Livestreaming Sensation: A Case of Meituan Live

Abstract

<p align="justify">China’s food delivery sector is rapidly expanding, intensifying competition among platforms like Meituan, Douyin, and Ele.me. Meituan’s introduction of livestreaming features, such as “Meituan Live” and “Shen Qiang Shou,” boosts engagement and sales, but presents challenges for smaller businesses due to high resource demands and livestream content oversight concerns. <p align="justify">中国的外卖行业正在迅速扩张，加剧了美团、抖音和饿了么等平台之间的竞争。美团推出的直播功能（如“美团直播”和“神抢手”）提升了用户参与度和销售额，但由于资源需求高以及直播内容监管等问题，也给小微企业带来了挑战。</p>