Core Viewpoint - The article discusses the resurgence of intense competition in the food delivery market in China, likening it to a war driven by necessity rather than creativity, with major players like Meituan, Alibaba, and JD.com vying for control over the instant delivery infrastructure [6][33]. Group 1: Historical Context - The food delivery market in China has evolved significantly over the past decade, with initial competition focused on user acquisition and scale through heavy subsidies [4][5]. - In 2020, the focus shifted from growth to profitability, with new technologies like Web 3 and AI gaining attention, leading to a more cautious investment environment [5][6]. Group 2: Recent Developments - On July 5, 2025, a significant spike in order volume occurred, with Meituan reporting over 120 million instant retail orders and Alibaba's Taobao Flash Sale exceeding 80 million orders in a single day, resulting in estimated losses exceeding 1 billion yuan for both companies [6][7][21]. - The competition has intensified as companies aim to control the instant delivery infrastructure, moving beyond just food delivery to encompass a wider range of products [16][18]. Group 3: Strategic Shifts - The competition has shifted from merely capturing the food delivery market to controlling the entire instant delivery network, which is seen as a more valuable prize [18][19]. - JD.com initiated the latest round of competition as a strategic move to regain market share and drive traffic to its core e-commerce business, while Alibaba's response was driven by the need to consolidate its fragmented strategy [21][22]. Group 4: Market Dynamics - The current competitive landscape is characterized by a sense of urgency and fear among major players, as they face stagnating growth and the threat of being surpassed by rivals [23][33]. - The article highlights a shift in consumer perception, where the ongoing subsidy wars are viewed as routine business maneuvers rather than innovative market developments [28][29]. Group 5: Implications for Stakeholders - The intense competition has led to operational chaos for merchants and delivery riders, who experience both overwhelming demand and increased earnings during peak periods [29][30]. - The article suggests that the ongoing battles in the food delivery sector are indicative of a broader trend towards market consolidation and the establishment of a dominant player in local life services [33][34].

Core Insights - The article discusses the resurgence of intense competition in the food delivery market in China, reminiscent of the fierce battles from a decade ago, driven by changing strategic goals among major players [4][30][54] - The focus has shifted from merely competing for market share in food delivery to controlling the broader infrastructure of instant delivery services, which encompasses a wider range of products beyond just food [25][28][56] Group 1: Historical Context - The food delivery market in China has evolved significantly over the past decade, with major players like Meituan, Ele.me, and Baidu competing aggressively for user acquisition through subsidies and promotions [2][10][19] - Initial competition was characterized by heavy spending on subsidies to attract users, with Meituan and Ele.me burning billions to establish their market presence [2][3][8] - The market saw a temporary peace as companies shifted focus towards profitability and sustainable growth, moving away from the "burn money" model [3][21] Group 2: Recent Developments - On July 5, 2025, a significant escalation occurred with Taobao Flash Sale launching a major offensive against Meituan, leading to record-high order volumes in the food delivery sector [4][6][7] - The total daily orders in the food delivery market reached a record 200 million, with Meituan reporting 120 million and Taobao Flash Sale exceeding 80 million orders on the same day [6][7] - The intense competition resulted in estimated combined losses exceeding 1 billion yuan for both companies on that day [7] Group 3: Strategic Shifts - The competition has evolved from a focus on food delivery to a broader battle for control over the instant delivery infrastructure, which includes various consumer goods [25][28][29] - Companies are now vying to establish themselves as the default delivery network for all types of products, not just food, indicating a strategic shift in the market landscape [26][28] - The change in strategic focus has led to a renewed willingness to incur losses in pursuit of long-term market dominance [30][41] Group 4: Consumer Perspective - From a consumer standpoint, the increase in subsidies and promotions has become a normalized expectation, with little awareness of the underlying competitive dynamics [43][46] - The perception of the food delivery service has shifted from a novel convenience to an expected norm, with consumers now viewing the ongoing subsidy wars as a means to benefit from lower prices [47][48] - The relationship between platforms and consumers has transformed into a transactional one, where consumers are more focused on immediate benefits rather than the broader implications of the competition [48][49]