10 On June 9th, Meituan officially announced that it would rename "Meituan Review" as "Meituan" and take it as the company's dual foreign language name.
At this point, the public comment completely exists in name only.
However, this is not surprising. It is only a matter of time before the word "comment" is removed.
Duan Yongping, the founder of BBK, once said that if there is one more word in the name, it will cost1000000 advertising fee.
According to this statement, the US Mission changed its name and made a profit.
Judging from the name change alone, it is actually a "lonely change" for the US Mission. Most netizens said that changing their names would be called Meituan. But for the public comment, it has since disappeared from the company name.
There are different opinions about the motivation of the change of the name of the US Mission. The response given by the US Mission is-
The relevant person in charge of Meituan added that Meituan will be a simplified company brand, in addition to a series of product brands, including public comment, Meituan takeaway, Meituan bicycle, Meituan Hotel, Meituan You Xuan and Cat's Eye.
Although Meituan still says that public comment will always develop independently, it is not difficult to see that the importance of public comment in Meituan system is getting smaller and smaller.
In recent years, Meituan has been accelerating to build a brand image with unique characteristics of Meituan, and renaming is just one of the measures.
2065438+June 2009, Meituan announced that the brand changed color, and the main color was upgraded to "Meituan Yellow", including online APP and offline contacts (bicycles, charging treasures, POS machines, etc. ).
In addition, brand names of products including Meituan Takeaway, Meituan Bicycle, Meituan Hotel, Meituan You Xuan and Meituan Taxi all show the integration of Meituan.
It is worth mentioning that "Meituan Bike" was not originally created by Meituan, but was renamed from "mobike", and the process of renaming can be said to be the epitome of public comments.
In 20 18, when Meituan acquired mobike, it promised to maintain its independent brand and operate independently, but after the merger, all the original mobike teams left. After a series of reforms, 20 19 was renamed Meituan Bicycle, and Meituan App became its only entrance in China.
However, compared with mobike, public comments are much more important for the growth of the US delegation, but that is only a thing of the past.
Founded in 2003, Public Comment is the earliest local life information platform in China. At first, it only aggregated user evaluation and business information, and 20 10 began to enter the group buying territory; Also in this year, the US Mission was launched.
Later, both the public comment and the US delegation survived the melee of the Thousand Regiments War. By 20 15, Meituan and Dianping ranked first and second in the group buying market, accounting for 52% and 30% respectively.
Although the two companies have gained a firm foothold in the group buying market, they still need to rely on financing to burn money to expand their business-Meituan focuses on take-away, movies and hotel markets; Public comment is rooted in the beauty and wedding markets.
At that time, the O2O vertical market was in the cold winter of financing, and both the US Mission and the public comment were caught in the financing dilemma. In addition, the glutinous rice backed by Baidu re-entered the market with 20 billion yuan, posing a great threat to both.
The same dilemma and common enemy, the original fierce competition between the US delegation and the public comments, decided to "warm up" under the joint capital.
It is worth mentioning that it is difficult to see profit because of the mode of burning money to expand competition. Around 20 15 years ago, there was a merger boom in the vertical market of O2O, such as Didi holding hands quickly and 58 merging into the market. From this dimension, the merger of the US Mission and the public comment is actually the general trend.
Public comment is the decision-making entrance and content sharing platform of life consumption, which has accumulated a lot of online user and business information; Meituan is stronger than offline expansion, and has been involved in take-away and wine travel; Together, they form a closed-loop chain from content to transaction.
It can be said that the "affinity" between public comment and Meituan is not only a change in relationship, but also a complementary business; It can be said that it is a suitable business marriage.
20151010.8, Meituan and Dianping announced their merger as "Meituan Dianping".
Meituan comments on the implementation of the joint CEO system. Wang Xing, CEO of Meituan, and Zhang Tao, CEO of Dianping, will serve as co-CEO and co-chairman, and major decisions will be made at the level of co-CEO and board of directors.
Moreover, the personnel structure of the two companies remains unchanged, and they will retain their own brands and businesses to operate independently, including the high-frequency store-in-store business with group buying and flash discount as the main body.
At this time, the public comment and the US delegation are equal.
After the merger, the operating income of Meituan Dianping from 20 16 to 20 17 increased by 223.2% and 16 1.2% respectively. Moreover, according to the report of iResearch 20 17, Meituan Dianping has become the largest food and beverage delivery service provider in the world, with a market share of 59. 1% in China.
Wang Huiwen once said in a public speech:
From this perspective, "Public Comment+Meituan" should belong to the first category.
2015110/October10, Zhang Tao announced that he would no longer serve as co-CEO and become the chairman. Wang Xing was the CEO of Public Comment. At the same time, public comment executives Li Jing and Wang Yu also announced their retirement.
On the same day, Wang Xing announced the first organizational restructuring. In this round of adjustment, the former executives of Meituan are still concentrated in the core business and front-office business, while the former executives of the public comment business are more dispersed.
At this time, only one month has passed since the merger of the two companies.
Then, Wang Xing made several structural adjustments, and the status of public comment was also changing-
Lei Feng Net Note: Source MAIGOO
Only three years after the merger, the areas covered by Meituan Review have expanded from catering, wine travel and ticketing to retail, community group buying, payment and tourism. The public comments focusing on UGC content comments are being diluted a little bit in the borderless Meituan business.
At the time of Wang Xing's drastic reform, former senior executives of the Department of Public Comment, including Lv Guangyu, Kerwin Chen and Gan He, also left their posts one after another.
Even in 20 19, 1, the operating subject of public comment has changed. The original shareholders Zhang Tao, Jaco and Long Wei all withdrew, and new shareholders Wang Xing and Mu Rongjun were added. Among them, Wang Xing holds 95% of the shares.
It can be said that the public comment was completely swallowed by the US group and slowly digested.
2065438+February 2009, Wang Xing renamed the review platform as the review App department, which was responsible for the product planning, content operation and research and development of the "Public Review" App.
Some insiders of Meituan commented that this move "weakened the trading function of public comments" and put the rating on the "online search platform".
At that time, the interface news reported that the public comment would be renamed or abandoned directly, and all its UGC content comments and take-away wine travel traffic would be delivered to the US Mission.
In response, the US Mission responded that the public comment meeting has always been an independent App, and there is no possibility of merging into the US Mission App.
But now, even though it is still independent, it has lost its name.
From close merger to marginalization, until it exists in name only, public comment has become less and less important in the format built by Meituan.
The final outcome of public comments seems not difficult to foresee.
On the same day of renaming, Meituan made its first ranking adjustment in five years to prepare for the next decade.
Half of the stories of the past ten years belong to the Meituan. Half of com gives comments to the US Mission.
In the next ten years, there will be only the US Mission.
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