补完外卖拼到店，阿里、美团、抖音又“撞车”了

Core Viewpoint - The competition in the local life service sector is intensifying, with Alibaba and Douyin launching similar support plans to attract users to offline stores, indicating a shift in focus from food delivery to in-store services [3][4]. Group 1: Market Dynamics - Alibaba's entry into the local life sector through Gaode's "Smoke Fire Good Store Support Plan" involves over 1 billion yuan in subsidies to encourage in-store consumption [3]. - Douyin has responded with a similar initiative, the "Smoke Fire Small Store Support Plan," targeting merchants with an average spending of under 100 yuan [3]. - UBS predicts that the competition will shift from food delivery to non-food instant retail and in-store services in the fourth quarter [3]. - Morgan Stanley has lowered Meituan's profit expectations for its in-store business due to the direct impact of Alibaba's actions [3]. Group 2: Competitive Landscape - Industry experts suggest that the subsidies from major companies are aimed at capturing user mindshare and increasing app engagement rather than merely acquiring new users [3][4]. - Meituan, as the leading player in the local life sector, is facing significant competition from Alibaba and Douyin, which are targeting its core profit-generating in-store business [4][5]. - The competitive landscape is evolving towards a duopoly between Meituan and Douyin, with Alibaba re-entering the market to drive the next phase of competition [5][7]. Group 3: Financial Performance - Meituan's stock has dropped 49.1% from its peak of 189.6 HKD in March to 96.55 HKD, while Alibaba's stock has risen 98.6% from a low of 76.073 HKD to 151.1 HKD, marking a four-year high [4]. - Meituan reported a revenue of 918.4 billion yuan and an adjusted net profit of 14.9 billion yuan for Q2 2025, while Pinduoduo's revenue for the same period was 1,039.85 billion yuan with an adjusted net profit of 327.08 billion yuan [9]. Group 4: Strategic Implications - The essence of in-store services is the online transformation of service industries, with profitability stemming from merchant marketing fees [4][7]. - The competition is not just about local services but also reflects a broader battle among comprehensive e-commerce platforms, with Alibaba's strategy potentially aimed at driving traffic to its Taobao app [9][11]. - The long-term goal for Alibaba is to establish a closed-loop system from search navigation to transaction fulfillment, leveraging its ecosystem of Gaode, Ele.me, Taobao, and Alipay [7][11].