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0元购外卖?京东回应外卖补贴大战:好生意不靠烧出来更不靠刷出来,可持续才是真增长【附外卖行业市场分析】
Qian Zhan Wang· 2025-07-18 07:13
Group 1 - The core viewpoint of the article highlights a fierce subsidy war in the food delivery industry, with major platforms like Meituan, Taobao Flash, and JD launching aggressive promotional strategies to attract users, resulting in a 35% year-on-year increase in total industry subsidies [2] - Taobao Flash announced a subsidy plan of 500 billion yuan, while JD initiated a "Double Hundred Plan" to support benchmark brands with 10 billion yuan, and Meituan and Ele.me continued their classic strategies of discounts for new users [2] - The subsidy war has led to significant growth in order volumes, with Meituan's daily orders surpassing 150 million and Taobao Flash and Ele.me exceeding 8 million daily orders, indicating an exponential growth trend in the industry [2] Group 2 - JD expressed concerns about the "0 yuan purchase" and other aggressive subsidies as signs of severe internal competition, emphasizing that sustainable growth is more important than short-term gains from subsidies [2] - JD's strategy focuses on quality food categories, such as prepared meals and crayfish, aiming to provide targeted subsidies to meet effective demand and drive growth [2][8] - The food delivery business is viewed as a significant traffic entry point for e-commerce, with cross-purchase behavior observed among users, indicating that losses in the front-end can lead to profits in the back-end [8] Group 3 - In recent years, the food delivery market has been dominated by Meituan and Ele.me, with Meituan holding a market share of 68.2% and Ele.me at 25.4% as of mid-2020 [3] - The overall performance of the instant delivery market in 2020 was underwhelming, with three out of four segments reporting continuous losses, while the food delivery segment remained profitable, with Meituan's revenue reaching 66.27 billion yuan and operating profit at 2.83 billion yuan [4] - Future predictions indicate significant losses for Alibaba and JD's food delivery businesses, estimated at 41 billion yuan and 26 billion yuan respectively, while Meituan's EBIT is expected to decline by 25 billion yuan [5]