点完外卖顺手买件抽纸，京东用"高频"筷子撬起零售大盘。 作者 | 小鑫 编辑 | 小白 今年7月，外卖大战数次冲上热搜，"0元购"、"1元购"不断挑动着人们的神经，社交平台上甚至能看 到点多份外卖存放冰箱的帖子。 根据一份8月中旬的用户调研，在补贴大战中，近三个月平均每个用户使用了3.86个外卖平台。其 中，9成的用户尝试了原来不常买的新品类。 然而，这种补贴并没有给餐饮行业从业者带来普遍的好处，部分商家实际收入减少15%以上，社交平 台上能够频繁看到从业人员累到"崩溃"，甚至开始"以次充好"。过度追求单量而忽视商家利润，显然 是难以持续的。 （来源：财联社） 这时候，监管出手了。 7月18日，市场监管总局约谈三家主要外卖平台，要求"进一步规范促销行为，理性参与竞争，共同构 建消费者、商家、外卖骑手和平台企业等多方共赢的良好生态，促进餐饮服务行业规范健康持续发 展"。这才算是给补贴大战降了温。 外卖江湖三分天下已成定局 这场"急风骤雨"式的外卖大战，给中国的外卖行业带来了两个深刻的变化，一是行业格局由一家独大 变为三分天下，二是行业竞争逐渐从价格战转向价值战。 根据9月份的调研数据，在补贴退潮后，用户会将外卖 ...

Core Insights - The takeaway from the report by iResearch is that the subsidy war in the food delivery market is receding, leading to a significant shift in user preferences and consumption habits, resulting in a new competitive landscape where the market share is expected to be evenly distributed among Taobao, JD, and Meituan [1][3] Market Dynamics - The overall food delivery market is projected to see Taobao's flash purchase and Ele.me slightly leading with a 34.2% market share, followed closely by JD's quick delivery at 33.5%, and Meituan at 28.9% [1][3] - The competition among the three major players has reached a stalemate, indicating a long-term battle rather than a quick resolution [3][4] User Behavior Changes - The intense subsidy competition has reshaped consumer behavior, with a shift in focus from price to product quality and overall service experience [5][13] - iResearch found that 81.3% of users are willing to pay extra for a combination of "physical stores + high-rated merchants + timely delivery + compensation guarantees" [6] User Segmentation - The food delivery market has seen the emergence of three distinct user segments: - Price-driven users (49.3%) who are sensitive to price changes - Value-driven users (26.8%) who prioritize quality and experience - Opportunistic users (19.5%) who only order during promotions [6][7] Competitive Landscape - In the "ordinary delivery" segment, Taobao's flash purchase and Ele.me lead with 54.4%, while in the "quality delivery" segment, Taobao and Ele.me lead with 43.4%, followed by JD at 39.8% [8][10] - JD has established a reputation for "quality delivery," which has positively influenced user preferences, with 59.5% of users indicating they will increase their frequency of ordering from JD [10][11] Platform Strategies - The competition has evolved from a focus on traffic acquisition to a deeper emphasis on business synergy and comprehensive capabilities [19][22] - JD's food delivery service has quickly gained traction, contributing to overall user growth and cross-category purchasing behavior [20][21] Conclusion - The decline of the subsidy bubble has led to a more rational consumer base that values product quality and service experience, indicating a shift in the competitive dynamics of the food delivery market [13][22]

Core Insights - The "subsidy war" in the food delivery industry is losing momentum, leading to a more rational consumer choice and a shift in market competition logic [1][6] - The market is now characterized by a "three-way split," with 34.2% of consumers choosing Taobao Shanguo, 33.5% opting for JD Delivery, and 28.9% selecting Meituan, indicating a balanced market structure [1][3] Market Dynamics - Historically, the food delivery market exhibited a "strong vs. weak" competition, with Meituan dominating due to early user accumulation, while Ele.me struggled to close the market share gap [3] - The end of the subsidy war has shifted competition from "price wars" to "value competition," providing opportunities for new entrants like JD Delivery to establish a foothold [3][6] - JD Delivery has focused on "differentiated competition," leading the quality food delivery segment with a 35.6% future order expectation share, appealing to 26.8% of "value-driven users" who prioritize delivery efficiency and food quality [3][8] Consumer Preferences - Consumer demands for "quality food delivery" have evolved beyond taste to include safety, compliance, and transparency, with trust in merchants becoming a key differentiator [4][6] - Key factors distinguishing "quality food delivery" from regular options include "physical store assurance" (12.5%), "complete qualifications" (11.8%), and "regular hygiene checks" (10.9%) [4] Industry Trends - As consumer expectations for quality rise, the food delivery industry is transitioning from "extensive growth" to "high-quality development," focusing on service upgrades and food safety [6][14] - The shift in consumer behavior due to the subsidy war has led to increased app usage, with Meituan's daily app usage growth at 16.66% in April, followed by JD's 23.87% in May, indicating a reshuffling of market dynamics [10][12] Competitive Landscape - The competition is now defined by the platforms' comprehensive capabilities, with JD and Taobao showing stronger cross-category purchasing tendencies compared to Meituan [12][14] - The cycle of "ordering-cross-buying-retention" reinforces high-frequency consumption and creates synergies with other product categories, marking a shift from "subsidy internal competition" to "value competition" [14]

Core Insights - The "subsidy war" in the food delivery industry is losing momentum, leading to a more rational consumer choice and a shift in market competition logic [1][6] - The overall food delivery market has reached a "three-way split" with 34.2% of consumers choosing Taobao Shanguo, 33.5% opting for JD Delivery, and 28.9% selecting Meituan, indicating a balanced market structure [1][3] Market Dynamics - Historically, the food delivery market exhibited a "strong vs. weak" competitive landscape, with Meituan dominating early on while Ele.me struggled to close the gap [3] - The end of the subsidy war has shifted competition from "price wars" to "value competition," providing opportunities for new entrants like JD Delivery to establish a foothold [3][6] - JD Delivery has focused on "differentiated competition," leading to a 35.6% expected share in the quality delivery segment, making it the preferred platform for 26.8% of "value-driven users" [3][8] Consumer Preferences - Consumers' demands for "quality delivery" have evolved beyond taste to include safety, compliance, and transparency, with trust in merchants becoming a key differentiator [4][6] - The top three factors distinguishing "quality delivery" from "ordinary delivery" are merchant trust systems, including "physical store guarantees" (12.5%), "complete qualifications" (11.8%), and "regular health inspections" (10.9%) [4] Industry Trends - As consumer expectations for quality rise, the food delivery industry is transitioning from "extensive growth" to "high-quality development," focusing on service upgrades and safety assurances [6][12] - The competition will increasingly center on who can effectively address consumer demands for safety, transparency, and reliability [6][14] Platform Performance - In terms of app usage, Meituan saw a 16.66% increase in daily usage in April, while JD led the industry with a 23.87% growth in May, indicating a shift in consumer behavior [10][12] - Consumers are more likely to engage in cross-category purchases on platforms, with JD and Taobao showing stronger capabilities in retaining users for additional product categories compared to Meituan [12][14] Conclusion - The transition from "subsidy competition" to "value competition" reflects a fundamental shift in consumer needs, emphasizing quality, trust, and service as the new battlegrounds for market players [14]

Core Insights - The report analyzes the changes in the food delivery and instant retail industry in the post-subsidy era, focusing on user behavior shifts, collaborative consumption value, and the rise in quality demand [1] User Behavior Changes - The subsidy war has significantly lowered users' price anchors, with 26.3% of users now spending 20 yuan or less per order, compared to 14.5% before the war [2][11] - High-frequency reliance on delivery services has solidified, with 60.5% of users placing orders more than three times a week, indicating a shift from occasional use to daily reliance [2][15] - Users are increasingly prioritizing quality, with 81.3% willing to pay a premium for guaranteed quality experiences [2][58] Market Structure Changes - The market is evolving into a "three-way split," with users divided into price-driven (49.3%) and value-driven (26.8%) segments, leading to a competitive landscape among platforms [3][26] - JD.com is expected to surpass competitors in the quality delivery segment, with a projected 35.6% of future orders, driven by user trust in its brand [3][69] Collaborative Consumption Value - The competition has shifted from mere traffic acquisition to deep collaboration capabilities among platforms, with food delivery acting as a "super entry point" for high-frequency users [4] - JD.com and Taobao have successfully integrated food delivery into their broader e-commerce ecosystems, enhancing user retention and value [4][43] User Segmentation and Choices - Users have differentiated into three groups based on price sensitivity: high price-sensitive (49.3%), low price-sensitive (26.8%), and medium price-sensitive (19.5%) [26][30] - Price increases have prompted users to reassess their consumption priorities, leading to a clear segmentation of user behavior [24][29] Platform Dynamics - New business launches have coincided with user migration, resulting in significant user growth for JD.com and Taobao, while Meituan's growth has stagnated [31][34] - JD.com has seen a 13.3% increase in monthly active users, while Meituan's growth was only 2.2% during the same period [34] Quality Demand and User Trust - Users define quality delivery by safety, compliance, and transparency, with a strong preference for platforms that can assure these factors [51][52] - The willingness to pay for trust is evident, with over 80% of users ready to pay extra for quality guarantees [58][60] Competitive Landscape and Future Outlook - The market is expected to stabilize into a three-way competition among JD.com, Taobao, and Meituan, with a focus on quality delivery as the key differentiator [67][69] - JD.com is positioned to capture a significant share of the quality delivery market, with 59.5% of users indicating an increase in usage [71][87] Conclusion - The industry is transitioning from a focus on traffic to a focus on user value, with quality becoming the critical lever for market success [88][92] - Platforms must understand and operate within the differentiated user segments to maximize their competitive advantage [90][91]

Group 1 - The 2025 China International Service Trade Fair (CIFTIS) was held in Beijing from September 10 to September 14, showcasing JD's local life services including JD Takeout, Seven Fresh Kitchen, and JD Travel [1] - Seven Fresh Kitchen, as a "cooperative quality catering production platform," won the "Service Consumption Demonstration Case Enterprise" award, highlighting its innovative supply chain and the pioneering "dish partner" model [1] - JD's takeout business, launched in March 2025, has expanded to cover 350 cities with daily orders exceeding 25 million and over 150,000 quality restaurant partnerships [1] Group 2 - Seven Fresh Kitchen officially launched in July 2025, focusing on "freshly cooked and transparent kitchen" with a dual model of "takeout + self-pickup" to address challenges in the traditional catering industry [2] - The "dish partner" model allows chefs to earn a guaranteed minimum of 1 million yuan per dish, promoting sustainable industry development [2] - Seven Fresh Food MALL, JD's first physical infrastructure brand in the catering sector, opened its first store in Harbin, featuring live kitchen broadcasts and a unique "cross-store selection" takeout service [2] Group 3 - JD Travel leverages JD's robust supply chain and digital technology to offer services across transportation, hotel accommodation, and vacation packages, covering nearly 40,000 domestic hotels and over 1 million international hotels [3] - JD Home Services, launched in 2021, has expanded its offerings to include specialized services like maternity care and organization, aiming to enhance user experience [3] - The home service business currently operates in over 70 cities, with plans to expand to over 100 cities by the end of 2025 [3]

本次升级重启后，大众点评"品质外卖"已全面覆盖必吃榜、黑珍珠，以及高星酒店、宝藏小店等各类优 质堂食餐厅。截至9月10日，全国超1400家2025"必吃榜"上榜餐厅、近30家2025"黑珍珠"上榜餐厅以及 近1500家高星酒店餐厅均已入驻大众点评"品质外卖"。 9月10日，大众点评宣布"重启"品质外卖服务，将通过B端自研大模型，进一步剔除非真实点评数据， 为用户提供可靠决策。 平时排长队的必吃榜餐厅、需要提前订座的黑珍珠餐厅、入住奢华酒店才能吃到的美味，在大众点 评"品质外卖"，都可直接30分钟外卖到家。一众空间不大却常常满座的品质高分小店，也将为那些没法 到店用餐的用户提供品质外卖体验。 大众点评"品质外卖"首批已集合超百万家高分堂食优质商家，依托高分堂食餐厅供给、用户真实到店评 价，以及美团履约配送体系，为用户提供品质外卖服务。 据美团官微消息，美团C端AI智能体服务也将于一周内发布，目前正在"封楼测试"阶段。9月10日，大 众点评"品质外卖"将同步发放2500万张不同种类的大额"品质外卖"消费券。 据悉，早在2014年，大众点评就上线了外卖服务，并于2016年上线"品质外卖"。2022年，大众点评与美 ...

Core Viewpoint - Meituan is leveraging Dazhong Dianping's extensive database of quality dining experiences to enhance its food delivery service through the newly launched "Quality Takeaway" channel, which focuses on high-quality restaurants that also offer dine-in options [1][3][5]. Group 1: Market Context - The Chinese food delivery market has reached a trillion-dollar scale, with 545 million users and an average daily spending of approximately 3.3 billion yuan on takeout [6]. - The industry is at a turning point where growth is challenging, necessitating a focus on enhancing the value of existing users rather than merely acquiring new ones [6][7]. Group 2: Consumer Behavior - Consumers are increasingly concerned about the quality of takeout, with 61% checking if a restaurant has a physical location and clean kitchens before ordering [7]. - Social media has become a platform for users to share experiences and tips on identifying quality takeout, indicating a shift towards more informed consumer choices [8][9]. Group 3: Dazhong Dianping's Role - Dazhong Dianping is uniquely positioned to identify quality takeout options due to its extensive user reviews and ratings of dining experiences [5][12]. - The platform's integration with Meituan provides it with superior delivery capabilities, enhancing the overall quality of the takeaway experience [13][14]. Group 4: Quality Assurance Mechanisms - Dazhong Dianping employs strict criteria for listing restaurants, ensuring that only those with dine-in capabilities are included, thus reducing the prevalence of "ghost kitchens" [17][18]. - The platform utilizes a robust evaluation system based on consumer feedback, ensuring the authenticity and reliability of restaurant ratings [20][22]. Group 5: Business Implications for Restaurants - The emergence of quality takeout is changing the business dynamics for restaurants, as Dazhong Dianping targets a more discerning customer base rather than relying on broad traffic [25]. - Restaurants can benefit from increased customer loyalty and repeat business due to the platform's emphasis on quality and trust [25][33]. Group 6: Long-term Trust and Growth - The focus on quality takeout represents a broader trend towards building trust in the food service industry, with Dazhong Dianping aiming to create a protective barrier through genuine reviews and transparent information [34][35].

Core Insights - JD's strategy of using food delivery to drive traffic is proving effective, with Q2 financial results showing a 20% increase in overall revenue and retail business income despite the impact of food delivery investments [2] - The opening of JD's Qixian Food Mall has quickly become a popular destination in Harbin, with foot traffic increasing over three times and a near 100% shopping rate [2][16] - JD is innovating in the local lifestyle sector, with plans to expand the Qixian Food Mall to over 10 cities, emphasizing a long-term commitment to quality dining and food delivery [4][13] Business Model and Operations - The Qixian Food Mall employs a "dine-in + delivery" model, allowing customers to enjoy meals on-site or order online, focusing on quality, safety, and affordability [6][11] - The implementation of 100% kitchen live streaming addresses trust issues in the food delivery industry, enhancing customer confidence and reducing complaints [3][18] - JD's supply chain strategy is evident in its partnerships with vendors, allowing them to operate with minimal overhead by utilizing JD's logistics for timely ingredient delivery [4][8] Expansion Plans - JD plans to accelerate the rollout of Qixian Food Malls across multiple cities, with a focus on high-consumption areas and strategic partnerships to mitigate risks [5][14] - The introduction of Qixian Kitchen, with lower price points, aims to capture community markets and complement the offerings of Qixian Food Mall [4][15] Consumer Engagement and Experience - The combination of Qixian Food Mall and Qixian Kitchen is designed to enhance customer experience by providing diverse dining options and seamless integration between dine-in and delivery services [11][12] - The "cross-store selection" feature has significantly boosted delivery order volumes, with over half of delivery customers utilizing this function [22] Market Differentiation - Qixian Food Mall distinguishes itself by offering a mix of traditional and trendy dining options, catering to a wide range of consumer preferences and enhancing overall foot traffic [18][20] - The focus on transparency and quality control through live kitchen feeds sets Qixian Food Mall apart from competitors, addressing prevalent issues in the food delivery sector [3][18]

Core Viewpoint - JD's entry into the food delivery market has resulted in significant financial losses, impacting its overall profitability and stock performance, despite a record revenue growth in Q2 2025 [2][3][9]. Group 1: Financial Performance - In Q2 2025, JD reported a revenue of 356.66 billion yuan, a year-on-year increase of 22.4%, but net profit dropped by 50.8% to 6.2 billion yuan [2][7]. - The operating loss in the new business segment, which includes food delivery, surged from 700 million yuan to 14.8 billion yuan year-on-year, leading to an overall operating loss of 900 million yuan [8][9]. - Marketing expenses skyrocketed from 11.9 billion yuan to 27 billion yuan, a 127.6% increase, significantly outpacing revenue growth [8]. Group 2: Market Dynamics - JD's stock price fell over 33% from a peak of 179 HKD in March to 120.3 HKD by mid-August, reflecting investor concerns about its profitability [4][10]. - The food delivery business, which generated 13.9 billion yuan in revenue, is seen as a major focus for analysts, despite its substantial losses [5][8]. Group 3: Strategic Outlook - JD's CEO emphasized the long-term vision for food delivery and instant retail, aiming for sustainable business models rather than short-term profits [11]. - Despite the challenges, JD's core retail business remains strong, with a 20.6% revenue growth, contributing significantly to overall profits [7][12]. - Analysts express skepticism about JD's ability to maintain user growth and profitability in the food delivery sector, especially given the competitive landscape [11][14].