Meituan Grocery APP has 6 ways to attract new users and 4 secrets to convert social groups!

This year, major Internet companies have all rushed to engage in community group buying and have set their sights on the vegetable selling business. The Meituan Grocery APP has stood out from the competition and has done particularly well in attracting new customers and converting them. How did it do it?

What I want to share with you today is Xiuzai’s method of disassembling the Meituan Grocery APP, including 6 major designs for attracting new customers and 4 major methods for Meituan Grocery community conversion. I believe that friends who are engaged in community operations will be greatly inspired after reading this disassembly.

Industry: Retail industry

Purpose:

1. APP attracts new users: Through the old-for-new activities, old users are guided to invite new users. Both parties can get corresponding benefits, and it also brings new users to the APP.

2. Direct traffic to the community: After users place an order on the platform, a community QR code will pop up, and users can join the group to receive coupons worth 59 yuan to 20 yuan. Users are guided to scan the code to join the group to achieve traffic generation. Afterwards, through a series of community work, we continuously encourage users to place orders on the platform and continue to repurchase.

3. Member conversion : Promote membership registration to obtain relevant membership privileges and convert users

4. Guide users to retain and repurchase: The APP platform launches special activity areas to distribute coupons, holiday discounts, discounted prices, etc., constantly attracting users to retain on the platform and continue to consume.

Tags: old customers bring in new customers, invitation sharing, community traffic, discounts, discounts, new customer traffic, retention and repurchase, conversion, membership mechanism

APP platform page:

The page of the APP platform is mainly divided into 5 columns, namely: "Home", "Category", "Recipe", "Shopping Cart", and "My".

The overall layout style is clear and easy to understand, with a variety of types , providing users with more browsing space. Users can shop or participate in activities in each area.

There are special events pinned to the top of the homepage. Different types of product promotions have special banners. For example, snacks, fruits, grains, oils, beverages, etc. will be listed as a special event. By clicking on each special interface, you can see the special prices of the products participating in the event.

The setting of the column activity banner is quite eye-catching. Every user who clicks on the APP can see the special activities at first glance. According to the title content of each topic, users are attracted to click and browse, and then place orders.

The “Affordable Vegetable Market” interface is updated every day in order to attract users who buy vegetables on the APP every day. Attract users to shop on it for a long time through low prices.

At the same time, the purpose of setting up an "affordable vegetable market" is to save users' time in looking for low-priced goods. Users can directly click on this page to quickly purchase discounted goods.

At the same time, if users want to find a specific product, they can also search for keywords in the "search box" on the homepage, which is more convenient.

Selecting any category in the category column (such as: fruit) will directly jump to the "Category" next to the "Home Page", so that you can view the specific products in each category at will.

There are many types of activities, which will be analyzed later.

Including "Fresh Orchard" on Monday, "Nutritious Milk Station" on Tuesday, "Affordable Butcher Shop" on Wednesday, "Surprise Day" on Thursday, "Member Day" on Friday, and "Super Weekend" on Saturday and Sunday.

There are different discounts for each of the 7 days of the week, different special offers every day, and a variety of activities.

In addition, promotional activities on different topics can satisfy the choices of different users and guide users to participate in the day's activities and make purchases.

Under the daily special offer day, a "flash sale" area is set up, where many popular products are available for purchase at limited-time low prices. At 0:00 a.m. every day, a batch of products will participate in the low-price limited-time flash sale.

On the one hand, the flash sale area attracts users to open the APP by offering different flash sale products every day, thereby increasing the daily activity of the APP. On the other hand, the flash sale discounts make users aware of the limited time and quantity of the product discounts, which can reduce the user's decision-making time and encourage users to place orders as soon as possible through the psychology of preferential benefits.

In addition, there are different flash sales designed every day to attract users to continue to increase repurchases.

This module uses the user's usual consumption records and big data browsing analysis, and the platform will recommend "products you like". This is also available in the "shopping cart" column, which can reduce the time users spend searching for "liked" products.

Other product column recommendations make the page more diversified, and users can choose what they want to buy according to their needs.

For example, during the early winter season, Meituan launched the “Early Winter Fish Fillet Warm Soup Recipe”.

When early winter comes, everyone will think of warm fish soup. The official has launched a special topic on "fish" based on user needs. You can choose the food you want to make, and it will help you choose the ingredients you need. You can directly combine and purchase it, which is very convenient.

Similarly, in "What to Eat" and "Cooking Inspiration", it will classify and recommend different cuisines and dishes based on different meal times of the day.

I believe that for users who cook every day, the biggest headache is what dishes to make. With the platform’s recipe recommendations, users can directly choose officially recommended dishes, purchase the required combination of ingredients, and place orders in one step, which is simple and convenient.

The recipe column is set up to reduce the decision-making time of users in making cooking choices every day. At the same time, combination dishes are introduced in the form of recipes to encourage users to place orders and encourage old users to repurchase.

There are many coupons on the Meituan grocery shopping app, and users can basically get a coupon every day when they open the app.

Coupons are also intended to promote user consumption. If users receive coupons but do not use them, they will feel like they are losing money, so many users choose to place orders on the platform in order to use the coupons.

Users can get certain rewards by completing tasks provided on the platform. The money they receive for shopping can be exchanged for coupons for shopping . Such activities can increase users' repeat purchases on the platform.

Path analysis:

1) Users can receive grocery money for the day by clicking sign-in. After receiving money for 7 consecutive days, they can receive other rewards at random.

2) After signing in, click on the share poster to receive extra money for grocery shopping.

3) Turn on the notification to collect money, and you can get grocery money once, limited to once per person.

4) Browse the products for 20 seconds each time, twice a day, and you can earn money for groceries.

5) Users who use the APP to place 2 orders of RMB 19 or more within 7 days can also receive grocery shopping subsidies, and can earn up to RMB 3 for grocery shopping.

6) The grocery money you receive can be exchanged for grocery money vouchers of different levels with no threshold.

Process analysis:

1) Daily check-in tasks encourage users to use the APP to complete tasks, increasing user retention rate in the APP.

2) Share the poster with friends. The user himself will benefit and can get money for buying groceries. Sharing it with friends will help further fission and attract new users to register and participate.

3) Browsing products can earn money for buying groceries , which guides users to the product column. Some users may see products they want to buy while browsing and selectively place orders, further encouraging users to consume on the platform.

4) After placing an order and completing the task, users can receive bonus money , which is also a means of motivating users to continue consuming on the platform.

5) Grocery money needs to be accumulated to be exchanged for grocery money coupons of different denominations . This can motivate users to complete more tasks and users can get more grocery money.

Points that can be optimized: accept the task, place two orders of 19 yuan or more, complete them within 7 days, and earn up to 3 yuan for groceries.

There is no specific description of the reward for this task, so users cannot understand the specific reward. It only says that the maximum amount they can earn is "3 yuan for groceries", which may make users hesitant.

At the same time, the reward of "earning up to 3 yuan for groceries" is actually not high enough, and users do not have much motivation to complete tasks for the sake of "earning up to 3 yuan for groceries".

path:

1) Share the link to invite friends

2) Friends open the link to register (need to be new users)

3) Friends receive new member gift packs

4) Your friend places an order for the first time within 7 days and the amount reaches 10 yuan

5) After each successful invitation of a friend, you can get 30 yuan for food purchase

6) If you invite 2 people in total, you will get an additional 20 yuan for groceries; if you invite 3 people in total, you will get an additional 30 yuan for groceries; if you invite 5 people in total, you will get an additional 50 yuan for groceries.

Process analysis:

1) The user invited to the event must be a new user , which can effectively attract new APP registrations.

2) In the invitation and cashback process, new users need to place an order for the first time before the inviter can get the cashback , so that new users can experience the ordering function in the APP.

3) For every person you invite, you can accumulate an extra 30 yuan for grocery shopping . Through rewards, users are attracted to continue to invite others, achieving the dual effects of APP registration and ordering.

4) The cashback earned from the invitation can be exchanged for grocery coupons . The inviter can use the grocery coupons to place an order on the APP, which can also increase the transaction volume of the platform.

5) In terms of the invitation method, different invitation channels have been set up to increase the diversity of invitations, facilitate the invitation of different users, and be more humane.

6) Through the ranking method , the top 3 can also get additional money for buying groceries, which again motivates users to continuously invite new users and attract new members to the platform.

There is an activity time for each issue of the invitation ranking list , and users can continue to participate in each activity when invited.

Summarize:

By rewarding users with money for grocery shopping, we encourage users to bring in new customers , which helps attract new customers to the platform. In addition, when attracting new users, new users need to place an order on the platform. Only after completing a consumption can old users receive a reward with money for shopping. The reward also needs to be used when making a purchase, which is also a further guide for users to complete repeat purchases .

path:

1. The user enters the group purchase interface, selects the group purchase product, and clicks "Start group purchase" after confirming the product;

2. Click "One-click group start" to pay the group price. After payment, invite users to join the group;

3. After the user joins the group, when the number of users reaches the group quota, the group is successfully formed;

4. If the group purchase is successful, the goods will be shipped and the first order will be free of shipping.

Group buying products are divided into new user groups and special price groups. The new user group must invite new users who have not placed an order, while the special price group does not restrict the identity of participating users, and both new and old users can participate.

If the group purchase fails, the corresponding order will be automatically cancelled, the order amount will be refunded, and the group participation qualification/group purchase qualification will be returned; if the group purchase is successful, the order cannot be cancelled.

Process analysis:

1. There are two types of commodity prices, namely the single purchase price and the group purchase price. The prices are in sharp contrast . If purchased individually, users will feel that they are actually losing money. On the other hand, the prices of the same commodity are also compared in the user's mind.

2. Group purchase of products and invite friends to join. Users can effectively attract traffic to the platform by actively sharing and inviting friends to join. For the activities of the new group, the traffic attracted is new users, and for the activities of the special price group, the traffic attracted is repeat purchase traffic.

3. The same user can start a group for the same product twice, and the same address is limited to joining a group three times , to prevent users from constantly joining groups with the same formula through this activity and to reduce the number of users who take advantage of the situation.

Points that can be optimized: Newcomer groups are disadvantageous for users. In order to save a few dollars, they need to find new people to participate in the group. Moreover, it is mutually exclusive with the "invite newcomers" activity. This point can be optimized.

Users can choose fruits to plant in the APP and eventually get the fruits. During this period, you need to complete tasks every day to obtain water droplets to water the fruit trees.

This activity can guide users to complete tasks on the platform every day, increase the frequency of users opening the APP, and remind users to log in to the APP Orchard, which can further guide users to browse products on other pages and further increase the chance of repeat purchases.

path:

1. Choose one of the three fruits: orange, apple, or coconut, pick up its fruit tree, and then use a variety of methods to obtain water droplets to irrigate the tree. The fruit trees go through the process of germination - seedling - tree - flowering - fruiting - maturity, and the fruits can be harvested after maturity.

2. The method of water drop reward:

1) Receive random drops for free every day ;

2) Enable daily reminder to claim water drops ;

3) Share with WeChat friends to get reward drops;

4) Log in for 7 days to receive Waterdrop rewards

Process analysis:

1. When opening "Everyday Orchard", there will be 3 types of fruit planting options for users to choose from. Users can add different types of fruits and allow users who like this fruit to participate in this activity, thereby improving user retention and participation.

2. Daily free water can provide users with the most basic water drop reward, preventing users from not participating due to high thresholds or complicated procedures, making it difficult for them to complete daily watering activities.

3. Set up a 7-day login sign-in gift package reward so that users can sign in every day to receive rewards. The rewards will be gradually accumulated if they sign in continuously every day. This setting can motivate users to complete the sign-in task every day and make users form the habit of opening the APP more quickly.

4. Sharing with WeChat friends can earn you water drop rewards. At the same time, your friends can also start orchard activities, thus forming a new round of user participation. In the process of sharing, some old users will be recalled, and some new users will be attracted.

Points to be optimized & solutions:

In the process of growing fruits, in addition to watering with water drops, other tasks can be added to help the fruit trees grow, such as using fertilizers, killing insects and other interesting operations , to avoid only watering operations, which cannot stimulate users' continued interest.

In addition, you can also add interactive mechanisms between users and friends , for example, friends can water each other to increase the stickiness between users.

Summarize:

In fact, every APP platform now has similar breeding activities such as "orchard" and "pond". How to stand out from the many APPs and create more different gameplays with the same content is one of the key points to attract users.

1. If the way to get water drops is too simple, you can combine it with the product page. For example, you can get water drops by browsing the product page, collecting, and getting help from friends , which will increase the fun of the activity and attract more users to participate.

2. You can set up order tasks to obtain large-area water droplets . For example, you can get 100g of water droplets by placing the first order, and 200g of water droplets by placing the second order. Limit the number of orders per day, which can also encourage users to consume on the platform.

1. Meituan grocery shopping membership packages are divided into 3 types:

1) Monthly card: 30-day membership per month, discounted price 6.9 yuan/month;

2) Seasonal Pass: 90-day membership for 3 months, 14.9 yuan/season, an average of 5 yuan/month;

3) Annual Pass: 12 months, 365 days of membership, 49.9 yuan/year, an average of 4.2 yuan/month.

2. Exclusive privileges for members:

1) Free dishes every day: Users can receive a free dish once a day , as long as the actual payment for a single order is over 38 yuan.

(By providing free food, users will develop a "wool-grabbing" mentality . They will think that they have to buy food anyway, so it will be more cost-effective to buy food on the platform. They can also get food for free. Such benefits will guide users to repurchase on the platform.)

2) Weekly membership coupons: updated at 0:00 every Monday and membership coupons will be issued.

(Membership coupons are collected by users in the form of discounts. After receiving them, users can place orders to purchase. However, the APP will issue some coupons from time to time , and the discount amount is sometimes more favorable than this membership coupon.)

3) Member exclusive price: 400+ selected low prices, any choice

(As the name implies, the membership price is lower than that of ordinary users. For users who buy food frequently, becoming a member is actually very cost-effective for purchasing food.)

4) Member fresh food coupon package: After purchasing membership benefits, exclusive coupons will be issued.

Summarize:

In general, the introduction of membership is to better retain users, and through the low membership price, to guide users to continue to repurchase, thereby increasing the opening rate, browsing volume and purchase rate of their platform. For users, it is a win-win situation as they can purchase low-priced dishes.

The above is an analysis of the content sections on the entire APP platform. Meituan Maicai’s overall style, content, layout, and activities are relatively rich and very attractive. The guidance of each part is quite sufficient, and users can search according to their needs as soon as they come in. In addition, the issuance of coupons from time to time is also a key point to attract users.

path:

1. After the user places an order and pays on the APP platform, the QR code of the community will pop up

2. Scan the QR code to join the community and receive a 20 yuan red envelope

3. After scanning the QR code to join the group, a welcome message will pop up, as well as a 20-yuan red envelope app for joining the group. However, the red envelope can only be used when the amount is at least 59 yuan.

Analysis of the entire process:

1. The prompt interface for joining the group is simple and clear . After the user places an order, a 20 yuan red envelope will pop up automatically , which often attracts the user's attention. Although the platform will send out some coupons from time to time, the 20 yuan red envelope is relatively favorable. Therefore, out of curiosity and the desire to receive benefits, users will click to join the group to see how to receive the 20 yuan red envelope.

2. After scanning the QR code, no further operations are required. The system will automatically identify your area and give you the corresponding regional group QR code. You can directly scan the code to join the group. The process is relatively simple.

3. After joining the group, the robot will automatically send a welcome message to the user and prompt the user to collect the 59-20 yuan benefit . However, the user needs to manually click on the mini program to collect it. If this part is changed to automatic distribution in the account, it may be more convenient for the user.

Community Activities:

1. Around 10 o'clock every night, different activity pages will be pushed in the community , such as "24-hour hot selling list", "Money saving tips", "Dish and fruit recommendations", and users in the group can click directly to complete the order and repurchase.

2. The group also launched a "password" activity . As long as you find a certain specific product on the platform, take a screenshot or send a mini-program to the group, you can unlock the password for the discount coupon. In this way, users can search, take screenshots, and send group interactions based on what they are interested in.

3. In the community, there is also an activity called "daily lucky draw, 100 yuan free to spend" , which guides users to join the group for the lucky draw. At the same time, after entering the page, users may be attracted by certain products, which guides users to repurchase.

4. The group will also share some food tips and display some physical pictures of the products , guiding users to buy in the form of special offers and food pictures.

Points to be optimized:

1. Although the official community recommends various activities in the group every day, it gives people the feeling that it is just a robot posting on the circle. It lacks emotional warmth, and more interactive links can be added. If we add some interactive links or activate the atmosphere of users in the group, it may be easier to increase user repurchase.

2. Sometimes other advertisements are posted in the group, which can easily cause the screen to be flooded . This needs to be dealt with carefully, otherwise it will give users in the group a bad experience.

Reusable points:

1. Immediately after inviting users to join the group, coupons from the platform will be sent to users, allowing them to immediately enjoy the benefits of full discounts. The moment users join the group is the beginning of user maintenance, which is a good idea . Of course, it would be even better if the accounts were automatically issued.

2. Different activities in the community bring different experiences to users. Their welfare activities are not a single type, but very diverse. After users have been in the group for a long time, they will not feel that the activities are monotonous.

After disassembling the Meituan grocery shopping APP platform and community activities, I understand why Meituan made "grocery shopping" a separate APP. It is to better penetrate the fresh food market. The activities in the APP are diverse, the pages are also very interesting, and the user experience is very good. Through the diversity of activities + coupons, we guide users to continuously attract new customers and make repeat purchases, which is worth learning.

Author: Community Operation Research Institute

Source: Xingxiu