晚点LatePost·2025-08-25 15:28Core Viewpoint - The takeaway from the article is that the takeaway delivery market is shifting from aggressive subsidies to a more sustainable strategy, with Alibaba's Taobao Flash Purchase entering a prolonged competitive phase against Meituan [2][3]. Group 1: Market Dynamics - As of August 8, after the start of autumn, Taobao Flash Purchase's order volume surpassed Meituan for the first time, indicating a significant shift in user engagement due to substantial subsidies [3][4]. - In July, Taobao spent over 10 billion yuan on subsidies across merchants, consumers, and delivery personnel, with plans to adjust the subsidy strategy moving forward [4][20]. - By July, Taobao's daily active users (DAU) increased significantly, leading to a gap of nearly 50 million users compared to Pinduoduo, showcasing the effectiveness of the subsidy strategy [6][10]. Group 2: User Engagement and Behavior - The DAU for Taobao was 374 million in April, but by July, it had risen to a level that was 50 million higher than Pinduoduo, indicating a successful user acquisition strategy [6][10]. - On August 7, during a promotional event, the user engagement difference between Taobao and Pinduoduo exceeded 10 million, highlighting the impact of targeted marketing campaigns [13][20]. - Post-subsidy peak, the average daily sales volume for some stores increased significantly, suggesting that the prolonged competition has enhanced consumer habits and order frequency [13][20]. Group 3: Competitive Strategy - Alibaba is expected to focus on high-value users and adjust subsidy categories and amounts as it moves away from blanket subsidies [4][23]. - The competition has led to a notable increase in the supply of delivery personnel, with the ratio of Alibaba's delivery riders to Meituan's shrinking from 8 times to 2.6 times [13][15]. - The article notes that Alibaba is expanding its market presence in lower-tier cities, aiming to cultivate user habits and increase order volumes over a longer-term horizon [25][26].