Alibaba Rolls Out Chihuobiji to Compete with Dianping and Xiaohongshu

Consumer Staples Author: 王乙淇 Editor: 张宇喆 May 17, 2021 12:30 PM (GMT+8)

On May 17, according to Tech Planet, the Alibaba innovation department launched a food content App called Chihuobiji, in which users can share the daily experiences of food and dining through sharing images and short videos.


In addition, in order to make up for the lack of content updates, Chihuobiji officially created a mini App that can be used to recruit producers from external platforms such as Tiktok and Bilibili, as new content system to provide high-quality content producers with traffic and other support.

Nowadays, product information and content sharing platforms are becoming increasingly popular, among which Xiaohongshu is ranked first, while Meituan's being more popular in terms of food.

Therefore, Alibaba launches Chihuobiji might due to the consideration of the utilization and transformation of its own vertical content, converging all food content resources into a new platform, like Xiaohongshu and Dianping, so as to become the major player in the food industry. 

Chihuobiji takes interesting, useful and fresh content as the core, aiming to make content that resonates with businesses and consumers. Meanwhile, by installing in Chihuobiji food consumption channels such as and Taobao, Alibaba can draw new customers and retain old customers, which is conducive to the entire Alibaba's closed-loop marketing.