Hu Xiu·2025-08-22 06:18Core Viewpoint - The article discusses the competitive landscape of the "flash purchase" sector in China, highlighting the strategic maneuvers of major players like Alibaba and Pinduoduo, as well as the implications of recent organizational changes and market dynamics. Group 1: Industry Dynamics - The "flash purchase" business has evolved into a highly sought-after e-commerce project in China, with significant competition among platforms [10] - Pinduoduo is preparing to launch its own flash purchase project, leveraging its existing supply chain and aiming to compete directly with established brands like Costco and Walmart [11][12] - Flash purchase consumption is projected to account for 15-20% of China's e-commerce retail market, equivalent to the impact of major live-streaming platforms [16] Group 2: Organizational Changes - Alibaba has significantly increased its budget for flash purchase subsidies from 10 billion to 50 billion yuan, indicating a strategic pivot towards this business model [25] - The restructuring within Alibaba has led to the integration of Ele.me into the Taobao ecosystem, effectively sidelining the brand in favor of the new flash purchase initiative [27] - The number of Alibaba partners has decreased from 38 to 17, indicating a consolidation of power and a shift in strategic decision-making [79][80] Group 3: Competitive Strategies - The article outlines the contrasting strategies of Alibaba and Meituan in the flash purchase and delivery sectors, with Alibaba focusing on building a robust front warehouse network [65][66] - There is a notable internal debate within Alibaba regarding the scale of subsidies for flash purchases, with some executives advocating for a more cautious approach [66][67] - The competitive landscape is further complicated by the ongoing external pressures from regulatory scrutiny and market share concerns [44][46] Group 4: Market Implications - The emergence of flash purchase models has led to a reevaluation of logistics and supply chain strategies among major players, with a focus on enhancing delivery efficiency [94] - The article suggests that the flash purchase sector is becoming a critical battleground for market share among e-commerce giants, with significant implications for consumer behavior and operational strategies [16][19] - The potential for high-value orders in the flash purchase model is highlighted, indicating a shift in consumer purchasing patterns towards more immediate and high-demand products [90][91]