In an exciting development, Meituan, the trailblazing food delivery giant, has officially unveiled its much-anticipated short video feature on its standalone app. This introduction marks the culmination of nearly six months of testing in selected cities across China. Meituan, headquartered in Beijing, places significant importance on this novel function, prominently positioning it at the bottom of the app’s homepage. In a testament to its strategic significance, the head of this business unit directly reports to Meituan’s newly-promoted Senior Vice President, Li Shubin.

It’s worth noting that Meituan’s short video feature, an integrated part of its comprehensive app, currently focuses on curating and delivering existing video content to its users. The platform does not support users in creating and uploading original videos at the moment. Instead, Meituan sources its video content from external platforms. This approach streamlines the content curation process and ensures a wide variety of engaging videos that cater to the diverse interests of its user base.

This strategic move by Meituan underscores the company’s commitment to enhancing the overall user experience and providing a multifaceted platform that goes beyond food delivery. By integrating short videos into its app, Meituan aims to engage users with compelling content while they explore the platform for their food and lifestyle needs.

The introduction of short videos aligns with Meituan’s broader vision of becoming a comprehensive lifestyle platform, offering services that extend beyond traditional meal delivery. It’s a strategic pivot that could see the company attracting a more extensive and engaged user base.

While short video features have become increasingly popular across various social media and e-commerce platforms, Meituan’s unique positioning within the food delivery industry makes this move even more exciting. It provides an opportunity for users to explore, engage, and be inspired while browsing for their next meal or related services.

The inclusion of a short video feature within the Meituan app is an exciting development that could redefine the user experience and engagement levels for the platform. As Meituan continues to innovate and expand its offerings, it remains a company to watch in the ever-evolving food technology space.