拉餐饮外卖入局 “双11”从囤货到即享

Core Insights - This year's "Double 11" has shifted from a focus on e-commerce sales volume (GMV) to an emphasis on local life services and instant retail, with food delivery services taking a central role [1][3][4] Group 1: E-commerce Participation - For the first time, food and beverage brands actively participated in the "Double 11" event, with platforms like Taobao Flash Sale launching special promotions and discounts [3][4] - Taobao Flash Sale reported over 100 million e-commerce orders from new users during the "Double 11" period, with nearly 20,000 restaurant brands seeing their sales increase by over 100% compared to before the event [3][4] - JD's first report on its food delivery performance during "Double 11" indicated that the average daily order volume for its top 300 restaurant brands increased 13 times compared to the first month of its food delivery service [4] Group 2: Instant Retail Competition - The competition has evolved to focus on "minute-level delivery," with platforms like Meituan and JD emphasizing rapid delivery services [5][6] - Meituan reported that nearly 800 brands saw sales growth of over 100% during the first day of "Double 11," with significant increases in various product categories including electronics and beverages [5][6] - Taobao Flash Sale integrated 37,000 brands and 400,000 stores into its platform, promoting a new convenience store model that offers 24-hour service with 30-minute delivery [6][8] Group 3: Market Strategy and Adaptation - The shift towards instant retail indicates that e-commerce platforms need to adapt their strategies, focusing on increasing customer spending domestically and expanding user bases internationally [8] - Platforms are leveraging local resources and partnerships to enhance their service offerings, with Meituan activating offline resources and JD focusing on exclusive deals for popular products [8] - The restructuring of the near-field e-commerce market necessitates upgrades in supply chains, warehousing, and delivery systems to meet the demand for rapid delivery [8]