巨头鏖战即时零售，该用“卷”尺衡量吗

Core Viewpoint - The competition in the instant retail sector is intensifying, with major platforms like Taobao Flash Sale, Meituan, and JD.com reporting significant daily order volumes, raising discussions about whether this competition is leading to a price war characterized by "involution" [2][3][4]. Group 1: Market Dynamics - Taobao Flash Sale and Ele.me reported daily order volumes exceeding 80 million, while Meituan announced 150 million, and JD.com reported over 25 million, bringing the total daily orders in the sector to approximately 250 million [2]. - The emergence of the flash sale model is a response to the saturation of traditional e-commerce and aims to create new demand rather than compete for existing market share [3]. - The flash sale model has contributed to a market increase of over 100 million daily orders, indicating a significant growth in consumer demand driven by new experiences [3]. Group 2: Consumer Behavior and Experience - The core value of flash sales is not just speed but the reconfiguration of the "people-goods-scene" logic, transforming the shopping experience from delayed delivery to immediate purchase and delivery [3]. - Platforms are expanding their service offerings beyond traditional food delivery to encompass a broader range of consumer needs, thus redefining the concept of "big consumption" [4]. Group 3: Economic Impact and Strategy - The competition among platforms is seen as a positive force for stimulating consumption, particularly in the context of increasing domestic demand as a key driver for economic growth [4][5]. - The use of subsidies in this competitive landscape serves to enhance service consumption, particularly in high-frequency scenarios like beverages and snacks, effectively acting as a form of consumption voucher [4]. - While leveraging subsidies can attract users and boost demand, platforms must balance the benefits against potential profit margin compression and its impact on technological investment [5].