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].

7月5日至7月6日，阿里、美团外卖大战白热化。 7月7日，茶饮股集体高开。截至发稿，茶百道(02555.HK)涨11%，报10.66港元；奈雪的茶(02150.HK)涨4%，报1.58港元；古茗(01364.HK)涨6%，报27.6港 元；沪上阿姨(02589.HK)涨6%，报141.3港元；蜜雪集团(02097.HK)涨6%，报543港元。 7月5日至7月6日，阿里、美团外卖大战白热化。两个平台分别发放外卖大额券，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。7月5 日，"美团崩了"登上热搜。7月5日夜间，美团发布了战报，表示截至当日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。 在此背景下，多家茶饮店迎来爆单。奈雪的茶方面数据显示，7月5日至7月6日周末两天外卖订单破峰值，两天突破100万单，环比增长50%，单店最高环比 增长230%。7月7日下午，第一财经记者在上海市浦东新区一家蜜雪冰城门口看见外卖小哥不断进出，送出一单又一单。不过店员表示，外卖生意已经不如 刚过去的周末，但比上个工作日好些。 华西证券在一份公开研报中指出，"外卖大 ...

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 ...

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 ...

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].