21世纪经济报道·2025-07-12 11:23Core Viewpoint - The article discusses the resurgence of the "takeaway war" in China, highlighting significant discounts and promotions offered by major platforms like Meituan and Taobao Flash Purchase, which have led to a surge in consumer orders and impacted delivery riders and merchants [1][26][30]. Group 1: Promotions and Consumer Behavior - On July 12, platforms like Meituan and Taobao Flash Purchase issued large discount coupons, leading to a spike in consumer interest and orders [1][13]. - Consumers reported paying as little as 0.01 yuan for drinks due to these promotions, with some transactions showing discounts of up to 22.4 yuan [5][9]. - The hashtag FreeMilkTea trended on social media, indicating widespread consumer engagement with these promotions [2]. Group 2: Impact on Delivery Riders - Delivery riders experienced a significant increase in order volume, with some reporting daily earnings exceeding 1,000 yuan due to the high number of orders generated by the promotions [25][26]. - The influx of orders led to reports of riders completing up to 200 deliveries in a day, showcasing the intense demand created by the promotional activities [26][27]. Group 3: Merchant Challenges - While consumer orders surged, many merchants struggled to keep up with the demand, leading some to temporarily remove items from their menus due to overwhelming order volumes [27]. - Reports indicated that some merchants faced operational challenges, with long wait times for customers and overwhelmed staff [27][29]. Group 4: Competitive Landscape - The article notes that the competition among platforms has intensified, with Meituan and Taobao Flash Purchase both launching aggressive promotional strategies to capture market share [30][31]. - Alibaba announced a plan to inject 50 billion yuan into consumer and merchant subsidies over the next 12 months, indicating a strong defensive strategy against Meituan [31]. - Analysts predict that the ongoing competition will pressure overall industry profitability, with platforms needing to balance high delivery costs against consumer incentives [34][36]. Group 5: Future Outlook - The article suggests that the future of instant retail will depend on the platforms' ability to integrate supply chains and enhance delivery capabilities, particularly for non-standard products [37][38]. - The market for instant retail in China is projected to reach 1.2 trillion yuan by 2024, with the top three players' market share declining from 82% in 2020 to 67% [38].