Zhong Guo Jing Ying Bao·2025-07-06 13:14Core Viewpoint - Meituan's aggressive coupon distribution on July 5 led to a significant surge in user activity and order volume, causing temporary server limitations, highlighting the competitive landscape in the instant retail sector [2][5][11]. Group 1: Coupon Strategy and Market Response - On July 5, Meituan issued a large number of coupons, resulting in over 1.2 billion orders on the platform, with more than 1 billion being food orders by 10:54 PM [5][11]. - The coupon strategy was a direct response to competitors like Taobao and JD.com, which had recently launched substantial subsidy campaigns [5][12]. - The immediate effect of the coupon distribution was a dramatic increase in orders, with some stores reporting unprecedented order volumes, leading to temporary closures due to overwhelming demand [11][12]. Group 2: Quality Assurance Initiatives - Meituan is promoting its "Raccoon Canteen" initiative, aiming to establish 1,200 locations over three years, focusing on food safety and transparency [12][14]. - The "Raccoon Canteen" model addresses consumer trust issues by providing real-time visibility into food safety practices, which has reportedly increased customer repurchase rates [14][15]. - The initiative is seen as a strategic move to enhance industry standards and shift the competitive focus from mere subsidies to quality and consumer experience [15][16]. Group 3: Competitive Landscape - The current market dynamics feature a "three-way battle" among Meituan, Ele.me, and JD.com, with increasing pressure from other players [15]. - The competition is expected to evolve from a focus on "traffic + subsidies" to "supply + experience," indicating a shift towards quality-driven strategies in the food delivery sector [15].