2025被重构的外卖格局：一场由淘宝闪购掀起的橙色风暴

Core Viewpoint - The competition narrative around "food delivery" is being rewritten, transitioning from "food delivery" to "delivery of everything," marking a significant transformation in the industry by 2025 [1][2] Industry Transformation - The emergence of Taobao Flash Purchase is a pivotal variable defining the industry landscape in 2025, breaking the monotony of the food delivery market and reshaping consumer perceptions of "instant consumption" [1][4] - The integration of long-distance e-commerce capabilities with local delivery networks has been validated as a feasible model within the industry [4] Market Growth Projections - According to the Ministry of Commerce's report, the instant retail market in China is expected to exceed 1 trillion yuan by 2026 and reach 2 trillion yuan by 2030, with an average annual growth rate of 12.6% during the 14th Five-Year Plan period [4] Taobao Flash Purchase Launch and Performance - Taobao Flash Purchase was launched on April 30, 2025, and quickly gained traction, surpassing 10 million orders within six days and reaching a peak of 120 million daily orders by August [5][6] - The platform's growth has transformed user behavior, increasing daily usage time and frequency on the Taobao app, thus enhancing overall conversion rates for the main site [5] Impact on Merchants - Merchants are shifting from a passive order-taking model to an active management approach, turning physical stores into traffic entry points, leading to significant revenue growth [9] - The introduction of high-value products into the "30-minute delivery" radius has expanded the product offerings available through Taobao Flash Purchase [9] Community and Social Impact - The platform has fostered a sense of community by facilitating small orders and providing essential services, such as meal deliveries to the elderly, thus enhancing local engagement [10] - The initiative has also improved the working conditions for delivery riders, providing them with insurance and support, transforming the role into a more dignified career choice [10] Future Outlook - The rise of Taobao Flash Purchase signifies a shift towards "ecological competition," addressing fundamental questions about the nature of instant retail, merchant sustainability, and platform competitive advantages [11] - By 2026, the focus will shift from subsidies to ecological collaboration and delivery infrastructure, indicating a deeper transformation in the commercial landscape [12]