

Core Insights - The recent surge in food delivery orders on July 5 is attributed to a new round of aggressive subsidies from platforms like Taobao Flash Sale and Meituan, leading to a significant increase in user engagement and order volume [2][3][4][6]. Group 1: Subsidy War Dynamics - Taobao Flash Sale initiated a substantial subsidy program, announcing a 500 billion yuan plan, which coincided with a spike in user orders, with reports of users placing multiple orders in a single day [2][4]. - Meituan responded aggressively by distributing a large number of coupons, including "0 yuan delivery" offers, resulting in a record-breaking order volume of over 1.2 billion on July 5, with more than 1 billion being food orders [3][7][8]. - The competition has intensified, with Meituan's order volume surpassing previous peaks, indicating a shift in market dynamics as platforms vie for consumer attention during the summer promotional season [7][9]. Group 2: Market Impact and Consumer Behavior - The influx of subsidies has led to a notable increase in order volumes across the industry, with Taobao Flash Sale achieving a daily order peak of 60 million, which is 66.7% of Meituan's previous peak [5]. - Consumers are increasingly drawn to the low-cost offerings, with many opting for multiple beverage orders throughout the day, highlighting a shift in consumption patterns driven by promotional incentives [9]. - Industry leaders, including Meituan's CEO, have acknowledged the challenges posed by high subsidy rates and the potential for "false prosperity" in order volumes, emphasizing the need for sustainable competition practices [9].