Core Viewpoint - The current battle in instant retail, particularly in food delivery, is characterized by a significant increase in subsidies and order volumes, but the real competition lies in the underlying infrastructure capabilities rather than just the scale of subsidies [2][4][24]. Group 1: Order Data and System Capabilities - Order data serves as a battle report, while system capabilities represent the true front line of competition [3]. - The latest order statistics show that JD's food delivery surpassed 25 million orders, while Taobao Flash Sale and Ele.me exceeded 80 million orders, and Meituan reached a peak of 150 million orders [7][8][12]. - Meituan's growth potential appears greater despite its larger base, as it has achieved significant order volume increases with lower subsidy levels compared to competitors [12][18]. Group 2: Key Differentiators - The primary differentiator among the three platforms is their fulfillment and supply capabilities, with Meituan leading in this area [11][12]. - JD's late entry has resulted in a longer construction period for its infrastructure, raising questions about its capital capacity [11]. - Taobao Flash Sale, while integrating resources from Ele.me, still faces limitations due to its smaller scale compared to Meituan [12]. Group 3: Misconceptions and Market Dynamics - The misconception that food delivery is a flow business is challenged by the reality that demand for food is constant and cannot be artificially created like retail products [17][24]. - The strategy of using subsidies to drive traffic and create social recognition is flawed in the context of food delivery, where supply and fulfillment must align with consumer demand [17][24]. - Historical patterns indicate that subsidy-driven customer acquisition often attracts price-sensitive users rather than genuine demand, leading to low conversion rates and customer lifetime value [23][24]. Group 4: Future Considerations - The ongoing subsidy wars are unsustainable and should not continue, as they distort market signals and can lead to supply imbalances and degraded user experiences [21][24]. - The focus should shift from mere order volume competition to enhancing the overall ecosystem of instant retail, emphasizing fulfillment capabilities and user experience [24][25].

以下文章来源于洒家君泽 ，作者洒家君泽 洒家君泽 . 我了解的过去我期待的未来 本文来自微信公众号： 洒家君泽 ，作者：洒家君泽，题图来自：AI生成 温斯顿·丘吉尔曾经如此形容一战的爆发： "一个个可怕的假设，全都凑到一起了。" 原本关系紧张的几方，往往会做最坏的打算，并认为这种打算能够让自己获胜，然而正是这些准备， 最终导向了大家都以为不会发生的第一次世界大战，欧洲最终变为一片焦土，美国日本崛起。 这句话被印在了《八月炮火》开篇，肯尼迪总统在处理古巴危机时，恰好读到这本书，据说他从中得 到了启示，最终避免了一场大战。 这也是王兴最喜欢的书之一，而在 7 月 16 号的采访里，美团最核心业务的操盘手王莆中也多次 用"一战"来类比当下的外卖大战。 这是一场愈演愈烈的战争。仅仅一个季度，参战各方就计划投入超过 500 亿元，将整个市场的单日 订单量，从年初的 1 亿单，强行推高至创纪录的 2.5 亿单。一方是投入巨资、决心"掀桌子"的挑战 者，另一方则是高调宣布战报、用 1.5 亿单日订单淹没对手的反击者。 王莆中喊话， 说这样的"卷"在伤害行业，也没有意义，最终只剩下泡沫。 这些言论，也被看作美团 想要停战的信 ...

在内需成为拉动经济增长主动力和稳定锚的当下，平台以新模 式撬动内需库容不是坏事。就此来看，没必要以"低价=内 卷"思维看这轮巨头鏖战，不如就让市场的归市场，让市场竞 争的价值更多地向"促消费"溢出。 作者： 佘宗明 封图：图虫创意 7月14日，淘宝闪购联合饿了么宣布，其日订单量再次突破8000万（不含自提及0元购）。7月12 日，美团宣布其即时零售订单量达到1.5亿单。加上京东此前官宣的其即时零售日订单量超2500 万，该赛道日订单总量已达到了约2.5亿单。 伴随着日订单量不断创新高而来的，是这轮即时零售大战是否走低价内卷老路子的讨论。 尽管美团、淘宝闪购等平台都打出了反内卷的旗号，有意将巨额补贴跟内卷二字切割，但考虑到低 价是内卷的突出特征，这一轮巨头撒钱的鏖战难免被部分人用"卷"尺丈量。那么，我们该如何看待 这场竞争？ 有几点常识需要厘清：首先，内卷的伴生物是通向逐底竞争的无序价格战，但低价不一定就是内 卷。市场上出现新模式后，企业为了培育用户习惯、扩大需求市场，经常会采取补贴策略，低价对 应的可能是新消费习惯普及时无可避免的前期投入。其次，反内卷不等于反所有市场竞争，没必要 将"内卷"的概念扩大化。 这 ...

甚至，在一些更偏远的县城和乡镇，鉴于消费习惯和当地经济和生态环境，直到现在，平台和品牌商家根本连攻都攻不进去。 尽管诸多分析认为，县域市场是即时零售的 "未来战场"，但公开的资料亦显示，截至2022年底，全国1866个县占国土面积90%、人口52.5%，但即时零售 渗透率远低于一线城市。 在一二线城市打得热火朝天的即时零售，在广袤的下沉市场，一片寂静。 一位全国百强县的00后强哥，甚至不知道即时零售为何物，"没听过，也没用过。平时很少用线上平台，顶多点点外卖。" 另一位坐标北京、最近回下沉市场老家休假的95后静静，甚至发现，"大家对即时零售的感知基本为'0'。城市里，'疯狂星期六'打得火热，朋友们都在蹲 点抢'0元购'，但在县城，甚至无人关注。" 一边是大厂豪掷数百亿、压上一年利润抢地盘，将即时零售升级为下一个零售的主战场，一边却是，在更多的县域城市，生活的节奏并没有因为大厂的主 动出击和征伐而发生显著的改变。 实际上，在诸多下沉市场，消费者并不会因为"着急"、"省事"而去平台下单，尤其在生鲜、餐饮方面，他们仍然坚持"偏爱线下"、"按需购买"、"性价比为 先"，这也是典型的下沉市场消费标签。 这一差距揭示了即 ...

当盛夏的热浪席卷城市，一场比天气更炽烈的即时零售"三国杀"正硝烟弥漫。上个周末，美团公布的日 订单先是超1.2亿，接着突破1.5亿单，此前，京东宣布只用75天日订单量从0到2500万单，阿里透露淘宝 闪购、饿了么日订单达8000万，以上数据昭示着，外卖行业的补贴大战已经进入白热化阶段。 当传统电商纷纷跨入本地生活场域，本地服务巨头却反向切入全品类零售，美团、京东和淘宝闪购三方 正在从履约网络、商户结构与流量入口等多个维度展开贴身肉搏。三大巨头都剑指"即时零售"这一万亿 市场，但大战背后呈现出三大平台怎样的差异化作战思路？南都试着从战略动机和业务基因中找寻答 案。 外卖业务"钱难赚"，美团欲寻找第二只"现金奶牛" 美团是这场外卖"补贴大战"中唯一一个没有涉及传统货架电商的平台，对于这场即时零售的"三国杀"， 美团从一开始就呈现出势在必得。据报道，7月5日的首次日订单高峰，美团对于淘宝闪购发起的猛攻采 取了"放开限制、全力补贴"的策略，结果就是美团的夏季消费高峰提早了整整一个月，以1.2亿日订单 纪录证明了自己在外卖赛道的攻防优势。而在下一个周末，美团即时零售的订单量再创新高达到1.5 亿。横向比较此次参战的三大 ...

Core Viewpoint - The article emphasizes the importance of fair competition in the market and highlights the negative impacts of aggressive price subsidy wars initiated by certain platforms, which disrupt market order and threaten the sustainable development of the industry [1][2]. Group 1: Market Competition and Subsidy Wars - The China Chain Store & Franchise Association has called for the regulation of low-price subsidy competition to maintain market fairness and protect consumer rights [1]. - A recent initiative from the restaurant industry association in Zunyi urged delivery platforms to stop extreme subsidy practices, which have led to a vicious cycle of businesses facing losses if they do not participate in the subsidy wars [1][2]. - The ongoing delivery subsidy wars have resulted in increased orders and consumer benefits, but they also pose risks to the quality of goods and services [1][2]. Group 2: Regulatory and Self-Regulatory Measures - Industry associations advocate for timely intervention by market regulators against monopolistic behaviors such as "choose one from two," price manipulation, and other unfair competition practices [2][3]. - If the subsidy wars lead to consumer rights violations, it is deemed a violation of business conduct, warranting strong condemnation and self-regulatory investigations by associations [2][3]. - The complexity of the decision-making process for businesses regarding participation in subsidy activities necessitates careful analysis to avoid oversimplifying the relationship between subsidies and business challenges [2][3]. Group 3: Distinguishing Competition Types - It is crucial to differentiate between normal market competition and "involution" type of harmful competition, as the latter involves damaged participants and infringement behaviors [3]. - Normal market competition should enhance the welfare of all participants, while harmful competition leads to losses for some, thus requiring legal protection for the former [3][4]. - The article stresses the need for a legal framework to uphold fair competition, referencing laws such as the Anti-Monopoly Law and the Consumer Rights Protection Law [3][4]. Group 4: Enhancing Consumer Rights - Strengthening market self-regulation and introducing collective litigation and dispute resolution mechanisms are essential for empowering consumers in the marketplace [4]. - Consumers must have more avenues to protect their rights and balance power in transactions, which is vital for fostering genuine fair competition [4]. - The article concludes that a robust legal system is fundamental to distinguishing between harmful competition and fair practices, ultimately promoting a market environment that benefits all participants [4].

Core Viewpoint - The recent competition among major platforms like Meituan, Taobao Flash Sale, and JD Delivery has intensified, leading to significant promotional activities and a surge in order volumes, but also exposing issues related to order cancellations and merchant pressures [1][5][7]. Group 1: Promotional Activities - Meituan has issued "0 yuan purchase" coupons, allowing consumers to redeem drinks from various brands [1]. - Taobao Flash Sale has provided large red envelopes and discounts such as "18.8 off 18.8" to attract customers [1]. - JD Delivery has subsidized 100,000 portions of crayfish at a price of 16.18 yuan each, available from 6 PM to 2 AM [1]. Group 2: Order Volume and User Engagement - Meituan reported over 150 million daily orders on July 12, with specific segments like "Pin Hao Fan" and "Shen Qiang Shou" contributing significantly [1]. - Taobao Flash Sale and Ele.me announced a new daily order record of over 80 million, with active users exceeding 200 million and a week-on-week net increase of 15% [3]. - The order punctuality rate for Taobao Flash Sale remains stable at 96% [3]. Group 3: Merchant and Consumer Issues - Consumers have raised concerns about Meituan's "0 yuan purchase" program, citing forced cancellations of orders without consent [5]. - Similar complaints have emerged for Taobao Flash Sale, where merchants have reported being unable to fulfill orders due to the pressure from large discounts [7]. Group 4: Market Outlook and Financial Implications - Goldman Sachs predicts that the competition in the food delivery market will continue into the second half of the year, with a projected 30% year-on-year growth in order volume [7]. - The total investment by Alibaba, JD, and Meituan in the food delivery sector reached 25 billion yuan (approximately 3 billion USD) in June alone [7]. - Future losses are anticipated for Alibaba and JD's food delivery businesses, estimated at 41 billion yuan and 26 billion yuan respectively, while Meituan's EBIT is expected to decline by 25 billion yuan [7].

Group 1 - The core point of the article is the intense competition among Alibaba's Taobao Flash Sale, Meituan, and JD.com in the instant retail and food delivery market, driven by aggressive subsidy strategies and market restructuring efforts [1][2][3][4][19] - Taobao Flash Sale has integrated local retail to enhance its market share and has seen a significant increase in user activity and order volume since its launch, indicating the potential for synergy between e-commerce and instant retail [3][4] - Meituan is responding to the competitive pressure by enhancing its supply chain and operational strategies, including increasing the coverage of its promotional coupons and adjusting its business development (BD) metrics to maintain its market position [12][13][19] Group 2 - The subsidy strategies employed by Taobao Flash Sale are designed to narrow the gap with Meituan in terms of fulfillment, merchant engagement, and consumer perception, providing a critical window for growth [4][6][20] - Meituan's approach to countering competitors involves leveraging its established merchant ecosystem and delivery network to maintain a competitive edge, while also adapting its promotional strategies to match those of Taobao Flash Sale [11][19] - The ongoing battle for market share is reshaping the dynamics of instant retail, with companies like Alibaba and JD.com aiming to disrupt Meituan's established "scale efficiency" narrative through targeted restructuring and aggressive marketing tactics [2][21]

图/源于网络·它是整条街最靓的店 上个周末，我没待在办公室，而是像个"商业侦探"一样，在公司附近的购物中心里待了一整天。我没买任何东西，只是观察。 我看到像Manner Coffee这样的店门口人头攒动，大家花十几块钱买的不仅是咖啡，更是一种高效、体面的生活方式；我还看到蜜雪冰城里，大人小孩排 着队，拿着几块钱的甜筒，脸上透着最简单的快乐。 同时呢，我也看到一些服装店门可罗雀，导购比顾客还多，再大的折扣也吸引不了人；我还看到一个年轻爸爸，宁可充值花200块钱陪孩子玩一小时的VR 游戏，也没走进旁边打折清仓的男装店。 当晚，我约一位朋友在万达金街的鹤岗小串吃饭，7点我到，差点被门口排满的人吓退了，这条街就它最火。（如上） 我脑子里冒出一个强烈的念头：今天困扰中国零售商业的，真的是"消费降级"吗？ 我看不像。 我觉得，更准确的词是——消费者对平庸供给的「集体厌倦」。 被"厌倦"的时代：供大于求下的"伪创新" 我们先承认一个事实： 但遗憾的是，我看到，就连行业巨头们，也陷入了一场更高级的内卷。 我说的，就是美团、京东、淘宝们正在火拼的"即时零售"大战。我们必须承认，"30分钟送达"是一种真实的用户体验创新。 但是， ...

大家好，我是专注即时零售领域的刘老实。 随着京东外卖与淘宝闪购先后入局，"即时零售" 在今年依旧是高频热词，外卖战场的厮杀也成了年度最受瞩目的商战焦点。 明面上，各平台硝烟弥漫：补贴战层层加码，代言人轮番登场，订单量比拼白热化，就连 "苏超" 赞助也成了角力场；暗地里，舆论战场同样暗流涌动 —— 各家 PR 团队各展神通，每次发声都话里有话、内涵十足。这场持久战也牵动着权威媒体的目光，它们纷纷跟进报道，或发表评论深度剖析。 下面是我刘老实整理的近一个月不分权威媒体相关报道或评论，大家不妨从字里行间品一品，看看这些媒体究竟如何看这场外卖大战的。 标题：《618 即时零售火了》 媒体名称：新京报 发表日期：2025 年 6 月 17 日 核心观点：今年 618，消费市场竞争焦点从传统远场电商向近场即时零售转移。即时零售已突破 "应急消费" 标签，演变为全品类消费主流场景。苹果、 小米等数码巨头，迪卡侬、ONLY 等服饰品牌，屈臣氏、名创优品等快消连锁在即时零售领域均实现爆发式增长。同时，即时零售的竞争也是履约模式的 革新，部分品牌自提订单占比提升，鲜花市场也借即时零售实现成交翻倍。 标题：《经济政策一线微观察 | ...