记者丨李惠琳杨松 1毛钱的奶茶、3.9元的咖啡……补贴到位，仅上线5天的淘宝闪购，订单爆了。 5月5日晚间，连庆祝海报都没来得及做，饿了么宣布，淘宝闪购的外卖日单量，已超1000万。 整个外卖行业的日均订单量，约有8000多万单，这相当于，其占据1/8市场份额。 后发入场的淘宝闪购，狂撒补贴，阿里集团市值超2万亿人民币， CEO吴泳铭给足预算，防止在这波大 战中失语。 "这也是阿里做业务的风格，抢占时机，集中优势兵力，全力压上。"一位淘宝闪购内部人员表示。 高调入局 吴泳铭携饿了么、淘宝闪购，来势汹汹。 淘宝闪购配送，主要依靠自有的蜂鸟配送，旗下年度活跃骑手达300万。 补贴重点指向奶茶、餐食等高频场景，这是此前外卖补贴战的重点方向。 用户晒出的订单截图显示，原价20元的茉莉奶白，补贴后仅需支付4.9元；49元的披萨，补贴后价格是 8.8元；更有用户直接实现"0.1元"点外卖。 假期返工第一天，淘宝闪购继续"撒钱"，上线"免单1亿杯奶茶"的活动。大量用户涌入平台抢券，一度 把淘宝App挤崩了。 财新援引内部人士称，吴泳铭给饿了么应战外卖的"子弹"，或可高至200亿元。 砸钱引流，全国商户乐得参与，淘宝闪购加快 ...

Core Insights - The competition in the food delivery market has intensified since JD.com entered the sector in February, leading to aggressive strategies from both JD.com and Meituan, including significant subsidies for consumers [1][4] - Taobao's "Xiaoshida" has been upgraded to "Taobao Flash Purchase," supported by Ele.me, focusing on consumer benefits and substantial subsidies, achieving over 10 million orders within six days of launch [1][4] - The ongoing battle is not just about food delivery but is expanding into the broader instant retail market, indicating a shift in strategic focus among major players [1][12] Company Strategies - JD.com has implemented a "100 billion subsidy" program to attract consumers, which has resulted in increased orders and revenue for participating merchants, although it also imposes significant costs on the platform [5][10] - Merchants have reported mixed experiences with JD.com's platform, appreciating the subsidy but facing challenges with system usability and operational difficulties [9][10] - Meituan has launched its "Flash Purchase" brand, aiming to enhance delivery efficiency and expand its product offerings, indicating a strategic move to compete directly with JD.com in the instant retail space [12][14] Merchant Experiences - Merchants have noted that while JD.com's subsidies have increased order volumes, the platform's operational challenges, such as slow price adjustment processes and system instability, remain significant issues [8][9] - Some merchants have found that participating in subsidy programs is almost mandatory to gain visibility and traffic on the platforms, despite the voluntary nature of these programs [10][11] - The profitability of merchants is being affected as subsidy policies evolve, with some reporting that their earnings are stabilizing as competition intensifies [11][12] Market Dynamics - The food delivery market is experiencing a "three-way battle" among JD.com, Meituan, and Ele.me, with each platform vying for market share through aggressive subsidy strategies [4][12] - Analysts suggest that while subsidies can drive short-term order growth, long-term success will depend on factors such as delivery efficiency, supply chain capabilities, and customer retention [17] - The expansion into instant retail signifies a strategic pivot for these companies, as they seek to redefine their market positions beyond traditional food delivery services [12][17]

Core Viewpoint - The ongoing "takeout war" is characterized by a shift from mere price competition to a focus on social responsibility, distribution adjustments, and benefits for delivery personnel, aiming for a win-win model among all stakeholders in the ecosystem [1][2][3] Group 1: Market Dynamics - During the "May Day" holiday, various platforms engaged in aggressive promotional activities, such as Taobao and Ele.me offering 100 million cups of milk tea and JD.com investing 10 billion yuan in subsidies [1] - Consumers are benefiting from significant discounts, with prices for beverages dropping to 5-6 yuan due to promotional red envelopes, although the discounts are capped to avoid excessive competition [1][2] - The average profit margin in the takeout industry is only around 3%, which is lower than the 5% cap proposed by JD.com, indicating the challenging nature of the business [2] Group 2: Social Responsibility and Compliance - The current competition is not just about pricing but also includes addressing social security issues for nearly 10 million delivery personnel, with some companies advocating for full social insurance coverage [2] - The importance of compliance has increased, with companies needing to avoid practices that could harm competitors or violate regulations, ensuring a fair competitive environment [1][2] - The potential for platforms to adjust commission rates and delivery fees could lead to better earnings for merchants and more stable incomes for delivery personnel, enhancing service quality and consumer satisfaction [3]

Group 1 - Taobao's "Hour Delivery" has been upgraded to "Taobao Flash Purchase," launching in over 50 cities and achieving over 10 million daily orders by May 5 [1] - The online food delivery market is projected to reach a scale of 1.64 trillion yuan in 2024, with a year-on-year growth of 7.2% and a user base of 545 million, indicating high frequency and demand for local services [2] - The competition in the food delivery sector is intensifying, with major players like JD and Taobao entering the market, suggesting a strategic shift towards capturing new growth opportunities amid slowing e-commerce growth [2] Group 2 - The profit margins in the food delivery industry are low, with major platforms expected to have net profit margins between 1.5% and 3.3%, highlighting the challenges in achieving profitability [1] - The competition is not just about market share but also about enhancing service quality and social value, indicating a deeper evolution in the industry dynamics [2][3] - The growth of instant retail is significant, with a projected market size exceeding 1.5 trillion yuan in 2024 and a growth rate of 26.2%, making it a critical area for e-commerce platforms to explore [2]

Group 1 - Alibaba's Taobao has upgraded its instant retail service to "Taobao Flash Purchase," allowing users to order takeout through the platform, which will initially launch in 50 cities and expand nationwide by May 6 [1] - Ele.me has announced a significant increase in platform subsidies, launching a promotional campaign with over 10 billion yuan in discounts, leading to extremely low prices for popular food items [3] - The competition in the food delivery market is intensifying as Alibaba opens Taobao's traffic to Ele.me, indicating a full-scale battle against Meituan and JD.com [6] Group 2 - JD.com has initiated a competitive strategy by committing to pay social insurance for full-time delivery riders, while Meituan has also announced similar support for its riders [6] - JD.com has publicly addressed the issue of "exclusive choice" among delivery riders, emphasizing that it does not force part-time riders to choose between platforms, thus promoting income maximization [6] - Meituan has responded to the "exclusive choice" controversy, asserting that no platform has the ability to restrict riders from working across multiple platforms [8] Group 3 - The competition among the three major platforms, JD.com, Meituan, and Ele.me, is expected to become increasingly intense with the involvement of key industry figures [11]

四显示 (21) 蝉鸣阵阵伴立夏 车轮滚滚便利达 65 105 nn/ 今日立夏（2025年5月5日），春将尽，夏渐长。各地气温逐渐升高，越来越多的消费者选择在家点外卖，坐等消暑品送上门。 与往年不同的是，今年可供消费者选择的外卖平台除美团、饿了么之外，还有京东。自2月11日京东正式上线外卖业务以来，三 家互联网大厂为争夺外卖市场份额纷纷"亮剑"，在你来我往的隔空较量间赚足了眼球。 外卖江湖再起风云，"三巨头"如何各显神通？他们为何抢着送外卖？外卖之外，瞄准的是即时零售赛道？本期《二十四节气话 财经》带你看。 01 外卖市场再起风云 "三巨头"各显神通 立夏的热浪渐起，外卖战局亦如火如荼。美团、京东、饿了么在外卖领域频频"落子"，竞争日益白热化，三者围绕着骑手保 障、商家利润与用户体验展开角逐。 自2月11日强势入局后，京东陆续推出了"品质堂食餐饮商家"招募计划、"入驻首年零佣金"、"超时20分钟以上外卖订单免单"等 平台新规，并成为了首个为外卖骑手缴纳五险一金的平台。这一套"免佣金+品质餐厅+骑手社保"的组合拳在短时间内打出了"奇 效"。据京东黑板报，4月22日，京东外卖日单量已突破1000万单，覆盖166 ...

5月2日，淘宝官方微博宣布：淘宝闪购提前全量上线。全国用户今日起可通过淘宝闪购入口领取大额红包购买外卖。而根据此前淘宝官方信息，淘宝闪购 原定于5月6日全量上线，紫牛新闻4 月30日消息也曾报道，淘宝天猫旗下即时零售业务"小时达"正式升级为"淘宝闪购"，并在淘宝app首页Tab以"闪购"一 级流量入口展示，首日上线 50 个城市，后续5月6日推广至全国。 突然提前4天全量抢跑，是看中五一长假红利，还是被商家和消费者"催更"，亦或是迫不及待加入"外卖大战"？记者就此进行了采访。 满15减14？一杯20多元奶茶外卖到家才花几块钱 记者在微博、小红书等社交媒体平台搜索发现，近几天很多各地消费者在线晒单，诸如0.1元喝上了奶茶、2元吃了一顿饭、5元吃蓝莓奇异果等等。在淘 宝官方微博评论区，各地消费者要求在其所在城市尽快上线的评论始终在刷屏。一位南京消费者今天在小红书晒出了自己一杯开心果茉莉椰的茶饮单，显 示原价20元的茶饮闪购送到自己手里只花了6.67元，这位消费者打趣说"商战可真把我害惨了"，因为连续几天都点了快乐水还怎么减肥啊。 开心果茉莉椰 少冰/不另外加糖/无需加料 × 1 实付 ¥6.67 ¥20 实付 ¥ ...

Core Insights - The internet industry witnessed significant developments on April 30, with Ele.me launching a "super 10 billion" promotional campaign and Taobao's instant retail service "Xiaoshida" rebranding to "Taobao Flash Purchase," marking Taobao's entry into the takeaway market [1][2] Group 1: Market Developments - Taobao Flash Purchase has been launched in major cities like Beijing, Shanghai, Guangzhou, and Shenzhen, although it is not yet available in Jinan [2] - The price comparison for a popular meal set across platforms shows that Taobao Flash Purchase and Ele.me have competitive pricing, but Meituan offers the lowest prices [5] - The collaboration between Taobao and Ele.me aims to enhance user experience by providing significant discounts and integrating Taobao's e-commerce advantages with Ele.me's delivery services [5][7] Group 2: Competitive Landscape - The partnership between Taobao and Ele.me is expected to leverage Taobao's vast user base and advanced recommendation algorithms to boost Ele.me's order volume [7] - The total subsidy from the three major platforms (Meituan, Ele.me, and Taobao) is projected to reach 30 billion yuan, indicating a fierce price competition in the market [7] - The current market share shows Meituan leading with 65%, followed by Ele.me at 33%, while JD's instant delivery service is gaining traction with over 10 million daily orders [10]

齐鲁晚报·齐鲁壹点 管悦 近期，美团和京东的"外卖大战"持续升级，双方围绕用户激励、商品补贴、商家减佣、骑手保障等展开 对决。4月30日，饿了么也官宣加入这场较量之中，正式开启第一轮"饿补超百亿"。济南市场情况如 何？骑手、商家、消费者怎么看？对此，齐鲁晚报·齐鲁壹点记者做了调查。 商家： 平台补贴 订单激增 后续客户留存仍是未知 4月30日午餐高峰时段，济南历下区一家连锁拌面店内，老板小宸正忙着打包餐品，外卖订单提示音此 起彼伏。 "4月中旬开始，受平台补贴活动影响，京东单量逐渐上涨，日销最多能达到近500单。"小宸介绍，以4 月28日为例，京东、美团和饿了么下单量分别为304单、105单和71单。 从实际收入来看，用户支付20元的情况下，商家在美团、京东和饿了么分别到手15.98元、17.98元和 14.78元。 爆单的不只小宸的门店。在济南市历城区一家连锁咖啡品牌店内，五名员工流水线作业，依然忙得不可 开交。 一杯原价9.9元的拿铁，补贴后仅售5.9元，吸引了不少消费者下单。"4月以来，美团和京东平台订单量 都有所增长，饿了么刚开始补贴暂时波动不大。"该门店负责人张先生表示，日销最多能达到700杯，同 ...

Core Viewpoint - The competition in the food delivery market has intensified with Ele.me launching a substantial subsidy plan, indicating a new phase in the rivalry among major players like Meituan and JD.com [2][3] Group 1: Market Dynamics - Ele.me's subsidy plan, exceeding 10 billion yuan, is a strategic response to the competitive pressure from JD.com, which has significantly impacted the market since its entry [2][3] - The announcement of subsidies coincides with the May Day holiday, a critical time for consumer spending, suggesting that the industry is adapting to new competitive realities [2][4] - The entry of JD.com has disrupted the existing order, prompting Ele.me to enhance its competitive strategies [3][7] Group 2: Consumer Impact - Consumers are expected to benefit in the short term from increased subsidies, leading to lower prices and more choices [4][7] - The competition is driving platforms to focus more on consumer interests, enhancing service quality and delivery efficiency [5][6] Group 3: Strategic Collaborations - Ele.me's collaboration with Taobao to promote instant retail services indicates a strategic move to leverage synergies within the Alibaba ecosystem [5][6] - This partnership aims to provide consumers with a seamless experience combining e-commerce pricing with rapid delivery [6] Group 4: Long-term Considerations - Analysts suggest that while the current subsidy war benefits consumers, companies must explore sustainable business models for long-term success [4][5] - The competition is likely to lead to further innovations in service delivery and operational efficiency, reshaping the industry landscape [7]