王兴定调美团：忘掉经验、深耕物理世界AI、去“兴哥”化

第一财经03-13

3月13日的管理层沟通会上，美团CEO王兴给出了三个信息点：海外市场忘掉经验、国际化聚焦但不盲目；AI Agent的冲击比ChatGPT更大、美团要做好物理世界的AI底座，以及在内部去掉身份标签，“别再叫我兴哥”。　　这三者实际指向一个命题：美团接下来的仗，没法靠老本赢。　　在提及美团国际化时，王兴表示在巴西的投入不应该全面铺开，应该选取合适的地点，忘掉自己原来的成功经验，打磨清楚模型之后再扩展。...

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\"Xingge\"","themeId":"340eb3e46230d34776de0d170a95f578","isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"METmain":0.6,"03690":1.96,"HMTD.SI":0.6,"MPNGY":1.96},"content_text":"3月13日的管理层沟通会上，美团CEO王兴给出了三个信息点：海外市场忘掉经验、国际化聚焦但不盲目；AI Agent的冲击比ChatGPT更大、美团要做好物理世界的AI底座，以及在内部去掉身份标签，“别再叫我兴哥”。　　这三者实际指向一个命题：美团接下来的仗，没法靠老本赢。　　在提及美团国际化时，王兴表示在巴西的投入不应该全面铺开，应该选取合适的地点，忘掉自己原来的成功经验，打磨清楚模型之后再扩展。　　对于美团这样一家从千团大战杀出来、在本地生活领域赢下过诸多战役的公司，“成功经验”是最大的资产，也可能成为开拓新市场的阻碍。这或许意味着巴西这一出海“主战场”并不适用美团过往的那套打法。即时零售在不同市场的渗透路径完全不同，过去靠烧钱补贴、地推铁军的经验，在海外未必能复制。在巴西，作为后来者的美团势必要在成熟玩家已经获得独家商家的背景下摸索新的玩法。　　除了国际化业务，2026年管理层沟通会的另一项重点议题是AI。无论是王兴还是美团核心本地商业CEO王莆中都提及了美团的AI战略。　　他谈到AI Agent的冲击比ChatGPT更大，听起来像技术判断，背后也有战略焦虑。过去，ChatGPT改变的是信息获取方式，而AI Agent改变的是“执行”——这正是美团的领地。当AI能替用户比价、下单、甚至规划消费时，美团的流量入口地位会不会被颠覆？　　他补充说“物理世界的数字化是AI底座”，意味着无论AI怎么变，最终履约还得靠人、靠骑手、靠线下网络。美团要继续用最重的方式建护城河。　　对于AI发展，王莆中则给出了更明确的发展路径：会在自有基础大模型上坚定投入，做出有特色的低推理成本模型。同时硬件和信息两手抓。一方面投入研发物流、机器人等相关科技，譬如无人机、无人车等，另一方面建设丰富的物理世界信息、真实的评价，捕捉即时动态的信息，为模型、C端Agent所用。　　从实际动作看，美团对于AI的思路更多是要为业务所用，即美团建立的AI底座和信息库最终将落地于B端和C端的业务场景。例如去年美团发布了自研模型LongCat-Flash-Chat后，随即推出了“小美”App，用于外卖下单、餐厅推荐、订座导航等本地生活服务。用AI降低用户决策成本，提升服务体验。同时，C端产生的海量用户行为数据将反哺美团的推荐算法和运营优化，形成“数据-算法-服务”的闭环，进一步提升外卖、到店等核心业务的效率与精准度，这或许是美团想通过AI在激烈竞争中走出差异化的方法。　　沟通会还透露了部分数据。王莆中表示，去年核心本地商业遭遇了前所未有的内卷式竞争冲击，即时零售能够以远低于竞争对手的亏损坚守超过60%的GTV份额，主要靠坚守用户体验和持续创新。　　如果说国际化和AI是向外看，那么“别再叫我兴哥”、去掉“登味儿”这件事，是向内的“一刀”。　　当AI正在重塑组织与工作模式，当国际化需要管理者“忘掉成功经验”，固化的层级感和“老资格”心态就成了“最大的敌人”。王兴的潜台词或许是：从称呼开始去中心化，从心态开始年轻化，这家上万人的公司才能在技术和市场的双重变局中不掉队。（文章来源：第一财经）","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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