双11的年轮转了17圈后，如何还能给到用户新鲜感和新价值？今年的答案是增加了新的角色——淘宝闪购。 天猫方面，首批已有37000个品牌40万家品牌门店在淘宝闪购全量上线，覆盖数码家电、美妆个护、家居生 活等各个领域，不乏苹果、vivo、全棉时代、迪卡侬、追觅、茅台等大牌；好价方面，平台通过"千万免 单""88VIP五折外卖""淘金币返现"三大全新玩法，激活包含"吃喝玩乐购"在内的大消费市场。 "好服务"更是卷上了天，当大促变成了一个常态化的需求，用户对优质体验的要求也越发看重。平台和商家 都在为此努力，一个最显性的变化无疑是履约时效的缩短，这次双11，因为闪购这种新业态的加入，物流配 送时效也被卷到了小时级。 这场淘宝闪购上线以来首次参与的双11大促，从长期来看，也注定将是即时零售与电商的深度融合新阶段的 重要标志。 01 中午要吃饭，打开了淘宝APP，结果看到下面有一个猫粮很便宜，抢完猫粮之后想起来原来是来吃饭的—— 这种现象不一定发生在所有人身上，但体现出了在今年的双11中，闪购电商大促之间存在着巨大的消费张 力。 用户对闪购十分买账，基于平台向大消费平台的升级，提供了更多场景的"好货好价好服务"。 在好 ...

2025天猫双11将于10月20日晚8点正式开卖，淘宝闪购双11优惠活动从预售期起同步启动。这是淘宝闪 购上线以来首次参与双11大促，也标志着即时零售与电商的深度融合进入新阶段。 10月15日的首日数据显示，淘宝闪购在全国270个城市夜宵订单量同比增长超200%，超市便利订单增长 670%，饮品、烘焙、水果生鲜等品类均实现2倍增长；品牌通过接入闪购服务获得生意新增量，3C数 码、个护、服饰等行业品牌在淘宝闪购的成交与去年同周期相比增长超290%。 "用户消费体验是否更好，商家是否得到新的增长机会，是我们最在意的。"阿里巴巴集团合伙人、饿了 么董事长兼CEO范禹表示，淘宝闪购在双11中的目标是，持续创造用户价值、商家价值、社会价值。 范禹解释淘宝闪购与电商的协同逻辑：在双11这个超级流量场内，闪购与电商业务相辅相成、彼此助 益。高频外卖用户在解决三餐需求时，会因为淘宝站内的双11氛围，自然促进逛与买的发生；参与大促 的用户，也会自然增加在闪购的茶饮、夜宵等消费。 数据显示，闪购不仅为手淘带来新用户，更提升了用户的使用频次。8月，闪购月交易买家数达3亿，较 4月增长200%；在闪购拉动下，手淘8月DAU增长20% ...

Core Insights - Taobao Flash Sale is shifting the focus of food delivery from solely catering to a broader e-commerce supply chain, aiming to leverage its strengths in non-food categories [1][6] - The platform reported a 143% increase in non-food orders compared to its initial launch, with significant growth in categories such as air conditioners, mosquito nets, and snacks [1][3] Non-Food Order Performance - Non-food orders account for over 16% of the total daily orders, translating to more than 13 million out of 80 million daily orders [3] - The demand for summer products has surged, with air conditioner searches increasing by 220% and orders for cooling appliances rising over tenfold [3] - The platform has attracted approximately 140,000 new non-food offline stores within two months, enhancing its market presence [3] Competitive Landscape - Taobao Flash Sale is attempting to build a differentiated competitive advantage by utilizing its accumulated supply chain resources in the ongoing subsidy war [3][4] - Unlike its competitor JD, which is new to the food delivery market, Ele.me, merged with Taobao Flash Sale, has not established a clear competitive edge in the traditional food delivery sector [4] Integration of E-commerce and Instant Retail - The integration of e-commerce and instant retail presents challenges, as many small and medium-sized businesses lack the online operational capabilities necessary for effective participation [5][6] - The transition from "far-field" to "near-field" e-commerce requires significant adjustments in inventory management, pricing systems, and fulfillment costs [6] Market Dynamics - The current food delivery market sees over 200 million daily orders, driven by substantial subsidies, raising concerns about consumer retention and merchant sales once subsidies decrease [7]