骑手运力竞争

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外卖混战③:从补贴战打到运力战,一城一地争夺 200 万骑手
晚点LatePost· 2025-07-23 15:49
Core Viewpoint - The intense competition in the food delivery market is reshaping the role of delivery riders, making it a more competitive profession as platforms like Meituan and Taobao Shanguo vie for market share through aggressive subsidies and operational strategies [2][3][4]. Summary by Sections Competition Dynamics - As of July 19, Taobao Shanguo achieved a record of 90 million orders in a single day, while Meituan surpassed 120 million, indicating ongoing fierce competition [3]. - The order volume difference between the two platforms fluctuates between 30 million to 70 million orders each Saturday since the start of their rivalry [3][4]. Rider Supply and Demand - Meituan requires approximately 200,000 professional riders to handle 100 million orders, highlighting the significant demand for delivery personnel [6]. - Meituan's active rider count is around 7.45 million, but only about 1 million are consistently delivering daily, indicating a gap in reliable supply [6][10]. - Taobao Shanguo aims to maintain a rider count comparable to Meituan's to sustain its order volume above 80 million [8][10]. Rider Types and Earnings - Riders are categorized into three types: dedicated riders with stable income, semi-dedicated riders with flexible schedules, and casual riders with minimal commitment [12]. - The average monthly income for stable riders on platforms like Ele.me has reportedly exceeded 12,500 yuan, while Meituan's riders saw a 111% increase in daily earnings compared to the previous month [27][28]. Recruitment Strategies - Both platforms are investing heavily in recruitment incentives, with Meituan offering substantial bonuses for new riders who meet performance targets [28][30]. - The competition has led to a rise in the number of riders, with Ele.me's rider count increasing by 78% since the launch of Taobao Shanguo [31]. Operational Adjustments - To improve efficiency, both platforms are adjusting their operational strategies, such as increasing the order consolidation rate and relaxing delivery time penalties for riders [36][37]. - The platforms are also focusing on professionalizing the rider role, providing growth opportunities and benefits to enhance job stability [37]. Market Positioning - Taobao Shanguo's rapid growth in order volume, achieving 10 million orders in just five days, demonstrates its aggressive market entry strategy [21]. - The competitive landscape is forcing platforms to innovate and adapt, with Meituan leveraging its established rider network to maintain a competitive edge [17][32].