(Source: https://pltfrm.com.cn)
Introduction
With daily orders surpassing 50 million and GMV growing double-digits annually, China’s food delivery platforms offer overseas brands one of the fastest routes to nationwide consumer trial. Understanding the unique strengths of each platform and pairing them with localization expertise is critical for sustainable success.
- Platform Landscape Overview
1.1 Meituan – Scale and Local Dominance Hyper-Local Network: 5-million-strong rider fleet ensures delivery in even lower-tier cities. Merchant Tools: Advanced heat-map analytics show exactly where and when your products sell best. Entry Tip: Prioritize Meituan for nationwide rollout due to its unmatched coverage.
1.2 Ele.me – Premium and Ecosystem Advantages 30-Minute Promise: Backed by Alibaba’s logistics and Freshippo fresh supply chain. High-Value Users: Stronger penetration among white-collar consumers searching for imported and healthy options. Synergy: Direct integration with Tmall Supermarket for bundled imported grocery orders.
- Operational Setup Requirements
2.1 Licensing and Certification Food Circulation Permit: Required for all imported packaged food; processed items need additional blue-hat registration if health claims are made. Partner Selection: Work with licensed central kitchens or co-packing facilities that already hold necessary permits. Timeline: Proper preparation shortens approval from 6 months to 8–10 weeks.
2.2 Pricing and Commission Structure Dynamic Commission Rates: Typically 18–25%, but negotiable for exclusive or high-volume overseas brands. Minimum Order Incentives: Encourage higher average tickets with free delivery thresholds. Profitability Path: Combine platform subsidies in early months with premium pricing justified by “imported authentic” positioning.
- Traffic and Conversion Optimization
3.1 In-App Advertising Options Search Ads & Banner Placement: Bid on high-intent keywords like “imported cheese” or “authentic tiramisu”. Algorithm Boost: High rating (4.8+) and fast preparation times directly improve organic ranking.
3.2 Membership and Loyalty Programs Platform-Agnostic Points: Link WeChat Mini-Program membership with delivery orders for cross-channel redemption. Subscription Models: Offer weekly imported snack boxes with 20–30% discounts to drive recurrence.
- Case Study: A Spanish Ham Brand’s Rapid Rise on Ele.me
A premium Spanish Iberico ham brand launched exclusively on Ele.me by partnering with Alibaba’s Freshippo kitchens for slicing-to-order service. They created ready-to-eat tapas sets localized with Chinese dipping sauces and ran targeted ads to users searching “high-end charcuterie”. During Double 11 they offered limited gift boxes bundled with imported red wine (cross-sold via Tmall). The combination of premium positioning, 30-minute delivery, and heavy platform subsidies propelled them to #1 imported cured meat within four months, with over 70% repeat purchase rate.
Conclusion
China’s food delivery platforms are mature, data-rich, and subsidy-ready for overseas brands that enter strategically. Aligning the right platform mix with flawless execution unlocks explosive growth in one of the world’s most dynamic consumption channels.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with overseas brands for many years, helping them achieve deep localization and significant market penetration through tailored strategies on multiple platforms. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
