Hu Xiu·2025-07-13 07:08Core Viewpoint - The second round of the flash purchase battle has officially begun, with significant promotional activities from major players like Taobao and JD, highlighting the competitive landscape in the instant retail sector [1][8]. Group 1: Competitive Strategies - Taobao has adopted a more strategic approach in the flash purchase battle, focusing on targeted subsidies rather than blanket promotions, which were less aggressive compared to previous weeks [2][5]. - The industry leader reported a significant increase in daily instant retail orders, reaching 150 million, a 30 million increase from the previous week, reinforcing its dominance in the market [4][12]. - Taobao's strategy includes offering zero-cost subsidies to new users while charging existing users, aiming to reduce costs and improve order quality [5][6]. Group 2: Market Dynamics - The flash purchase battle is not just about food delivery but represents a broader competition for the future of e-commerce in China, with major players like Taobao, JD, and Pinduoduo vying for market share [8][9]. - Pinduoduo is preparing to enter the instant retail space with its own delivery service, indicating a growing competition among the top e-commerce giants [8][9]. - The battle is characterized by a focus on operational efficiency and organizational strength, with companies needing to balance aggressive marketing with sustainable practices [10][11]. Group 3: Consumer Behavior and Impact - The flash purchase event has led to a surge in orders for participating merchants, with some brands experiencing up to sixfold increases in delivery orders [20]. - The event has created a win-win situation for platforms, merchants, users, and delivery personnel, with all parties benefiting from increased activity and revenue [15]. - The popularity of milk tea among younger consumers has been highlighted as a key driver of sales during the promotional period, reflecting changing consumer preferences [23][24].