作为餐饮大类里难得高连锁化率+高订单量的体系化正规军，茶饮品牌既是在帮外卖平台打外战，也是在存量中打内战。 虽然外卖平台被约谈、补贴大战可能暂歇，但这段时间诸如「1亿杯奶茶免单」等等，还是给市场带来了一些久违的互联网大战震撼。 有趣的是，美团闪购、京东外卖、淘宝闪购三家抢市场，纷纷选择茶饮咖啡当枪使。 《窄播》获得的一份资料显示，在京东外卖4月某日超500万当日单量中，饮品类订单占比近半。其中库迪咖啡订单接近90万，排列第二的瑞幸和茶百道、 沪上阿姨、喜茶等全国性咖啡奶茶品牌，每个品牌单量十几万。 据《财新》援引一名美团高管人士的说法，在商家端，京东的补贴一半给到了奶茶咖啡连锁企业，以用单量测试骑手的履约极限，为打正餐的仗做准备。 据《中国新闻周刊》采访的一名内蒙古某库迪门店员工称，其店内90%的订单来自于京东外卖，促销商品（4月份是4.9元，淘宝闪购入局后，京东加大补 贴力度，5月后出现1.9元的低价）贡献80%的销量，每天至少500单，远超此前自然经营时旺季350单的水平。 在外卖平台上所有的餐饮子类中，茶饮不仅是连锁化率最高的那个（茶饮连锁化率55%vs餐饮行业平均21%），还是贡献订单最多的那个。 据 ...

Core Viewpoint - The ongoing competition among food delivery platforms like JD, Meituan, and Ele.me has significantly benefited consumers, leading to lower prices and more options in the market [1][2][8]. Group 1: Market Dynamics - The "拼好饭" section on Meituan has become increasingly popular due to its remarkably low prices, attracting a growing number of users [2][10]. - For example, the "华莱士双主食套餐" is priced at 17.2 yuan on Meituan's 拼好饭, compared to 24.9 yuan on Ele.me, representing a savings of 7.7 yuan [2][4]. - The competitive pricing strategy of 拼好饭 is attributed to its bulk ordering model, which allows restaurants to focus on fewer menu items, thus reducing costs [9][11]. Group 2: Consumer Behavior - Many consumers are now opting for 拼好饭 due to its affordability, leading to an increase in meal quality and a decrease in their Engel coefficient [8][10]. - Users have expressed satisfaction with the value offered by 拼好饭, with some commenting on the generous portion sizes at low prices [8][23]. Group 3: Quality Assurance - Despite concerns about the low prices, the quality of food on 拼好饭 is maintained through strict food safety measures and regular inspections by the platform [15][17]. - The platform has implemented a "爆品一口价" feature, allowing consumers to access popular brands at competitive prices, further enhancing consumer trust [18][23]. Group 4: Brand Participation - Over 5000 restaurant brands have joined Meituan's 拼好饭, providing a diverse range of options for consumers [23][24]. - Brands like 齐品达 have reported increased sales and profitability after joining 拼好饭, indicating that the platform can enhance brand visibility and sales volume [23][24].

文 | 即时刘说 即时零售从"两虎相争"到"三国杀"的进化论 大家好，我是专注即时零售领域研究的刘老实。 2025年的中国即时零售市场，正经历一场前所未有的结构性震荡。美团、京东、阿里（淘宝闪购+饿了 么）三方的混战，本质上是高频流量入口争夺、供应链效率革命与用户心智重构的复合战役。这场战役 的底层逻辑早已超越传统外卖的"送餐"功能，而是向"万物到家"的全品类即时零售跃迁，其市场规模预 计2030年将突破2万亿元。 美团作为即时零售领域的"守擂者"，凭借700万骑手、日均千万订单的配送网络，以及闪电仓模式构建 的3万前置仓网络，形成了"高频外卖+低频闪购"的流量闭环。其核心优势在于即时履约能力的稳定性 ——30分钟送达率高达98%，并通过5.82亿年交易用户的超高频打开率（年均132次）实现用户习惯的 强锁定。 然而，美团面临双重隐忧：一是骑手社保成本上升对盈利能力的挤压（2025Q2起全面缴纳）；二是闪 电仓的多平台经营特性导致独家供给壁垒不足，难以抵御京东供应链与阿里品牌资源的夹击。 京东的入局堪称"精准爆破"，其以"零佣金+全社保+品质外卖"的组合拳突袭美团腹地，外卖日订单量半 年内从100万飙升至10 ...

Group 1 - Kudi Coffee is experiencing rapid growth in orders due to a new round of subsidies from delivery platforms, with sales on Ele.me increasing nearly tenfold and surpassing 40 million orders on JD.com [1] - The price of Kudi Coffee products has dropped significantly, with prices as low as 1.99 yuan for certain drinks on Ele.me, benefiting from the already low base price of 9.9 yuan [1] - Kudi Coffee has over 10,000 stores nationwide, making it easier for promotional activities to be implemented widely [1] Group 2 - Kudi has announced an extension of its store subsidy policy until December 31, 2028, and introduced new subsidies for high rent and low cup volume stores, with potential single-cup subsidies exceeding the current maximum of 14 yuan [2] - The company has been profitable since May 2024, indicating strong financial health [3] Group 3 - The ongoing delivery battle is leading to a redistribution of the restaurant market, suggesting significant changes in the competitive landscape [4]

Group 1 - Taobao's "Hour Delivery" has been upgraded to "Taobao Flash Purchase," launching in over 50 cities and achieving over 10 million daily orders by May 5 [1] - The online food delivery market is projected to reach a scale of 1.64 trillion yuan in 2024, with a year-on-year growth of 7.2% and a user base of 545 million, indicating high frequency and demand for local services [2] - The competition in the food delivery sector is intensifying, with major players like JD and Taobao entering the market, suggesting a strategic shift towards capturing new growth opportunities amid slowing e-commerce growth [2] Group 2 - The profit margins in the food delivery industry are low, with major platforms expected to have net profit margins between 1.5% and 3.3%, highlighting the challenges in achieving profitability [1] - The competition is not just about market share but also about enhancing service quality and social value, indicating a deeper evolution in the industry dynamics [2][3] - The growth of instant retail is significant, with a projected market size exceeding 1.5 trillion yuan in 2024 and a growth rate of 26.2%, making it a critical area for e-commerce platforms to explore [2]

Core Insights - The article discusses the competitive landscape of the food delivery market in China, particularly focusing on JD.com's entry into the sector and its strategies to capture market share from established players like Meituan and Ele.me [1][3][20] Group 1: Market Entry and Initial Success - JD.com has identified local life services as a crucial growth area amid slowing e-commerce growth, leading to its aggressive entry into the food delivery market [3][20] - Early reports indicate that JD.com has achieved significant order volumes, with over 5 million orders in a single day by mid-April, showcasing a rapid increase in demand [3][16] - The initial success of JD.com's delivery service is attributed to its strong brand recognition and attractive policies, such as a one-year commission waiver for merchants [4][8] Group 2: Challenges and Market Saturation - As the market matures, JD.com faces challenges in maintaining growth, with reports of declining signing bonuses for delivery personnel and increasing competition from other service providers [10][11] - The influx of delivery personnel has led to market saturation, making it harder for new entrants to secure merchant partnerships [11][12] - JD.com is experiencing operational difficulties, including system crashes due to high order volumes, indicating the need for improved infrastructure [3][18] Group 3: Long-term Strategies and Adjustments - JD.com plans to enhance its delivery infrastructure by increasing the number of full-time riders from 50,000 to 100,000, aiming to improve delivery efficiency [16][20] - The company is also adjusting its subsidy strategy, shifting from a model where JD.com bears a larger share of the costs to a more balanced approach with merchants [18][20] - There are concerns about customer retention and loyalty as subsidies decrease, which will be critical for sustaining order volumes in the long run [16][20] Group 4: Competitive Landscape and Consumer Benefits - The competition between JD.com and Meituan is expected to benefit consumers through increased discounts and promotional offers [20] - Merchants are also likely to gain from the competition, as they can choose between multiple platforms offering better terms and conditions [20] - The article highlights that while JD.com is making strides, it still has a long way to go to match the market share and operational efficiency of established players like Meituan [16][20]

点击图片▲立即试听 " 京东与美团的较量将聚焦于两大核心战场：其一是用户的争夺，其二是骑手的争夺。 " 文 / 巴九灵（微信公众号：吴晓波频道） 昨晚，微博一下子冲上来两个与"刘强东"相关的热搜。 上了榜首的，来自18:43，一位小红书用户晒出自己和刘强东的合影，声称这是"东哥送的第一单外卖"。 "你可以用强大的算法对骑手极尽压榨之能事"； 半小时后，另一位网友也在小红书发帖，晒出了自己收到的"东哥外卖"。 随后，各路财经媒体发文证实：经京东官方确认，这个人真的是刘强东，而非AI作品。 然而，"刘强东亲自送外卖"的词条还未冷却，不到两小时，"刘强东请骑手吃海底捞"的词条又登上热搜，截至小巴撰稿，两大词条已引来一亿多的 阅读量。 激烈的商战照进现实，原来也可以如此朴实无华。 有心人这才开始注意到，一场由京东领衔主演的"外卖大战"已激烈持续一整天。 图源：网络 4月20日早上8:30，京东率先开火，发布《致全体外卖骑手兄弟们的公开信》，从社交媒体到人们的朋友圈，如一声战鼓打破了行业的沉寂。 这封公开信先是摆出了一套大礼包保障骑手权益，然后打出"超时20分钟即免单"的口号直戳用户心窝，但真正将战局引向高潮的，还是京 ...

好柿花生 东哥为我送外卖 接到了东哥送的第一单外卖,荣幸啊 @也算享受过千亿 大佬的服务啦,祝京东生意红红火火,蒸蒸日上! #京东 #京东外卖 资料图。本文来源：三言Pro 刘强东亲自送外卖！还跟用户合影（图） 最近的外卖大战高潮迭起。 刚刚有北京的网友发文称，收到了京东创始人刘强东送的第一单外卖。网友还跟刘强东合了影。 网友表示：接到了东哥送的第一单外卖，荣幸啊。也算享受过千亿大佬的服务啦，祝京东生意红红 火火，蒸蒸日上。 该网友称，没洗头，衣服也邋邋遢遢的，差点让东哥把外卖放门口。 这不是刘强东第一次体验京东的业务，此前就多次亲自送快递。 京东今日发布致全体外卖骑手公开信称，为了支持外卖骑手自由接单，保障大家的收入，京东推出 以下紧急援助措施： 1、所有被竞对平台封杀的骑手，京东保证给予足够单量，确保收入不降； 自今日起，所有超时20分钟以上的外卖订单，京东全部免单。京东集团已经成立紧急应对小组， 本周一定会解决送餐速度问题。 美团今日晚间也 再发表关于"限制骑手去其他平台接单"传闻的声明。 美团表示，全球没有任何平台有动力、有能力去约束外卖骑手的接单选择。自外卖行业诞生以来， 美团、饿了么、百度、抖音等 ...