On October 9, Meituan (MEITUAN) and BTG Group signed a strategic cooperation agreement in Beijing.
The two parties will deepen collaboration in areas including joint marketing and bundled products, innovation and brand revitalization of time-honored brands, park economy and rural tourism, membership systems and digitalization, promoting coordination of resources across hotels, catering, scenic spots and other multi-format businesses, and exploring new models of cultural tourism consumption.
BTG Group's business covers hotels, catering, scenic spots, commerce and other sectors, and owns well-known time-honored brands such as Quanjude and Donglaishun.
Relying on its local life services ecosystem covering dining, lodging, travel, shopping and entertainment, Meituan has accumulated rich experience in consumer demand insights, online marketing and digital operations, providing an important foundation for in-depth cooperation between the two sides.
The two parties had previously collaborated in areas such as hotel bookings, catering, scenic spots and vacations.
This signing marks a shift from scattered cooperation across individual business segments to a comprehensively deepened group-level integration model, further exploring the integrated development of online and offline consumption scenarios.
It also signals that Meituan's cooperation with leading tourism groups has entered a new strategic phase.
Li Jinfei, Vice President of Meituan and head of its hotel and travel business, said that Meituan aims to be a reliable and innovative business partner for merchants, extending cooperation from channel connection and online operations to joint business development, and applying the digital operations experience and business capabilities accumulated from long-term service to merchants across BTG's hotel, catering and scenic spot segments, continuously helping partners enhance product strength, service quality and marketing capabilities, and supporting their better development toward digital and intelligent operations.
Moving from scattered cooperation to deep multi-format coordination, expanding new space for cultural tourism consumption
In recent years, tourists' travel demands have gradually extended from single accommodation and scenic spot visits to multi-scenario, deep-experience offerings.
Connecting consumption scenarios such as hotels, catering and scenic spots, and transforming scattered cultural tourism resources into a complete consumer experience, has become an important direction for cultural tourism enterprises exploring growth space.
BTG Group owns more than 170 brands and has three listed companies under its umbrella — Btg Hotels(Group)Co.,Ltd. (600258), Wangfujing and Quanjude — with business covering five major segments: commerce, accommodation, entertainment, catering and travel.
For a long time, more than 4,000 hotels under BTG have operated on Meituan, covering over 400 cities.
Previously, BTG Group launched combined packages and specialty products such as "hotel plus dining" and "hotel plus scenic spot tickets" on Meituan, and will continue to carry out joint marketing in conjunction with major festivals and urban consumption promotion activities, deepening product combinations and customer flow linkages across different business segments.
The cooperation will also extend to park economy and rural tourism.
The two parties plan to combine consumption scenarios in certain Beijing parks and surrounding areas, participating in the planning of cultural activities, themed markets, specialty dining and other collaborations, enriching the supply of urban leisure and peripheral tourism products.
Liu Shaojian, Deputy Party Secretary of BTG Group, said that BTG Group possesses rich offline consumption scenarios, while Meituan has the advantage of an online life services platform.
Their cooperation is not merely a simple superposition of resources, but rather a digital approach to reconnecting a city's dining, lodging, travel, shopping and entertainment.
He looks forward to working with Meituan to enrich the capital's consumption scenarios and improve the experience for citizens and tourists.
Meituan and BTG Group signed a strategic cooperation agreement in Beijing.
Promoting the renewal of time-honored catering brands, enhancing business coordination through digitalization
BTG Group owns time-honored brands such as Quanjude and Donglaishun.
This cooperation lists the revitalization of time-honored brands as a key priority, with the two parties planning to use livestreaming, short videos and brand-themed showcases to present product and cultural features, attracting consumers to learn about the brands and visit stores for experiences.
Revitalizing time-honored brands goes beyond letting more people discover them online — it also requires traditional dishes and services to adapt to new consumption habits.
Zhang Cong, Deputy Party Secretary and General Manager of Donglaishun Group, introduced that Donglaishun has already experimented on Meituan with diversified products such as vouchers and family banquet group deals, launched online table reservations and queue number services, and showcased specialty dishes through livestreaming, connecting online purchases with in-store consumption to form a "watch stream — place order — visit store" consumption chain, providing new pathways for stores to expand customer sources and improve off-peak operations.
These online experiments have gradually been reflected in store operating data.
Meituan data shows that over the past six months, Quanjude's in-store catering group purchase transaction volume on the Meituan platform grew 38% quarter-on-quarter, with redeemed orders increasing 10%; during the same period, Donglaishun's same-store delivery order volume grew nearly 10% year-on-year.
According to reports, the two parties plan to establish a "BTG Special Zone" on the Meituan platform, integrating hotel, catering, scenic spot and other products for consumer convenience in searching and selecting; and using Meituan as a link to gradually achieve mutual recognition of membership benefits across different formats such as hotels and catering under BTG Group, exploring a new full-scenario cooperation model covering dining, lodging, travel, shopping and entertainment, and contributing to the construction of Beijing as an international consumption center city.
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