3 6 Ke·2025-07-14 03:15Core Insights - The "0 Yuan Purchase" campaign initiated by Taobao and Meituan has led to a significant increase in order volumes, indicating an escalation in the competition among food delivery platforms [3][4][21] - Taobao's flash purchase service has seen rapid growth, with daily orders increasing from 10 million to 60 million within two months, and a goal to subsidize consumers and merchants with 50 billion in the next 12 months [8][19] - The competition has resulted in a shift in market share, with Meituan's order volume from brands decreasing from 70% to 60-65%, while Ele.me and JD's share increased to 25% and 20% respectively [22][21] Group 1: Campaign Impact - The "0 Yuan Purchase" event led to a surge in orders, with some stores experiencing a 35-45% increase in order volume [7][23] - On July 5, Taobao's flash purchase recorded over 13 million non-food orders, a sixfold increase compared to the previous year [23] - The campaign has not only changed consumer perceptions of low prices but also indicates a new round of competition in the food delivery sector [3][4] Group 2: Competitive Landscape - Meituan responded to the competitive pressure by launching aggressive subsidies, which caused a temporary system crash due to the influx of orders [10][12] - JD's entry into the market with a "Double Hundred Plan" aims to support brands and increase sales, further intensifying the competition [16][19] - The battle for market share among the three major platforms (Taobao, Meituan, and JD) is characterized by a shift in consumer behavior towards instant retail services [24][25] Group 3: Strategic Shifts - Alibaba's restructuring to integrate Ele.me and Fliggy into its e-commerce division reflects a strategic shift towards enhancing instant retail capabilities [19] - The rapid growth of Taobao's flash purchase service is seen as a critical move to capture consumer attention and increase user engagement [24][25] - The overall trend indicates that traditional e-commerce growth is plateauing, prompting companies to pivot towards high-frequency, instant services as a necessity for future growth [25][26]