3 6 Ke·2025-12-16 04:50Core Insights - The competitive landscape of the food delivery industry has evolved from a dominant Meituan to a tripartite competition involving Meituan, Alibaba (including Taobao Flash Sale and Ele.me), and JD.com, leading to significant capital consumption exceeding hundreds of billions [1][3] - The battle for market share in food delivery is fundamentally a contest for entry into instant retail, with the market projected to reach 1 trillion yuan by 2026 and 2 trillion yuan by 2030, indicating a major shift in competition dynamics by 2025 [3][9] Investment and Spending - Major players have significantly increased their marketing expenditures to remain competitive, with Meituan's sales and marketing costs rising by 90.9% year-on-year to 34.3 billion yuan, Alibaba's marketing costs exceeding 34 billion yuan, and JD.com's marketing expenses reaching 21.1 billion yuan [5][6] - On July 12, a peak in subsidy wars saw Meituan and Taobao Flash Sale offering combined subsidies of approximately 1.6 billion yuan, resulting in record order volumes for both platforms [6][8] Market Dynamics - Despite the intense competition, the market shares of the leading players have not significantly diverged, with Meituan holding 50%, Alibaba 42%, and JD.com 8% of the market by late 2025 [6][8] - The competition has led to profit warnings from major players, with Meituan anticipating substantial losses in its food delivery business for Q4, while emphasizing the need for resource allocation based on competitive conditions [8] Rider Welfare and Regulations - The year 2025 has been marked as a pivotal year for rider welfare, with new regulations mandating social security contributions for riders, transforming rider benefits from optional to essential [11][12] - Companies like JD.com have committed to comprehensive social security for their riders, while Meituan has implemented measures to enhance rider safety and well-being, indicating a shift towards higher service quality and sustainable competition [13][15] Industry Evolution - The fierce competition has accelerated the standardization and regulation of the industry, with the National Market Regulation Administration issuing guidelines to ensure food safety, rider rights, and fair competition practices [16][17] - The 2025 food delivery battle has highlighted and addressed various issues within the industry, paving the way for a healthier and more sustainable ecosystem [17]