王兴切入C2C市场，美团在上海、深圳等五城测试“妙蛙副业”

蓝鲸财经04-16

文｜《科创板日报》当外卖与到店业务陷入存量竞争、亏损压力高企之际，美团正寻找第二增长曲线，以C2C非标技能服务开辟增量市场。《科创板日报》记者注意到，美团APP首页悄然上线全新兼职频道“妙蛙副业”，目前已在上海、深圳、成都等多个城市开启小范围灰度测试，这也是美团首次切入个人技能服务赛道。不同于美团传统的B2C本地生活服务模式，这一全新板块定位于个体技能服务消费社区，核心是撮合知识技能、体验陪伴、...

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Shenzhen","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/567e1a50cf4d49b55cdeaa17b5d855a9","symbols_score_info":{"METmain":0.6,"03690":1.97,"HMTD.SI":0.6,"MPNGY":1.97},"content_text":"文｜《科创板日报》当外卖与到店业务陷入存量竞争、亏损压力高企之际，美团正寻找第二增长曲线，以C2C非标技能服务开辟增量市场。《科创板日报》记者注意到，美团APP首页悄然上线全新兼职频道“妙蛙副业”，目前已在上海、深圳、成都等多个城市开启小范围灰度测试，这也是美团首次切入个人技能服务赛道。不同于美团传统的B2C本地生活服务模式，这一全新板块定位于个体技能服务消费社区，核心是撮合知识技能、体验陪伴、生活代办等非标服务的C2C交易闭环，标志着美团从链接商家与用户，转向直接打通个人与个人的服务连接。据《科创板日报》记者体验，该频道入驻门槛极低，技能提供者无需企业资质，仅实名认证即可上架服务。服务品类极为宽泛，涵盖游戏陪练、职场辅导、创意设计、情感陪伴，乃至小众的兴趣教学、生活代办等。需求方则可浏览达人主页、作品案例与用户评价，直接沟通并完成交易闭环。美团并非首个入局者。早在2024年，闲鱼便已上线“闲鱼简历”功能，率先布局副业服务市场。据中国新就业形态研究中心2025年12月发布的《数字平台中的青年新职业趋势研究——以闲鱼为例（2025）》（以下简称《报告》）披露，闲鱼副业板块已呈现爆发式增长：2025年共有1962万名卖家发布服务，同比增长27%。用户结构方面：超七成发布者为35岁以下青年，约1400万人，以高学历非在校群体为主，00后占比达41%。交易规模方面，年成交5单及以上的活跃从业者总交易额59亿元，人均年收入4317.74元。其中，年收入超500元占比44%，超1000元占31.96%，超2000元达21.9%（近30万人）。从职业类别看看，上述报告列出96个热门新职业，分为情感陪伴、个人成长、技能变现、传统生活四大类，前三类年订单增速均超100%。美团此时入局，或与其2025年业绩承压相关。最新财报显示，美团全年营收3649亿元，同比仅增长8%，全年净亏损234 亿元，经营亏损170亿元。 作为传统利润支柱的核心本地商业板块（外卖、到店、酒旅）首度转为经营亏损69亿元，新业务板块亏损进一步扩大至101亿元。资深零售专家张伟荣向《科创板日报》记者分析指出，外卖行业价格战与流量见顶，让美团不得不跳出标准化服务框架，寻找高增长、高粘性的新业务，\"妙蛙副业\" 正是这一战略下的关键落子。在他看来，美团过往外卖、闪购、到店团购均围绕 B2C 逻辑运转，而C2C模式不仅是品类横向拓展，更是生态维度的升级。非标技能服务自带社交与内容属性，可通过图文分享、技能展示、用户评价形成深度互动，搭建人与人之间的信任纽带，有效提升APP打开频次与用户停留时长。张伟荣进一步分析称，这一模式与闲鱼“交易 + 社区”的飞轮效应相似，有望让美团从单一交易工具，向高粘性、高互动的生活服务生态进化，缓解用户流失与活跃度下滑问题，同时借助年轻群体激活平台生态，为长期增长注入新动力。不过，百联咨询创始人庄帅看来，C2C 非标服务易出现服务质量参差不齐、隐私安全、纠纷处理等问题，美团需建立严格审核与履约保障机制。","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":1,"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 AppleWebKit/537.36 (KHTML, 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