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Core Insights - Taobao Flash Sale is shifting the focus of food delivery from solely catering to a broader e-commerce supply chain, aiming to leverage its strengths in non-food categories [1][6] - The platform reported a 143% increase in non-food orders compared to its initial launch, with significant growth in categories such as air conditioners, mosquito nets, and snacks [1][3] Non-Food Order Performance - Non-food orders account for over 16% of the total daily orders, translating to more than 13 million out of 80 million daily orders [3] - The demand for summer products has surged, with air conditioner searches increasing by 220% and orders for cooling appliances rising over tenfold [3] - The platform has attracted approximately 140,000 new non-food offline stores within two months, enhancing its market presence [3] Competitive Landscape - Taobao Flash Sale is attempting to build a differentiated competitive advantage by utilizing its accumulated supply chain resources in the ongoing subsidy war [3][4] - Unlike its competitor JD, which is new to the food delivery market, Ele.me, merged with Taobao Flash Sale, has not established a clear competitive edge in the traditional food delivery sector [4] Integration of E-commerce and Instant Retail - The integration of e-commerce and instant retail presents challenges, as many small and medium-sized businesses lack the online operational capabilities necessary for effective participation [5][6] - The transition from "far-field" to "near-field" e-commerce requires significant adjustments in inventory management, pricing systems, and fulfillment costs [6] Market Dynamics - The current food delivery market sees over 200 million daily orders, driven by substantial subsidies, raising concerns about consumer retention and merchant sales once subsidies decrease [7]