3 6 Ke·2025-07-16 09:44Core Insights - The rapid rise of Taobao Flash Sale, in collaboration with Ele.me, has led to a historic moment in China's food delivery industry, with daily orders surpassing 200 million for the first time [2][3] - The competitive landscape has intensified, with Meituan responding to Taobao Flash Sale's aggressive strategy, resulting in a significant increase in daily order volumes across the industry [2][3] Group 1: Market Dynamics - Taobao Flash Sale and Ele.me achieved 80 million daily orders on July 5, while Meituan maintained 120 million orders, contributing to a total of over 200 million daily orders in the industry [2][3] - JD.com has disrupted the market with a combination of zero commission policies and enhanced delivery services, increasing its daily order volume from 5 million in April to 25 million in June [3][4] Group 2: Strategic Leadership - The key strategist behind this campaign is Jiang Fan, who has rejoined Alibaba's core management and is credited with breaking down internal barriers and seizing strategic opportunities [4][5] - Jiang Fan's return has revitalized Alibaba's competitive spirit, allowing for a more aggressive approach in the local lifestyle market [4][5] Group 3: Resource Integration and Investment - Alibaba has committed a total of 600 billion yuan in subsidies, which is 75% of its projected net profit for 2024, to support the Flash Sale initiative across various product categories [7][8] - The strategy includes integrating resources from different business units, such as placing Flash Sale prominently on the Taobao app and leveraging Ele.me's delivery capabilities [5][6] Group 4: Long-term Strategy and Market Positioning - The success of Flash Sale is seen as a critical step for Alibaba in maintaining its market position against competitors like Douyin and Pinduoduo, which have been eroding its market share [4][14] - The integration of Taobao and Ele.me aims to create a closed-loop commercial ecosystem, enhancing user engagement and retention [13][14] Group 5: Competitive Landscape - The competition among Alibaba, Meituan, and JD.com is intensifying, with Tencent's potential influence through its WeChat platform remaining a significant variable in the market dynamics [17][18] - The battle for user retention and the establishment of instant consumption habits will be crucial for determining long-term market leaders [18][19]