饿了么的即时零售野心，被严重低估了

Core Viewpoint - Ele.me has officially launched a subsidy program exceeding 10 billion yuan, aiming to provide real benefits to users rather than engaging in verbal disputes with competitors [2][3][19]. Group 1: Ele.me's Strategy - Ele.me strategically avoids participating in the ongoing verbal battles in the instant retail market, focusing instead on direct financial incentives for users [3][12]. - The launch of the "10 billion subsidy" initiative is seen as a well-planned move to enhance user engagement and market presence [20][29]. - Ele.me's approach emphasizes the importance of delivering real value to users through substantial subsidies rather than engaging in superficial marketing tactics [16][18]. Group 2: Market Context - The recent entry of JD.com into the food delivery market has sparked a significant public debate, with both JD.com and Meituan involved in a war of words [5][10]. - Ele.me's decision to remain silent during this period reflects its deep understanding of the food delivery market's underlying logic, prioritizing user value over publicity [13][14]. - The competitive landscape has shifted, with Ele.me seizing the opportunity to attract attention while competitors are momentarily distracted by their disputes [24][30]. Group 3: Collaboration with Alibaba - Ele.me's subsidy initiative coincides with the rebranding of Alibaba's instant retail service, "Taobao Hourly Delivery," to "Taobao Flash Purchase," which Ele.me will support [29][35]. - The collaboration with Alibaba enhances Ele.me's market position, leveraging Taobao's traffic and product supply advantages to strengthen its own delivery capabilities [30][36]. - Ele.me's strategic alignment with Alibaba positions it as a key player in the instant retail sector, aiming to capture a larger market share amidst increasing competition [34][37].