E-commerce Model Analysis of Meituan

Zongzhen He ()
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Zongzhen He: Chongqing DEPU Foreign Language School

A chapter in Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025), 2025, pp 1140-1146 from Springer

Abstract: Abstract In the wake of the epidemic, Meituan has seen continued expansion and business innovation as consumption recovers and the Chinese government encourages the development of the digital lifestyle services industry. Meituan's sustained development is attributed to its unique business model, O2O (Online to Offline). Therefore, this paper analyses Meituan's e-commerce model based on existing literature and data, specifically examining the delivery system, merchant churn and user stickiness challenges. The study analyses the specific definition of e-commerce, the business recovery of Meituan and its current e-commerce platform structure as well as the corresponding market competition strategy in the context of Meituan's current situation. Through the investigation, it is found that its O2O e-commerce model plays an important role in enhancing market competitiveness, promoting business innovation and meeting consumer demands. Despite advances in technology and business expansion that have improved user experience, Meituan still faces the need to optimize its delivery system, enhance merchant cooperation, and increase user stickiness.

Keywords: Meituan; O2O; e-commerce-enabled model (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-811-0_124

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