Douyin, the Chinese counterpart to TikTok, has taken significant steps to challenge industry leader Meituan by establishing a dedicated entrance for its one-hour delivery service within its app. The move is part of Douyin’s broader strategy to focus on local life services and expand its presence in the highly competitive food delivery market.
Douyin’s foray into local life services is showing promising results, as the channel contributed to more than 30% of the platform’s total revenue in 2022, according to disclosures made by Douyin in May.
The one-hour delivery service, which initially launched in Shenzhen in August 2022, has been gradually expanding to cover approximately 15 cities across China, including major metropolises like Beijing, Shanghai, and Guangzhou. This expansion highlights Douyin’s commitment to providing fast and convenient delivery options to its users.
Similar to Douyin’s existing food delivery operations, the one-hour service is executed by partnering with merchants who handle deliveries either independently or through third-party courier platforms. Presently, most of the merchants offering rapid delivery services on Douyin’s platform are supermarkets that have their delivery capabilities, ensuring swift and efficient order fulfillment.
Douyin’s strategic focus on local life services and rapid delivery is a clear response to the growing demand for convenience among Chinese consumers. By expanding its offerings and improving its delivery capabilities, Douyin is positioning itself as a strong contender in the competitive delivery and e-commerce landscape in China.