商家店铺里喷泉一般涌出的订单小票、送餐忙到脚不点地的外卖骑手、消费者塞满免费奶茶汉堡的冰箱……上周末，一场"0元购"让市场变得热闹起 来。 这个夏天，以美团、阿里、京东为核心的即时零售竞争如火如荼，一场"补贴大战"正激烈上演，用消费者的玩笑之语，"红黄蓝打架，喝也喝不完。"不 过，爆单狂欢之下，有消费者发现，服务打了折扣，而商家和平台能否得到长久的发展，也值得深思。 奶茶汉堡圣代都是0元购 "外卖大战，我的快乐回来了！连着四天的晚饭和奶茶都安排明白了！"社交平台上，白领一一兴奋地晒出了自己的战绩：通过外卖平台的"0元购"活 动，她收获了3杯奶茶、2个汉堡、2个圣代，还花4元钱买了一大份生煎包加茶叶蛋，花0.01元买了份锅巴土豆和烤苕皮。 像一一这样被砸中的消费者还有不少。"打工人狂喜，每天雷打不动的奶茶，突然有人赞助了，最喜欢平台比着砸钱，消费者得实惠。"在互联网企业工 作的市民秦爽说。 记者7月14日点击进入淘宝闪购，收获一堆优惠券 消费者摩拳擦掌加入，不少商家也迎来了订单暴涨。丽泽天地购物中心一家饮品店内，打单机"噌噌噌"地不停运转，来不及被店员从机器中扯下的订单 小票垂到了地上，还没取走的订单则堆成了小 ...

Core Insights - The instant retail market is experiencing rapid growth, with major platforms like Meituan, Taobao Flash (Ele.me), and JD Delivery reporting record order volumes of 120 million, 80 million, and 25 million respectively [1] - In 2024, the overall daily order volume in the delivery industry is expected to be around 100 million, with Meituan accounting for over 70 million and Taobao Flash (Ele.me) for over 20 million [1] - To adapt to the evolving market, Taobao Flash has launched a 12-month subsidy plan totaling 50 billion yuan, which is nearly 40% of Alibaba Group's annual net profit [1] - Meituan plans to invest 100 billion yuan in the instant retail market over the next three years, while JD Delivery's cumulative investment has exceeded 10 billion yuan [1] - The instant retail market is projected to surpass 2 trillion yuan in scale [1] Market Dynamics - The subsidy strategies are aimed at stimulating both consumer and merchant demand, with a shift from consumer-focused subsidies to include merchant-side incentives [2] - The competitive landscape is characterized by Meituan's defensive strategy leveraging its leading position, Taobao Flash's aggressive market capture through subsidies, and JD Delivery's focus on quality dining and merchant attraction [3] - The surge in order volume indicates a growing consumer demand for instant and personalized services, presenting both opportunities and challenges for platforms [3] Challenges and Recommendations - The high proportion of "bargain hunters" among users poses a risk of inflated order volumes, necessitating platforms to enhance service experience and user loyalty beyond price incentives [3] - Issues such as system crashes, delivery delays, and increased workload for delivery personnel highlight the need for improved technical capabilities and service quality [3] - Recommendations include leveraging technology to enhance fulfillment efficiency, optimizing supply chain management, and balancing consumer rights, merchant profits, and delivery personnel welfare [4]