跨境出海丨市场观察 本周看点： -中国企业出海欧洲：避险策略和选址方法显著更迭； -外国剁手党们，催着中国电商集体出海； 行业环境 1.外国剁手党们，催着中国电商集体出海 关键词 ： 电商出海,性价比,供应链,海外仓,本地化运营 概要 ： 中国电商通过高效供应链和性价比优势加速全球化，2024年跨境电商总额达2.63万亿 元。Temu、TikTok Shop、SHEIN等平台各具特色，分别以低价、内容电商和平台化转型吸引 海外用户。但出海面临数据合规、库存及本地化运营挑战。未来，"中国速度"与"本地化运 营"的结合将成为制胜关键，推动全球贸易进入2.0时代。 2.跨境电商行业：社群经济赋能女性跨境出海可持续发展白皮书 关键词 ： 跨境电商,用户复购率,产品质量,服务质量,订单纠纷率 概要 ： 跨境电商行业业绩提升的核心在于提高用户复购率，而非单纯依赖新用户的开发，因 开发新用户的成本远高于维护老客户。影响用户复购的关键因素是产品和服务质量，包括低订 单纠纷率、低退货率及高及时响应率等，这些均能增强用户信任与满意度。因此，企业需通过 完善平台机制和提升内部运营团队能力，来优化产品和服务质量，以保持长期竞争力。此 ...

Group 1: JD Group's Business Model and Strategy - JD Group aims to create a business model distinct from Meituan, focusing on high-quality and safe food for consumers [1][9] - The emphasis is on leveraging the fresh supply chain behind food delivery to generate profits, rather than relying solely on meal orders [9] - The core challenge lies in balancing cost efficiency through technology with the need to enhance rider welfare, testing the company's commitment to social responsibility and commercial efficiency [1] Group 2: Competition Landscape - Future competition will focus on JD's ability to implement a "30-minute delivery" capability for fresh supply chains in the restaurant delivery sector [1] - Meituan faces the challenge of balancing merchant ecosystem health with profitability pressures while countering JD's combination of quality and low prices [1] Group 3: Performance Metrics - JD's "618" sales event saw a user count increase of over 100% year-on-year, with total orders exceeding 2.2 billion [5] - The performance in categories like 3C and home appliances remains strong, with significant growth in high-margin categories such as fashion and beauty [5] Group 4: Technological Innovations - JD's focus on supply chain efficiency aims to redefine the delivery ecosystem in the competitive instant retail market [9]

饿了么方面回应，经内部调查发现物流主管韩鎏涉嫌职务犯 罪，并向公安机关主动报案。 作者： 钱玉娟 封图：图虫创意 6月20日，经济观察报记者向饿了么官方求证获悉，饿了么物流负责人韩鎏已被警方传唤。 饿了么方面回应，经内部调查发现物流主管韩鎏涉嫌职务犯罪，并向公安机关主动报案。近日，警 方已传唤相关人员配合调查。饿了么秉持诚信廉洁文化，对触碰红线行为绝不姑息，坚决依法依规 处理。 阿里与美团、京东在即时零售赛道上拼杀，与后两者不同的是，要做好即时零售，阿里的淘宝闪购 业务需要饿了么补齐运力，大部分订单配送正是由蜂鸟骑手来完成。 == 氢燃料电池汽车深陷 政策依赖症" 公开信息显示，韩鎏出生于1988年，自2019年加入阿里巴巴，先后担任饿了么资深副总裁、即时 零售业务负责人、蜂鸟即配总裁等职务。 在蜂鸟期间，韩鎏推进了物流超算平台的建设，还搭建起蓝骑士的发展和保障体系。2024年3月， 韩鎏被升任为饿了么CEO。 不过，在CEO任上未满一年，韩鎏便交出管理棒。2025年2月，饿了么董事长、原CTO吴泽明以全 员信形式宣布组织调整，吴泽明兼任饿了么CEO一职，韩鎏继续担任物流负责人，分管即时物流 中心，并继续向吴 ...

不过，在CEO任上未满一年，韩鎏便交出管理棒。2025年2月，饿了么董事长、原CTO吴泽明以全员信 形式宣布组织调整，吴泽明兼任饿了么CEO一职，韩鎏继续担任物流负责人，分管即时物流中心，并继 续向吴泽明汇报。 韩鎏主抓即时物流，与其在物流和供应链管理方面的经验和能力相关。他最近一次公开亮相是在今年5 月15日举行的饿了么蜂鸟即配物流生态商大会上。彼时，他公布了蜂鸟在物流网络、蓝骑士生态、AI 落地应用等方面的一系列进展和规划。 韩鎏所负责的物流业务，是饿了么"1+2"战略中"2"的关键部分，即面向市场价值延展的即时物流网络。 最关键的是，这一业务除了配合饿了么在即时零售赛道的发展，步入6月，它还是阿里即时零售业务 ——淘宝闪购的运力支撑。 经济观察报 记者 钱玉娟 6月20日，经济观察报记者向饿了么官方求证获悉，饿了么物流负责人韩鎏已被警方传唤。 饿了么方面回应，经内部调查发现物流主管韩鎏涉嫌职务犯罪，并向公安机关主动报案。近日，警方已 传唤相关人员配合调查。饿了么秉持诚信廉洁文化，对触碰红线行为绝不姑息，坚决依法依规处理。 公开信息显示，韩鎏出生于1988年，自2019年加入阿里巴巴，先后担任饿了么资深副 ...

补贴结束后，即时零售到底能被多少消费者接受？ 文 丨 管艺雯 沈方伟 上一次互联网大公司集体加入一个战场，还是 5 年前的社区团购。当时很多行业人士认为，社区团购 之战将成为中国互联网有史以来最惨烈的战争之一。 今天，最激烈的战场换了。 刘强东在本周的小范围分享会称，京东大举进入外卖，目的是背后的生鲜供应链。其本质上就是即时 零售生意，京东外卖一度冲到 2500 万日订单。刺激之下，淘宝闪购（包括外卖在内）也加大投入， 逼近 4000 万日单。据我们了解，美团五月以来餐饮外卖的日均单量保持在 8000 万单以上，美团闪购 则在 1300 万单左右。 制图 丨 黄帧昕 编辑 丨 黄俊杰 《晚点 LatePost》独家获悉，多多买菜正在上海等一线城市试验自建商品仓库，最快将于 8 月上线即 时配送服务，以类似京东秒送、淘宝闪购的速度送商品上门。 不同于京东、淘宝的大举投入，多多买菜的尝试还在早期阶段，并且也不会涉足餐饮外卖。 拼多多表示，这不能代表公司战略和方向，称其无意加入即时零售大战。不过，多多买菜的确一直都 在优化送货上门时效。 据我们了解，多多买菜的初期尝试考虑综合借鉴美团自营零售（小象超市）和平台零售（ ...

Core Insights - The article highlights the explosive growth of instant retail during the "618" shopping festival, particularly for the brand 小天才, which saw a nearly 16-fold increase in sales on Meituan's flash purchase platform compared to the previous year [1][5] - Instant retail has transformed the shopping experience, allowing consumers to receive products within 30 minutes while enjoying the benefits of in-store services, thus becoming a competitive battleground for major players like Meituan, JD.com, and Alibaba [3][11] Instant Retail Growth - Instant retail has provided significant benefits to offline stores, allowing them to receive online orders without extensive effort, leading to a resurgence in foot traffic and sales [2][7] - The average delivery time for high-value items during "618" was reported at 28 minutes, with 70% of orders delivered within 30 minutes, showcasing the efficiency of instant retail [4][5] Competitive Landscape - Major players are aggressively competing in the instant retail space, with Meituan, JD.com, and Alibaba all enhancing their offerings and delivery capabilities to capture market share [6][12] - The instant retail market in China reached a scale of 650 billion yuan in 2023, with projections to grow to 2 trillion yuan by 2030, indicating substantial growth potential [11][12] Consumer Behavior - Consumers are increasingly favoring instant retail for high-ticket items, with significant growth in categories such as home appliances and electronics, reflecting a shift in purchasing habits [5][6] - The integration of online and offline shopping experiences is becoming more pronounced, with brands like 小天才 leveraging their physical stores to enhance service offerings and meet immediate consumer needs [7][8] Strategic Shifts - Companies are adjusting their store location strategies to focus on densely populated areas to maximize the reach of instant delivery services [8] - The competition in instant retail is expected to revolve around supply chain integration, delivery efficiency, and consumer engagement strategies [12]

Core Insights - The 618 shopping festival has become less impactful, with consumers showing fatigue and the event being stretched over a longer period, leading to diminished excitement [1][10] - Despite a reported 15.2% year-on-year growth in GMV for major e-commerce platforms, the extended duration of the event has resulted in a less impressive performance when analyzed over a consistent timeframe [2][4] - Instant retail emerged as a significant growth area during the 618 festival, with platforms like JD and Meituan seeing substantial increases in user engagement and transaction volume [6][7] E-commerce Performance - The overall GMV for the 618 event increased by 15.2% year-on-year, but the extended duration of nearly 20% has skewed the perception of growth [2][4] - JD's app achieved a record high in daily active users (DAU), driven largely by its foray into the instant delivery market [6][8] - Instant retail platforms, including Meituan and JD, reported a 18.7% increase in transaction volume, outperforming traditional e-commerce channels [7] Consumer Behavior - Consumers are showing signs of fatigue towards frequent shopping festivals, with the 618 event now competing with numerous other promotional periods throughout the year [10][11] - The introduction of the "Red Cat and Red Jing Plan" aimed to attract users through content-driven marketing, but the effectiveness of such strategies is being questioned [3][11] Subsidy Impact - National subsidies have shifted from being auxiliary to becoming a central component of sales strategies for platforms like JD and Tmall, significantly impacting sales in categories like home appliances and electronics [8][10] - The depletion of subsidy funds has led to price adjustments, with some products being more expensive during the 618 event compared to previous months [10] Marketing Strategies - Tmall invested 50 billion yuan in cash incentives, focusing on live streaming and advertising to boost user engagement and sales [12][14] - JD's strategy included significant investment in its delivery workforce, which has resulted in a substantial increase in user numbers and order volume [13][14] - Douyin has emerged as a strong competitor, with its sales figures approaching those of JD, indicating a shift in consumer shopping behavior towards content-driven platforms [15][16]

2025.06. 20 本文字数：2393，阅读时长大约4分钟 作者 | 第一 财经 陆涵之 "昨天我跑了50多个订单，有一半是闪购的订单。"北京朝阳区的外卖员张壬峰对第一财经表示，6月 18日是他接到闪购订单最多的一天。 今年618，除了周期为史上最长，也涌现了不少新的消费趋势，即时零售就是其中之一。 成绩超预期 今年618，美团通过旗下即时零售品牌美团闪购加入大促，阿里也通过淘宝闪购加码即时零售。 6月19日，美团闪购公布618全周期数据：5月27日至6月18日，超过1亿用户选择在闪购下单，带动 美团闪购整体成交额创下新高。与去年同期相比，美团闪购60余类商品成交额增长超1倍，其中手 机、白酒、奶粉、大小家电等20余类高单价的"大件"商品整体成交额增长2倍，近850个零售品牌成 交额翻倍增长。 淘宝闪购此前发布的数据显示，淘宝闪购联合饿了么，在5月底日订单数已超4000万。此外，多品牌 在即时零售领域实现爆发式增长。6月12日，屈臣氏在淘宝闪购单日订单接近5万单，创下近年新 高。名创优品全国4500家门店入驻淘宝闪购，拿下了618居家出行类目成交额第一。 从布局看，即时零售业务仍属于线下部门而非电商部门。 ...

Core Insights - The article highlights the significant growth of instant retail during the 618 shopping festival, driven by consumer demand for lower price points and convenience [2][10]. Group 1: Instant Retail Growth - Instant retail has emerged as a new consumption trend during the 618 festival, with major players like Meituan and Alibaba participating actively [2][3]. - Meituan's instant retail brand, Meituan Flash Purchase, reported over 1 billion users placing orders during the 618 period, with transaction volumes doubling year-on-year in over 60 product categories [3][6]. - High-value items such as electronics and appliances saw transaction volumes increase by 200%, with nearly 850 retail brands experiencing a doubling in sales [3][6]. Group 2: Consumer Behavior and Preferences - Instant retail is attracting a younger demographic, with 80% of customers being new users during the 618 period, indicating a shift in consumer behavior towards spontaneous and personalized shopping experiences [7][10]. - The average delivery time for high-value products during the 618 period was reported to be 28 minutes, with 70% of orders delivered within 30 minutes, showcasing the efficiency of instant retail [11][12]. Group 3: Competitive Landscape - The competition in traditional e-commerce is intense, but instant retail focuses on educating consumers rather than competing directly, aiming to capture new market segments [10]. - Instant retail is seen as a complementary channel to traditional e-commerce, providing a better service experience and meeting the demand for immediate consumption [10][11]. Group 4: Pricing and Promotions - The combination of government subsidies and platform discounts has led to lower prices for 3C products, making them more attractive to consumers compared to previous years [6][7]. - Instant retail brands are maintaining consistent pricing across different sales channels, ensuring competitiveness during promotional periods [6][10].

在多类商品热销和年轻消费者"带量"的驱动下，即时零售成为本地零售行业最大的生意增量。"618"期 间，平台活跃本地商户达近百万家，全国164个城市的1574个本地商圈成交额同比增长1倍以上，商圈内 数十万本地商家生意快速增长。 即时零售模式兴起，正大力激发本地零售生态和本地实体经济活力，近百万本地商业实体门店迎来"最 热618"。6月19日，美团闪购公布"618"消费数据，5月27日至6月18日，超过1亿用户在平台下单，带动 整体成交额创下新高，60余类商品成交额增长翻倍，下单用户的人均消费金额增长近40%。 其中，手机、白酒、奶粉、大小家电等20余类高单价的"大件"商品整体成交额增长两倍。具体来看，手 机成交额翻倍，小家电成交额增长近2倍，白酒成交额增长超10倍，智能设备成交额增长超6倍，大家电 成交额增长超11倍，珠宝首饰成交额增长近5倍，运动鞋服成交额增长超2倍。共有近850个零售品牌成 交额翻倍增长。 今年"618"期间，"95后"和"00后"仍然是消费"主力军"，平台下单用户数超过1亿人。商品随叫随到，成 为吸引用户的重要因素之一。平台数据显示，白酒等高价值商品的平均配送时效为28分钟，70%的订单 ...