美团小红书联姻，不是卖药这么简单

星河实验室Pro01-15

小红书种草和美团闪购送这俩事，总算被两家平台凑到一起了。这看似是一次切入买药场景的简单合作，但其背后的图景，远不止“卖药”这么简单。近日，美团和小红书正式官宣推出“红美计划”，这也是小红书继2025年跟淘宝天猫搞“红猫计划”、跟京东做“红京计划”之后，又一个重要布局，而且这也是它第一次把合作范围拓展到即时零售这块，意味着小红书的“种草后直接下单”模式，从原来的传统电商，彻底延伸到本地生活服务场景了...

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medicine","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"83690":0.9,"METmain":0.6,"HMTD.SI":0.6,"PINS":1.95,"03690":1.97,"MPNGY":1.97},"content_text":"小红书种草和美团闪购送这俩事，总算被两家平台凑到一起了。这看似是一次切入买药场景的简单合作，但其背后的图景，远不止“卖药”这么简单。近日，美团和小红书正式官宣推出“红美计划”，这也是小红书继2025年跟淘宝天猫搞“红猫计划”、跟京东做“红京计划”之后，又一个重要布局，而且这也是它第一次把合作范围拓展到即时零售这块，意味着小红书的“种草后直接下单”模式，从原来的传统电商，彻底延伸到本地生活服务场景了。现在刷小红书，刷到感冒药推荐笔记，点一下就能跳去美团下单，最快30分钟药就送上门，对美团和小红书来说，这笔合作刚好帮前者破了增长瓶颈，帮后者补全了消费闭环，妥妥的双赢。这俩平台合作，本质上是互相帮对方补短板。对小红书来说，这是把内容变成真金白银的关键一步，作为有3.5亿多月活用户的生活分享平台，早就是大家花钱前必看的“种草宝地”，但一直有个难题：种草容易下单难，很多人看了心动，最后却跑到别的平台买东西，流量都白白流失了。之前和淘宝、京东合作，解决了大家提前规划的购物需求，而这次找美团，靠它的即时配送能力，总算能切入买药这种应急场景，赚钱的路子也变宽了。对美团来讲，这也拿到了新的流量来源，不用再等用户有明确需求才打开APP，趁大家刚有点想买的念头就抓住，获客也更精准。小红书愿意找美团牵手，也是在本地生活这块儿摸爬滚打后的聪明选择。回头看这两年多，它2023年就偷偷试做团购，2025年又想把吃饭、玩乐这些本地服务都包下来，还推出过“小红卡”会员，想自己搭建消费圈子。可这款号称“吃喝玩乐一卡通”的卡片，只覆盖了三个城市，合作商家少，性价比也一般，上线还不到百天就夭折了。说到底，小红书本来是做内容的轻量平台，而本地生活需要砸钱运营、保障配送，这俩事根本不搭。小红书也慢慢明白，靠自己干不过美团、抖音这些巨头，不如找别人补自己的短板。而美团这边，正被一堆难题缠得头大，急着找突破口。2025年第三季度，它核心的本地商业板块居然亏了141亿元，调整后的净亏损更是达到160亿元，明显是营收没怎么涨，亏损却不少，压力山大。为了跟淘宝、京东这些平台抢外卖生意，美团又开始砸钱补贴，营销开销一涨，本来就不多的利润全被吃掉了。另外，之前盲目扩张留下的烂摊子还没收拾完，先后放弃了美团优选和团好货的业务线，出海业务又碰到配送成本太高的问题。怎么跳出靠补贴抢用户的内卷，找到更省钱高效的获客方式，成了美团最着急的事。目前看来，合作的好处已经慢慢显现，刚好赶上冬天大家爱感冒、买药需求旺的时候。快克、芬必得这些品牌先试了水，靠着“种草直达”的模式，在小红书上的搜索量涨了42%，订单成本也比行业平均水平低了三成多。像幸福科达琳，借着美团的24小时药店，精准触碰到了职场妈妈们，快克则盯着上班族感冒的痛点，打通了“搜笔记-看推荐-下单-收货”的全流程，搜索量也随之上涨。对普通用户来说，既解决了突然生病急需用药的难题，又能靠小红书的真实笔记放心买，真正做到了看得到就买得到。目前“红美计划”暂时只开通了买药通道，但未来能拓展的路子还是很多的。药品这东西规格统一，又都是应急用的，特别适合拿来试错跑通模式，之后说不定还能延伸到外卖、生鲜这些领域。现在大家都追求想要就马上能拿到，谁能把内容、信任和配送服务顺顺当当地串起来，谁就能抓住更多消费市场的机会。小红书和美团这波牵手，其意义远非开通一个买药频道那么简单。这更是一场各取所需的战略“联姻”，是两家平台在竞争红海中，基于自身基因与短板的一次关键性互补与突围尝试，为他们开辟出了一条超越当下业务的新增长路。#美团#小红书#红美计划#本地生活#战略合作","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","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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