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]

Core Viewpoint - The competition among major food delivery platforms, including Meituan, JD.com, and Ele.me, has intensified, with significant subsidies and incentives being offered to attract users, merchants, and delivery personnel. This "food delivery war" is expected to reshape market dynamics in the near future [1][16]. Merchant Insights - Merchants have reported a surge in orders due to platform subsidies, with one chain restaurant experiencing a daily sales increase to nearly 500 orders, driven by JD.com's promotional activities [2][4]. - The revenue distribution for merchants shows that they receive different amounts from each platform, with Meituan at 15.98 yuan, JD.com at 17.98 yuan, and Ele.me at 14.78 yuan for a 20 yuan order [4]. - Merchants express concerns about customer retention post-subsidy and the need for improved platform functionalities, particularly with JD.com [8]. Rider Perspectives - Delivery riders are experiencing increased earnings due to higher order volumes and platform incentives, with some reporting daily incomes exceeding 400 yuan [9][11]. - Riders are considering transitioning to full-time positions due to better pay and job stability, especially on JD.com, which offers higher per-order payments compared to competitors [13]. - Challenges remain for riders, including tighter delivery timeframes and less efficient order management on JD.com compared to Meituan and Ele.me [13]. Consumer Behavior - Consumers are benefiting from the competitive pricing and substantial discounts offered by all three platforms, leading to a preference for the lowest-priced options [14][16]. - A price comparison revealed that after discounts, JD.com, Meituan, and Ele.me offered prices of 8.9 yuan, 10.09 yuan, and 13.59 yuan, respectively [16]. - Consumer loyalty is influenced by established habits, with many unwilling to switch platforms despite ongoing promotions [14]. Market Dynamics - The competitive landscape is shifting, with projections indicating that Meituan's market share could reach 65% and Ele.me's 33% by 2024, while JD.com is rapidly increasing its order volume [16]. - Experts suggest that the current subsidy-driven competition may lead to significant user attrition once promotions cease, similar to trends observed in the ride-hailing industry [18]. - The future of the food delivery market is expected to focus on quality service and operational efficiency rather than just order volume, emphasizing the need for sustainable business practices [18].

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]

Group 1 - Ele.me officially launched a "super 100 billion subsidy" campaign, offering significant discounts on various food items, with some meal subsidies reaching up to 36 yuan [1][2] - The campaign includes substantial discounts on popular items, such as a 奈雪的茶珍珠奶茶 priced at 7.9 yuan after subsidy and a 海底捞套餐 with a subsidy of 25.5 yuan, bringing the final price to 19.9 yuan [2][5] - The competition in the food delivery sector is intensifying, with Ele.me's strategy to leverage its partnership with Taobao to expand into the larger instant retail market [1][7] Group 2 - Taobao's instant retail service "小时达" has been rebranded to "淘宝闪购," featuring a dedicated entry point on the homepage and expanding to 50 cities initially, with plans for nationwide rollout [1][5] - The upgraded 淘宝闪购 will collaborate with Ele.me to enhance subsidies and provide various consumer benefits, including free delivery and significant discounts [5][6] - Ele.me aims to open 100,000 official flagship stores in the next three years, targeting the trillion-yuan instant retail market, indicating a strategic shift towards broader e-commerce integration [7][8] Group 3 - The instant retail market in China reached 650 billion yuan in 2023, growing by 28.89% year-on-year, and is projected to exceed 2 trillion yuan by 2030 [8] - Major players like Meituan and JD.com are also increasing their presence in the instant retail space, with Meituan's flash purchase orders growing by 40% in 2023 [8]

Core Insights - The article discusses the intense competition in China's food delivery market, particularly focusing on the strategies employed by major players like Meituan, JD.com, and Ele.me to attract users and riders through substantial subsidies and improved benefits [1][8]. Group 1: Market Dynamics - Ele.me has launched significant subsidies, including 10 yuan and above red envelopes, to stimulate consumer spending on low-priced items like 3 yuan milk tea and 6 yuan coffee [1] - Since February 2025, JD.com has disrupted the market with over 10 million orders, challenging Meituan's dominance, which has led to aggressive countermeasures from Meituan [1][5] - Meituan plans to invest 100 billion yuan in subsidies over the next three years to enhance rider benefits and maintain its market leadership [5] Group 2: Rider Benefits and Recruitment - JD.com is actively recruiting 100,000 full-time riders, offering full social insurance and a guaranteed minimum salary of 5,000 yuan per month, with average monthly earnings reaching 7,000 yuan [2] - Meituan is set to provide social insurance for full-time and stable part-time riders starting in Q2 2025, aiming to improve income stability and rider motivation [2] - Ele.me has introduced initiatives like the "Rider AI Assistant" to optimize delivery routes and reduce pressure on riders, alongside various incentive mechanisms for performance [4] Group 3: Competitive Strategies - Ele.me is implementing various promotions, such as discounts and first-order reductions, to attract new users and counter the competitive pressure from JD.com and Meituan [7] - JD.com's strategy of zero commission for merchants has made it an attractive platform, allowing merchants to earn more compared to other platforms [5] - The competitive landscape is reshaping, with Meituan holding a 65% market share, Ele.me at 33%, and JD.com rapidly gaining ground [8]

Group 1 - Ele.me has launched the "Hungry Subsidy Over 100 Billion" campaign, offering consumers daily surprises and low-price benefits through the app [1][3] - The campaign aims to enhance consumer satisfaction and marks Ele.me's renewed efforts in the competitive subsidy landscape, evolving the competition from a "two-tiger" scenario to a "three-country" battle [1][3] - Price is a key factor in attracting consumers in the fiercely competitive food delivery market, especially after Ele.me lost market share to competitors like JD Delivery [3][20] Group 2 - JD Delivery has also entered the 100 billion subsidy arena, announcing a significant investment of over 10 billion yuan within a year, showcasing its determination to capture market share [10][13] - The subsidy strategy includes a universal subsidy for all users, with discounts up to 20 yuan applicable to various major restaurant brands, enhancing user engagement [10][13] - Meituan Delivery is not lagging behind, planning to invest 100 billion yuan over three years to support the restaurant industry, focusing on various merchant support initiatives [13][19] Group 3 - The intense competition in the food delivery sector is driven by market saturation and the need for platforms to secure limited market shares through effective strategies like the 100 billion subsidy [20][22] - Consumers are increasingly price-sensitive and demand higher quality and service, prompting platforms to enhance their offerings while providing subsidies [22][24] - The competition fosters innovation and upgrades within the industry, as platforms strive to improve service models, delivery efficiency, and food safety management [24]

Core Viewpoint - JD.com has entered the food delivery market with a strategy that includes zero commission for merchants, social security for delivery riders, and a substantial subsidy program, aiming to disrupt the existing duopoly of Meituan and Ele.me in the industry [1][2][3] Group 1: Market Entry and Growth - JD.com announced that its food delivery service surpassed 10 million daily orders on April 22, just a week after reaching 5 million orders [1][3] - The company aims to recruit 100,000 full-time delivery riders in the next three months, doubling its previous recruitment target [7] - The rapid growth of JD.com's order volume indicates a strong market entry, with the service covering 166 cities [3][6] Group 2: Competitive Strategy - JD.com is offering zero commission for merchants who join before May 1, 2024, and is the first platform to provide full social security benefits to delivery riders [3][5] - The company has launched a "100 billion subsidy" program to lower consumer prices, with discounts available on popular brands [4][6] - JD.com's delivery fees are reportedly 1-2 yuan higher than those of competitors, attracting riders from other platforms [5][6] Group 3: Industry Impact - The entry of JD.com is expected to create a "catalyst effect" in the food delivery market, challenging the existing rules and profit-sharing models [2][3][5] - The competitive landscape is shifting, with Meituan and Ele.me responding to JD.com's aggressive strategies by enhancing their own services [6][7] - JD.com's commitment to limiting its net profit to 5% reflects a strategy focused on market share rather than immediate profitability [2][6]

Core Viewpoint - The ongoing competition between Meituan and JD.com is characterized as a "war of words," highlighting the importance of focusing on business ethics rather than moral attacks [1][2]. Group 1: Business Models and Strategies - JD.com promotes a full-time delivery rider model, emphasizing benefits like social insurance, aiming to expand its workforce from 130,000 to 50,000 full-time riders [2]. - Meituan has reported that in 2023, 7.45 million riders earned income, with plans to extend social insurance coverage to over 1 million riders [2]. - Both companies are addressing the social insurance issue for riders, but the approach should align with business logic rather than moral obligations [2]. Group 2: Competition Dynamics - The "choose one" clause controversy lacks substantial evidence, as riders have the autonomy to choose platforms, and Meituan denies the existence of such a clause [3]. - The debate can be beneficial, prompting both companies to consider rider interests and improve their services, rather than demonizing each other [3][4]. - The competition should focus on mutual growth and adherence to shared business principles, rather than engaging in endless moral disputes [3][4]. Group 3: Future Directions - The industry should prioritize institutional development and innovation over moral coercion and verbal attacks [4]. - The ultimate goal for companies is to create social value for sustainable development, balancing their competitive strategies [4].