外卖江湖风云突变 “三分天下” 局势既定

Core Insights - The "subsidy war" in the food delivery industry is losing momentum, leading to a more rational consumer choice and a shift in market competition logic [1][6] - The overall food delivery market has reached a "three-way split" with 34.2% of consumers choosing Taobao Shanguo, 33.5% opting for JD Delivery, and 28.9% selecting Meituan, indicating a balanced market structure [1][3] Market Dynamics - Historically, the food delivery market exhibited a "strong vs. weak" competitive landscape, with Meituan dominating early on while Ele.me struggled to close the gap [3] - The end of the subsidy war has shifted competition from "price wars" to "value competition," providing opportunities for new entrants like JD Delivery to establish a foothold [3][6] - JD Delivery has focused on "differentiated competition," leading to a 35.6% expected share in the quality delivery segment, making it the preferred platform for 26.8% of "value-driven users" [3][8] Consumer Preferences - Consumers' demands for "quality delivery" have evolved beyond taste to include safety, compliance, and transparency, with trust in merchants becoming a key differentiator [4][6] - The top three factors distinguishing "quality delivery" from "ordinary delivery" are merchant trust systems, including "physical store guarantees" (12.5%), "complete qualifications" (11.8%), and "regular health inspections" (10.9%) [4] Industry Trends - As consumer expectations for quality rise, the food delivery industry is transitioning from "extensive growth" to "high-quality development," focusing on service upgrades and safety assurances [6][12] - The competition will increasingly center on who can effectively address consumer demands for safety, transparency, and reliability [6][14] Platform Performance - In terms of app usage, Meituan saw a 16.66% increase in daily usage in April, while JD led the industry with a 23.87% growth in May, indicating a shift in consumer behavior [10][12] - Consumers are more likely to engage in cross-category purchases on platforms, with JD and Taobao showing stronger capabilities in retaining users for additional product categories compared to Meituan [12][14] Conclusion - The transition from "subsidy competition" to "value competition" reflects a fundamental shift in consumer needs, emphasizing quality, trust, and service as the new battlegrounds for market players [14]