Core Viewpoint - The rise of instant delivery services is significantly driven by consumption upgrades and digital transformation, making it an essential part of life in lower-tier markets [1][2]. Group 1: Market Trends - The lower-tier market, including third-tier cities and rural areas, is becoming a new growth area for the food delivery industry, with a user base expected to grow from 124 million in 2014 to 799 million by 2024 [2]. - The online food delivery market in China is projected to reach a scale of 1.6357 trillion yuan in 2024, with a year-on-year growth of 7.2% and a penetration rate of 28% [4]. - Retail sales in urban areas are expected to reach 42.1166 trillion yuan in 2024, growing by 3.4%, while rural retail sales are projected at 667.29 billion yuan, with a growth rate of 4.3% [7]. Group 2: Policy and Competitive Landscape - Government policies are enhancing the commercial infrastructure in rural areas, promoting initiatives like "delivery to villages" to improve service coverage and reduce costs [10]. - Major players like Meituan, JD, and Ele.me are fiercely competing for market share in lower-tier cities, employing strategies such as zero commission and substantial subsidies [11]. - Local platforms like "Runter Kuaiche" are emerging to cater to specific needs in rural markets, leveraging their local knowledge and community ties to provide personalized services [16][17]. Group 3: Consumer Behavior - The primary consumer group in the lower-tier market consists of individuals aged 25-44, with a significant female user base of 67.01%, who prefer a blend of online and offline shopping experiences [19]. - Over 60% of users order food delivery more than three times a week, with social recommendations playing a crucial role in their decision-making process [19]. Group 4: Future Outlook - The lower-tier market is anticipated to become the "second growth curve" for China's instant delivery industry, driven by ongoing policy support and technological advancements [21].
下沉市场外卖新势力,跑腿快车在巨头阴影下的本土创新
Zhong Guo Chan Ye Jing Ji Xin Xi Wang·2025-05-22 08:10