Discover the transformative power of Meituan Dianping, where innovation and convenience converge to redefine the brand experience. Through its merger with Dianping in 2015, Meituan Dianping has become a comprehensive platform that combines the functionalities of Yelp and Tripadvisor, offering users a seamless and versatile experience. This transactional super app empowers consumers to effortlessly navigate various services, making it the go-to platform for all their needs. From exploring local businesses to making transactions, Meituan Dianping has revolutionized the way people interact with brands, creating a new standard for brand experience in the digital era.

Meituan merged with Dianping in 2015 to form Meituan Dianping, offering a wide array of services on the platform. (Photo source: Wall Street Journal)

Brand Experience of Truth: The Anatomy of a Super App

In the West, a user would have several apps to fulfill his or her needs – an app for the news, another for restaurant reviews, and perhaps a few options for ordering food. But in China, a super-app like Meituan Dianping provides all of those services in one single platform. Super-apps in China is “super” because it provides an all-encompassing mobile experience where users can seamlessly move from one service to another without ever switching between apps. 

In addition, Meituan is also one of the best in the game of providing O2O services – systems to entice consumers within a digital environment to purchase goods and services from physical businesses. Its most successful arm, the food delivery app Meituan Waimai, delivers over 10 million meals daily. Every month, more than 57 million active users browse on the app and choose to purchase products and services from more than 5.5 million merchants with physical businesses. Interestingly, 55.6 percent of the companies offering services on Meituan were exclusive to that platform, compared to only 18.6 percent for direct competitor Ele.me.

All in all, the combination of convenience and versatility of the app is so appealing that many users automatically find themselves revisiting the app multiple times a day, until it finally becomes an integral part of their daily lives.

Brand Experience of Vision: Live Better with Meituan Dianping

Facilitating over 27.7 billion transactions for more than 350 million people across 2,800 cities, Meituan Dianping has already changed the lifestyles of many in China. But Wang is setting his sights for more. 

The company is continually improving itself to become, if not already, an irreplaceable tool that people can’t live without. For example, to tackle the restriction of using human labor to deliver meals, the company has been investing heavily in IoT (Internet of Things) technology, including its recent unveiling of smart delivery vehicles and aircrafts that can sense traffic situations and send instructions to elevators in order to more efficiently deliver meals to buyers’ homes. In the future, Meituan Dianping will become an omnipresent technology impossible to be rendered obsolete.

Behind all of this ambition, consumer welfare has always been an integral part of the company’s vision. Linking back to Meituan Dianping’s goal to promote a “Eat Better, Live Better” lifestyle, the continued investment in its technology will continue to bring even more convenience and value to Chinese citizens.

Meituan Dianping tested its automatic delivery vehicle in Beijing back in March 2018 and is looking to implement it in selected regions this year. (Photo source: China Daily)

Brand Experience of Universe: Comfort Food at Home

Very often, the first thing that comes to mind when people hear about Meituan is its food delivery. With 30.4 million total users, more than⅓ of active users are aged between 25-29 years old. This is indication that most people who order meals on Meituan are young working professionals.

Meituan Dianping can often be associated with the delivery of comfort food – the idea that food can provide a nostalgic or sentimental value to an individual. Consumers in this group feel easily exhausted after a typical work day. Having a satisfying meal without going through the hassle of cooking is what they look forward to at the end of a typical day. With Meituan’s endless food options and efficient delivery, whatever they’re craving for the entire day can easily be satisfied.

Meituan currently employs over 531,000 delivery men and women for its food delivery arm Meituan Waimai. (Photo source: Tech in Asia)

Brand Experience of Personality: The Handy Assistant

Meituan Dianping is the handy assistant who is always there for you to serve your needs. Hungry? A delicious meal gets delivered to your door. Looking to go somewhere but can’t hail a cab? Find a Meituan Bike parked in front of your residence (it recently acquired Mobike for $2.7 billion). Looking to plan a romantic dinner for your partner? Check out the reviews over at Dianping and book your table in one-go. This persona applies also for local businesses, who relies on the company’s surfeit of data to help them identity unfulfilled gaps in the market and opportunities for expansion.

The signature kangaroo mascot featured in Meituan Waimai’s logo is perhaps the best manifestation of this persona of the handy personal assistant. With its large Kangaroo pouch, it’s able to carry a lot of items. And as kangaroos are known for their speedy hops, Meituan Waimai delivers meals to your doorstep within an hour. Together, the company aims to fulfill your needs in the most convenient and efficient way possible.

Meituan Dianping’s family of services, which includes travel booking, cab hailing, bike-sharing, food delivery and more. Meituan Waimai features a kangaroo as its official mascot.

Redefining Innovation: Meituan Dianping and the Ultimate Brand Experience

In today’s rapidly evolving landscape, innovation extends beyond physical products. It encompasses reimagining the medium through which exchanges occur. Meituan Dianping, the world’s most innovative company, has achieved this by seamlessly merging numerous services into a centralized platform, delivering an unmatched mobile experience for its users. Capitalizing on this advantage, Meituan Dianping has gained market share by providing consumers with a superior usage experience, setting a new standard in brand experience.

With its extensive reach and profound impact on the daily lives of millions of Chinese citizens, Meituan Dianping serves as a comprehensive one-stop super app. It embodies the essence of a reliable personal assistant that has become indispensable in the lives of many. From facilitating transactions to offering personalized recommendations, Meituan Dianping consistently delights users with its convenience and relevance. Experience the convenience and reliability of Meituan Dianping, as it redefines the brand experience and enhances the way users engage with services in their daily lives.