BABA(US:BABA) Hu Xiu·2025-07-12 01:44Core Insights - The article discusses the resurgence of intense competition in the food delivery market in China, reminiscent of the fierce battles from a decade ago, driven by changing strategic goals among major players [4][30][54] - The focus has shifted from merely competing for market share in food delivery to controlling the broader infrastructure of instant delivery services, which encompasses a wider range of products beyond just food [25][28][56] Group 1: Historical Context - The food delivery market in China has evolved significantly over the past decade, with major players like Meituan, Ele.me, and Baidu competing aggressively for user acquisition through subsidies and promotions [2][10][19] - Initial competition was characterized by heavy spending on subsidies to attract users, with Meituan and Ele.me burning billions to establish their market presence [2][3][8] - The market saw a temporary peace as companies shifted focus towards profitability and sustainable growth, moving away from the "burn money" model [3][21] Group 2: Recent Developments - On July 5, 2025, a significant escalation occurred with Taobao Flash Sale launching a major offensive against Meituan, leading to record-high order volumes in the food delivery sector [4][6][7] - The total daily orders in the food delivery market reached a record 200 million, with Meituan reporting 120 million and Taobao Flash Sale exceeding 80 million orders on the same day [6][7] - The intense competition resulted in estimated combined losses exceeding 1 billion yuan for both companies on that day [7] Group 3: Strategic Shifts - The competition has evolved from a focus on food delivery to a broader battle for control over the instant delivery infrastructure, which includes various consumer goods [25][28][29] - Companies are now vying to establish themselves as the default delivery network for all types of products, not just food, indicating a strategic shift in the market landscape [26][28] - The change in strategic focus has led to a renewed willingness to incur losses in pursuit of long-term market dominance [30][41] Group 4: Consumer Perspective - From a consumer standpoint, the increase in subsidies and promotions has become a normalized expectation, with little awareness of the underlying competitive dynamics [43][46] - The perception of the food delivery service has shifted from a novel convenience to an expected norm, with consumers now viewing the ongoing subsidy wars as a means to benefit from lower prices [47][48] - The relationship between platforms and consumers has transformed into a transactional one, where consumers are more focused on immediate benefits rather than the broader implications of the competition [48][49]