暑期"三国杀"之后，阿里、美团、京东都在近期公布了最新财报，由于外卖补贴费用激增导致的增收不 增利，成为了三家财报的共同特征。来到九月，伴随大量青少年重回校园和暑期消费换挡，外卖业务单 量也在从峰值回归，另一方面，在最新财报发布会上，美团、阿里都表达了对外卖补贴的克制，京东则 在7月推出自营品牌"七鲜小厨"后就再没有进行过进攻性的表态，9月9日市场监管总局也表示，要杜绝 不正当竞争，抵制恶性补贴，推动行业规范有序发展。 那么，外卖行业本轮大战是否已经结束？回过头来，京东为什么要发起这轮外卖大战，阿里为何在后半 场突然加力，美团又是如何奋力守住自家领土的？打来打去，各家争夺的到底又是什么？ 尔要战，便战 "尔要战，便战"，是2017年美团深入滴滴腹地掀起打车战时程维的回应。风水轮流转，2025年京东发起 新的外卖抢位赛时，却成了美团的映照。无论是打车还是外卖，具有网络效应的行业市场份额都会受 到"721定律"的影响，无论是第一第二位置的调换，还是有企业从10%的水下冲杀出来抢夺第二的位 置，都意味着巨大的市场空间轮换，所以只要一方开战，其他各方就一定要迎战。 只不过外卖市场已经很大程度上是存量市场，虽然借助低价 ...

Core Viewpoint - Meituan's Q2 financial report has generated significant discussion, revealing a much worse performance than anticipated, with a drastic decline in operating profit and core local business revenue growth [1][2]. Financial Performance - Operating profit for Q2 2025 was 226 million yuan, with a profit margin of 0.2%, a staggering decrease of 98% compared to 11.257 billion yuan in the same period last year [3]. - Core local business revenue growth was only 1.6% quarter-on-quarter, a sharp decline from 11.1% in Q2 2024 [5]. Competitive Landscape - The intense competition in the food delivery sector, particularly from JD.com and Alibaba, has significantly impacted Meituan's market position, suggesting that its competitive advantages may be weakening [7]. - JD.com has effectively targeted Meituan during its peak, leading to a shift in consumer behavior where users are now more inclined to compare prices across platforms [8][10]. Strategic Insights - Alibaba and JD.com are not primarily focused on the food delivery business but rather on acquiring users who order food, leveraging high-frequency delivery to boost their e-commerce operations [12]. - The "high-frequency to low-frequency" model that worked for Meituan may not be applicable to e-commerce platforms due to the lack of immediate satisfaction in their offerings [13][15]. Operational Strengths - Meituan possesses a significant operational advantage through its extensive infrastructure, including data, algorithms, and a well-established ground team, which competitors may struggle to replicate in the short term [17]. - The granularity of Meituan's offline store operations is considered the highest in the industry, providing a competitive edge in executing targeted marketing strategies [18][19].

Core Insights - The tourism industry is undergoing a transformation driven by digitalization and the reshaping of the consumer industry chain, moving from a traditional service model to an integrated ecosystem [1] - The demand for travel is shifting from "functional satisfaction" to "experience-driven," with innovations such as artificial intelligence, low-altitude economy, and immersive technology reshaping the underlying logic of the tourism industry [1] - The focus is on rebuilding the "tourism+" industry chain through five dimensions: technological upgrades, scenario innovation, business model restructuring, service upgrades, and reshaping the consumer chain [1] Industry Trends - By 2025, the online travel industry is experiencing an unprecedented AI race, with platforms like Tongcheng Travel, Fliggy, and Mafengwo rapidly updating their AI products [2] - Online travel platforms are integrating the Deep-Seek model to enhance itinerary planning, intelligent customer service, and supply chain optimization [2] - Key trends include accelerated product iterations, reduced user decision-making time, AI replacing online customer service, and a high demand for technical talent [2][10] Product Development - All surveyed online travel platforms have integrated Deep-Seek, with an average product iteration cycle of 1-2 months [4] - Mafengwo launched its AI travel assistant "AI Xiaoma," which fully integrates Deep-Seek and its own vertical fine-tuning model [4] - Fliggy's AI product "Ask" and Tuniu's AI assistant "Xiaoniu" have also been rapidly launched, indicating a competitive environment [4][5] User Experience Enhancement - AI products are helping users shorten decision-making time and improve itinerary planning, with some platforms developing "budget management" features [7][8] - Mafengwo's "AI Xiaoma" supports real-time Q&A, itinerary planning, and personalized recommendations, while Fliggy's "Ask" includes multiple professional assistant functions [7][8] - The average browsing time for users planning trips to destinations like Xinjiang and Australia is significantly reduced with the help of AI [8] Talent and Investment - The demand for technical roles such as algorithm engineers and AI product managers is increasing due to investments in AI customer service and itinerary planning [10][11] - Companies like Ctrip and Tongcheng Travel are actively hiring for these positions, with salaries ranging from 20,000 to 50,000 yuan per month [11] - R&D expenses are rising, with Ctrip reporting a 16% year-on-year increase in Q4 2024 R&D costs, and Tongcheng Travel's service development expenses also increasing [11] Challenges and Future Outlook - Current AI technology is not mature enough to replace complex tasks, with many platforms relying on human-AI collaboration for personalized services [13][14] - The future of the industry may involve a battle between content-driven platforms and supply chain-based online travel platforms, with AI enhancing service frequency [15] - Overall, both capital and national policies are optimistic about the application prospects of AI in the tourism industry [16]

Core Insights - JD.com is aggressively entering the travel and hospitality sector, reportedly offering three times the salary to recruit talent from competitors like Fliggy, Tongcheng, and Ctrip [1][2] - The company has launched a dedicated travel section on its app, featuring categories such as flights, hotels, tickets, and vacation packages [2] - JD.com emphasizes a "no bundling" approach for flight sales, aiming to attract consumers frustrated with additional fees from other online travel agencies (OTAs) [3][9] Recruitment Strategy - JD.com has been actively hiring for various travel-related positions since March, with salaries for product managers ranging from 20,000 to 50,000 yuan [2] - The company is building a comprehensive travel business line, including a dedicated app and mini-programs [2][13] Competitive Positioning - The "no bundling" flight sales strategy is seen as a potential opportunity for JD.com to differentiate itself in a crowded market [9][10] - The company aims to leverage its large user base and existing e-commerce infrastructure to drive growth in the travel sector [8][10] Market Dynamics - The Chinese e-commerce market is becoming saturated, prompting companies like JD.com to explore new categories such as food delivery and travel to sustain growth [7] - The travel market is increasingly viewed as a necessity, making it a strategic area for expansion [7] Challenges and Considerations - JD.com faces significant competition from established players like Ctrip and Meituan, as well as new entrants like Douyin and Xiaohongshu [8][13] - The company needs to establish a strong independent brand for its travel services to overcome existing consumer perceptions tied to its e-commerce identity [13][14] - The complexity of travel services, including pricing algorithms and customer service, requires substantial investment in operational capabilities [13][14]

Core Viewpoint - JD.com is entering the food delivery market to seek new growth opportunities as its traditional e-commerce business approaches saturation, facing competition from platforms like Pinduoduo and live-streaming e-commerce [1][3][4] Group 1: Market Context - JD.com has launched a food delivery service, achieving over 5 million daily orders, although it still lags behind Meituan [1] - The e-commerce market is experiencing slow growth, with traditional players like JD.com and Alibaba facing challenges from low-cost platforms and changing consumer behaviors [1][3] - The food delivery industry has been criticized for food quality and the working conditions of delivery personnel, which presents both challenges and opportunities for new entrants [5][6] Group 2: Strategic Considerations - JD.com is leveraging its existing logistics capabilities and experience in instant retail to enhance its food delivery service [3][8] - The company aims to capture offline traffic to boost its online services, as online traffic is nearing saturation [4][7] - By offering benefits like social insurance for delivery workers, JD.com is positioning itself to attract both customers and delivery personnel, potentially putting pressure on competitors like Meituan [7][8] Group 3: Competitive Landscape - Meituan currently holds a significant advantage in the food delivery market, but JD.com’s financial strength allows it to invest in new ventures without immediate profitability concerns [7][8] - The competitive dynamics suggest that while Meituan has established itself, JD.com’s entry could disrupt the market, especially if it successfully implements a low-cost, high-frequency service model [7][8] - Future strategies from Meituan may include increased subsidies and improved public relations to counter JD.com’s initiatives [9][10]

Core Insights - Airbnb is expanding its business beyond accommodations into the local lifestyle service market, launching "Airbnb Services" and upgraded "Airbnb Experiences" to cover various high-frequency service categories [1][5][10] Group 1: Airbnb Services - The newly launched "Airbnb Services" includes ten categories such as private chefs, photography, massage, and personal training, with services starting at under $50, emphasizing cost-effectiveness and professionalism [3][9] - The services are available in 260 cities globally, with service providers required to pass platform certification, ensuring quality and trust [3][6] - Users can seamlessly integrate their stay with these services, enhancing the overall travel experience [9][10] Group 2: Airbnb Experiences - The upgraded "Airbnb Experiences" focuses on local cultural exploration, launching in 650 cities with new projects added daily [6][10] - Experiences are curated based on professional expertise and user feedback, ensuring authenticity and quality [6][11] - The platform aims to enrich user travel experiences, as 75% of global travelers consider the type of experiences available when choosing a destination [8][10] Group 3: Business Strategy - Airbnb's strategy aims to leverage high-frequency services to drive user engagement, as travel frequency is lower compared to local lifestyle services [9][10] - The company anticipates that the new services and experiences could potentially match or exceed the revenue generated from its core accommodation business, indicating a significant growth opportunity [10][11] - The integration of services with accommodations creates a unique value proposition, enhancing user retention and platform loyalty [9][10] Group 4: Competitive Landscape - The competitive landscape for local lifestyle services is intensifying, with other platforms already offering similar services [11][12] - Airbnb differentiates itself through unique offerings and personalized experiences, which are tailored to individual user preferences [11][12] - The platform's community-driven approach and exclusive listings create a competitive barrier that is difficult to replicate [12]

Core Viewpoint - The online travel industry is experiencing an unprecedented AI race in 2025, with platforms like Tongcheng Travel, Fliggy, and Mafengwo rapidly updating their AI products to gain a competitive edge in itinerary planning, intelligent customer service, and supply chain optimization [1][3]. Group 1: AI Product Development - All surveyed online travel platforms have integrated the DeepSeek model, with an average product iteration cycle of 1-2 months [3][6]. - Mafengwo launched its self-developed AI travel assistant "AI Xiaoma," which fully integrates DeepSeek and its own refined model [3][4]. - Fliggy's AI product "Ask One" has also accelerated its launch, showcasing a trend of rapid AI product updates across the industry [3][5]. Group 2: User Experience Enhancement - The upgraded AI products are designed to shorten user decision-making time and assist in itinerary planning and travel strategy formulation [6][7]. - Mafengwo's "AI Xiaoma" can provide real-time Q&A, itinerary planning, and personalized recommendations, significantly reducing the time users spend browsing [6][7]. - Fliggy's "Ask One" includes various specialized assistants, such as budget managers and itinerary assistants, to streamline the decision-making process for users [7][9]. Group 3: Talent and Investment Trends - The demand for technical roles such as algorithm engineers and AI product managers is increasing due to the growing investment in AI by online travel companies [9][10]. - Companies like Ctrip and Tongcheng Travel are actively hiring for these positions, with salaries ranging from 20,000 to 50,000 yuan per month [9]. - Ctrip's R&D expenses for Q4 2024 reached 3.4 billion yuan, a 16% year-on-year increase, indicating a significant investment in product development [9][10]. Group 4: AI Limitations and Future Outlook - Current AI technology is still maturing, with the ability to replace only simple tasks in the short term, while complex decision-making still requires human intervention [12][13]. - Experts suggest that AI can assist travel agents in creating itineraries but cannot fully replace the human touch in customer interactions [12][13]. - The future of the online travel industry may involve a high-frequency service model, where AI enhances user engagement and decision-making frequency [15][16].

Core Viewpoint - The competition between Meituan and JD in the food delivery sector has intensified, drawing attention to the domestic internet industry, which has recently become more active [1] Group 1: Competition Landscape - JD's food delivery service is not the only competitor for Meituan, as Douyin and Kuaishou are also accelerating their expansion into local services and travel businesses [3] - Kuaishou's local life strategy aims for a GMV growth of 200% in 2024, with new tier cities seeing over 220% growth [3] - Douyin has launched targeted initiatives to enhance user engagement in the food sector, indicating a shift in advertising spending away from Meituan [5][7] Group 2: Business Model Comparison - Meituan's traditional "shelf model" contrasts with Douyin and Kuaishou's "traffic + content + algorithm" approach, which can stimulate unplanned consumer demand [7] - Despite JD's aggressive entry into food delivery, its strategy closely mirrors Meituan's, limiting its competitive edge [7] Group 3: Financial Performance - Meituan's food delivery business has a net profit margin of 2.8%, while its core local business segment achieves a much higher operating profit margin of 20.9% [10] - The overall revenue for Meituan's core local business reached approximately 337.59 billion RMB, with significant contributions from various service segments [11] Group 4: Market Dynamics - The ongoing competition in the food delivery and local services sectors is not a short-term battle, indicating a long-term strategic challenge for Meituan [12] - Regardless of the outcome, the competition is expected to drive improvements in operational efficiency and user experience across the industry [12]

以下文章来源于中国企业家杂志 ，作者邓双琳 中国企业家杂志 . 讲好企业家故事，弘扬企业家精神 作者： 邓双琳 来源：中国企业家杂志（ID：iceo-com-cn） 4月24日，关于" 王兴删除微博 "的话题，一度引发外界高度关注。有猜测认为，王兴此举可能 与京东跟美团之间的竞争有关。不过随后有消息称是谣言，这是因为王兴已经将微博设置为半年 可见，他在半年内没有发布过新微博。 与此同时，京东创始人、董事会主席刘强东的活跃表现与王兴的低调形成明显对比。内部讲话设 置外卖净利率红线、亲自体验送外卖等事件，同样引起行业热议。 互联网好久没有这么热闹了。 自今年京东上线外卖业务以来，京东和美团便历经多次交锋，直到4月战火升级，你来我往互 相"炮轰"、喊话、暗讽，把双方都推上了风口浪尖。资本市场也给出了劝架态度——在"骂战"最 激烈的4月22日， 京东美团股价双双大跌 。 细数互联网过往最激烈的几次烧钱大战，几乎每一战都有美团的 身影： 2010年的千团大战、 2015年的外卖大战、2017年的共享单车大战、2020年的社区团购大战…… 作为巨头之一，美 团和阿里、百度、滴滴、拼多多都曾正面厮杀过。 用《中国企业家》十 ...