外卖大战中场复盘：格局重塑的120天

Core Viewpoint - The competitive landscape of the food delivery market in China has significantly shifted, with Taobao Shanguo surpassing Meituan in daily order volume for the first time, indicating a major change in market dynamics that has not been seen in a decade [2][4][11]. Group 1: Market Dynamics - Taobao Shanguo achieved over 100 million daily orders from August 7 to 9, surpassing Meituan's market share for the first time [2][4]. - Meituan's previous dominance, with a market share of 70% in instant retail, is being challenged by new entrants like JD and Taobao Shanguo, which have rapidly gained market traction [4][10]. - The market share dynamics are shifting towards a more competitive landscape, with predictions of a near-equal split between Meituan and Taobao Shanguo [11]. Group 2: Competitive Strategies - Taobao Shanguo employed a concentrated strategy by merging resources from various Alibaba businesses and investing over 10 billion yuan in subsidies to boost orders [6][12]. - The growth trajectory of Taobao Shanguo has been rapid, increasing from 10 million orders in early May to over 80 million by July [7][8]. - Taobao Shanguo's strategy includes aggressive subsidies and a focus on high-frequency consumer categories, such as tea drinks, which have shown significant growth [8][9]. Group 3: Consumer Behavior and Market Trends - The shift in consumer behavior is evident as users are increasingly switching between platforms based on promotions and offers, indicating a lack of strong brand loyalty [7][10]. - The competition is not just about food delivery but also about expanding into non-food categories, which could provide higher margins and lower fulfillment costs [18][19]. - The potential for growth in non-food instant retail is significant, as it can cover various life scenarios beyond just food consumption [18][19]. Group 4: Future Outlook - The ongoing competition suggests a transition from a "hard business" model to a "good business" model, focusing on profitability and efficiency in the food delivery sector [19]. - The future of the market may depend on which platform can scale its instant retail operations more effectively, with Taobao Shanguo having a natural advantage due to its e-commerce background [18][19].