晚点独家丨外卖混战升级：淘宝投入资源比肩双 11，美团第一次全面反击

Core Insights - The article discusses the intense competition in the food delivery market, particularly between Alibaba's Taobao Flash Sale and Meituan, highlighting a significant increase in order volumes during a promotional event [5][17]. Group 1: Market Dynamics - On July 5, Meituan reported over 1.2 billion orders, with more than 1 billion being food delivery orders, while Taobao Flash Sale announced over 80 million orders two days later [5][17]. - The overall food delivery market saw a surge from an average of 1 billion daily orders to approximately 2.2 billion on that day, driven by aggressive subsidies and promotional strategies from both platforms [6][8]. Group 2: Competitive Strategies - Alibaba initiated a 100-day growth plan, dubbed "Huaihai Campaign," aiming to create a new promotional event similar to "Double 11," with significant budget allocations and marketing efforts [9][8]. - Meituan mobilized thousands of employees and merchants to counter Alibaba's efforts, resulting in a rapid increase in order fulfillment capabilities [4][10]. Group 3: Consumer Behavior - Consumers responded to the promotions by purchasing a wide range of products, including fast-moving consumer goods, with some even stocking up on items like bottled water and snacks [7][8]. - The promotional event led to a notable increase in order volumes for categories such as grains, frozen foods, and personal care products, with some categories experiencing over 100% growth compared to previous periods [8][7]. Group 4: Operational Challenges - The surge in orders caused significant strain on delivery capabilities, with many merchants unprepared for the volume, leading to system crashes and delays in order fulfillment [4][12]. - Meituan's logistics infrastructure, including its extensive network of riders and delivery tools, played a crucial role in managing the increased demand, although it faced challenges due to the overwhelming order volume [10][11]. Group 5: Financial Implications - The competition has led to substantial financial commitments from both companies, with estimates suggesting that nearly 100 billion yuan will be spent on subsidies across the platforms [13][19]. - The article notes that the current market environment is characterized by intense competition and a lack of growth, making it difficult for platforms to sustain profitability while engaging in aggressive subsidy wars [19][18].