50万亿大消费市场，正在打响“增长战役”

Core Insights - The concept of "big consumption" is distinct from "instant retail," focusing on exploring endogenous demand within a market valued at approximately 50 trillion RMB, aiming to "expand the cake" [1][4][6] - Alibaba's Taobao Flash Sale has reported a significant increase in daily order volume, surpassing 80 million, and a 15% week-on-week growth in active users, indicating a robust consumer engagement [1][2] - The integration of Taobao, Ele.me, and Fliggy under Alibaba's e-commerce group signifies a strategic shift towards becoming a comprehensive consumption platform [4][7] Market Performance - The fresh produce sector saw a 238% increase in orders from small and medium-sized businesses, while the fruit and beverage sectors experienced growth rates of 344% and 532%, respectively [2] - Since the launch of Taobao Flash Sale, over 240,000 new merchants have registered, with a nearly 150% increase in order volume and a 100% rise in average revenue per store in June [2] Employment and Income Impact - The growth in order volume has positively impacted gig workers, with a 78% year-on-year increase in the number of delivery riders and a 120% increase in crowd-sourced riders [2][6] - Active crowd-sourced riders are reportedly earning an average monthly income exceeding 12,500 RMB, reflecting the economic benefits of the new consumption model [2] Market Dynamics - The overall daily order volume in the instant retail market has risen to over 230 million, with Taobao Flash Sale and Meituan Instant Retail contributing significantly to this growth [2][3] - The shift towards "big consumption" represents a new phase in consumer behavior, moving beyond traditional necessities to a broader range of categories and consumption scenarios [4][6] Strategic Implications - The competition among digital platforms is evolving from merely increasing order volume to enhancing supply-side quality and sustainability [7][8] - The development of "big consumption" is expected to lead to a brand integration across platform, store, and product levels, creating a comprehensive branding ecosystem [8][9] Challenges and Responsibilities - Companies are urged to focus on genuine consumer needs and avoid the pitfalls of inflated demand and market superficiality [8][9] - The responsibility of platforms includes maintaining product quality and ensuring fair value distribution within the ecosystem, emphasizing sustainable growth [9]