Sou Hu Cai Jing·2025-08-13 02:36Core Viewpoint - Alibaba's Taobao Flash Sale has surpassed Meituan in daily order volume, indicating a shift in competitive dynamics within the food delivery market [1][4]. Group 1: Competitive Landscape - In the previous subsidy war, Meituan led with 150 million daily orders compared to Taobao Flash Sale's 80 million [1]. - However, from August 7 to 9, Taobao Flash Sale achieved over 100 million daily orders for three consecutive days, marking a significant turnaround [5][6]. - On August 8 and 9, Taobao Flash Sale's daily order volume exceeded that of Meituan for the first time [6]. Group 2: Marketing Strategies - Taobao's success in surpassing Meituan is attributed to a well-coordinated marketing campaign that linked events like "First Cup of Milk Tea" on August 7, "88VIP Day" on August 8, and "Super Saturday" on August 9 [7]. - The campaign included celebrity endorsements and widespread distribution of free order cards to incentivize user engagement [7][10]. Group 3: Internal Goals and User Engagement - There were rumors of an internal target for order volume during the promotional period, suggesting potential performance pressures within Taobao [10]. - Taobao has launched a membership system that integrates various Alibaba resources, enhancing user engagement and providing a steady flow of targeted traffic [11]. Group 4: Meituan's Position - Meituan has chosen not to compete directly with Taobao Flash Sale on order volume, downplaying its own promotional activities and refraining from releasing specific order data [14][17]. - Meituan's leadership has expressed skepticism about the sustainability of inflated order numbers driven by heavy subsidies, indicating a focus on long-term market health [17][19]. Group 5: Market Dynamics and New Entrants - The entry of JD.com into the food delivery market has intensified competition, although JD.com has opted for a differentiated approach rather than engaging in direct price wars [20][23]. - Other players like Douyin and Kuaishou are also exploring food delivery services, indicating a trend of increasing competition in the market [25][28].