Workflow
外卖补贴
icon
Search documents
外卖补贴大战带动茶饮股暴涨!恒生科技指数为何难敌 “内卷”冲击波?
Mei Ri Jing Ji Xin Wen· 2025-07-07 09:08
7月7日,港股市场表现低迷,恒生指数、恒生科技指数均弱势调整。 业内人士指出,上个周末,阿里与美团两大外卖平台展开史上最大规模补贴大战,使得茶饮赛道成为最大受益者。消息面上,两大平台当天同步放出"满25 减21""满16减16""满18减18""25减20"等无门槛大额券。不到一天时间,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。 国金证券在最新发布的研报中指出,外卖补贴升级的背景下,咖啡茶饮的外卖订单预计会大幅上升。此外,夏季是茶饮旺季,预估瑞幸咖啡、蜜雪、茶百道 等品牌的同店数据持续高涨。 截至7月7日收盘,蜜雪集团上涨4.77%,茶百道涨超10%,古茗涨近6%,奈雪的茶和沪上阿姨均涨超5%。 外卖平台股价承压 然而,今年备受关注的茶饮赛道再次爆发,茶百道、奈雪的茶、古茗等多只个股一度涨超10%,蜜雪集团也大涨5%。 消息面来看,茶饮赛道走强的背后,是几大外卖平台突然打响的补贴"大战"。 茶饮赛道股全线爆发 今早,逆势走强的茶饮赛道,成为港股市场上一抹亮色。其中,茶百道高开15%;古茗高开5%后,冲高至13%,奈雪的茶也高开近10%。此外,5月份上市 的沪上阿姨也大涨近6%。而今 ...
史诗级外卖大战再现:阿里加码500亿补贴,美团反击、日订单量破1.2亿
Sou Hu Cai Jing· 2025-07-07 01:52
瑞财经 吴文婷原本以为是平平无奇的周末,外卖大战突然开打。 7月5日,美团外卖发布公告称,当日下午6点前后,因用户下单量突破历史峰值,触发了服务器限流保 护,美团App小范围地区用户出现了短时服务异常,现已全面恢复,大家可以正常下单。期间部分受影 响用户的优惠券,可延续至次日继续使用。 据其指出,针对部分受系统影响短暂出现接单异常的商家,美团外卖将进行回溯,确保商家评分及后续 排名等不受影响。同时,各类膨胀神券,所有用户"随时可领,随时可用"。 当晚,各大社交媒体传出消息,阿里、美团两大平台放出了大量且大额的外卖红包券,其中包括"满25 减21""满25减20""满16减16"等多张无门槛的外卖券。 紧接着,很多网友开始晒单超低价的外卖,甚至还有网友表示这次活动力度很大,已经预订到下周二的 外卖了。 据美团方面消息,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。 在业内人士看来,此次外卖大战,或源于阿里宣布下场加入外卖补贴引发。 7月2日,淘宝闪购宣布,启动规模高达500亿元的补贴计划,将在未来12个月直补消费者及商家,通过 发放大额红包、免单卡、官方补贴一口价商品 ...
“0元购”爆单!新一轮外卖补贴大战,店员都“忙哭”了
21世纪经济报道· 2025-07-07 00:04
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 ...
淘宝闪购补贴“冲单” 美团“反攻”宣布日订单1.2亿
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].
阿里美团上演“史诗级”外卖大战 “全国都在薅羊毛”
Sou Hu Cai Jing· 2025-07-06 14:06
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].
暑期外卖“大战”来袭,平台抢发新一轮“战报”
Guang Zhou Ri Bao· 2025-07-06 07:12
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 ...
2.9元咖啡坑惨了库迪店员
36氪· 2025-06-13 10:08
Core Viewpoint - The article discusses the surge in sales for Kudi Coffee due to aggressive pricing and promotions on platforms like JD.com, but highlights the challenges faced by employees and the potential risks to profitability as subsidies may not sustain long-term growth [2][12][22]. Group 1: Sales Surge and Employee Challenges - Kudi Coffee has seen a significant increase in daily orders, with some stores reporting up to 700 orders in a single day, leading to overwhelming workloads for employees [2][5][11]. - Employees express concerns about the intense work environment, including issues with communication between delivery riders and customers, which adds to their stress [4][5]. - Despite the increase in sales volume, many employees report that their earnings have not improved significantly, with full-time workers receiving minimal bonuses and part-time workers struggling to correlate hours worked with income [7][16]. Group 2: Profitability and Cost Structure - The cost of materials for a cup of Kudi coffee is approximately 5-6 yuan, while the selling price on JD.com is around 6.9 yuan, indicating low profit margins [13][16]. - Kudi's average gross margin is reported to be around 49%, with variations depending on seasonal factors, but the overall profitability remains under pressure due to reliance on external subsidies [14][16]. - The initial investment for opening a Kudi store ranges from 510,000 to 660,000 yuan, with a typical payback period of 1 to 1.5 years, but profitability is heavily dependent on the continuation of platform subsidies [16][17]. Group 3: Competitive Landscape and Future Risks - Kudi Coffee closely follows Luckin Coffee in terms of business model and market strategy, but faces challenges in maintaining profitability and operational efficiency [19][20]. - The article notes that while Kudi has benefited from JD.com's subsidies, the long-term sustainability of this growth is uncertain, especially as competition intensifies and subsidies may eventually cease [22][23]. - The low pricing strategy may attract customers but poses risks to customer loyalty and profitability once subsidies are withdrawn, highlighting the need for Kudi to strengthen its supply chain and product offerings [12][23].
2.9元咖啡坑惨了库迪店员
凤凰网财经· 2025-06-09 13:05
Core Viewpoint - The surge in orders for Kudi Coffee, driven by aggressive pricing strategies on platforms like JD.com, has led to operational challenges for staff and franchisees, despite the apparent sales success [3][4][5]. Group 1: Sales Performance - Kudi Coffee has seen a significant increase in sales, with daily order volumes reaching up to 700 cups in some locations, and cumulative sales on JD.com surpassing 40 million orders [4][5]. - The price of Kudi's iced Americano has dropped to as low as 1.68 yuan per cup, contributing to the spike in order volume [4][11]. - The average daily order volume for some stores is around 500 cups, with peak days exceeding this figure [6][8]. Group 2: Employee Experience - Employees report overwhelming workloads, with some working continuously for hours without breaks, leading to physical and mental exhaustion [5][14]. - Communication issues arise frequently, as employees must manage interactions between delivery riders and customers, often leading to stressful situations [5][6]. - Despite the increase in order volume, many employees have not seen a corresponding increase in their earnings, with some only receiving minimal bonuses [8][19]. Group 3: Profitability and Costs - The cost of materials for a cup of Kudi coffee is approximately 5-6 yuan, while the selling price on JD.com is around 6.9 yuan, indicating limited profit margins [15][16]. - The average monthly net profit for a Kudi store, based on current sales volumes, is estimated to be around 36,000 yuan, but this does not account for platform subsidies and service fees [18][19]. - The initial investment for opening a Kudi store ranges from 510,000 to 660,000 yuan, with a typical payback period of 1 to 1.5 years [19][20]. Group 4: Competitive Landscape - Kudi Coffee closely follows Luckin Coffee in terms of business model and market strategy, but faces challenges in maintaining profitability and operational efficiency [20][21]. - Luckin Coffee reported a net revenue of 34.4 billion yuan, highlighting the competitive pressure Kudi faces in the coffee market [20]. - Kudi's reliance on franchisees and external subsidies raises concerns about long-term sustainability, especially as promotional support from platforms like JD.com may not last indefinitely [20][21].
高盛:料即制饮品受惠内地外卖平台补贴计划 升蜜雪冰城(02097)及古茗(01364)目标价
智通财经网· 2025-06-03 02:50
Group 1 - Goldman Sachs reported that since JD Group announced a 10 billion RMB takeaway subsidy plan on April 11, the average stock price of the covered ready-to-drink beverage companies has increased by 39% [1] - The takeaway orders from JD are significantly directed towards ready-to-drink brands, with Luckin Coffee and Kudi Coffee leading in order volume, followed by major ready-to-drink tea brands [1] - Channel surveys indicate that participating stores in promotional activities may see their order volume more than double, with the impact varying based on brand participation strategies, pricing, and delivery proportions [1] Group 2 - Goldman Sachs raised the earnings forecasts for Gu Ming and Mi Xue Bing Cheng for 2025 to 2027 by 5% to 9%, reflecting faster store expansion and stronger merchandise transaction growth [1] - The expected price-to-earnings ratio for Gu Ming in 2026 has been adjusted from 20 times to 26 times, still about 20% lower than the industry leader Mi Xue Bing Cheng [1] - The target price for Gu Ming has been increased from 21 HKD to 29.2 HKD, maintaining a "Buy" rating [1] Group 3 - Goldman Sachs also raised the earnings forecasts for Mi Xue Bing Cheng for 2025 to 2027 by 2% to 3%, reflecting faster store expansion and steady growth in merchandise transaction value in the Chinese market [2] - The expected price-to-earnings ratio for Mi Xue Bing Cheng in 2026 has been adjusted from 26 times to 32 times, with the target price increased from 484 HKD to 597 HKD, maintaining a "Buy" rating [2]
高频低客单价 外卖平台补贴助力咖啡“霸榜”
Xiao Fei Ri Bao Wang· 2025-05-20 02:33
近期,外卖市场竞争日趋激烈,各类补贴轮番上阵,让不少消费者大呼"薅羊毛真爽"。记者注意到,高 频低客单价的奶茶、咖啡变成消费者"薅羊毛"的首选。消费者和奶茶咖啡商家双双成为了外卖"三足鼎 立"时代的受益者。 为什么脱颖而出的是库迪咖啡?据悉,外卖平台补贴激活消费需求的同时,库迪咖啡也加码补贴强势入 局。不仅将现行门店补贴政策延长至2028年12月31日,并宣布5月6日至6月30日前新开门店,库迪咖啡 在现行门店补贴政策的基础上,新增高房租补贴和下沉市场门店培养补贴两大专项补贴。其中,高房租 补贴,单杯最高可补贴4元。而下沉市场门店培养补贴,单杯最高可补贴2元,补贴范围涵盖地级以上城 市的远郊区县及其下辖乡镇门店。 品类是制胜关键 "品质+补贴+认可度"效应叠加 事实上,在业内人士眼中,像库迪咖啡这样的商家取得销量之喜,并不意外。"外卖平台补贴升级,叠 合入夏饮品需求激增,咖啡市场迎来爆发点。"有业内人士分析时,用"恰如其分"来形容。该人士表 示,解读外卖平台补贴升级,实质是流量之争。流量的核心指标是订单量,各家平台都在通过补贴以提 高日均订单量。 外卖平台"肉搏"补贴 点燃咖啡消费热情 "薅羊毛"攻略、百亿补 ...