“双11”本地之战｜拉餐饮外卖入局 “双11”从“囤货”转向“即享”

Core Insights - This year's "Double 11" has shifted from traditional e-commerce competition to a focus on local life and instant retail, with players like Taobao, Meituan, and JD engaging in a "minute-level" delivery race [1][12] Group 1: Participation of Food Delivery - Food delivery services, previously sidelined, have become key players in this year's "Double 11," with brands like Xiaobai and Papa John's launching special promotions [5][7] - Taobao's flash sale feature has attracted over 1 billion new users during the "Double 11" period, with 19,958 restaurant brands seeing over 100% growth in transaction volume compared to before the event [5][12] Group 2: Instant Retail Competition - The competition has evolved to focus on "minute-level" delivery rather than logistics scale, with Meituan reporting significant sales increases across various categories, including a 300% increase in liquor sales [11][12] - Meituan has integrated nearly one million offline stores into its instant delivery network, enhancing its service capabilities [11][12] Group 3: Strategic Shifts in E-commerce - Platforms are adapting their strategies to enhance customer engagement and increase transaction values, with a focus on local life services and instant retail as growth areas [13] - The competition is driving a need for platforms to upgrade their supply chains, warehousing, and delivery systems to meet the demand for rapid delivery [13]