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晚点独家丨上个周末,淘宝闪购峰值超过了美团
晚点LatePost·2025-08-11 15:49

Core Viewpoint - Taobao Flash Sales achieved over 100 million daily orders for three consecutive days, marking a significant milestone in its competition with Meituan, especially during promotional events [2][6]. Group 1: Order Volume Comparison - On August 7, Taobao Flash Sales set a new daily order record, but Meituan still surpassed it by approximately 20 million orders [2]. - From August 7 to 9, Taobao Flash Sales' daily order volume exceeded 100 million, with its market share surpassing Meituan for the first time on August 8 and 9 [2][6]. Group 2: Order Measurement Discrepancies - The order volume metrics used by Meituan and Taobao Flash Sales differ; Meituan counts completed deliveries, while Taobao counts completed transactions, including pre-orders for the next day [3][5]. - On August 7, nearly 10% of Taobao Flash Sales' orders were pre-orders, which may inflate its order volume compared to Meituan's metrics [3]. Group 3: Promotional Strategies and Spending - Taobao Flash Sales increased its subsidies for beverage orders significantly during the promotional period, spending around 400 million yuan on August 7 alone [6]. - In July, Taobao Flash Sales spent over 10 billion yuan on subsidies across merchants, consumers, and delivery personnel, while Meituan's spending was about one-third to one-half of that amount [6]. Group 4: Competitive Landscape - Meituan's strategy shifted from aggressively increasing order volume to focusing on retaining high-value members, as indicated by a drop in average order value during intense competition [7]. - Taobao Flash Sales is positioning itself aggressively in the market, integrating various Alibaba resources to enhance its competitive edge [6][8].