淘宝团购试水受挫，外卖从冲单量转向冲单价

Core Insights - The group buying business is no longer a focus for Taobao Flash Sale, with operations shifting to Gaode due to underperformance in initial trials [1][3][4] - Taobao Flash Sale is now prioritizing high-value orders (over 30 yuan) instead of increasing order volume, aiming to compete with Meituan's market share in this segment [4][5][6] Group 1: Business Transition - Taobao Flash Sale's group buying operations were initially tested in cities like Shanghai, Shenzhen, and Jiaxing but failed to gain traction, with reports of zero orders during the trial [1][3] - The shift of group buying operations to Gaode was confirmed by employees, indicating a strategic pivot back to home delivery services [4][5] - The focus on high-value orders is a response to Meituan's dominance in the market, where it holds over 70% market share for orders above 30 yuan [4][5] Group 2: Market Dynamics - Taobao Flash Sale achieved a peak average order volume of 80 million per week in August, but this has since declined by 20% as the platform reduces low-price subsidies [5][6] - The transition to high-value orders may lead to higher potential profit margins for both the platform and merchants, but it risks losing the order volume achieved in August [5][6] - Competitors like Meituan have maintained stable order volumes, indicating a potential challenge for Taobao Flash Sale in sustaining its market position [5][6] Group 3: Operational Challenges - Taobao Flash Sale's operational efficiency and merchant engagement still lag behind Meituan, with reports of frequent changes in business development personnel leading to instability in merchant relationships [11][14] - Merchants have expressed concerns over the lack of consistent support and communication from Taobao Flash Sale compared to Meituan, which has a more stable business development team [13][14] - The shift in strategy towards high-value orders has led to a need for merchants to adapt, with some struggling to meet the new expectations set by the platform [6][11]