摆脱单纯的工具属性，利用国民级出行应用的绝对流量优势， 成为连接线下消费的入口和枢纽，高德早就在本地生活服务领 域积蓄了野心。 作者： 钱玉娟 封图：本报资料室 今年6月，在外卖大战正酣时，原本在北京望京高德地图总部工作的产品经理李刚，和20多位同事一起被秘密调往杭州西溪阿里全球总部园区。他们进 驻到此前一直未启用的C4楼，开始了全封闭办公。 在长达三个月的时间里，只有阿里巴巴集团和高德地图的管理层知道这个团队，并为他们配备了独立安保、额外门禁和专人送餐。 这种程度的保密项目，在阿里巴巴集团内部也极为罕见。 9月10日，在阿里巴巴成立26周年当天，这个保密项目揭晓，由高德地图CEO郭宁直接领导的团队，完全从0到1的开发，推出了基于用户行为产生的榜 单"高德扫街榜"。该产品已于9日晚在高德地图App内上线，并被放在首页的突出位置。 "高德扫街榜不是一个流量榜，也不是一个广告榜，更不是一个网红榜，它永不商业化。"郭宁称，在用户多维度的真实行为数据基础上，高德还首次引 入了支付宝芝麻信用体系，结合用户信用等级为可信评价加权，进一步过滤虚假评价，确保榜单真实可信。 在本地生活的到店服务场景中，美团旗下大众点评的"必吃 ...

Core Insights - Alibaba is leveraging its high-frequency traffic and platform advantages through the launch of the "Gaode Street Ranking" to penetrate the local lifestyle market, aiming to reshape the credit system based on user behavior data [1][4][9] - The competition in the local lifestyle sector is intensifying, with Meituan quickly responding by revamping its quality takeaway services and enhancing its user trust through AI and real reviews [7][8] Group 1: Alibaba's Strategy - The "Gaode Street Ranking" aims to create a non-manipulable ranking system that integrates user behavior and credit scores, addressing the long-standing issues faced by restaurant businesses regarding review credibility [2][4] - The ranking system will consider factors such as navigation visits, repurchase rates, and user demographics, with plans to introduce more niche rankings in the future [2][3] - Alibaba's previous attempts in the local lifestyle market have not significantly challenged Meituan's dominance, but the integration of Gaode's capabilities may provide a new opportunity for growth [4][9] Group 2: Competitive Landscape - Meituan has responded to the launch of the Gaode Street Ranking by reintroducing its quality takeaway service, emphasizing AI-driven real reviews and offering substantial consumer coupons [7][8] - The competition is not limited to Alibaba and Meituan; Douyin has also entered the local lifestyle market, achieving significant transaction volumes and posing a challenge to both companies [8][9] - Analysts suggest that both companies need to differentiate their services to avoid a homogenized user experience, as they both aim to optimize their respective ecosystems [9]

Core Insights - The launch of Gaode's "Street Scanning List" represents a significant shift in the local service credit system, aiming to support offline dining and service consumption [1][26] - Meituan's reintroduction of Dazhong Dianping's quality takeaway service indicates a defensive strategy against Gaode's new offering, highlighting the competitive landscape in local services [1][2] Company Strategies - Gaode's "Street Scanning List" utilizes user behavior data to create a credible ranking system, contrasting with Dazhong Dianping's perceived decline in trustworthiness [18][19] - Meituan's reliance on Dazhong Dianping for revenue generation remains strong, despite the latter's reduced visibility and user engagement [5][7] - The competitive dynamics are shifting, with Gaode's focus on authenticity and user-generated data posing a direct challenge to Meituan's established market position [24][26] Market Positioning - Dazhong Dianping, once a leading UGC platform, has seen its influence wane post-acquisition by Meituan, which has gradually diminished its independent identity [3][12] - Meituan's market share in the takeaway segment is projected to be 65% in 2024, down from 74% in 2020, indicating a slight contraction but still maintaining a dominant position [8] - Gaode's strategy includes free merchant entry and AI-driven authenticity checks, aiming to create a more equitable platform for businesses compared to Meituan's fee structure [24][25] Consumer Trust and Engagement - The erosion of consumer trust in Dazhong Dianping is evident, with users increasingly skeptical of the platform's ratings and reviews, leading to a search for alternative dining recommendations [12][16] - Gaode's approach to integrating user navigation and behavior data into its ranking system aims to restore credibility in local service evaluations [19][25] - The shift towards a more transparent and user-driven evaluation system could redefine consumer engagement in the local services market [26]

Core Viewpoint - Morgan Stanley believes that the launch of the "Gaode Street Ranking" by Alibaba is a clear signal of the company's renewed focus on the in-store business, which is expected to lead to more related services and products being launched, potentially increasing its market share in the local life services sector [1][3][10]. Summary by Sections Alibaba's Strategy - The "Gaode Street Ranking" is seen as a strategic move to compete directly with Meituan and Dianping, reshaping the competitive landscape in local life services [3][4]. - Alibaba's expansion in the local services sector may extend on-demand service competition into in-store services, putting further pressure on Meituan's profit margins [4][11]. User Engagement and Growth - Gaode Map, as China's largest navigation app, has nearly 200 million daily active users (DAU), providing a natural traffic entry point for Alibaba's in-store services [5]. - In August, Alibaba's monthly active users (MAU) grew by 25% year-on-year, indicating strong user engagement [8]. Financial Projections - Morgan Stanley has lowered its long-term profitability forecast for Meituan's in-store business from 2.5% to 2% due to increased competition from Alibaba [12]. - Meituan's core local business is expected to incur an operating loss of 10 billion yuan in Q3, with a significant decline in profitability projected for the 2025 fiscal year [12]. Investment Preferences - Morgan Stanley ranks Alibaba as the top preference among Chinese e-commerce giants, citing its cloud business as a leading AI enabler and anticipating continued double-digit growth in its core e-commerce customer management revenue [13]. - Despite the intensifying competition in local life services, Alibaba is expected to gain a larger share of this rapidly growing market due to its technological capabilities, user base, and financial investment capacity [14].

Core Viewpoint - Alibaba's Gaode Map has launched the "Gaode Street Ranking," which is expected to significantly impact competitors like Meituan and Dazhong Dianping in the local service market [1][5]. Group 1: Gaode Street Ranking Features - The new feature includes various information categories such as "Top Performers," "Street Rankings," "Popular Check-ins," and "City Guides," covering food, attractions, hotels, and more, with comprehensive merchant ratings and rankings [1]. - The ranking system is based on real user behavior, utilizing data from 42.05 million users and 910 million navigation instances over the past year, focusing on 1.18 million stores [3]. Group 2: Unique Evaluation System - Gaode's evaluation system incorporates user ratings and Alipay credit scores, making merchant credit status a crucial evaluation dimension, which addresses issues like fake reviews prevalent in traditional platforms [5]. - The launch includes a "Good Store Support Plan," offering over 1 billion yuan in subsidies to encourage consumer visits to physical stores, aiming to increase daily foot traffic by 10 million [5]. Group 3: Competitive Response - On the same day as the Gaode Street Ranking launch, Meituan announced the relaunch of its "Quality Takeaway" service, leveraging its self-developed model and high-rated restaurants to enhance its competitive edge [5]. - Dazhong Dianping is also issuing 25 million various types of large consumption coupons and has onboarded numerous high-rated restaurants to strengthen its market position [5][6]. Group 4: Market Dynamics - Dazhong Dianping has built a substantial user base and merchant resources over the years, but faces challenges such as fake reviews and overly commercialized content, which could provide opportunities for competitors [6]. - The competition in the local service market is expected to intensify, raising questions about whether Meituan and Dazhong Dianping can maintain their positions against the new Gaode Street Ranking [6].

Core Viewpoint - Alibaba and Meituan have initiated a new competitive front, with Alibaba's Gaode Map launching the "Gaode Street Ranking," a behavior-based ranking system aimed at supporting offline dining and service consumption, emphasizing that the ranking will "never be commercialized" [4][6]. Summary by Sections Gaode "Street Ranking" Implementation - Gaode's approach leverages large-scale verifiable "behavior data," with 170 million daily users contributing to a sample pool through searches, collections, navigation, and visit trajectories [11]. - Key factors include store visit numbers, repurchase rates, purpose-driven visits, and local versus national appeal, which differ from traditional UGC reviews that rely on subjective ratings [11]. - The ranking system incorporates a credit evaluation weighted by Sesame Credit and employs AI risk control to filter noise, with various rankings updated daily based on dynamic data [11]. Commercial Intentions Behind the Ranking - The ranking aims to rebuild trust by establishing a new standard based on trajectories and credit, transforming "good stores" into reusable credit assets [12]. - Gaode seeks to expand its offline entry points, with daily searches exceeding 120 million and restaurant coverage over 7 million, transitioning from a "tool" to a "decision-making" platform [12]. - The initiative includes a "Good Store Support Plan" with over 1 billion yuan in subsidies and incentives to drive foot traffic to stores, indicating a direct intervention in offline consumption [12]. Competitive Landscape with Meituan - The Gaode Street Ranking fits into Alibaba's broader strategy to compete with Meituan, with Taobao Flash Sale corresponding to Meituan's delivery services, and Fliggy targeting Meituan's travel segment [17][18]. - Taobao Flash Sale combines e-commerce with instant fulfillment, leveraging Alibaba's supply chain to address Meituan's SKU breadth and product strength [18]. - Fliggy aims to integrate e-commerce advantages into travel services, potentially enhancing Alibaba's competitiveness in the travel sector against Meituan [19]. Strengths and Weaknesses of the Ranking System - The ranking's strength lies in its reliance on actual consumer behavior, providing a more accurate reflection of popularity compared to traditional review systems [20]. - However, the data may not always lead to correct consumption decisions, as trending restaurants may not necessarily offer quality food [20]. - Meituan's advantages remain in delivery density and community engagement, but if Gaode's standards gain traction, Alibaba could increasingly challenge Meituan's market position [20].

Core Viewpoint - The company is expanding its business into the digital local life service sector to capitalize on growth potential brought by new economic trends and technological advancements [1][2] Group 1: Business Expansion - The company plans to leverage digital means to empower merchants and reshape the ecosystem, focusing on the integration of AI, dining, retail, cultural tourism, and trendy IP resources [1] - The new business initiative aims to address traditional merchants' pain points in digitalization, response speed, and precision marketing through new media operations and digital tools [1][2] Group 2: Technological Innovation - The company is set to launch an AI-integrated smart wine cabinet within the year, marking a significant breakthrough in industrial digital innovation [1] - This smart wine cabinet will utilize a model of "intelligent interaction + scenario experience + data-driven operation," enhancing local life through multi-dimensional traffic empowerment [1] Group 3: Industry Impact - The integration of diverse advertising formats and AI-driven interactions is expected to usher in a new era of digital media, transforming the wine cabinet from a storage tool into a "mini-experience store + traffic entry + data terminal" [2] - This strategic expansion not only aims to maintain stable development of core businesses but also to create new growth curves, injecting new vitality into the local life industry ecosystem [2]

Core Insights - The main challenge for Meituan is not the aggressive competition from Alibaba and Douyin, but rather its ability to break path dependence and find its position in the new round of "platform migration" [1][15][16] Group 1: Competitive Landscape - Alibaba's launch of the "Gaode Street Ranking" aims to establish a new credit system for offline services, posing a significant threat to Meituan's core business [1][9] - The competition in the flash purchase market has intensified, with major players like JD and Taobao aggressively advertising, impacting Meituan's market position [2][3] - Meituan's net profit has decreased by 89% year-on-year, despite record user transaction frequency and peak order volumes in instant retail [3][4] Group 2: Business Performance - Meituan's in-store business saw over 40% year-on-year growth in order volume during Q2 2025, indicating a potential area for recovery despite challenges in the flash purchase sector [3][4] - The in-store and travel business contributed significantly to Meituan's operating profit, with a reported operating profit of 141 billion yuan, which is 2.27 times that of its takeaway business [3][4] Group 3: Strategic Challenges - The introduction of the "Gaode Street Ranking" could undermine Meituan's existing business model, particularly its in-store services, which are crucial for profitability [4][10] - Meituan faces a dilemma of either defending its current business or innovating to adapt to new market dynamics, as highlighted by the concept of the "in incumbents' dilemma" [12][13][15] - The need for Meituan to evolve and potentially create a new growth narrative is emphasized, as the existing business model may not suffice in the face of emerging competition [15][17]

每经评论员 付克友 9月10日，阿里巴巴推出"高德扫街榜"，保密3个月的神秘项目，一出手就成了"王炸"。那句"出发，到 烟火里去"的口号，温情脉脉，充满号召力和吸引力。 守护烟火，需要重构平台与商家的共生环境。曾几何时，平台依赖高额补贴与流量倾斜争夺市场，许多 中小商家陷入"抽成高、流量贵、利润薄"的生存困境。新的竞争逻辑下，平台应该是公平经营环境的构 建者，而不能继续成为流量的垄断分配者。 守护烟火，需要重建商家与消费者的信任关系。在一些生活服务平台上，刷单炒信、虚假点评、营销注 水等乱象普遍，严重破坏了商家与消费者之间的信任基础。这样的评价机制必须改变。当商家只需专注 提升产品与服务品质，便能通过真实消费行为积累声誉，消费者才能获得可信赖的决策参考，平台则重 新扮演起信任桥梁的角色。 值得注意的是，就在"高德扫街榜"发布前夕，市场监管总局今年第三次约谈主要外卖平台，相关平台承 诺"严守法律法规，杜绝不正当竞争，抵制恶性补贴，推动行业规范有序发展"。 "高德扫街榜"的推出正当其时，可以看作是"外卖大战"进入新阶段，在更高维度竞争的产物。它的本 质，是希望用真实的行为数据、良性的生态循环，来重塑本地生活服务的 ...

Core Insights - Alibaba's Gaode Map has launched the "Gaode Street Ranking," the world's first ranking based on user behavior, signaling a renewed focus on the local life services market [1][2] - Morgan Stanley analysts view this move as a clear indication of Alibaba's intent to reshape the competitive landscape in local services, particularly impacting Meituan's profitability [1][4] Group 1: Market Strategy - The "Gaode Street Ranking" is similar to Meituan's model, indicating Alibaba's strategic push into in-store services, which may extend competition into this area [1][2] - Gaode Map, with nearly 200 million daily active users, provides a significant traffic entry point for Alibaba to penetrate the in-store service market [2][3] - The launch of the "Gaode Street Ranking" is just the beginning, with expectations for more related services and products to be introduced in the future [2][3] Group 2: Financial Implications - Morgan Stanley has downgraded Meituan's long-term profitability forecast for in-store services from 2.5% to 2% due to increased competition from Alibaba [4][5] - Meituan's core local business is projected to incur an operating loss of 10 billion yuan in Q3, with a significant decline in profitability expected for the 2025 fiscal year [5] - Alibaba's core logic for investment preference is based on its cloud business's growth and the anticipated double-digit growth in its core e-commerce customer management revenue [5] Group 3: Competitive Landscape - The competition in local life services is expected to intensify, with Alibaba's technological capabilities and user base positioning it favorably in this rapidly growing market [5] - The introduction of a 1 billion yuan incentive plan aims to stimulate consumer traffic to offline dining and service industries, indicating Alibaba's aggressive approach to market penetration [2][3]