可以促成交易。\n说完抖音的优势，我们再来看看美团的壁垒。\n资深外卖行业从业者逍遥告诉深燃：“美团做得比较好的有两点：第一是下沉市场，其三四五六线城市的外卖收入占总收入的百分之六七十，一二线城市因为物流上的履约成本高，竞争也激烈，现在基本上是在拿低线城市的收入在一二线城市和对手竞争；第二个就是物流，在外卖价格类似的情况下，物流的稳定性对用户更重要。美团基本是稳定的，能在30分钟之内或一个小时之内送达，这个概念已经深入用户心里。”\n在他看来，在技术上，美团有一定的领先性，因为它的数据量足够大，即时配送是一个非常复杂的算法，比如骑手在配送的过程中又出现新的一单，通过算法计算谁来接这一单更划算，还要考虑到时效性，规模越大算法就越精确，字节跳动这样的大厂不缺算法，缺的是数据量。\n久谦中台分析师也表示，外卖业务的壁垒体现在流量、线下履约能力、为商户创造价值的能力，美团的优势在于，其3亿月活都是精准用户，线下履约能力强，美团的月活骑手数在50万以上，这些人是由线下代理商和美团直营管理的，需要很强的管理能力。\n\n另外，有观点认为，美团外卖业务从这个利润不厚的行业抠出利润来，说明美团效率更高，浪费更少。美团的效率是从一单一单生意里体现的，放大到几千万单，就是一个难以跨越的鸿沟了。\n这些，都是抖音难以企及的优势。\n不过，文渊智库创始人王超指出，美团的壁垒对饿了么是壁垒，对抖音却不一定是，抖音有强大的流量优势，如果抖音能将线下的庞大团队管理好，就能打破美团的壁垒。\n美团现在面临的挑战是流量增长进入瓶颈，缺的是对中高端商家的导流和品牌曝光，而抖音的流量成本极低，二者的战争就要看美团的运营优势能不能抵挡得住抖音的流量优势。\n字节跳动做外卖，靠谱吗？\n放眼外卖行业，想跟美团分一杯羹的企业不在少数。\n滴滴就曾短暂试水外卖业务，最后草草收场。曾参与滴滴外卖业务的张栋认为，滴滴做外卖一方面是对美团战略防御，另外是看到Uber外卖利润很高，想复制。\n至于滴滴外卖惨淡收场的原因，跟Uber相比，中国有美团、饿了么，美国线下服务没有这样激烈的竞争，滴滴又是个工具性产品，用户打开它带着很强的目的性，它很难拿下外卖市场。\n很多人质疑，滴滴没做成的事，抖音做能成吗？\n王超认为，抖音是一个杀时间的娱乐软件，占领了很多人的休闲时间，流量要比滴滴大得多，而且它的用户未经过开发。不过滴滴有强大的线下团队，有管理1000多万司机的能力，而抖音没有证明过自己的线下运营能力。\n就像有网友说的：“干惯了轻业务的公司，干重运营的业务会觉得像活在地狱。”\n推出外卖业务很简单，难点在于持续经营。“外卖是一个落地服务，字节跳动是一家互联网公司，缺的是落地能力。要把外卖作为一个主营业务去推进，就必须建立相关的地推人员、外卖团队，加大营销服务，现在的外卖员基本上被美团、饿了么笼络住了，有没有能力去管理这么庞大的外卖团队是挑战。”王超说。\n不过，还有一个机会点是在履约方面。逍遥告诉深燃：“以前骑手每天接30-50单，月收入能有1万，现在可能只能拿到七八千。这个时候如果字节跳动愿意放一部分利润出来搅动市场，可能会撬动一些外包公司。”\n\n在多位业内人士眼里，字节跳动是一个没有边界的公司，做外卖更多还是对标美团的试水，把自己的业务从娱乐拓展到生活，从线上到线下。字节跳动面临的最大挑战是：如果做自营，能不能谈下大客户；如果做外卖聚合平台，怎么跟美团、饿了么合作。\n久谦中台分析师的担忧在于，抖音用现成的流量去切一部分头部商户的少部分订单是可能的，但是想要复制美团外卖的规模是很难的。因为用户点外卖更多是目的性消费，点了就要吃，逛到了感兴趣再点单是少部分需求场景。同时，在逛到了感兴趣下单的场景里，用户有踩雷风险，尝试几次体验不好就会放弃。所以，抖音外卖，可能只有切入一部分场景的机会。\n资深产品经理判官认为：“抖音外卖服务的是餐饮业务的区域客户，本质上还是广告业务，只是做外卖的话意义不大，但如果不靠外卖赚钱，卖流量和影响力还是可以的，也就是为客户打效果广告和品牌广告。”\n而且，抖音虽然号称日活超6亿，但久谦中台分析师认为，能筛选出多大比例对外卖感兴趣且能下单的用户，目前还不清楚。另外，一般只有KA（全国大客户）和LA（本地大客户）商户能有营销预算，之前抖音到店的心动餐厅吸引了一些KA和LA商户的尝试，但复购表现一般。而美团有600万商户，外卖商户有200-300万家，这里面大部分都是SMB(中小型企业），月均营收1-3万，他们的营销预算是极其有限的。\n对商家来说，抖音是一个增量渠道，但是否长期选择留在这个平台上，取决于付费性价比和最终的转化效果。\n“抖音能不能做好外卖，关键是看它是不是有决心，如果安排了高级别的人负责这个项目，为此展开了大量的招聘，挖了行业内很多人才，那会引起重视，但目前它只是在试水，没必要大惊小怪。”逍遥说。\n此次入局外卖行业，抖音“心动外卖”会像鲶鱼一样搅动行业，还是像滴滴外卖一样浅尝辄止，还要看字节跳动下一步的实际行动。","news_type":1,"symbols_score_info":{}},"isVote":1,"tweetType":1,"viewCount":600,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":807184458,"gmtCreate":1628006552174,"gmtModify":1631885073163,"author":{"id":"3559297996451035","au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