Planting grass has become a standard for major e-commerce giants, but no one has been able to achieve a perfect closed loop from planting to weeding. Will the "rare box" launched by Meituan be the best solution? Meituan quietly released its own grass growing product, Zhen Box. We found that Meituan seems to be launching an offensive against Xiaohongshu. It has quietly launched the "rare box" function on its e-commerce page, or it will become the real Chinese version of "Xiaohuangshu" after the Japanese version of "Xiaohuangshu". Yellow Book". According to the Zhenbox Community Convention, this function has already been launched on December 16, 2021, but the entrance is so deep that it is difficult to detect it without looking carefully, and Meituan has not invested in any promotion. However, recently, the "rare box" has been placed in a prominent position on the homepage of Meituan's e-commerce business. Its name is obviously a homonym of "true fragrance", and the logo is the panda head logo of Tuanhaohuo. It can be seen that more and more Internet giants are eyeing the grass-growing business.
The grass-growing value of Xiaohongshu attracts players from various tracks to speed up their entry. Shopping”, Meituan’s “Treasure Box”, etc., even the OTA company Ctrip has its own community, and they are all telling the outside world an obvious signal: Planting grass has strong functional attributes for commercialization, and it is expected to achieve a closed loop of their respective businesses through planting grass. So, is the "rare box" that Meituan launched this time fragrant or not? 1. Is the "treasure box" fragrant? At the beginning of the Year of the Ox, we once wrote in "Meituan's Muzzle Has Aimed at Pinduoduo" that Meituan is focusing on the business of Tuanhaohuo Mall, aiming to launch an attack on e-commerce. After a year of testing the waters, now, Meituan also wants to share a piece of the grass-growing community's cake. When you open the Meituan e-commerce page, you can see the entrance of “Zhenxiang” on the homepage. We guess Phone Number List that the reason why Meituan chose the name “Zhenxiang” obviously means the homophonic pronunciation of “True Fragrance”. The dealer completes the closed loop from commercial planting to weeding.
According to the "Zheng Box" community convention, the function will be officially launched on December 16, 2021. You can see that the overall design still uses the eye-catching "Meituan Huang" when you open the page. Currently, there is only a single graphic recommendation page. Simple and rude, and there are not many subdivided functions. After some experience, Lu Jiu Finance and Economics found that “Zheng Box” is mainly divided into two major functions. One is a note-taking function similar to Xiaohongshu and other platforms. Users can share graphic or video content, and at the same time, they can add topics and Add associated recommended products. The other is the short evaluation function, which can give the product a real fragrance score, and supplement it with graphic content, which is similar to the graphic evaluation function of the e-commerce platform, but it is independent from the existing evaluation and recommendation content of the product itself. It is obvious that Meituan's action is intended to launch an attack on the grass-growing community, as can be seen from the official description. It describes itself as a "treasure box" content community, and refers to users as "treasure friends", focusing on authenticity and reliability. The content of the planting grass, the intention of the standard Xiaohong book is more clear.