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promote "cellular system" operation across the country

author丨hanxing

cover source丨meituan official website

after meituan’s major organizational structure adjustment, the integration of food delivery and in-store businesses is accelerating.

snow leopard finance has exclusively learned that meituan's in-store catering division will conduct a round of organizational structure adjustments across the country as early as september 1. ground sales will be transformed from the original "city-wide maintenance" operation to a "cellular system" operation based on regional divisions and individual responsibilities.

this means a more refined and flat management style. the small and medium-sized customers and cbd teams that were originally divided by city will be divided into multiple "honeycomb" regions according to the city level and geographical location for overall management. nie yuanlong will be in charge of the dine-in sales department and report to wei wei, vice president of meituan and head of the dine-in catering business department.

an insider of meituan told snow leopard finance that the new "cellular" operating method was copied from meituan takeout, which allows sales to focus their energy on stores in a specific area, thereby improving customer service and organizational operating efficiency.

as the development lines of the core local commercial business become clearer, it is also expected that adjustments to the internal operating methods of the business will be deepened.

snow leopard finance learned that since august 1, meituan has piloted the merger of small and medium-sized customers and cbd of its in-store catering division in some cities.

since early february this year, meituan has adjusted its organizational structure several times to cope with the fierce competition in the local life sector. on february 2, meituan launched the largest organizational adjustment since its listing, integrating the two independent business groups and two platforms of store delivery and home delivery, and unified them under the management of wang puchong, senior vice president of meituan.

the in-store catering business department originally belonged to the in-store business group before the merger, which also included the in-store comprehensive business department, catering saas department, accommodation business department, ticket business department, etc.

then on march 19, meituan appointed wei wei, the company's vice president, to be in charge of the in-store catering business department. wei wei has worked at meituan for nearly nine years. he was the head of the merchant operation department of the in-store business group, and then successively served as the head of the channel distribution department and the dedicated delivery business department of the takeaway delivery business group. in may 2018, he began to be responsible for the overall fulfillment and delivery business.

a month later, meituan ceo wang xing released an internal email announcing the progress of the organizational iteration after the integration. the previously integrated meituan platform, store business group, home business group and basic r&d platform will be merged into the "core local commerce" sector, and wang puchong will serve as the ceo of core local commerce.

after wang puchong took office as ceo of clc, he began to promote the integration of food delivery and in-store businesses. the first action was to promote the "god membership" that originally covered the food delivery business to the in-store business, and to connect the membership systems of the two major business groups.

after entering 2024, the competitive landscape between meituan and douyin in the local life battlefield has gradually become clear. a securities analyst who has been paying close attention to meituan told snow leopard finance that the pre-write-off gtv (gross transaction value) of douyin's life services and meituan's in-store business has long been stable at a level of about 1 to 2.

snow leopard finance learned that meituan stated at a communication meeting with investors at the end of last year that the gtv growth target for its in-store business is 50% in 2024. based on meituan's gtv of 700 billion yuan in 2023, the gtv target for meituan's in-store business in 2024 is about 1.05 trillion yuan.