ByteDance's Douyin is trialing a food delivery service in China 'that enables merchants to promote and sell 'group-buying' packages.'
Douyin is the Chinese version of TikTok which are both owned by ByteDance.
A Douyin spokesperson said that the company has been "testing a feature in Beijing, Shanghai and Chengdu that enables merchants to promote and sell 'group-buying' packages to Douyin users in these select cities and have them delivered." Restaurant owners often livestream on Douyin to market their business. While doing this, they can offer discounts and coupons for their food to users watching the videos. Multiple users can then purchase that offer and choose a time within two days for the food to arrive.
The model is very different from Meituan and Alibaba's Ele.me which are both on-demand food delivery services, much like"We would consider expanding the feature to more cities in the future depending on the testing results. There is no detailed timeline yet," a Douyin spokesperson said.China's food delivery industry is dominated by Meituan and Ele.me.
But ByteDance's tentative steps into the market suggests it wants a slice of the market, which was worth $66.4 billion in 2022, according to research firm IMARC Group.
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