Xiaohongshu has recently established a unique impression in the minds of users. With its rich user-generated content, especially detailed reviews in the local life domain, Xiaohongshu is not just a seeding platform but also a compass for users' lives. Whenever faced with difficult problems or travel planning, Xiaohongshu's guides become an indispensable reference, and reviews of internet-famous restaurants are not to be missed. These genuine reviews and the driving force of young users seem to be impacting Dianping's position in the local life domain.
In addition, content seeding is one of the fields many platforms are keen to explore. In this context, Meituan also strives not to lag behind, aiming to create new experiences through content.
Meituan recently launched a new feature called "Local Dining", which is clearly not their first attempt at content enhancement. As early as 2022, Meituan introduced a feature called "Zhenxiang" on its e-commerce page, helping users select products through seeding notes from other users. Now, the "Local Dining" feature is more intuitive for users in Beijing and Shanghai. Users simply need to find the entry in the takeaway service navigation bar of the Meituan app to explore a wealth of local specialty content.
When opening this page for the first time, the stream of information includes various information such as topics, recommended products, and prices, which is typical of Meituan's UI style. Taking Shanghai as an example, when users enter the service, they can see KOL content recommendations on the left and popular topic recommendations on the right. KOLs are certified recommendation officers by Meituan, providing quality content, while recommended topics showcase popular themes like "Local Wonton Old Shops."
For users trying out the interface interaction, some content showing a "no longer available" prompt may be due to issues during the testing phase. However, users can still search for interesting takeaway seeding content. It is worth noting that although the seeding content shows pictures and prices of the products, it does not include users' actual photos, so the seeding effect may be limited. But if you find a desired product, you can click "Follow Purchased Goods," and Meituan will automatically guide you to the takeaway order page to quickly complete the purchase.
If you want to share your creation experience, for the takeaway market, the **"Local Dining" service** provides consumers with a more convenient way to choose among numerous businesses and dishes. Through this service, consumers can shorten decision-making time, reduce trial and error costs, and merchants can also utilize this platform to achieve promotion with low cost or free services. Compared to traditional advertising methods, user-generated content is more credible and persuasive, effectively attracting consumers' attention and stimulating their desire to buy.