美团阿里商战，奶茶店员和骑手崩溃了

Core Insights - The recent subsidy war among major platforms like Meituan and Alibaba has led to an unprecedented surge in orders for tea and coffee products, significantly impacting both store staff and delivery riders [1][21][15] - The intense competition has resulted in record-breaking sales for many beverage stores, with some reporting order volumes doubling compared to the previous year [3][7][21] - Despite the increase in sales, the pressure on staff and delivery riders has intensified, leading to extreme working conditions and challenges in managing the overwhelming order flow [9][22][21] Group 1: Sales and Order Growth - Many beverage stores experienced a dramatic increase in orders, with some reporting a 30% week-on-week growth and a doubling of orders compared to the same period last year [3][21] - Specific stores, such as a Milk Tea shop, saw daily sales jump from approximately 13,000 yuan to 17,000 yuan, setting new revenue records [7] - The surge in orders is attributed to aggressive promotional activities, with drinks being offered at significantly reduced prices, sometimes as low as 0.01 yuan [1][7] Group 2: Operational Challenges - Stores had to rapidly increase staff numbers to handle the influx of orders, with some locations doubling their workforce from two to four employees [3][21] - The overwhelming volume of orders led to operational strain, with some stores temporarily halting services to manage the backlog [8][9] - Delivery riders faced similar challenges, with order volumes increasing by 1.5 times, leading to longer working hours and heightened stress levels [22][9] Group 3: Industry Dynamics - The competition among platforms is seen as a strategic move to capture market share in the high-frequency consumption category of tea and coffee, which is sensitive to pricing and social sharing [15][21] - The subsidy war has not only increased sales but also highlighted underlying issues in supply chain responsiveness and workforce management within the industry [22][21] - Industry experts predict that the current level of subsidies will continue until at least the end of August, but brands need to prepare for a post-subsidy marketing strategy [22][21]