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 instant retail, with players like Taobao, Meituan, and JD engaging in rapid delivery battles [1][12] - The participation of food delivery services in "Double 11" marks a significant change, transforming the event into a "life festival" rather than just a shopping spree [1][5] Group 1: Participation of Food Delivery Services - Food delivery brands, previously sidelined, have now taken center stage in "Double 11," with Taobao Flash Sale launching a "hot stores" channel and offering significant discounts [5] - As of November 5, Taobao Flash Sale reported over 1 billion orders during "Double 11," with 19,958 restaurant brands seeing sales growth exceeding 100% compared to pre-event levels [5] - JD's food delivery service also joined the "Double 11" festivities, with a reported 13-fold increase in daily orders for its top 300 restaurant brands since the launch of the service [7] Group 2: Instant Retail Competition - The competition has evolved to focus on "minute-level" delivery, with brands like Meituan reporting over 100% sales growth for nearly 800 brands during the first day of the event [11] - Meituan has integrated nearly one million offline stores into its instant delivery network, significantly boosting sales for various product categories, including electronics and beverages [11] - Taobao Flash Sale's entry into "Double 11" represents a strategic move to enhance its presence in instant retail, with 37,000 brands and 400,000 stores participating [12] Group 3: Market Strategy and Adaptation - The shift towards instant retail indicates a need for platforms to adapt their strategies, focusing on increasing customer spending domestically and expanding user bases internationally [13] - Companies are leveraging offline resources and partnerships to enhance their service offerings, with Meituan and JD employing strategies like exclusive product deals and inventory management [13] - The reconfiguration of the instant retail market necessitates upgrades in supply chain, warehousing, and delivery systems to meet the demand for rapid delivery [13]