目前，七鲜小厨已在北京开出30家，基本实现对五环内城区的覆盖。 "从今天开始营业到中午11点，店内已经送出500多单了，现在还在爆单中。"七鲜小厨北京长保大厦门 店的马店长告诉北京商报记者。 在午餐高峰期，不少京东、美团等骑手在店内寻找订单。一位常跑附近区域的骑手表示，每天大概有十 几个订单会来自七鲜小厨。 抢占节日场景 暴涨的订单主要受营销活动推动。近日，七鲜小厨正在开展北京用户下单就送免费巧克力的活动，京东 主站也将活动同步在首页上。据京东统计，营业不到3小时，北京所有七鲜小厨门店的订单量已突破1.6 万单。 今年7月底，京东在长保大厦落地首家七鲜小厨门店，并计划在3年内投入超百亿元资金，在全国范围建 设超10000个七鲜小厨。据悉，9月16日，刘强东曾罕见现身为七鲜小厨站台，首次直播做菜。 目前，七鲜小厨已在北京开出30家，基本实现对五环内城区的覆盖。据马店长介绍，长保大厦门店的客 群主要来自周边居民、上班族和学生等。 今年3月，京东以"品质"心智、0佣金、为骑手买社保等策略举起外卖大旗，杀入对手阵地。上线90天 内，日订单量即突破2500万单，入驻商家超200万。京东外卖高频消费带来的交叉销售影响让阿 ...

在不少业内人士眼中，2025年是即时零售爆发的元年。今年以来，三大电商巨头在即时零售赛道相互围 追堵截，从单一维度的价格厮杀上升为平台业务生态能力的全局检验，重塑市场格局和消费心智。当市 场规模迈向万亿，可持续性的盈利能力将是电商企业的下一个关卡。 转自：北京日报客户端 2025年，电商行业迈入速度与效率的深水区：京东、美团与阿里火拼"分钟级履约"，感受硬折扣的深 浅；抖音、小红书深挖本地生活增量；AI规模化试验电商场景，优化"无人"服务……步入存量博弈周 期，电商行业的增长逻辑正从过去的规模扩张，转向效率与可持续性。 临近元旦，电商巨头在即时零售上再次玩起花样。在销售活动带动下，12月25日，七鲜小厨北京30家门 店订单量超过1.6万单。与此同时，淘天、美团也挂上"双旦"促销横幅，释放大额会员券。各类节日礼 盒、红酒、休闲零食等品类进入热销期。 "饿了么改名后有助于阿里将本地生活从'餐饮外卖'的垂直赛道，提升至'万物到家'的广阔战场，满足顾 客对于更多品类商品即时送达的边缘需求。"电子商务交易技术国家工程实验室研究员赵振营认为。 抢占节日场景 "从今天开始营业到中午11点，店内已经送出500多单了，现在还在 ...

Core Insights - The article highlights the competitive landscape of instant retail among major e-commerce players, indicating that 2025 is expected to be a pivotal year for the sector as companies shift focus from price wars to enhancing overall business ecosystem capabilities [1][4]. Group 1: Market Dynamics - On December 25, 2023, 30 stores of Qixian Xiaochu in Beijing received over 16,000 orders, driven by promotional activities such as free chocolate for users [2]. - Major e-commerce platforms like JD.com, Meituan, and Taotian are intensifying their marketing efforts ahead of the New Year, with significant sales expected for gift items and festive products [2][3]. - The instant retail market in China is projected to reach 971.4 billion yuan in 2023, with expectations to surpass 1 trillion yuan in 2024 and potentially reach 2 trillion yuan by 2030, reflecting an annual growth rate of 12.6% during the 14th Five-Year Plan period [7]. Group 2: Competitive Strategies - JD.com, Meituan, and Taotian are engaged in fierce competition, with JD.com adopting strategies such as zero commission and social security for delivery personnel, resulting in a daily order volume exceeding 25 million within 90 days of launching its services [4][5]. - Meituan has shifted its focus to instant retail by closing non-core businesses and enhancing its delivery capabilities, with over 30,000 flash warehouses established across 2,800 counties and cities [5][7]. - Alibaba is integrating its resources to enhance its instant retail offerings, with a focus on improving user experience and increasing profit margins through innovative business models like Taobao Flash Purchase [7][8]. Group 3: Financial Performance - In Q3 2023, Alibaba's instant retail revenue grew by 60% year-on-year, while JD.com's new business segment, including delivery services, saw a quarter-on-quarter growth of 12.56% [7]. - Despite revenue growth, Alibaba's operating profit declined by 85% year-on-year, indicating the high costs associated with sustaining competitive advantages through subsidies [7]. Group 4: Future Outlook - The competition in the instant retail market is expected to evolve beyond mere subsidies and order volumes, focusing instead on ecosystem collaboration, operational precision, and supply chain efficiency [8].

Core Insights - The e-commerce industry is transitioning from scale expansion to efficiency and sustainability as it enters a period of stock competition, with major players like JD, Meituan, and Alibaba competing fiercely in instant retail [1][8] - The year 2025 is anticipated to be a breakout year for instant retail, with significant marketing activities driving order volumes, as seen with 7Fresh's stores in Beijing [2][4] Group 1: Market Dynamics - Major e-commerce platforms are engaging in intense competition, with JD, Meituan, and Alibaba employing various strategies to capture market share in instant retail [4][5] - JD has launched initiatives such as 0 commission and social security for delivery personnel, resulting in a rapid increase in daily order volume [4][7] - Alibaba has invested heavily in subsidies to compete, with a reported 500 billion yuan allocated to capture market share in the instant retail sector [4][6] Group 2: Sales and Promotions - During the holiday season, e-commerce platforms are heavily promoting gift items, with significant sales increases expected for products like beauty gift sets and festive food items [2][3] - 7Fresh's promotional activities, including free chocolate giveaways, have significantly boosted order volumes, demonstrating the effectiveness of marketing strategies [2][3] Group 3: Financial Performance - Instant retail revenue for Alibaba grew by 60% year-on-year in Q3, while JD's new business segment, including delivery services, saw a 12.56% quarter-on-quarter increase [7] - Despite revenue growth, Alibaba's operating profit fell by 85% year-on-year, highlighting the challenges of sustaining profitability amid heavy subsidies [7] Group 4: Future Outlook - The instant retail market in China is projected to reach 971.4 billion yuan by 2025, with expectations to exceed 1 trillion yuan by 2026 [8] - The competition will increasingly focus on operational efficiency, ecosystem collaboration, and the ability to extract value from existing customers rather than just on subsidies and order volume [8]

Core Insights - The e-commerce industry is transitioning from scale expansion to efficiency and sustainability as it enters a period of stock competition, with major players like JD, Meituan, and Alibaba competing fiercely in instant retail [1][8] - The year 2025 is anticipated to be a breakout year for instant retail, with significant marketing activities driving order volumes, as seen with 7Fresh's stores in Beijing [2][4] Group 1: Market Dynamics - Major e-commerce platforms are intensifying competition in instant retail, with JD, Meituan, and Alibaba engaging in aggressive strategies to capture market share [4][5] - JD's entry into the food delivery market has seen rapid growth, achieving over 25 million daily orders within 90 days of launching its delivery service [4][6] - Meituan has shifted its focus to instant retail, closing non-core businesses and enhancing its delivery capabilities, with over 30,000 flash warehouses established [6][7] Group 2: Financial Performance - Instant retail revenue for Alibaba grew by 60% year-on-year in Q3, while JD's new business segment, including delivery, saw a 12.56% quarter-on-quarter increase [7][8] - Despite revenue growth, Alibaba's operating profit fell by 85% year-on-year, highlighting the challenges of sustaining high levels of subsidies [7] Group 3: Future Projections - The instant retail market in China is projected to reach 971.4 billion yuan by 2025, with expectations to exceed 1 trillion yuan in 2026 and potentially reach 2 trillion yuan by 2030 [8] - The competition in instant retail will increasingly focus on operational efficiency, ecosystem collaboration, and refined business operations rather than just subsidies and order volume [8]

Core Insights - The article highlights the rapid growth of Yima Songjiu, a liquor instant retail platform, which is projected to achieve a GMV of over 6 billion yuan in 2023, doubling from 3 billion yuan in 2022 [2][24] - Yima Songjiu has quickly become a leading player in the industry, reflecting the strong demand for instant home delivery of alcoholic beverages [3][28] Company Overview - Established in 2021 as a supplementary project for Meituan's flash purchase service in Huizhou, Yima Songjiu has expanded to over 2,000 warehouses across more than 200 cities, serving nearly 30 million users [3][11] - The platform offers over 800 SKUs, covering major categories such as beer, white liquor, red wine, and foreign liquor, with an average delivery time of 15 minutes [3][4] Competitive Advantages - Yima Songjiu promotes three main advantages: speed, price, and a light-asset model [4] - The platform's self-operated delivery model allows for faster delivery times, achieving a 50% on-time rate within 15 minutes and 95% within 25 minutes, significantly quicker than competitors [4][21] - Pricing strategies include using self-branded products to maintain high margins and leveraging Meituan's subsidies to offer competitive prices on well-known brands [4][5] Market Dynamics - The instant retail sector for alcoholic beverages is still in its early stages, with a projected market size of 100 billion yuan by 2027, indicating a compound annual growth rate of approximately 30% [24][27] - The industry faces challenges such as high delivery costs, low margins, and fluctuating demand, which complicate the balance between operational efficiency and profitability [21][29] Strategic Collaborations - Yima Songjiu has partnered with China Resources Beer to launch exclusive products based on real-time consumer data, showcasing the potential of instant retail platforms to influence product development [9][10] Future Outlook - The article suggests that the next phase of competition in the liquor instant retail market will focus on enhancing customer experience through specialized services and personalized recommendations [22][30] - The industry's growth is expected to be driven by changing consumer habits, particularly among younger generations who favor instant delivery services [27][28]

Core Insights - The article discusses the evolving landscape of celebrity endorsement marketing, highlighting a shift from traditional top-tier celebrities to a more diverse range of endorsers, including lesser-known figures and even non-human entities [2][18][24]. Group 1: Trends in Celebrity Endorsement - The number of official endorsements has increased by 22.61% in the first three quarters of this year, indicating a growing reliance on this marketing strategy [3]. - Brands are increasingly opting for unconventional combinations and cross-industry collaborations, such as luxury brands partnering with comedians or sports stars [4][7]. - The trend of using "cold" or "unusual" endorsers is on the rise, with brands selecting individuals who resonate with their image rather than just relying on mainstream celebrities [18][20]. Group 2: Market Dynamics - The competitive market landscape and fragmented media consumption have led to a demand for more authentic and diverse emotional connections from consumers [2][24]. - Brands are adapting to the changing social media landscape, where the production of topics has shifted from brands to ordinary users, allowing for greater interaction and engagement [15][16]. - The rise of digital influencers and virtual entities as brand ambassadors reflects a shift towards lower-cost and lower-risk marketing strategies [21][23]. Group 3: Challenges in Endorsement Marketing - Despite the diversification of endorsers, the most effective sales drivers remain a select group of top-tier celebrities, indicating a challenge in balancing short-term sales with long-term brand building [25][27]. - The increasing number of endorsements can lead to a "sea of people" effect, where the uniqueness of each endorsement diminishes, making it harder for brands to achieve deep resonance with consumers [29][30]. - Brands are exploring a hybrid approach, combining short-term endorsements with long-term partnerships to maintain both freshness and depth in their marketing strategies [29][30].

Group 1 - The core point of the article is that Eli Lilly's innovative drug Tirzepatide has been officially included in the new national medical insurance catalog, leading to a new round of price reductions in the domestic diabetes and weight loss drug market [2] - Prior to the implementation of the insurance price for Tirzepatide, some online pharmaceutical platforms have already initiated pre-sale activities with price reductions [2] - The pre-sale price for Tirzepatide at 10mg specification on Meituan Buy Medicine has dropped to 450 yuan, which is approximately 20% of the previous price [2] Group 2 - Other GLP-1 drugs, such as Semaglutide, have also seen varying degrees of price adjustments online, indicating a gradual transmission effect of the insurance policy on the outpatient market prices [2]

Core Viewpoint - The popularity of skiing in China is rapidly increasing, with a significant rise in participation among younger demographics, particularly those born in the 1990s, as skiing transitions from a niche sport to a mainstream recreational activity [2][3]. Group 1: Market Trends - A "Beginner Skiing" package launched by Meituan Travel offers a comprehensive service for as low as 99 yuan, making skiing more accessible to the public [2][3]. - Since November, nearly 20 million people have shown interest in ice and snow sports, with over 40% of participants being post-95s [2]. - The search volume for "beginner skiing" has increased by 292% in December, indicating a growing interest in skiing among new users [5]. Group 2: Demographics and Participation - Over 50% of skiing enthusiasts are from the post-90s generation, highlighting a trend of younger individuals engaging in skiing as a social activity [3][5]. - The majority of the ice and snow interest demographic is under 35 years old, making up 52% of the total [7]. - The adult participation in skiing training has notably increased, especially among those aged 30 to 40, with over 80% being beginners [5]. Group 3: Consumer Behavior - The customer base for skiing is evolving, with many new skiers transitioning into dedicated enthusiasts willing to invest in equipment and advanced training after initial experiences [7][8]. - The demand for night skiing has surged, with ticket sales increasing by over 30% this year [8]. - Related sectors such as transportation and accommodation are also benefiting, with hotel bookings up by 9% and flight bookings soaring by 45% in December [8]. Group 4: Industry Initiatives - Meituan Travel is collaborating with various ski resorts to enhance skiing services and offer exclusive member benefits, aiming to stimulate the ice and snow economy [9].

作者｜彭倩 任彩茹 外卖大战，是今年规模最大、也最系统的一场商战。它的看点并不在于阿里与美团的"伤敌一千、自损八百"式价格对冲，而在于这是一场非打不可的战役 ——因为更深层的变化正在发生：电商与外卖，正在进入同一条竞争轨道。 "透视图"栏目在年终特别策划了"36氪年度透视"系列，用数据透视2025全年趋势，以图片呈现今年商业世界中不可错过的要点。 这是我们的第6期内容。 36氪制图 很多人只看到了外卖大战的热闹，却忽略了一件更重要的事：外卖已经不只是外卖，电商也不再只是电商。 36氪制图 当"30分钟送达"不断覆盖生鲜、酒水、美妆、3C等核心品类，即时零售开始系统性侵蚀传统电商的腹地。当"快"成为默认选项，阿里的下场并非扩张野心， 而是一种不得不进行的防守。 36氪制图 36氪制图 在这场较量中，被反复校验的并不是补贴力度，而是履约密度、系统效率，以及谁能率先适应一个"快成为基础设施"的新零售结构。谁定义"即时"，谁或许 就掌控下一代消费入口。 36氪制图 延展阅读 36氪2025年度透视 ...