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Meituan Omnichannel Marketing Full Case

I. Business Background

Niu Media provides Meituan with one-stop omnichannel marketing and media placement services, covering 8 major mainstream media platforms. We deeply operate Meituan’s full business ecosystem including Food Delivery, Meituan Main Platform, Pharmacy Service, InstaShopping, Wai Song Song, Dianping, and Xiaoxiang Supermarket.

By leveraging account matrix + industrialized creative production + precision audience targeting + full-funnel optimization, we have achieved industry-leading performance in delivery scale, cost control, and market penetration.

Placement Scope

  • Media Coverage: ByteDance, Guangdiantong (Tencent Ads), Kuaishou, Super 汇川，Xiaohongshu, Bilibili, Qutoutiao, Youku
  • Service Lines: Meituan Food Delivery, Main Platform, Pharmacy Service, InstaShopping, Wai Song Song, Dianping, Xiaoxiang Supermarket
  • Delivery Model: RTA + DMP audience segmentation, multi-account matrix, full-funnel performance marketing

Marketing Objectives

  • Core Conversions: User acquisition, app deep linking, activity activation, in-app payment, order conversion
  • Business Goals: Stable cost control, higher market penetration, peak performance during major promotions, continuous ROI optimization
  • Brand Goals: Strengthen local services mindshare and achieve scalable, sustainable omnichannel growth

II. Market Opportunities

  1. Booming Local Services DemandDemand for food delivery, instant retail, liquor, fresh produce, and in-store dining continues to surge, with short user decision cycles and high conversion efficiency.
  2. Strong Platform Ecosystem AdvantagesComprehensive category supply, efficient on-demand delivery, and rich promotional benefits create strong user appeal and solid conversion fundamentals.
  3. Value of Omnichannel Traffic OperationsAbundant multi-platform traffic enables efficient scaling and cost control via precision audience targeting + industrialized creatives + intelligent delivery.
  4. High Potential of Campaign-Driven GrowthFestivals, e-commerce promotions, and seasonal hotspots rapidly boost traffic, driving simultaneous growth in scale and conversions.

III. Advertising & Marketing Strategy

Centered on account matrix, industrialized creative production, precision audience targeting, and long-term model optimization, we achieve full-channel, all-time, all-scenario coverage. We combine steady daily delivery with peak promotion scaling, supported by real-time data tuning to ensure optimal volume and cost performance.

Account Operation Strategy

  • Multi-account matrix deployment across placements, devices, and business lines for fast ramp-up and synergistic growth
  • Parallel efficient infrastructure construction and low-performing campaign elimination, with budget prioritized for high-quality plans
  • New account cold start with streamlined plans, competitive bidding, and premium creatives to accelerate the launch phase

Creative Strategy

  • Golden content logic: 3s hook → core benefit highlight → scenario immersion → strong conversion call-to-action
  • Industrialized scale production: thousands of visuals and videos monthly, empowered by AI and digital humans to extend creative lifespan
  • Differentiated adaptation: Food Delivery (discount focus), InstaShopping (speed focus), liquor & fresh (best-seller focus), in-store (experience focus)

Audience & Targeting Strategy

  • Reuse high-conversion audience packs via RTA + DMP to precisely lock high-value users
  • City-, time-, and region-based targeted delivery to filter low-quality traffic
  • Tiered audience operations to improve full-funnel conversion efficiency

Full-Funnel Optimization

  • Closed-loop monitoring across the full journey: app invoke → activation → repeat retention → payment → order placement
  • Backend data feedback to front-end creatives and targeting, extending campaign lifecycle
  • Empowered by intelligent tools for automated scaling, placement optimization, and smart bidding

IV. Core Service Capabilities

  1. Omnichannel Media Matrix DeliveryFull-platform media coverage, multi-terminal layout, one-stop management, cross-channel synergistic growth
  2. Systematic Creative ProductionEfficient mass production, high-impact hooks, frequent A/B testing, rapid best-seller derivation, and stable high-performing creative supply
  3. Full-Dimension User ProfilingRefined audience insights, platform-specific user portraits, high-value audience reuse, and improved full-funnel conversion
  4. Full-Funnel Data OptimizationEnd-to-end data integration, closed-loop operation, real-time strategy adjustment, and stable, sustainable model performance

V. Case Summary

We have built Meituan an omnichannel, closed-loop, replicable, and long-term scalable marketing delivery system. Through integrated operation across 8 major media, systematic creative production, precision audience management, full-funnel data optimization, and professional major promotion command, we have achieved steady volume growth, sustained cost control, and industry-leading market penetration.

Moving forward, we will uphold the philosophy of reliable delivery, efficient growth, and long-term partnership to provide one-stop omnichannel marketing solutions for Meituan and more clients, supporting sustainable business growth.