Although it has yet to achieve "miraculous results" in the local life business, Douyin's offensive shows no signs of weakening. The latest move is that with about two weeks left before the National Day holiday, Douyin has launched an official live broadcast room for local life services to warm up for the upcoming long holiday.

On the other hand, Meituan, the “biggest brother” of local life, is also actively HE Tuber looking for new traffic for its live broadcast business, which is experiencing slightly sluggish growth.

Snow Leopard Financial News learned that in the past two months, some local life KOLs on Douyin have successively received promoter orders from Meituan Takeaway’s “Shen Shou” live broadcast room. In the last week of July, a number of mid-level MCN companies that mainly focus on Douyin received calls from Meituan sales staff, hoping that they would integrate their merchant and expert resources and start broadcasting on Meituan.

Since its official launch in March this year, Meituan Live has reached the golden C position on the homepage of the App, alongside Meituan Select and Special Group Buying.

A Meituan insider told Snow Leopard Finance that live streaming is a group-level project in 2023 and has achieved good data growth in the first few months of its launch. However, at this stage, public domain traffic has peaked and growth is somewhat weak.

Another person from Meituan told Xuebao Finance that compared with Douyin, "Meituan has supply but no traffic," and the traffic costs of the two sides are very different.

Meituan has found the answer to whether to do live broadcasts and how to do live broadcasts. A new question arises: Where does the traffic come from?