Ele.me and Meituan start a Spring Festival advertising copywriting war

It’s the Chinese New Year, and the two major food delivery apps - Ele.me and Meituan, have written copywriting in different styles. Let’s take a look and see which one you like better!

1. Ele.me’s new advertisement is a masterpiece!

A wave of advertisements recently launched by Ele.me in offline subways caused exclamations and heated discussions, with netizens commenting that they were "directly deified."

"I hope you don't go hungry during the New Year."

"But if you have time, you can teach your grandparents and parents who don't know how to use it step by step."

This series of advertising copy is even more warm, contrasting, and directly touches the tear point:

"Don't worry about anything and just be your parents' child."

"We went to the market to chat and bargain, and spoke our hometown dialect which we haven't spoken for a long time."

"This time when I'm hungry, I can really call for mom!!"

"Full of human touch!" "The pattern wins", "Ele.me's advertisement is the best this year", the praise for Ele.me's advertisement is almost unanimous on the Internet.

Some people think that Ele.me’s copywriting is good and sensational, so why do they shed tears when watching a text advertisement?

Some workers habitually analyze, "How many rounds of discussion did it take to convince the boss to agree to this copywriting?" Because the poster looks like Ele.me blue, but the theme and logo are not well promoted.

Some netizens think that this copywriting has a good idea. Takeaway is originally the second choice. The meaning of takeaway is that when you are not suitable for the first choice, the second choice can be a better substitute, but not all life is replaced by the second choice. Netizen Xiwue said that Ele.me has not forgotten the original intention and feelings of making software.

Some netizens also believe that an app of the size of Ele.me does not need advertising at all, but rather needs user favorability, and this advertisement has perfectly achieved its goal.

Some netizens even expressed their passionate support by saying "Come on Ele.me, we can't let Meituan dominate the market"; some netizens also joked, "Okay, we'll use Meituan during the Chinese New Year."

When a company does advertising, it hopes that more people will use its own products. However, Ele.me did the exact opposite, advising netizens not to use Ele.me during the Chinese New Year and to spend the holiday with their parents.

This sense of contrast and the heartfelt copywriting directly touched the hearts of netizens, and it can be said to be the most creative advertisement in recent times.

Meituan also recently launched a wave of "pun" advertisements in offline subways.

Meituan created an "extra long advertisement" at the Xidan subway station.

It is reported that this subway advertisement is 60 meters long, and the main body is two dragons with brand logos such as Golden Arowana, Coca-Cola, and Xu Fuji, and the dragon dancers are 41 delivery boys.

"A one-stop service for New Year's goods, with the festive atmosphere delivered to your home", "Use Meituan Takeout to buy New Year's goods", the delivery guy and "puns" simply and directly point out the Meituan New Year's Goods Festival.

The dancing dragon sounds like one-stop service, and next year happens to be the Year of the Dragon in the lunar calendar, which has the best meaning.

In addition to subway ads, Meituan has also launched other marketing ads recently. In fact, in recent years, Meituan has launched a marketing video during the Spring Festival, which has received high praise from users.

On January 13 last year, Meituan launched a New Year promotional advertisement titled "One More New Year", starring veteran actor Ni Dahong and comedy duo "Young Master and I". The drama, comedy content and warm heart were praised by netizens as "love to watch" and "very good". On the same day, related topics such as "Young Master and I and Ni Dahong" and "Young Master and I and Meituan" were trending on Weibo.

Meituan’s delivery guys, services and images are also cleverly integrated into various scenes of the advertisement.

For workers who have been busy for a year, whether it is text or video, the warm background and the obsession with "going home for the New Year" are the most touching advertisements.

2. Meituan and Ele.me prepare for the Spring Festival

According to media reports, in the food delivery market, Ele.me and Meituan have a market share of roughly 3:7.

As the planners of the two creative advertisements, Meituan and Ele.me each encountered minor turmoil before the New Year.

Some time ago, Ele.me was caught up in rumors of a "second sale". The news that "Douyin is negotiating with Alibaba to acquire Ele.me" appeared in December last year, and then there were rumors with details such as "the acquisition price is about US$7 billion" and "it is expected to be completed after spring".

On January 24, after TikTok and Ele.me both denied the allegations, Yu Yongfu, CEO of Alibaba Local Life Group, officially responded internally, "Fake is fake after all", "You may think that what you hear from me is the most authoritative, so I will respond to you positively again."

Meituan has just completed its new organizational structure adjustment.

On February 2, Meituan CEO Wang Xing issued an internal email announcing that Wang Puchong will be responsible for the Meituan platform, in-store delivery, home delivery, and basic research and development, while Zhang Chuan will be responsible for Dianping, SaaS, cycling, power banks, etc., and drones and overseas business will report directly to Wang Xing.

Meituan's business is still centered around the previously set themes of "local, retail, technology and internationalization," but after this adjustment, the in-store and home delivery businesses have been merged, and Wang Xing is personally in charge of the two directions of technology and internationalization.

"Meituan's stock price is undervalued," Wang Xing said. On January 17, Meituan's stock price fell below the issue price of HK$69, and continued to fall. Meituan's stock price closed at 64.1 yuan yesterday, down 86% from the highest point of 460 yuan, and its market value has fallen by 2 trillion yuan.

There are rumors that Ele.me will be sold to Douyin, while Meituan is believed to face challenges from local life rivals such as Douyin and Xiaohongshu.

Things have not been going well recently, luckily it's the New Year, which can make everyone forget the unpleasantness.

Behind the heartwarming Spring Festival advertisements is another secret struggle between Meituan and Ele.me.

Which offline advertising marketing do you prefer, Meituan or Ele.me?

We put all the advertising materials from both companies in full view.

Let’s first look at Ele.me’s copywriting.

Let’s look at Meituan’s copywriting.

Which advertising copy do you prefer?

Author: He Tuantuan; WeChat public account: Bian Niu Shi