美团放不下内容的江山

听筒Tech03-04

被迫开疆拓土。听筒Tech（ID:tingtongtech）原创文|杨林编|饶言当外界仍盯着美团与京东、阿里的即时零售大战时，王兴却在忙于修补另一块版图。据媒体报道，在刚刚过去的2月底，美团App悄然上线了一个不起眼但信号明确的板块，“饭团漫社”。这个主打漫剧，甚至包含AI生成内容的免费板块，是美团继短视频、小说、游戏之后，在泛娱乐内容领域的又一次落子。实际上，这并非美团第一次在内容端...

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言当外界仍盯着美团与京东、阿里的即时零售大战时，王兴却在忙于修补另一块版图。据媒体报道，在刚刚过去的2月底，美团App悄然上线了一个不起眼但信号明确的板块，“饭团漫社”。这个主打漫剧，甚至包含AI生成内容的免费板块，是美团继短视频、小说、游戏之后，在泛娱乐内容领域的又一次落子 。实际上，这并非美团第一次在内容端...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260304172127a44aa4e9&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0132412106.USD","symbol_name":"abrdn SICAV I - EMERGING MARKETS EQUITY \"A\" (USD) ACC","start_time":0,"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260304172127a44aa4e9&s=b","article_id":"2616535960","we_media_id":null,"thumbnails":[],"rights":{"source":"tencent","url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260304172127a44aa4e9&s=b","rn_cache_url":null,"customStyle":"body{padding-top:10px;}#news_title{font-weight:bold;#titleStyle#;}#news_description 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言当外界仍盯着美团与京东、阿里的即时零售大战时，王兴却在忙于修补另一块版图。据媒体报道，在刚刚过去的2月底，美团App悄然上线了一个不起眼但信号明确的板块，“饭团漫社”。这个主打漫剧，甚至包含AI生成内容的免费板块，是美团继短视频、小说、游戏之后，在泛娱乐内容领域的又一次落子 。实际上，这并非美团第一次在内容端试探。从2023年在App首页Tab栏上线短视频入口，到2025年将短视频、游戏、小说三大部门合并整合，再到通过漫剧切入IP产业链 ，这些年美团的内容端探索一直没停过。让市场仍不解的是，本地生活的战火已经烧到即时零售的每一根毛细血管，京东、阿里、抖音在美团的后院轮流冲锋，王兴却仍分心去做漫剧。在业内人士看来，这枚“内容钉子”上线的背后，隐藏着美团在AI时代关于流量、场景与用户心智的较量，也是这家本地生活巨头在AI时代“平台转移”的深层焦虑。不过，更多的分析仍认为，美团未必是想跟竞对抢市场，而是在验证一条 “AI驱动的内容流水线” 。毕竟，在诸多的选择之下，美团想做一个高频且忠诚度高的“生活搭子”，现在的市场标签还远远不够。-01-紧跟字节腾讯，美团入局AI漫剧无疑，在AI和视频领域，漫剧正在疯狂燃烧。紧跟字节、腾讯、百度，2月26日，据媒体报道，美团于近期在主App内上线了漫剧板块“饭团漫社”，正式进军漫剧赛道。据悉，该板块不仅涵盖常规漫剧内容，还同步上线了AI漫剧相关内容，板块界面设置了点赞、评论、收藏等互动功能，同时支持弹幕发送，且所有内容均面向用户免费播放。从内容布局来看，和诸多视频平台一样，饭团漫社上线的漫剧作品覆盖青春、古风、都市、末世等多个热门题材，单部作品集数从数集到四十集不等。图：饭团漫社页面及部分剧集来源：美团App 《听筒Tech》截图尽管这则消息并未引起轩然大波，但却值得玩味。实际上，这并非心血来潮的跨界，美团早有伏笔。有媒体报道，早在2025年8月，美团就进行了一次重要的内部整合，将短视频部门与游戏、小说部门合并 。彼时，这一动作在当时被解读为“收缩”。因与抖音、快手体量相比，美团App内的短视频功能经常被用户忽略，甚至“很多人并不知道美团还有短视频功能” 。内部的整合，实际上是美团将零散的内容板块（短视频、短剧、小说、游戏）进行军种合并，组建了一支统一的“内容方面军”。而今天的饭团漫社，更像是在2026年推出的新式武器。于行业角度而言，美团的内容战略落子漫剧，也不难理解。现在的AI漫剧，结合了有声书的信息密度和漫画的视觉快感，制作成本低于影视剧，但沉浸感强于图文。对于拥有海量骑手等待接单碎片时间、以及海量用户点餐后浏览间隙的美团来说，这是一种高性价比的“时间填充剂”。尤其是，随着生成式AI工具的成熟，漫剧制作效率提升的同时成本也大幅下探，成为新的创业风口。美团方面在AI内容创作方面也早有沉淀。诸如，此前美团推出的AI创作产品“蛙蛙写作”，用户可实现AI漫剧视频、AI小说、AI剧本等多类型内容创作，大幅降低内容生产的门槛与成本，也有望反哺至美团旗下小说、漫剧等内容服务板块。也即是说，美团提前开启了相关业务的前置布局，致力于丰富AI创作的生态氛围。-02-美团放不下内容实际上，美团对内容生态的布局，并非一时兴起。追溯大众点评，早期的UGC评价体系，本质上就是一种“内容”。正是靠着这些图文并茂的探店笔记，美团尝到了内容的甜头，并筑起了在到店业务上的护城河。随后，为了丰富商家展现形式，美团也不断推动内容板块。诸如，加入点评视频功能，强化笔记功能，并推出美团直播助手，试水直播业务。到了2022年，美团开始测试小说和游戏业务，泛娱乐布局也初现端倪。随着竞争加剧，美团将内容化提升至战略高度。一个明显的表现是，短视频的全面上位。2023年，美团App首页底部Tab栏的核心位置被替换为短视频入口。2024年，短视频栏目持续改版，新增剧场频道，重点推短剧。自此，美团的小说、短剧、游戏业务也算全面铺开，一个本地生活巨头的泛娱乐矩阵开始成型。图：美团App业务展示及短剧推荐页面来源：美团App 《听筒Tech》截图要理解美团对内容的执念，必须回到那个最核心的困境，也就是工具属性的“低频”与“用完即走”的概念。曾经，美团作为工具型产品的代表，面临着和高德、携程一样的尴尬，用户只有在特定需求时才会打开它，决策完成即离开，用户时长极短。但是，在互联网存量竞争的时代，没有时长就没有曝光，没有曝光就无法激活更多的交易。尤其是在2025年，美团遭遇了前所未有的挑战。诸如，2025年9月，阿里通过高德地图推出“高德扫街榜”，利用导航数据和芝麻信用体系，试图绕开传统的UGC评价模式，直击大众点评的命门。在很多业内人士看来，这种基于用户行动轨迹的“行为评价”，比单纯的图文内容更具决策引导力。如果用户的消费决策入口从“查点评”变成了“看导航数据”，那美团辛苦积累十几年的评价体系就会崩塌。因此，美团必须构建更多维度的内容矩阵。这也给美团敲响了警钟，如果连“点评”都守不住，那么，到店酒旅这一利润奶牛将面临不小风险。与此同时，抖音和快手通过“内容种草+本地生活”的模式，证明了“即看即点即达”的威力，以及实现了“内容到交易”的转化，持续蚕食美团的腹地。以至于，为了让用户留下来，争夺用户午休、睡前的娱乐时间，美团必须把内容生态丰富起来，才能从“交易平台”进化为“生活服务平台”，让用户不仅是“有事才来”，而是“没事也逛逛”。通过引入短视频、小说、游戏、AI漫剧等泛娱乐内容，美团等于有了自己的私域流量，有可能将App从交易场转变为生活场，形成交易正循环。一个公认的事实是，在如今的互联网环境里，从外部买流量已经越来越贵。与其从外部高价买量，不如通过自有泛娱乐内容吸引和留住用户，这也是一种更具成本效益的获客方式。整体看来，美团对内容生态的投入，或许想实现一个理想的生态，即用户在美团看短剧、漫剧，继而被种草本地美食或酒店，然后点击链接下单，并回到App分享评价。如此，一个完整的内容到交易闭环的形成，也能极大提升用户的长期价值。-03-美团想成为什么样的美团？无论是时下正火的AI漫剧亦或其他，美团似乎是一直在跟随大厂做内容的潮流，四处出击。但结合2025年以来美团的密集动作，美团的意图或更为深远。尤其在这个AI时代，在更多的业内人士看来，美团真正的野心，是在赌“下一代交互”，构建一个“AI+内容+交易”的超级生活智能体。毫无疑问，随着AI技术的发展，人机交互正从“点击”转向“对话”和“沉浸式体验”。漫剧、短视频、游戏，其实都是为了培养用户在美团App内“沉浸”的习惯。事实上，如果用户始终只在需要时才打开美团，那美团永远只是一个管道。只有通过内容让用户“留下来”，美团才能在即将到来的AI Agent时代，成为空间智能体。这个智能体的技术布局也有了开端。诸如，为了赋能创作，2025年美团发布AI Coding Agent，不用写代码、不用懂技术，甚至不会写提示词就能做开发，且面向所有人免费开放，这也为降低内容创作门槛提供了可能。最近，美团还杀入浏览器行业。产品Tabbit AI浏览器正式进入公测阶段，而Tabbit AI聚焦在上班族、在校学生及内容创作者，通过“智能代理”“脚本”等能力，试图让浏览器从被动的信息展示进化为智能伙伴。另外，美团仍想留住商家。不可否认的是，美团想做的，其实是成为本地生活商家的“操作系统”。不仅是商家配送，还是流量获取和内容生产，通过AI工具及内容呈现，可以把商家的营销门槛降下来，让他们更依赖美团生态，而不是去其他平台投流。正如王兴信奉的“无边界战争”，如果不提前布防“内容的江山”，等到用户形成“看漫剧上抖音、找餐厅用高德”心智时，美团的本地生活帝国将面临真正的至暗时刻。另外，王兴也曾提到，美团外卖最大的对手看起来是饿了么，但更可能颠覆外卖的却是美团还没关注到的公司和模式。上线饭团漫社，虽然只是一小步，但也让市场看到，在AI时代，美团试图用内容重新定义本地生活的巨大野心。不过，这条路并不好走。要知道，仅2025年的外卖大战，就烧掉了阿里、美团、京东数百亿资金，美团更是一亏再亏。在2025年前三季度，美团核心本地商业经营利润更是巨亏141亿元，在核心外卖业务仍在“焦土作战”的当下，分兵做需要长期投入的业务，无疑是一场豪赌。更重要的是，强化工具属性和构建娱乐心智在底层逻辑上存在天然冲突，如何平衡二者，仍是美团需要持续解答的难题。但面对其他巨头的步步紧逼，美团或许已无选择，必须补齐短板。不进则退。也即是说，这场仗，不管终局如何，美团也必须要打下去。（头图和部分配图来自美团官方。）（声明：本文仅作为信息交流，不构成任何投资参考建议。）—END—","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,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":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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