Xin Lang Cai Jing·2025-07-08 13:52Core Viewpoint - The competition among major players Meituan, JD.com, and Alibaba in the instant retail sector is intensifying, particularly through their involvement in the "Su Super" football league, which has seen a significant increase in sponsorship and marketing activities [1][2][3] Group 1: Sponsorship and Marketing Activities - The number of sponsors for the "Su Super" league has surged from 6 to 29, with each of the three giants participating as sponsors [1] - JD.com became the official strategic partner of "Su Super" on June 13, and subsequently named a local team, promoting local specialties through substantial discount campaigns [1][2] - Alibaba's brands, including Taobao Flash Sale and Alipay, have also engaged in sponsorship, creatively linking their marketing strategies to the performance of the teams they sponsor [2][3] - Meituan announced its sponsorship of the Yangzhou team on July 4, leveraging local cultural elements in its marketing campaigns [3] Group 2: Impact on Consumer Behavior - JD.com reported a more than 10-fold increase in order volume for its food delivery service in Jiangsu since the league's inception, with agricultural product sales up 82% year-on-year [2] - The search volume for football-related merchandise on JD.com has doubled compared to last year, indicating a strong consumer interest [2] - Meituan's marketing efforts, including free foot massage promotions, have attracted significant user engagement, showcasing the potential for converting event traffic into long-term consumer habits [3] Group 3: Competitive Landscape - The competition among JD.com, Meituan, and Alibaba is fundamentally about capturing high-frequency local consumption scenarios through digital channels, with the "Su Super" league serving as a strategic battleground [3] - The challenge for these companies will be to convert the short-term traffic generated by the league into lasting user habits post-event [3]