今天分享的是：2025外卖市场趋势观察：餐饮零售双向重构，迈步走向大消费 报告共计：46页 2025外卖市场趋势观察报告核心总结 2025年中国消费市场结构性变革显著，社会消费品零售总额预计突破50万亿元，网上零售额持续领跑全球。在此背景下，外卖 市场迎来格局重塑与业态升级，从单一餐饮配送迈向餐饮零售双向重构的大消费时代，成为激活消费潜力的关键引擎。 外卖市场格局告别单极时代，迈入多极竞争新阶段。2025年补贴大战后，市场形成淘宝闪购+饿了么、美团外卖、京东外卖三足 鼎立的态势，订单规模从日均1亿单快速提升至2.5亿单。阿里凭借雄厚的现金储备，将补贴成本转化为长期回报，而多极格局让 商家话语权提升，得以借助多平台流量和补贴实现增长。 餐饮行业完成从"流量竞争"到"经营比拼"的深刻转型。堂食+外卖成为常态，95%的商户同步运营线上线下业务，外卖从补充渠 道升级为核心增长极。商家通过SKU重排、会员运营和人效改造提升盈利，连锁品牌借标准化快速扩张，地方特色品牌突破地 域限制，中小商家依托平台实现订单翻倍。同时，下沉市场被激活，623个县的餐饮订单显著增长，形成城乡协同发展的消费网 络。 零售行业加速从"计划消费" ...

11月15日，国内知名鞋履品牌Dusto大东鞋业与京东秒送开启合作，近8000家门店上线营业，并同步开启新店开 业活动，为消费者带来线下门店同款鞋靴，更有满119减30元、减5元运费等开业福利。消费者打开京东APP，搜 索"大东秒送"，即可享受"线上下单、附近门店发货、商品最快9分钟送达"的便捷即时购物体验，实现时尚鞋履"即选即 得"。 从应急刚需到日常穿搭，消费者对即时消费的需求日益增长。此次大东的加入，为消费者选购高品质鞋履增添了 更多高性价比的选择。即日起至11月20日，消费者打开京东APP，搜索"大东秒送"，众多时尚鞋履最快9分钟送达，轻 松焕新冬日鞋柜。 作为备受消费者喜爱的国民鞋履品牌，大东始终致力于为大众提供兼具高性价比与时尚设计的鞋类产品。此次入 驻京东秒送，是品牌深化线上渠道、拥抱即时消费趋势的重要一步。通过京东秒送，大东能够迅速响应消费者的即时 穿搭需求，为消费者带来通勤、休闲、亲子等全场景鞋履选择。 满足时尚穿搭需求，京东秒送上线众多线下门店同款鞋靴，包括女鞋、男鞋、童鞋等品类爆款。女士鞋履方面， 百搭小白鞋，轻松适应多种场合；乐福鞋能在舒适穿搭的基础上增添优雅气息，可与大衣、西装组合打 ...

Core Viewpoint - The Chinese liquor industry is facing a bleak outlook, with multiple securities firms predicting significant profit declines for major companies, including Moutai and Wuliangye, by Q3 2025, indicating a severe downturn compared to previous optimistic expectations [1][4]. Group 1: Industry Predictions - Analysts from various securities firms, including Zhongyou Securities and Guangfa Securities, predict that major liquor companies may experience profit declines of up to 30% or more, with Wuliangye's profits potentially halving [1][3]. - Moutai is expected to see near-zero profit growth, while Wuliangye, Luzhou Laojiao, and Gujinggongjiu are projected to face around a 20% profit decline [1][4]. - The overall liquor industry is anticipated to face a more than 20% decline in sales volume due to external demand shocks [4]. Group 2: Market Conditions - The retail sales growth of consumer goods has significantly slowed, particularly in the catering sector, which has nearly stagnated, directly impacting liquor consumption [1][8]. - The average turnover days for inventory in the industry are high, indicating a pressing need for companies to manage inventory effectively amid changing consumer demand [10]. Group 3: Company Responses - Companies are adopting pragmatic strategies to alleviate channel pressure, including adjusting inventory and reducing expenses to enhance operational efficiency [6][9]. - Wuliangye acknowledged the challenges in the market during the recent holiday season but emphasized that official data should be awaited for a clearer picture [3]. Group 4: Consumer Trends - There is a noticeable shift in consumer behavior towards more rational consumption, with increased sensitivity to prices and a decline in the enthusiasm for high-priced products [9]. - The demand is shifting from traditional business banquets to more casual settings, such as gatherings with friends and family, prompting companies to adjust their product offerings [9][10]. Group 5: Future Outlook - Despite the short-term profit declines, the fundamentals of the liquor industry, especially for leading companies, remain intact, with a potential shift towards quality-focused growth rather than mere scale expansion [11]. - The upcoming Q3 reports are expected to provide critical insights into how companies are navigating the current challenges and adapting to market changes [11].

Group 1 - Taobao Flash Sale officially launched Double 11 benefits, offering 88VIP users daily 50% off on takeout and over 10 million free meal red packets [1] - From October 15 to November 14, 88VIP users can access two 50% off red packets daily, with additional exclusive benefits during Double 11, including a further 5% discount [1] - The latest financial report indicates that in the first three weeks of August, Taobao Flash Sale contributed to a 25% year-on-year increase in monthly active consumers on the Taobao app [1] Group 2 - The integration of offline brand stores into Taobao Flash Sale is expected to provide consumers with a new shopping experience, with an anticipated transaction increment of 1 trillion yuan over the next three years [2]

编辑 | 余溯 出品 | 潮起网「加盟指南」 在繁华的商场、熙攘的影院、忙碌的机场和火车站，我们常常能看到一排排列整齐的共享按摩椅，而乐摩吧便是其中颇具影响力的品牌之一。作为福建乐摩 物联科技股份有限公司旗下的明星项目，乐摩吧在共享按摩椅赛道上一路疾驰，试图在港股IPO的舞台上绽放光芒。 我们将深入剖析乐摩吧这一加盟项目，全面梳理其优势与劣势，为有意向加盟的投资者提供详细参考。 乐摩吧的历史 乐摩吧诞生于共享经济蓬勃发展的2016年，创始人谢忠惠有着丰富的商业经验，曾执掌真彩文具销售体系。他与按摩椅行业资深人士韩道虎携手，将目光投 向了当时尚属蓝海的共享按摩椅领域，推出"乐摩吧"品牌。 历经多年发展，乐摩吧已在全国构建起庞大的服务网络。截至2025年7月，其服务网点超过4.8万个，投放按摩设备突破53.5万张，业务覆盖中国大陆31个省 级行政区的339个城市，累计服务可识别用户超1.65亿，注册会员达3200万名。在市场份额方面，按交易额计算，乐摩吧在2021-2023年连续三年稳居中国大 陆智能按摩服务提供商榜首，市场份额从29.4%攀升至37.3%。 乐摩吧的显著优势 经过多年的市场深耕与运营，乐摩吧在消 ...

Group 1 - Xtep officially joined JD's express delivery service, with over 2,500 offline stores offering a full range of products for a fast shopping experience [1] - The trend in sports consumption is becoming more diversified and personalized, with a significant increase in demand for convenience in shopping [3] - Recent sales data from JD's express delivery shows a notable increase in sports apparel and footwear sales, with sports apparel sales up 275% year-on-year and sports footwear sales up 266% [3] Group 2 - The State Council recently issued guidelines to enhance the sports industry, aiming to cultivate world-class sports enterprises and expand the sports industry scale to over 7 trillion yuan by 2030 [5] - Xtep's partnership with JD's express delivery not only meets immediate consumer needs but also signals a transformation in the sports goods industry [5] - By leveraging JD's express delivery capabilities, Xtep can quickly deliver products to consumers, enhancing both online and offline shopping experiences [7] Group 3 - Xtep's revenue reached nearly 7 billion yuan in the first half of 2025, and it has become the top brand in terms of wear rate in major domestic marathon events [7] - Consumers can purchase a variety of Xtep products, including professional racing shoes and casual running shoes, through JD's express delivery [7] - Promotions are available for consumers on JD's app until September 30, offering discounts on purchases [7] Group 4 - JD's express delivery has attracted various domestic and international brands, and it plans to continue expanding its brand partnerships to enhance product offerings and consumer convenience [9]

Core Insights - Meituan reported Q2 2025 revenue of 91.8 billion RMB, a year-on-year increase of 11.7%, reinforcing its market leadership [2] - The Meituan app surpassed 500 million monthly active users, with record-high annual transaction frequency [2] - CEO Wang Xing emphasized the commitment to enhancing consumer experience and investing in technological innovation for sustainable industry development [2] Local Business Performance - The core local business segment achieved revenue of 65.3 billion RMB, growing 7.7% year-on-year [2] - Meituan maintained its market leadership in the instant delivery sector, with peak daily order volume exceeding 150 million in July [2] - Average delivery time for full-service orders was 34 minutes, indicating improved user engagement [2] New Business Growth - New business segment revenue reached 26.5 billion RMB, a 22.8% year-on-year increase, with losses narrowing to 1.9 billion RMB [4] - Meituan's international expansion saw strong growth in Keeta's order volume and GTV, with significant market presence in Hong Kong and new services launched in Saudi Arabia and Qatar [4] Supply-Side Innovations - Meituan partnered with over 800 leading restaurant brands to open more than 5,500 satellite stores, aiming for over 10,000 by year-end [3] - The "flash purchase" service saw strong growth, expanding product categories beyond groceries to include electronics and beauty products [3] - The number of orders for in-store services grew over 40% year-on-year, with record transaction volume in travel services during the May holiday [3] Rider and Merchant Support Initiatives - Meituan implemented full coverage of work injury insurance for riders in 17 provinces, with plans for nationwide pension insurance subsidies by year-end [6] - The company established a 1.6 billion RMB summer rider support fund and expanded health care plans for riders and their families [6] - Meituan's initiatives to support merchants included cash subsidies and operational innovations, benefiting over 300,000 restaurant businesses [6] Food Safety and Technological Advancements - Meituan promoted the "Internet + Bright Kitchen" model, with 117,000 merchants participating, aiming for over 200,000 by 2025 [7] - The company invested 6.3 billion RMB in R&D, a 17.2% increase, and expanded drone delivery services across multiple cities [7] - CFO Chen Shaohui highlighted the resilience of the core local business and the growth potential of new ventures [7]

Core Insights - Meituan reported a revenue of 91.8 billion RMB for Q2 2025, marking an 11.7% year-on-year growth, reinforcing its market leadership [1] - The company achieved a peak daily order volume of over 150 million in July for instant retail, setting a new record [1] - Meituan's core local commerce segment generated 65.3 billion RMB in revenue, reflecting a 7.7% year-on-year increase [1] Business Performance - The new business segment recorded a revenue of 26.5 billion RMB, up 22.8% year-on-year, with losses narrowing to 1.9 billion RMB [3] - Meituan's international expansion saw strong growth, particularly in the Hong Kong market, and the launch of services in 20 cities in Saudi Arabia and Qatar [3] Strategic Initiatives - Meituan has partnered with over 800 leading restaurant brands to open more than 5,500 satellite stores, aiming to exceed 10,000 by year-end [2] - The company has established over 50,000 lightning warehouses nationwide to support local small businesses in their digital transformation [2] Social Responsibility and Sustainability - Meituan has implemented measures to enhance rider welfare, including full coverage of work injury insurance and a summer subsidy program totaling 1.6 billion RMB [4] - The company is promoting food safety through the "Internet + Bright Kitchen" initiative, with 117,000 merchants participating and a goal of 200,000 by 2025 [5] Technological Investment - Meituan invested 6.3 billion RMB in R&D, a 17.2% increase year-on-year, and has launched 64 drone delivery routes across multiple cities [5] - The company emphasizes a win-win approach and aims to foster sustainable growth across its business segments [5]

Core Insights - The core viewpoint of the articles highlights the successful integration of the skincare brand Chando into Taobao's flash purchase service, which has significantly enhanced its market presence and sales performance in a short period of time [1][4]. Group 1: Company Strategy - Chando has adapted its product selection, warehousing, and supply chain strategies to meet the immediate consumer demand for beauty and personal care products, implementing a "6:3:1" inventory design with 60% bestsellers and 30% emergency touch-up products [1]. - The brand has experienced rapid success, ranking among the top five in the beauty category on Taobao flash purchase within two weeks of launch [1][4]. - Chando plans to increase its investment in Taobao flash purchase, expanding its product lines to include skincare, masks, personal care, cosmetics, and men's series, while also enhancing customer interaction through membership systems and community operations [4]. Group 2: Market Impact - The launch of Taobao flash purchase has led to a significant increase in consumer demand for beauty products, with order volumes for body powder, floral water, sunscreen, and powder cakes seeing year-on-year growth rates of over 700%, 350%, 200%, and 120% respectively [5]. - Since its launch in May, Taobao flash purchase has driven substantial growth for non-food brands, with 395 brands achieving monthly sales exceeding 1 million yuan and 66 brands surpassing 10 million yuan [5]. - The platform's ability to provide immediate delivery services has allowed brands to expand their business reach and meet previously unmet consumer needs, creating new growth opportunities [5].

Group 1 - Taobao Flash Sale is leading a significant commercial transformation in the digital consumption wave, with over 12,000 non-food physical stores joining the platform in July, including well-known brands like Moutai and Semir, resulting in record daily order volumes [1] - In the past week, 57,000 non-food small stores on Taobao Flash Sale achieved historic order peaks, with over 100,000 stores doubling their monthly revenue, indicating strong momentum for the digital transformation of the retail sector [1] Group 2 - The demand for instant delivery has expanded Taobao Flash Sale's service scenarios beyond food to include 3C digital products, clothing, and beverages, catering to increasingly diverse consumer needs [3] - Brands like Lingerie Group have seen significant order growth after joining Taobao Flash Sale, with VERO MODA, ONLY, and JACK & JONES experiencing order increases of 5 times, 3 times, and nearly 2 times, respectively [3] - Chain brands are moving their offline stores to Taobao Flash Sale, enhancing shopping experiences and discovering new growth opportunities, with companies like Xiaomi achieving a 4-fold increase in daily order volume through targeted coupon distribution [3] Group 3 - County-level service consumption is also showing remarkable growth, with restaurant orders in places like Huaihua County and Lijin County increasing by over 10 times compared to June [4] - Over 60,000 county-level small stores have actively joined Taobao Flash Sale, with more than 120,000 stores seeing order volume growth exceeding 100% in July [4] - The booming takeaway market is not only expanding the service consumption market but also promoting regional consumption upgrades, enhancing local consumption potential and diversifying the market [4]