顺应消费者品质化、多元化、随时随地的礼赠需求，今年七夕，美团闪购携多家美妆服饰、数码家电品 牌上线七夕礼赠专场：联合苹果、华为、小米等数码品牌，屈臣氏、丝芙兰等美妆护肤零售品牌，安 踏、滔搏、蕉下等运动服饰品牌和零售商，与颐和园、迪士尼等合作创作IP联名鲜花，向消费者提供 iPhone、华为、海蓝之谜、耐克、阿迪、安踏等大牌商品和精品鲜花"30分钟到手低价"的消费体验，并 推出"人人可抢最高1314元神券包"权益，帮助消费者过一个无须等待，心意随时随地送达的七夕佳节。 本报讯 （记者梁傲男）七夕将至，消费者闪购各类礼品的需求已抢先爆发，消费市场进入"七夕周"， 闪购成为主流礼赠购物方式，呈现出"更多种类、更早爆发"的态势。 8月28日，美团闪购数据显示，本周以来，平台上精品鲜花、珠宝首饰、美妆护肤、数码家电等多类热 门礼赠商品销量快速增长：面部护肤品、男士护理用品等多种美妆护肤商品销量同比翻倍增长；智能手 表等成为数码礼赠佳品，销量同比翻倍增长；闪购珠宝首饰成为新趋势，珍珠类首饰销量同比翻倍增 长，黄金类饰品销量同比涨超10倍；鲜花这一"七夕老传统"今年也体现出更多新意，向精品化、个性化 演进：新中式鲜花、各 ...

Core Viewpoint - The article discusses the ongoing competition in the food delivery market, likening it to a war where companies are heavily investing to increase market share and order volume, with a focus on the strategic implications of this "war" for the industry as a whole [1][2][3]. Group 1: Market Dynamics - The food delivery market is experiencing intense competition, with companies planning to invest over 50 billion yuan to increase daily order volume from 100 million to 250 million [1]. - The competition is characterized by aggressive subsidies and marketing strategies, leading to concerns about the sustainability of such practices and the potential for market bubbles [2][5]. - The profit margins in the food delivery industry are low, with total industry profits last year amounting to 30 billion yuan, significantly lower than the 600 billion yuan in e-commerce profits [5][6]. Group 2: Strategic Positioning - Meituan, as the market leader, emphasizes its operational efficiency and ability to provide subsidies at a lower cost, positioning itself as a rational player in an irrational market [2][6]. - Competitors like Alibaba and JD.com are portrayed as challengers willing to disrupt the existing market structure through aggressive capital investment and subsidies [7][8]. - The article suggests that the competition has evolved from a focus on food delivery to a broader battle for control over local life infrastructure, likening it to controlling a city's road network [8][9]. Group 3: Future Outlook - The article posits that the current state of competition may lead to a "trench warfare" scenario, where the outcome depends on the efficiency of resource consumption rather than quick tactical victories [11][12]. - The potential for a ceasefire is contingent on the realization of unsustainable costs associated with continued competition, as companies face pressure from both internal and external factors [17][20]. - The concept of "sunk costs" plays a significant role in the decision-making of companies, making it difficult for them to withdraw from the competition without acknowledging previous investments as losses [18][21].

Core Viewpoint - The competition for the instant retail market is intensifying, with platforms like Meituan and Taobao engaging in aggressive subsidy strategies to drive consumer spending and reshape profit distribution, ultimately aiming to stimulate social vitality [1][2]. Group 1: Market Competition - The recent promotional activities, particularly Meituan's massive distribution of free drink and food coupons, resulted in over 120 million orders on July 5, 2025, indicating a significant spike in consumer engagement [1]. - Taobao's announcement of a 50 billion yuan subsidy plan aims to boost the instant retail market while ensuring merchants' profit margins are protected [1][2]. - The competition is fostering a vibrant market atmosphere, with consumers benefiting from substantial discounts, leading to increased order volumes for both merchants and delivery personnel [1][2]. Group 2: Industry Dynamics - The intense competition among platform companies is reshaping consumer habits and contributing to the growth of the digital economy in China, laying a solid foundation for future advancements in artificial intelligence [2]. - The rapid adoption of the "flash purchase" concept has led to Taobao's daily order volume surpassing 80 million, showcasing the remarkable growth of the instant retail market [2]. - While the competition is beneficial, there are concerns regarding the sustainability of small businesses, as excessive promotions may lead to waste and pressure on merchants [3]. Group 3: Future Considerations - The future of competition will hinge on achieving a balance where consumers receive benefits, merchants maintain profitability, and delivery personnel see increased earnings, all while avoiding false advertising and unfair competition [3]. - Platforms are encouraged to optimize promotional mechanisms to guide rational consumption and prevent food waste, ensuring a healthier ecosystem in the long run [3].