尝到甜头后，美团拼好饭要带动更多商家开店

三易生活2025-12-31

日订单量峰值超过3500万单后，美团拼好饭要帮助更多商家开店。日前有消息称，美团拼好饭将针对不同的菜系品类与意向商家合作，以“商家开店，美团提供菜品及制作标准、选址指导等”的模式进行拓展。在这些门店开出后，更侧重拼好饭外卖渠道，同时也可能会辅以部分堂食。据称，目前美团拼好饭团队正在开展不同新菜品的研发，后续将围绕各个菜系品类形成对应的选品清单及工艺标准。此外针对门店用到的菜品原材料、炒菜机器人等...

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stores","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"MPNGY":1.98,"HMTD.SI":0.6,"03690":1.98,"METmain":0.6},"content_text":"日订单量峰值超过3500万单后，美团拼好饭要帮助更多商家开店。日前有消息称，美团拼好饭将针对不同的菜系品类与意向商家合作，以“商家开店，美团提供菜品及制作标准、选址指导等”的模式进行拓展。在这些门店开出后，更侧重拼好饭外卖渠道，同时也可能会辅以部分堂食。据称，目前美团拼好饭团队正在开展不同新菜品的研发，后续将围绕各个菜系品类形成对应的选品清单及工艺标准。此外针对门店用到的菜品原材料、炒菜机器人等上游环节，美团拼好饭方面也将深度参与供给对接。毫无疑问，美团方面这是要持续加大对拼好饭的投入。其实这并不难理解，毕竟相关数据显示，今年外卖大战的新增订单中有七成来自15元以下的低价区间。这个结果虽然与平台的补贴不无关系，但也反映出未被充分满足的普惠性需求与下沉市场的巨大潜力。所以从某种程度来说，当补贴逐渐退坡后，谁能系统性、可持续地满足这一广阔市场的需求，谁或许就能掌握下一阶段市场竞争中的主动权。参考电商的C2M模式，通过定向汇聚需求、规模化定制来实现极致性价比的拼好饭，正是美团应对这一考题的答案。具体而言，在这一模式中外卖平台会介入供给侧，并根据区域内的用户需求来为商家提供集中选品建议，再通过“热门餐品推荐+拼单点餐+统一配送”的方式，来让用户、商家、骑手分别集中下单、出餐、配送，从而让整个链条实现规模化运转，用“拼”的方式来降低各方成本。众所周知，在外卖行业从增量争夺迈入存量博弈的关键阶段，供给侧创新已经成为市场竞争的核心。既然如此，美团的拼好饭自然也要从供给侧入手。如今推出扶持商家开店的新模式，就意味着拼好饭正试图将其在海量订单中沉淀的数据能力和标准能力产品化、模块化。这实际上是在以平台之力，规模化“制造”符合其需求的优质“商家”，并降低优质供给的准入门槛和生产成本。另一方面，美团拼好饭此举或许也是为了扶持更多的中小商家。此前拼好饭方面已经推出“万家品牌”计划，号称将为全国1万家知名餐饮品牌提供流量倾斜、联合定制服务和品牌扶持等，希望借助品牌商家的口碑，扭转早期快速发展阶段产生的负面用户口碑。截至目前，入驻拼好饭的餐饮品牌已超过5000个。然而一个健康的生态同样需要多样性。对于拼好饭而言，如果资源过度向品牌商家集中，虽然短期GMV会很亮眼，但也可能会导致生态僵化、创新枯竭，并加大风险。毕竟品牌商家拥有更强的议价能力和跨平台经营意愿，忠诚度相对较低，而且这类商家往往具备更强的供应链与品牌优势，能够在低价竞争中挤压中小商家的生存空间。再加上品牌商家虽然以口碑见长，但终究难以覆盖整个市场的方方面面，例如区域化的特色品类。更深层次的逻辑，就在于供给边界的扩大与用户规模的增长会形成正向循环。具体而言，中小商家的入驻能够带来差异化供给，吸引更多下沉市场的用户与对特色品类有需求的用户，而用户规模的扩大又能进一步提升拼单效率、降低履约成本，反过来增强对商家的吸引力。同时当用户在拼好饭上既能买到品牌套餐，也可以买到品质可靠的地方特色小吃时，“平价=低质”的认知显然也有望被进一步打破。当然，这种品牌商家和中小商家并举的策略，并非没有挑战。例如拼好饭模式的成功，依赖于将餐饮生产标准化，以此形成规模效应。但这同时是一把“双刃剑”，也可能会扼杀中小餐饮最宝贵的个性化。当所有商家都按照平台提供的“菜品工艺标准”生产，是否会导向另一种形式的“外卖预制菜”同质化？想要应对这些挑战，拼好饭就需要在“标准化赋能”与“个性化需求”之间找到平衡点，并建立弹性的赋能体系，既输出通用的标准与能力，又为商家预留个性化调整的空间。对于美团而言，这也是一场不容失败的战役。除了关乎在“三国杀”格局中能否构建起对手难以复制、基于产业协同的坚固壁垒；还关乎其能否将下沉市场的广阔需求，转化为可持续的商业模式、而非补贴泡沫；更关乎一个平台型企业在流量红利见顶后，能否真正沉入产业深处，通过价值的创造来获得新生。【本文图片来自网络】推荐阅读：视频|内存涨价，为何会伤害到入门手机的用户除了硬件成本受到影响，使用成本或许也会增加。智能手表硬件换代慢？也是考验厂商水平的好事芯片不换代，难道软件也停滞不前？","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"corporation","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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