这个夏天，外卖市场呈现多平台良性竞争格局，消费者选择多了，商家生意机会多了，骑手和店员 的收入也多了。即时配送从外卖延展到更大的服务业市场，服务消费有效提振扩容，线下零售业态也被 有效拉动、获得新的增长。 上海社区便利店爱森优选生意火红之后，新招了店员，大都是55-60岁的叔叔和阿姨。对线下效益 排名不靠前的小店来说，线上生意反而更有冲劲。有5-6平的小店面，生意高峰的周末， 一天卖出了 170-200单，店里的阿姨连着打包外卖订单，从早忙到晚。 这些老人和邻里街坊都熟，顺带就进行了"地推"。"在线下买菜的顾客一般年龄偏大，有的不会网 购，我手把手教他们下载App、领优惠券，他们学会后，大热天不用出门，自己就能在家买到菜，又方 便又优惠。"退休后在上海闵行区一家爱森门店上班的吴阿姨说，这份工作让她有机会接触新的生活方 式。 据吴阿姨观察，一些平时上班、不太有时间在线下买菜的年轻人，也成了爱森的新顾客，他们会下 班前在App上下好单，等回到家，买的菜也刚好差不多时间送到家。 北京、上海、广州、苏州等地的社区超市、便利店、水果店、仓店，在外卖订单的带动下，迎来一 波收入和用户的双增长，实实在在赚到了钱，有的扩大品 ...

Core Insights - Taobao Flash Sale has launched a subsidy plan of 50 billion yuan, resulting in daily orders exceeding 80 million and active users surpassing 200 million [2][5] - Over the past two months, Taobao Flash Sale contributed approximately 60% of the total market's new daily orders, which amounted to 1 billion [2][5] Group 1: Business Growth - Taobao Flash Sale, which was upgraded from "Hour Delivery" on April 30, has shown rapid growth, with daily orders reaching over 40 million by May 26 and 60 million shortly after [3][5] - The platform's growth is attributed to the new "big consumption" business model, which creates new consumer experiences and service scenarios [2][6] Group 2: Subsidy Impact - The 50 billion yuan subsidy is fully funded by the platform, requiring no investment from merchants, and aims to stimulate new consumption while avoiding price wars among small businesses [4][6] - The subsidy is expected to generate a consumption increment of at least 100 billion yuan, acting as a "consumption voucher" for users [6][7] Group 3: Market Dynamics - The market capacity for daily orders has reached 200 million, with Meituan also reporting over 120 million daily orders, indicating a competitive landscape [5][8] - Experts suggest that the timing of the subsidy plan aligns with seasonal demand increases due to summer weather and holiday travel, enhancing immediate consumption needs [7][8] Group 4: Competitive Landscape - Taobao Flash Sale's rapid growth contrasts with JD's focus on differentiated growth and Meituan's increasing competitive pressure, highlighting the need for strategic adjustments [8] - Taobao's strengths include its extensive online operational capabilities and user base, while Meituan must enhance its supply chain in the physical e-commerce sector to meet diverse consumer demands [8]

Core Viewpoint - The article highlights the intense competition between Meituan and Alibaba in the instant retail and food delivery market, driven by significant promotional subsidies during the summer consumption peak, leading to record order volumes and potential market restructuring [4][6][8]. Group 1: Order Volume and Market Activity - As of July 5, Meituan's instant retail orders exceeded 120 million, with over 100 million being food delivery orders, accounting for over 80% of the total [1]. - The surge in orders was attributed to a "subsidy war" initiated by Alibaba and Meituan, with both platforms offering substantial discounts and coupons to stimulate consumer spending [4]. - On the same day, Meituan experienced a peak order volume that triggered server protection measures, causing temporary service disruptions for some users [5]. Group 2: Competitive Landscape - Alibaba's Taobao Shanguo announced a 500 billion yuan subsidy plan aimed at boosting consumer and merchant engagement, resulting in significant order growth for restaurant chains and small businesses [5]. - Goldman Sachs outlined three potential competitive scenarios for the food delivery and instant retail market, indicating that the current price war aims to capture user traffic for cross-selling more profitable services [6][7]. - The ongoing competition is expected to reshape the industry landscape, with total investments from the major players reaching 25 billion yuan in June alone [6]. Group 3: Future Market Projections - Goldman Sachs estimates that the food delivery market could reach 2.4 trillion yuan and the instant retail market could reach 1.5 trillion yuan by 2030, driven by improved supply chain efficiencies and new consumption models [8].

Group 1 - The concept of "instant consumption" is reshaping consumer habits and shortening the consumption chain, driven by the rapid pace of life and deepening online shopping habits [1][2] - During Mother's Day, there was a significant increase in demand for instant delivery services, with data showing a 161% year-on-year growth in supermarket and department store orders and a 143% increase in beverage orders [1] - Major platforms like Taobao and JD.com are intensifying competition in the instant delivery space, with Taobao upgrading its "hourly delivery" service and launching a "super 10 billion subsidy" campaign in collaboration with Ele.me [1] Group 2 - Instant delivery is becoming a critical competitive tool for local supermarkets, tea shops, retail, and food services, with brands like Luckin Coffee and Haidilao establishing deep partnerships with instant delivery services [2] - Online consumption is expanding into instant delivery, as seen with various platforms launching flower sections for Mother's Day and Douyin offering a "flower hourly delivery" coupon package to stimulate spending [2] - Experts believe that with upcoming consumption events like 520 and 618, instant delivery will continue to play a vital role in connecting businesses and consumers, injecting new vitality into the market [2]