微信群的热闹，是今年电商平台"6·18"大促的一个小缩影。今年各电商平台纷纷抢跑"6·18"，比往年提 前了近10天。业内人士认为，今年"6·18"可谓充满变革，电商平台从价格战转向价值战，不仅激活了消 费新动能，还为消费者提供了更多便利。 兴趣消费当道 在"6·18"大促前，多个平台宣布了合作计划。淘宝天猫与小红书达成战略合作，打造"红猫计划"；京东 物流与胖东来合作，拓展供应链；B站深化与淘天、京东等电商平台的合作，进一步升级"京火计 划"和"星火计划"。 在业内人士看来，这是电商平台与内容平台结合，争夺用户注意力的"多巴胺玩法"之一。随着中国消费 结构不断进化，消费者对文化认同、情绪价值和生活方式的关注日益上升。对平台而言，"踩准"用户情 绪，更能有效刺激消费。 今年"6·18"大促涵盖了"5·20"重要消费节点。"5·20"当日，各大平台数据显示，彩妆、个护、鲜花等展现 出强劲的消费动力。 "6·18"开卖以来，淘宝App平均每天有超140万用户搜索"送礼"；从"五一"黄金周到5月20日，天猫奢品 新品成交同比增长97%，大量新品首发即热卖。 电商平台与内容平台合作备战"6·18"大促 郭晨凯 制图 ...

Core Insights - Alibaba Group's financial report for Q4 and the full year of FY2025 shows strong growth driven by Ele.me and Gaode, with local life group revenue reaching 16.134 billion yuan, a 10% increase from 14.628 billion yuan in the same period of 2024 [1] - Ele.me's operational efficiency has improved, leading to significant business growth, particularly during the recent "May Day" holiday, where several brands saw order volumes increase dramatically [1][5] Group 1: Business Performance - Ele.me's revenue growth is attributed to the effective use of Alibaba's ecosystem, enhancing the engagement of merchants, consumers, and delivery riders [1][7] - The "May Day" holiday saw brands like Nayuki Tea and Kudi Coffee experience order volume increases of over 200% on Ele.me, showcasing the platform's strong market performance [5][6] - From April 30 to May 5, Ele.me and Taobao Flash Sale achieved over 10 million daily orders, with significant growth in various food categories [5][6] Group 2: Strategic Initiatives - Ele.me launched the "Hungry Subsidy Over 10 Billion" promotion to stimulate growth, focusing on consumer experience and merchant operational efficiency [3][4] - The collaboration with Taobao Flash Sale has allowed Ele.me to leverage Taobao's traffic, resulting in a substantial increase in merchant order volumes [5][8] - The integration of AI technology is expected to enhance both merchant and consumer experiences, with tools like the "AI Business Assistant" being introduced to support digital operations [10][11] Group 3: Market Outlook - The Chinese instant retail market is projected to grow significantly, with a current size of 650 billion yuan and an annual growth rate of 28.89%, indicating a strong potential for Ele.me's growth [9] - Alibaba's strategy emphasizes user-centric and AI-driven approaches, which are expected to guide Ele.me's long-term growth trajectory [10][12] - The company is committed to social responsibility, ensuring fair treatment and income for delivery riders through transparent algorithms and support measures [11][12]

Core Viewpoint - The article emphasizes that the ecological synergy and traffic supply are likely to enable Ele.me to continuously refresh market expectations through 2025 and beyond [1][3]. Financial Performance - Alibaba Group reported that Ele.me's local life group revenue reached 16.134 billion yuan for the fourth quarter of fiscal year 2025, a 10% increase from 14.628 billion yuan in the same period of 2024 [2]. - The operational efficiency of Ele.me has been improving, contributing to strong business growth amidst fierce competition in the food delivery market [2]. Business Strategy - Ele.me is leveraging Alibaba Group's ecological synergy to enhance the stickiness among merchants, consumers, and delivery riders, which is expected to facilitate both short-term business scale expansion and long-term growth certainty [2][9]. - The company initiated the "Hungry Subsidy Over 10 Billion" promotion on April 30, which significantly boosted order volumes and consumer engagement [5][6]. Market Dynamics - During the recent "May Day" holiday, several brands on Ele.me experienced a surge in orders, with some brands seeing order volumes increase by over 200% compared to the previous year [6][7]. - The collaboration with Taobao Flash Sale has allowed Ele.me to tap into a vast user base, resulting in a significant increase in order volumes and brand visibility [9][10]. AI and Technology Integration - Ele.me is focusing on AI-driven strategies to enhance user experience and operational efficiency, including the launch of AI management tools for merchants [12][13]. - The company is also implementing AI technology to improve food safety and compliance, thereby enhancing overall service quality [12][14]. Social Responsibility and Transparency - Ele.me is committed to social responsibility by improving communication with delivery riders and ensuring fair income distribution through transparent pricing algorithms [14]. - The company aims to maintain a low-profile approach in the competitive landscape, focusing on long-term growth rather than engaging in public disputes [14].

21世纪经济报道记者 陶力 上海报道 在监管部门出手后，轰轰烈烈的外卖"价格战"或告一段落。 5月13日，据央视新闻报道，近日，市场监管总局会同中央社会工作部、中央网信办、人力资源社会保 障部、商务部，针对当前外卖行业竞争中存在的突出问题，约谈京东、美团、饿了么等平台企业。 市场监管总局要求，相关平台企业应严格遵守法律法规规定，严格落实主体责任，主动履行社会责任， 加强内部管理，合法规范经营，公平有序竞争，共同营造良好市场环境，切实维护消费者、平台内经营 者和外卖骑手的合法权益，促进平台经济规范健康有序发展。 针对此次约谈，京东、美团、饿了么三家平台尚无回应。这也意味着，过去两个月来高举高打的外卖行 业价格战，烈度或降低。有平台和商家私下说，"目前也不能说补贴完全停下来，还是要看情况，只能 走一步看一步。但过去几个月这种激烈的平台战，估计是不能持续了。" 在线下商家日渐依赖线上渠道的环境下，京东希望低价引流，加大补贴，争取订单量向竞争对手美团看 齐。但是，行业需要互利互惠，平台、用户、商家、骑手等各方都需要平衡。 平台如果只是用"外卖"引流，也就不会真正关心行业的发展。餐饮食品的价格眼下已经是"极限中求生 存 ...

这两个月，打工人的选择困难症状+1：今天用哪个APP点外卖？ 是喝京东3.9元的库迪，还是用美团15-10的券，还是早上8点打开淘宝领一杯免费奶茶？ 京东、美团、淘宝，三个巨头打得难解难分，实际上是争着挤进消费者的30分钟生活半径，抢占即时零售的用户心智。 当即时零售业态逐渐成熟，产品离消费者更近、更易获取，这将给食品饮料行业带来哪些新机会和挑战？ 可以看到，近几年，履约更快、即刻拥有的"本地供给"的需求持续扩大。过去，"吃饭靠外卖"成为了不少人的生活方式，而现在，"万物皆可外卖"正在成 为一种新的高确定性的生活方式，即时零售正在向全品类发展，全方位地为消费者带来更多的生活便利。 当万物皆可外卖成为现实，品牌的竞争已经不再是产品力或渠道的单维比拼，而是谁能聚焦一天24小时里更细分的场景切片，成为消费者在即时需求下的 优先解。 阅读看点： 1、即时零售背后，我们看到的食品品牌商业机会是什么？ 2、2025年，有哪些潜力消费场景值得关注？ 3、龟甲万、伊藤园、多力多滋，如何用场景找到增长突破口？ 1 美团、京东、淘宝打架， 本质上是消费场景的重构 巨头加速争抢的即时零售，并不是新物种。其核心需求本质是消费者对高配 ...

Core Insights - JD.com is experiencing rapid growth in its food delivery business, with daily order volume expected to soon exceed 20 million [2][3] - The company reported a revenue of 301.1 billion yuan for Q1, a year-on-year increase of 15.8%, marking the highest growth rate in nearly three years [2] - JD's CEO emphasized the long-term sustainability of the food delivery business, aiming for operational efficiency and synergy with core retail operations [2][3] Business Expansion - JD.com officially entered the food delivery market in February, launching a no-commission strategy and offering substantial subsidies [3] - As of May, the number of stores on the JD food delivery platform surpassed 1 million, with a significant shortage of delivery personnel [3] - The company aims to stabilize daily order volume at 15 million after the 618 shopping festival [3] Market Context - The food delivery sector is seen as a high-frequency service that can enhance customer retention and repurchase rates amid a challenging user acquisition environment [4] - Competitors in the instant retail space include Meituan, Ele.me, and new entrants like Taobao and Douyin, intensifying the competitive landscape [4] Financial Performance - JD's Q1 financial results indicate strong performance across various segments, with a notable increase in the sales of daily necessities and fast-moving consumer goods [6][7] - The company reported a 17.1% year-on-year growth in its core electronics segment, contributing significantly to overall revenue [6] - Active user numbers have seen double-digit growth for six consecutive quarters, exceeding 20% [6] Strategic Focus - JD's management highlighted the synergy between its food delivery and core retail businesses, enhancing user acquisition and overall conversion rates [6] - The company plans to continue investing in high-growth categories, particularly fashion and daily necessities, to drive long-term growth [7] - The upcoming 618 shopping festival is expected to reveal more about the collaboration between food delivery and retail operations [7] Regulatory Environment - The Chinese market regulator has initiated discussions with major food delivery platforms, including JD, to ensure fair competition and consumer protection [5]

用户对汽车需求发生变化 餐饮选址密码：流量、匹配与共赢 不少餐厅开业后因优惠消失而关店。餐厅选址很关键，要根据目标客群选商圈，实地考察商圈供需关系 和配套设施，评估店铺流量，注意基础设施，还可尝试店中店模式。 饮料市场降价潮中的危与机 消费分级背景下，中国饮料行业价格带大幅下沉，大品牌降价、小品牌加量不加价。零售终端观望，品 牌商需构建全价格带矩阵，创新价值以应对新竞争周期。 新能源汽车安全红线拉紧！ 针对新能源汽车发展中的乱象，工信部出手整治。从规范智能驾驶宣传到对隐藏式门把手征集安全标准 意见，直击安全漏洞。国家频出政策保障安全，车企也开始反思。 品牌创意营销也要看性价比 当前品牌营销热衷"创意视频""品牌联名"等形式，但传播效果存疑，多数创意仅在营销网站可见，与品 牌主题关联性弱，实际价值低于投入成本。 当下，中国用户对汽车的需求发生了明显变化。有业内人士表示，过去买车主要是为了解决出行问题， 而现在，很多人真正把汽车当作第三生活空间。 即时零售市场战火重燃 2025年，即时零售市场战火重燃，已然呈现出行业三巨头"血拼"之势。有行业人士表示，与传统零售相 比，即时零售的模式更容易形成壁垒，竞争者难以复制 ...

即时零售发展空间广阔 商务部国际贸易经济合作研究院发布的《即时零售行业发展报告（2024）》显示，2023 年中国即时零售规模达到 6500 亿元，同比增长 28.89%，预计 2030 年将超过 2 万亿元。商务部研究院市场研究所的报告也指出，当下即时电商行业仍在持续保持高复合增长，年均增速超过 30%，预计至 2027 年，即时电商 市场规模将突破 5 万亿元。 京东外卖依托京东主 APP 的 "秒送" 频道，借助京东庞大的电商用户基础和成熟的生态体系，将外卖业务与电商、超市、医药等业务深度融合。这种布局不 仅实现了流量的高效复用，降低了外卖业务的获客成本，还通过业务耦合，为用户打造了 "一站式生活服务" 场景，增强了用户粘性。同时，整合运维体系 和营销资源，与达达骑手的协同配送，提升了运力效率，降低了成本。 淘宝则将即时零售业务升级为 "闪购"，并在淘宝 APP 首页给予一级流量入口。借助淘宝海量的用户和丰富的品牌资源，联合饿了么的商家资源和配送能 力，淘宝闪购实现了电商与本地生活服务的深度融合。通过解决传统电商时效性差的痛点，以 "小时达" 甚至更短时间的配送服务，吸引了大量追求即时满 足的消费者，为 ...

文 | 即时刘说 即时零售从"两虎相争"到"三国杀"的进化论 大家好，我是专注即时零售领域研究的刘老实。 2025年的中国即时零售市场，正经历一场前所未有的结构性震荡。美团、京东、阿里（淘宝闪购+饿了 么）三方的混战，本质上是高频流量入口争夺、供应链效率革命与用户心智重构的复合战役。这场战役 的底层逻辑早已超越传统外卖的"送餐"功能，而是向"万物到家"的全品类即时零售跃迁，其市场规模预 计2030年将突破2万亿元。 美团作为即时零售领域的"守擂者"，凭借700万骑手、日均千万订单的配送网络，以及闪电仓模式构建 的3万前置仓网络，形成了"高频外卖+低频闪购"的流量闭环。其核心优势在于即时履约能力的稳定性 ——30分钟送达率高达98%，并通过5.82亿年交易用户的超高频打开率（年均132次）实现用户习惯的 强锁定。 然而，美团面临双重隐忧：一是骑手社保成本上升对盈利能力的挤压（2025Q2起全面缴纳）；二是闪 电仓的多平台经营特性导致独家供给壁垒不足，难以抵御京东供应链与阿里品牌资源的夹击。 京东的入局堪称"精准爆破"，其以"零佣金+全社保+品质外卖"的组合拳突袭美团腹地，外卖日订单量半 年内从100万飙升至10 ...

Core Viewpoint - The Guangdong lychee industry is focusing on enhancing domestic sales channels while maintaining export capabilities, driven by changing consumer demands and market conditions [1][2]. Group 1: Market Trends - In early May, search volume for "lychee" on Meituan increased by 270% compared to early April, with cities like Shenzhen, Guangzhou, and Nanning showing the highest interest [1]. - The Guangdong lychee production base is significant, and the region is looking to integrate internal and external trade to adapt to global market fluctuations [2]. Group 2: Industry Initiatives - The 2025 Gaozhou Lychee Production and Sales Matchmaking Conference was held to promote local lychee products and establish connections between producers and retailers [1]. - Meituan launched the "Linking a Hundred Cities · Beautiful Lychee Promotes Agriculture" initiative to facilitate a series of matchmaking events aimed at expanding domestic sales channels for Guangdong lychee [1][2]. Group 3: Challenges and Solutions - Lychee producers are facing challenges in balancing export and domestic sales, necessitating the development of diverse sales channels and a focus on digital retail and brand building [2]. - The demand for high-quality lychee and the need for efficient cold chain logistics and digital capabilities are critical for companies looking to expand into the domestic market [2].