Meituan's Strategy Analysis
Editor-reviewed by Ahmad Zaidi based on analysis by TransforML's proprietary AI
CEO, TransforML Platforms Inc. | Former Partner, McKinsey & Company
Strategy overview for Meituan
Meituan is a tech-driven retail company that leverages its 'Retail + Technology' strategy to dominate China's local commerce and on-demand delivery markets. In 2025, despite intense industry competition that resulted in an operating loss of RMB25.0 billion, the company achieved an 8.1% revenue growth to RMB364.9 billion, with GTV and transaction volumes hitting double-digit growth. Major priorities include deepening supply chain penetration through innovative formats like Branded Satellite Stores, and aggressively expanding its global footprint via the Keeta brand in the Middle East and South America. Key investments are heavily focused on AI transformation, deploying proprietary LongCat models and AI assistants (Xiaomei, Xiaotuan) to revolutionize consumer interaction and merchant operations. Meituan plans to win by utilizing its upgraded cross-category membership program to drive user stickiness, while maintaining an unparalleled, cost-effective fulfillment infrastructure powered by autonomous vehicles and drones.
Meituan’s Strategy Visualized
Key Competitors for Meituan
Alibaba (Ele.me / Amap)
Extensive logistics network, deep integration with the Alipay and Taobao ecosystems, and a massive established merchant base.
Douyin (ByteDance)
Massive daily active user traffic, highly effective content-to-commerce conversion algorithms, and aggressive pricing and merchant subsidies in local services.
JD.com
Industry-leading proprietary supply chain, highly efficient national logistics and warehousing infrastructure, and strong consumer trust in product authenticity.
Insights from Meituan's strategy and competitive advantages
What Stands Out in Meituan strategy and competitive advantage
Meituan distinguishes itself from pure-play e-commerce or content-driven competitors through its deeply integrated 'Retail + Technology' ecosystem that bridges the physical and digital worlds. Unlike competitors who rely primarily on traffic diversion, Meituan owns the end-to-end transaction and fulfillment infrastructure, evidenced by its industry-leading on-demand delivery network, autonomous vehicles, and drone logistics. This physical infrastructure creates a formidable moat that is highly capital- and operation-intensive to replicate.
Furthermore, Meituan's approach to AI innovation is uniquely pragmatic and scenario-driven. Rather than focusing solely on foundational models, Meituan embeds its proprietary LongCat large language models directly into local commerce through AI assistants like Xiaomei and Xiaotuan. This transforms the user experience from traditional 'searching' to intuitive 'request making' across a closed-loop ecosystem. Coupled with its upgraded, cross-category Meituan Membership program, the company drives unparalleled user stickiness across food delivery, hotel bookings, mobility, and healthcare.
What are the challenges facing Meituan to achieve their strategy and competitive advantage
The primary strategic challenge Meituan faces is navigating an intensely competitive local commerce landscape, which has severely impacted its profitability. In 2025, aggressive moves by well-funded competitors forced Meituan to significantly elevate its marketing, promotional spending, and user incentives to defend market share. This competitive pressure caused the Core Local Commerce segment's operating profit to plummet from RMB52.4 billion in 2024 to a loss of RMB6.9 billion in 2025, highlighting the vulnerability of its revenue model to industry price wars and subsidy battles.
Additionally, Meituan is exposed to significant execution and financial risks associated with its aggressive global expansion and new initiatives. The rapid rollout of its Keeta brand into diverse international markets—such as Saudi Arabia, Qatar, the UAE, and Brazil—requires massive upfront capital expenditure and localized operational adaptations. These investments drove the New Initiatives segment's operating loss to RMB10.1 billion. Balancing the need for aggressive growth and market share retention with the imperative to return to sustainable profitability remains Meituan's most critical strategic hurdle.
What Positions Meituan to win against competitors
Market Leadership and User Base
- Meituan achieved historic highs in annual transacting users, user transaction frequency, and ARPU in 2025, solidifying its position as the preferred local services platform in China.
Technological Innovation
- The company possesses advanced AI capabilities, including the self-developed multi-modal LongCat series large language models and proprietary AI assistants (Xiaomei and Xiaotuan) that are deeply integrated into consumer scenarios.
Fulfillment and Logistics Infrastructure
- Meituan operates an industry-leading on-demand delivery network, augmented by cutting-edge L4 autonomous delivery vehicles and a fourth-generation drone logistics network (M-Drone 4L) that has completed over 780,000 orders.
Merchant Ecosystem
- The platform supports over 3.4 million merchants with AI-enabled operational solutions, creating a massive, highly engaged merchant ecosystem that drives continuous supply-side innovation.
Financial Resilience
- Despite operating losses, Meituan maintains a highly robust balance sheet with RMB106.8 billion in cash and cash equivalents and RMB60.1 billion in short-term treasury investments, providing massive capital for strategic investments.
Customer Loyalty and Stickiness
- The newly upgraded Meituan Membership program successfully spans nearly all categories (food delivery, hotels, mobility, healthcare), significantly improving user engagement, transaction frequency, and cross-selling capabilities.
Global Execution Capability
- Meituan has demonstrated strong execution in its global expansion, with its Keeta brand achieving positive unit economics in Hong Kong and rapidly capturing market share in Saudi Arabia, Qatar, Kuwait, the UAE, and Brazil.
What's the winning aspiration for Meituan strategy
To be the preferred and most trusted local services platform for consumers globally, driving the high-quality and efficient development of the industry while delivering tangible value for all ecosystem participants.
Company Vision Statement:
We help people eat better, live better.
Where Meituan Plays Strategically
Meituan competes in the global local commerce and on-demand delivery markets, focusing on bridging physical retail with digital technology.
Key Strategic Areas:
How Meituan tries to Win Strategically
Meituan wins by combining an unparalleled, technology-driven physical fulfillment network with a deeply integrated digital ecosystem, utilizing AI and cross-category membership to lock in consumers and empower merchants.
Key Competitive Advantages:
Strategy Cascade for Meituan
Below is a strategy cascade for Meituan's strategy that has been formed through an outside-in analysis of publicly available data. Scroll down below the graphic to click on the arrows to expand each strategic pillar and see more details:
Strengthen Core Local Commerce Competitiveness
Solidify competitive advantages in the Core Local Commerce segment by deepening supply chain penetration, innovating supply formats, and maintaining a comprehensive, cost-effective supply system.
Innovate Supply Chain Formats
Scale innovative supply formats such as Branded Satellite Stores, Raccoon Kitchen, and Meituan InstaMarts to provide high-quality, cost-effective products.
Elevate Fulfillment Reliability
Expand the coverage of On-time Guarantee and One-on-One Express Delivery services to deliver more reliable and premium fulfillment to consumers.
Accelerate AI Transformation and Technology Integration
Firmly implement the 'Retail + Technology' corporate strategy by proactively embracing AI, integrating proprietary large language models into real-world consumption scenarios, and scaling autonomous delivery.
Deploy Consumer-Facing AI Assistants
Deploy proprietary AI assistants, Xiaomei and Xiaotuan, across the Meituan App to transform consumer interaction from searching to making direct requests.
Scale Autonomous and Drone Delivery
Expand the operational scale of L4 autonomous delivery vehicles and the M-Drone 4L low-altitude logistics network to enhance urban last-mile delivery efficiency.
Expand Global Footprint and New Initiatives
Actively pursue long-term growth opportunities through disciplined investment in grocery retail and the rapid, efficient global expansion of the Keeta brand.
Accelerate Keeta Global Expansion
Accelerate Keeta's global footprint in markets like Saudi Arabia, Qatar, Kuwait, the UAE, and Brazil, building on the positive unit economics achieved in Hong Kong.
Drive Grocery Retail Growth
Accelerate the city expansion pace of Xiaoxiang Supermarket while continuously upgrading the quality of fresh produce and private label offerings.
Enhance Consumer Experience and Loyalty
Elevate comprehensive service capabilities and user experience through product refinement, enhanced fulfillment reliability, and a unified cross-category membership program.
Optimize Meituan Membership
Leverage the upgraded Meituan Membership program to offer exclusive benefits across food delivery, hotel bookings, mobility, and healthcare, driving cross-category engagement.
Implement Full-Cycle Service Assurance
Implement the industry's first full-cycle service assurance program for quick commerce, including free return shipping for high-tier members and selected brands.
Empower Ecosystem Partners and Couriers
Drive high-quality industry growth by supporting SME merchants with digital tools, ensuring food safety, and pioneering comprehensive welfare and protection programs for couriers.
Digitize Merchant Operations
Provide AI-enabled operational solutions, such as 'Kangaroo Advisor' and 'Intelligent Copartner', to help over 3.4 million merchants reduce costs and improve efficiency.
Enhance Courier Welfare and Safety
Expand the occupational injury insurance program and the industry-first pension insurance subsidy program to cover millions of couriers nationwide.
Source and Disclaimer: This analysis is based on analysis of Annual reports and other publicly available information. For informational purposes only (not investment, legal, or professional advice). Provided 'as is' without warranties. Trademarks and company names belong to their respective owners.