Kuaishou taps on WeChat for growth, competes with Meituan and Ele.me

Video and live streaming platform Kuaishou created its own WeChat mini programme to enter lifestyle services sector. With the entry, it pitched itself against the likes of Meituan and Ele.me, 36Kr reported.

The program which loosely translated into English is called “Fun Times on Kuaishou” and sells meal deals and coupons on WeChat for users. Currently, the programme only supports WeChat login, with transactions on the platform. Users can purchase local group-buying services through the programme, which has two function bars: the home page and the personal center. On the homepage, local food, drink, and entertainment products will be displayed together with the distance for users' reference. On the product purchase page, the product information will be introduced in detail.

Chief of market research firm iiMedia, Zhang Yi told KrASIA that Kuaishou is leveraging WeChat to allow more activity to be encouraged in its users, but the competition is stiff given the market is dominated by Meituan and Ele.me. As such consumers on the platform do not yet have the habit of turning to WeChat for dining and entertainment options.

Kuaishou told KrASIA that it hosts more than 30,000 vendors in sectors that include dining, tourism, medical care, and film. It was noted that Kuaishou has been incentivising users to create, share, and tag videos when they are out dining or at events.

Separately, in 2020, Mandarin Oriental unveiled an all-inclusive booking and payment experience on WeChat. It was aimed at enriching the digital experience for Chinese travellers. The WeChat strategy enhancement allowed guests to book any Mandarin Oriental property around the globe on WeChat. Customers could utilise their in-app WeChat Pay account to secure reservations. Other functions include information on each Mandarin Oriental hotel, and access to WeChat’s private messenger. Customers could also use a direct call option to explore the hotel chain’s Michelin-starred restaurants.

“The digital and social media revolution in China has transformed consumer behaviour. We are delighted to be the first luxury hotel group to enable this combined booking and payment functionality on China’s preferred social media and eCommerce platform, enhancing our digital service delivery for guests,” CMO of Mandarin Oriental Hotel Group, Jill Kluge, said then.

Kuaishou takes aim at Meituan and Ele.me with new WeChat mini program | KrASIAChinese short video and livestreaming platform Kuaishou has unveiled a WeChat mini program for local services, pitching itself against Meituan and Ele.me.kr-asia.com

Related articles

Chope partners up with Meituan-Dianping to lure in Chinese tourists