Core Viewpoint - The recent "takeout subsidy war" initiated by Alibaba and Meituan has significantly boosted the new tea beverage consumption across the country, leading to a surge in stock prices of tea beverage companies in the Hong Kong market [1][2]. Group 1: Market Impact - The introduction of various no-threshold coupons such as "25 yuan off 21 yuan" and "25 yuan off 20 yuan" has ignited a consumption boom in new tea beverages [1]. - As of July 8, 2023, tea beverage stocks saw notable increases, with Cha Bai Dao rising by 5.82% to 11.28 HKD, Nayuki's Tea increasing by 2.53% to 1.62 HKD, and Gu Ming up by 0.36% to 27.7 HKD [1]. - The stock prices of tea beverage brands remained high, with Gu Ming rising by 2.17% to 28.30 HKD and Mi Xue Group increasing by 0.74% to 543.00 HKD as of July 9, 2023 [1]. Group 2: Operational Dynamics - Many tea beverage brands experienced a "surge in orders," with Nayuki reporting multiple stores facing "explosive order" situations, particularly in cities like Shenzhen [2]. - The "takeout war" has positioned tea and coffee consumption as major beneficiaries due to their high frequency, low average transaction value, and stable preparation processes [2]. - Supply chain efficiency has become a core competitive factor, with leading brands like Heytea and Cha Bai Dao leveraging digital supply chain technologies to reduce waste, while smaller brands struggle with technological capabilities [2].

Core Viewpoint - The recent "takeout subsidy blitz" initiated by Alibaba and Meituan has significantly boosted the new tea beverage market, leading to a surge in orders and stock prices of tea brands in the Hong Kong market [1][5]. Group 1: Market Impact - The promotional campaigns included substantial discounts such as "25 off 21" and "25 off 20," which ignited a consumption boom in new tea beverages [1]. - On July 8, tea beverage stocks saw notable increases, with Cha Bai Dao rising by 5.82% to HKD 11.28, Nayuki's Tea up by 2.53% to HKD 1.62, and Gu Ming increasing by 0.36% to HKD 27.7 [1]. - As of July 9, despite fluctuations, the enthusiasm for tea beverage stocks remained high, with Gu Ming's stock rising by 2.17% to HKD 28.30 and Mi Xue Group up by 0.74% to HKD 543.00 [1]. Group 2: Order Volume Surge - The subsidy war led to a "surge in orders" for tea brands, with Nayuki reporting a threefold increase in order volume at some locations [4]. - On July 5, Nayuki's nationwide orders exceeded 1 million within 48 hours, marking a 50% increase compared to previous periods, with some stores experiencing a 230% rise in orders [4]. - Other tea brands like Mi Xue Bing Cheng, Gu Ming, and Cha Bai Dao also reported similar "explosive order" scenarios, with some stores' order receipts extending several meters [4]. Group 3: Industry Trends - Analysts predict that the end of the subsidy war will drive industry consolidation, with leading brands likely to capture a larger market share [5]. - The tea beverage industry is characterized by high standardization, which may lead to further concentration among top brands [5]. - Supply chain efficiency is becoming a core competitive factor, with leading brands utilizing digital tools to enhance operational efficiency, while smaller brands may struggle to keep up [5].

2025.07. 08 本文字数：2895，阅读时长大约5分钟 作者 | 第一财经 陈杨园 陆涵之 揭书宜 刘佳 封图 | 蜜雪冰城门口外卖小哥在等待取货，摄影 揭书宜 美团阿里外卖商战，奶茶店员和外卖骑手干"冒烟"了。 "入职以来最累的一天。"小票如雪片般堆在地上，超负荷运转的机器轰鸣不止，打包台上纸袋成山， 凌晨三点还在做奶茶……史无前例的爆单让店员们忙到"崩溃"。 "5号夜里很多顾客看到优惠下了预订单，早上我们骑手去取餐的时候，看到的预订单就已经800多单 了。"重庆骑手廖泽萌从后台看到，很多奶茶订单只要0.01元。 风暴始于巨头们真金白银的厮杀。上个周末，突如其来的补贴大战，成功点燃了消费者"奶茶自由、 咖啡自由"的热情。各种"薅羊毛"战利品塞满冰箱的晒图刷屏社交平台，平台交出破纪录的成绩单。 在这背后，门店与骑手经历了一场极限压力测试。累，是他们最深刻的周末记忆。 奈雪门店爆单（奈雪供图） 爆单了！奶茶店员找亲属帮忙 在上海挪瓦咖啡由由世纪广场店，咖啡机超负荷运转，打包台堆满待取的外卖单，店员们脚步带风。 门店负责人王睿（化名）见证了周末单日外卖订单的翻倍增长，最繁忙的周末整体订单量环比激增 30% ...

Core Viewpoint - The recent competition between Alibaba and Meituan in the food delivery sector has significantly boosted the sales of tea beverage companies, leading to a surge in orders and market activity [3][9]. Group 1: Market Performance - On July 7, tea beverage stocks experienced a collective rise, with notable increases: Cha Bai Dao up 11% to HKD 10.66, Nai Xue's Tea up 3.95% to HKD 1.58, Gu Ming up 6.15% to HKD 27.6, Hu Shang A Yi up 5.68% to HKD 141.3, and Mi Xue Group up 5.74% to HKD 543.5 [1]. - During the weekend of July 5-6, Nai Xue's Tea reported over 1 million delivery orders, a 50% increase compared to the previous period, with some stores seeing a 230% increase in orders [8]. Group 2: Competitive Landscape - The intense competition between Alibaba and Meituan led to the issuance of substantial discount coupons, resulting in a nationwide surge in food delivery orders, with Meituan reporting over 1.2 billion orders on July 5 [3][5]. - The "takeaway war" has been beneficial for the ready-to-drink tea market, as platforms like JD, Meituan, and Ele.me have increased their delivery subsidies since April, making tea and coffee consumption the biggest beneficiaries of this traffic boom [9].

Core Viewpoint - The recent massive competition in the food delivery market, driven by significant subsidies from Alibaba and Meituan, has led to an unprecedented surge in orders, particularly in the tea beverage sector, causing operational challenges for delivery platforms and restaurants [1][14][15]. Group 1: Market Dynamics - On July 7, 2023, Alibaba's Taobao Flash Sale and Ele.me reported over 80 million daily orders, with non-food orders exceeding 13 million, marking a significant increase from over 10 million orders on May 4 [1]. - The tea beverage sector saw a collective surge in stock prices, with companies like Cha Bai Dao, Gu Ming, and Nai Xue's Tea rising over 10% on July 7, 2023 [2]. - Meituan's stock fell by 1.49% while Alibaba's stock saw a slight increase of 0.29% amid the intense competition [3]. Group 2: Subsidy Impact - On July 2, 2023, Taobao announced a substantial subsidy plan of 50 billion yuan, leading to a significant increase in orders across various retail categories, particularly in prepared foods and beverages [5]. - The introduction of "zero-cost purchases" for certain items led to overwhelming demand, causing Meituan's platform to experience outages due to the unprecedented order volume [6][11]. Group 3: Operational Challenges - Many tea shops reported a dramatic increase in daily orders, with some locations handling 300-500 orders compared to their usual volume, leading to staff working up to 14 hours a day [8]. - Delivery personnel reported record earnings due to the high volume of orders and increased delivery fees, with some earning over 1,700 yuan in a single day [10][12]. - The intense competition has resulted in longer wait times for customers, as tea shops struggle to keep up with the surge in demand [11][12]. Group 4: Competitive Strategies - The competition intensified as Alibaba aimed to surpass Meituan's order volume, targeting 90 million to 100 million orders on July 5, 2023 [15]. - Meituan responded with aggressive coupon promotions to retain market share against Alibaba's subsidy initiatives [16].

作 者丨周慧 编 辑丨骆一帆 "今天订单太多了，我这一趟就送了十单。"7月5日晚上十点，北京一位饿了么骑手告诉21世 纪经济报道记者。 7月5日新一轮外卖补贴大战，也被用户称为"薅羊毛日"。在社交媒体上，很多网友晒出"0元 购"外卖订单，有用户称一天点了十多单外卖；有商家晒出门店门口蜂拥的骑手和自取订单用 户，以及面对超长出单票据的焦灼店员。 2025年的外卖补贴大战，从4月份就开始了，京东外卖率先宣布启动"百亿补贴"，7月2日，淘 宝闪购又宣布启动500亿元补贴计划。淘宝闪购在7月5日发起的大额补贴模式，或和7月2日宣 布的500亿补贴计划有关。相对四月份的外卖补贴大战来说，美团在7月5日的表现更为高调和 激进，向用户推送了大批优惠券的同时，晚间还在内网连续两次发布日订单数峰值。截至22 时54分，美团即时零售当日订单已经突破了1.2亿单，其中，餐饮订单已超过1亿单。 有商家称，7月5日将是所有奶茶店店员无法忘记的日子。显然，外卖行业的低价补贴模式还 在持续，以后或许还会有类似的爆单日出现。 7月5日，淘宝闪购优惠券补贴力度加码，记者的账户就收到了"满19减19"、"满18减18"、"满 25减22"等多张 ...

Core Insights - The recent surge in food delivery orders on July 5 is attributed to a new round of aggressive subsidies from platforms like Taobao Flash Sale and Meituan, leading to a significant increase in user engagement and order volume [2][3][4][6]. Group 1: Subsidy War Dynamics - Taobao Flash Sale initiated a substantial subsidy program, announcing a 500 billion yuan plan, which coincided with a spike in user orders, with reports of users placing multiple orders in a single day [2][4]. - Meituan responded aggressively by distributing a large number of coupons, including "0 yuan delivery" offers, resulting in a record-breaking order volume of over 1.2 billion on July 5, with more than 1 billion being food orders [3][7][8]. - The competition has intensified, with Meituan's order volume surpassing previous peaks, indicating a shift in market dynamics as platforms vie for consumer attention during the summer promotional season [7][9]. Group 2: Market Impact and Consumer Behavior - The influx of subsidies has led to a notable increase in order volumes across the industry, with Taobao Flash Sale achieving a daily order peak of 60 million, which is 66.7% of Meituan's previous peak [5]. - Consumers are increasingly drawn to the low-cost offerings, with many opting for multiple beverage orders throughout the day, highlighting a shift in consumption patterns driven by promotional incentives [9]. - Industry leaders, including Meituan's CEO, have acknowledged the challenges posed by high subsidy rates and the potential for "false prosperity" in order volumes, emphasizing the need for sustainable competition practices [9].

Core Viewpoint - The recent "takeout war" between Alibaba and Meituan has intensified, with both platforms issuing substantial discount coupons, leading to a surge in user activity and order volume [1][12]. Group 1: Discount Strategies - Both Alibaba and Meituan released large and high-value takeout coupons, including offers like "spend 25 get 21 off" and "spend 16 get 16 off" [1]. - Some takeout options were available for "zero yuan purchase," showcasing aggressive promotional tactics [2]. Group 2: User Engagement and Platform Performance - Users reported significant engagement, with one coffee order costing only 2.2 yuan and another at 4.2 yuan, both without delivery fees [7]. - A KFC spicy chicken burger was priced under 10 yuan due to the discounts [8]. - The influx of users caused Meituan's platform to experience downtime, with reports of order page lag and coupon usage issues, leading to a server overload [11]. Group 3: Order Volume and Market Dynamics - As of July 5, 2023, Meituan reported over 1.2 billion orders for instant retail, with more than 1 billion being food orders [12]. - The "takeout war" was triggered by Alibaba's announcement of a 500 billion yuan subsidy plan aimed at boosting consumer and merchant engagement through various discounts and incentives [12].

7月暑期的第一个周末，外卖行业又热闹起来。 记者注意到，连日来，美团与淘宝闪购分别放出了大量且大额的外卖红包券。7月6日，记者打开淘宝闪购App，立马收到"满35元减18元""满15元减11 元"的红包，有网友表示，7月5日，平台派发了"满25元减21元""满16元减16元"等的外卖红包。同样，7月6日，记者打开美团外卖App，发现有两张外卖大 额"神券"自动派发，包括"满38元减18元""满29元减12元"，还可以将"神券"进行膨胀，获得更多的红包优惠。 消费者张女士告诉记者，昨天（7月5日）用了平台外卖红包，甚至可以0元点外卖。 一位外卖平台内部人士向记者表示，暑期一直是外卖的订单高峰期，也是平台的传统促销季。叠加今年春节过后，京东外卖的加入，淘宝闪购联合饿了么 再次发力，平台之间在暑假期间直接面对面抢夺用户，也是意料之中。"只是这次外卖促销的时间来得早，暑假才刚开始。"上述人士说道。 单量暴涨外卖平台"崩"了 随着派发外卖红包的派发，有外卖平台就直接将自己App干崩了。7月5日下午，部分网友在社交平台反馈，美团的外卖页面显示访问出错，出现点不了外 卖的现象。 记者留意到，当日晚上8时，"美团外卖"官方微 ...

低廉的单价在前，即便单量再大，也并不足以给库迪"脱胎换骨"。 文 ｜ 边程 编辑 ｜ 董雨晴 来源｜ 凤凰网科技《风暴眼》 （ID：ifeng_tech） 封面来源 ｜ unsplash 在库迪咖啡工作的小余，最近很忙。 "库迪的员工们你们还好吗？" 进入5月以来，社交媒体上有关库迪爆单的控诉多了起来，"史无前例的爆单"，一位库迪员工如此形容。 但让库迪员工感到棘手的不是做不完的单子，而是"沟通"。"每天都要在骑手和顾客之间斡旋"。一位库迪员工表示，每天可能面临的窘迫包括骑手打架、顾 客催命，以及一大批沟通无果的退单。 "以前最害怕周末班进行周盘点，现在害怕每一个工作日早晨"。 门店营业的时间是9点40，她至少要提前半个小时进行开店准备。待到接单外卖的机器开始运作，小余便开始了一天的工作。 3月份开始，京东掀起了一场外卖大战，单杯冰美式价格降至1.68元，小余门店里的单量直接上升至日均500杯的水准。对于同时段只有两个人的店中店来 说，500杯的日单量确实"忙不过来"。 小余还记得最忙的那天，早上是两个人在岗，晚上闲时留了一个人，但仍旧没能顶住一天700杯的单量。"我从9点40开始吭哧吭哧，直到外卖小哥问了我 ...