This week, I will talk about the platform I use most when I order food delivery. Meituan. I am telling you, it is not just a simple food delivery app. It is also the daily choice for millions of people in China. Like Uber Eats and DoorDash, I can make a few taps, and then my food will be delivered to the front of my door. However, there are other delivery platforms in China; why can Meituan stand out and become the number 1 choice for most people? That is their service and public relations strategy.
One of their best strategies is using persona for their hire poster. They interviewed the deliverers who had already worked for them and asked their honest opinions about what work for Meituan looked like. Such as how they are happy switching from their old job to this new one, or how they work hard and make their parents proud even afford a new house or car. If this is a real case for the workers, more people will be willing to work for the organization. Plus, because the local government is willing to give more job opportunities to low-income families who live in rural areas, the number of people who sign up for delivery will keep increasing. Plus, Meituan will provide anything for new deliveries, such as helmets, scooters, uniforms, insurance, etc. Everything will be prepared for them. For people far away from their homes and coming to work in the big city, there will be certain work dorms and houses for workers to live and stay in.
Another side will be their service, depending on the situation. What Meituan does is keep improving the things they deliver. For example, during the last World Cup, many working-class citizens did not have time to shop for food and house decorations. The Meituan PR CEO, HuHa, mentioned that based on their data research, many people are willing to buy things online and have them delivered to the house in seconds. Based on that, Meituan gave multiple coupons and discounts to customers who ordered food and goods from supermarkets at different events. For example, on Mother’s Day, you can deliver flowers to your mom, etc.
Meituan proved to us that good PR strategies come from delivering platforms. They do not just deliver food; they deliver support, connection, and love.
Article link from CEO interview: https://www.campaignchina.com/article/美团广告出圈背后：社交媒体时代的品牌转播共情/482669
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