From Group Buying to Super App: The Rise of Meituan

What began as a group-buying website in 2010 has now become one of China’s most influential technology platforms. Meituan, often described as a “super-app,” offers an astonishing range of on-demand services—from food delivery and hotel bookings to ride-hailing, movie tickets, and even beauty salon appointments. Its journey reflects not only the rapid digitalization of Chinese consumer habits but also the strategic vision of its founder, Wang Xing. By consistently identifying and dominating high-frequency service verticals, Meituan has embedded itself into the daily lives of millions.

More Than Just Food Delivery

While many outside China know Meituan primarily for its food delivery arm, Meituan Waimai, the platform’s ecosystem is vastly more comprehensive. It successfully operates across three major business segments: Food Delivery, In-store, Hotel & Travel, and New Initiatives. This diversification has allowed it to capture consumer spending at multiple touchpoints, creating a seamless experience for users who can order dinner, book a weekend getaway, and schedule a fitness class all within the same app.

This “everything app” strategy is powered by a sophisticated logistics network and data-driven operation. Meituan’s real-time dispatch system, for example, optimizes delivery routes for thousands of couriers, ensuring efficiency and speed. For restaurants and merchants, it offers digital tools for order management, promotional campaigns, and customer retention—making it an indispensable partner in the digital economy.

The Engine Behind the Experience: Technology and Data

At its core, Meituan is a technology company. Its ability to manage millions of daily transactions rests on robust AI and big data infrastructure. The platform uses machine learning algorithms to predict demand, personalize recommendations, and dynamically adjust pricing. For instance, its recommendation engine influences over 70% of food orders by analyzing user behavior, time of day, weather conditions, and restaurant performance.

Moreover, Meituan has invested heavily in autonomous delivery technologies, including drones and self-driving vehicles, aiming to reduce costs and enhance scalability. These innovations are not just about staying competitive—they are essential to serving both densely populated cities and lower-tier markets where delivery logistics pose different challenges.

Impact on Merchants and the Local Services Economy

Small and medium-sized businesses form the backbone of Meituan’s merchant network. By providing these businesses with access to a vast digital consumer base, Meituan has democratized growth opportunities that were previously available only to large chains with big marketing budgets. Restaurants, in particular, have leveraged Meituan’s platform to increase order volume, optimize operations, and gather valuable customer insights.

However, this relationship isn’t without tension. High commission rates and intense competition have sparked debates about the sustainability of the platform economy for small vendors. Yet, many continue to rely on Meituan for customer acquisition and retention, highlighting the platform’s entrenched role in modern retail.

User Behavior and Cultural Integration

In China, Meituan is more than an app—it’s a cultural fixture. It has shaped how urban consumers eat, socialize, and travel. The convenience of on-demand delivery supports a fast-paced lifestyle, while user reviews and ratings foster a culture of shared feedback and trust. During festivals like Chinese New Year, Meituan becomes a central hub for ordering festive meals and sending gifts, reinforcing its social and emotional utility.

Younger generations, especially, expect immediacy and variety—a demand that Meituan meets with relentless execution. Its subscription-based membership program, offering free delivery and discounts, further enhances loyalty and frequency of use.

Challenges and Regulatory Landscape

Like other major tech firms in China, Meituan operates under increasing regulatory scrutiny. Antitrust investigations, data privacy laws, and labor rights concerns—particularly regarding the welfare of delivery riders—have prompted the company to adjust its practices. In response, Meituan has improved insurance coverage for couriers, revised algorithm systems to reduce pressure on delivery times, and committed to greater compliance with national policies on fair competition.

These challenges underscore the balancing act that super-apps must perform: driving growth while adapting to broader societal expectations and regulatory frameworks.

The Future: Innovation and Expansion

Meituan continues to explore new frontiers. Its ventures into grocery delivery (Meituan Maicai), community group buying (Meituan Youxuan), and even electric vehicle manufacturing illustrate ambitions beyond core services. Investments in AI and robotics suggest a future where Meituan’s infrastructure supports not just consumer services but also supply chain and logistics innovation on a grand scale.

Expansion into lower-tier cities remains a priority, as these markets show strong growth potential. At the same time, international expansion, though cautious, is not off the table—particularly in Southeast Asia, where urban density and mobile adoption resemble China’s own growth story.

Conclusion: A Model of Digital Integration

Meituan’s story is one of relentless evolution. By continuously expanding its service offerings and refining its technology, it has created an integrated ecosystem that serves consumers, empowers businesses, and drives the digital economy forward. For developers, analysts, and marketers, understanding Meituan offers insights into the future of on-demand services, platform strategy, and consumer behavior in the world’s most competitive digital market.

For those looking to engage with or learn from Meituan’s success, APIs that provide access to its rich data—on consumer trends, merchant performance, and geographic demand—can be invaluable. Platforms like Just One API enable businesses to tap into this data, offering a window into one of the most dynamic players in the global tech landscape.