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].

Group 1: Xiaomi Group - Founder Lei Jun shared that the past month has been the most challenging since founding Xiaomi, experiencing low emotions but also gaining insights during this reflective period [1][10] - The emotional vulnerability expressed by the founder aligns with brand management strategies, transforming personal struggles into a collective empathy point for the brand [1] - Xiaomi's unique fan ecosystem allows for rapid emotional resonance, which can be seen as a form of "trust savings" that helps mitigate short-term crises [1] Group 2: Meituan - Meituan launched the first full-process service guarantee plan "Anxin Shanguo" in the instant retail industry, upgrading 14 measures across service experience, delivery, and after-sales [2] - The strategic significance of this launch lies in standardizing services to capture user mindshare and strengthen the platform's competitive edge in instant retail [2] Group 3: Kweichow Moutai - Kweichow Moutai appointed Zhang Yixing as the brand ambassador for its cultural tourism division, aiming to attract a younger demographic [3] - The choice of a popular figure among Generation Z aligns with Moutai's strategy to integrate its liquor and tourism offerings [3] Group 4: JD Group - JD's "618" shopping festival will officially start on May 31, with early promotions beginning on May 13, featuring multiple subsidy programs [5] - The early launch and diverse subsidy offerings aim to reshape consumer price perceptions and reinforce JD's brand image as a low-price platform [5] Group 5: JA Solar Technology - JA Solar signed MOU agreements with Australian clean energy companies NSEG and YES Group to supply a total of 250MW of high-efficiency photovoltaic modules by 2025 [6] - This partnership highlights JA Solar's deep trust with local leaders and showcases the adaptability of its products in Australia's complex geographical and climatic conditions [6] Group 6: CATL - CATL unveiled the TENER Stack, a 9MWh ultra-large capacity energy storage system solution, at the Munich Battery Storage Exhibition [7] - This system features significant advancements in capacity, flexibility, safety, and transport efficiency, with a five-year zero-degradation characteristic [7] Group 7: Lenovo Group - Lenovo launched a comprehensive super-intelligent matrix covering personal, enterprise, and urban levels at the Tech World 2025 innovation conference [8] - This move signifies Lenovo's ambition to transition from a hardware provider to an AI service provider, although large-scale application will require time to validate [8] Group 8: Alibaba Group - Alibaba CEO Wu Yongming called for a return to the company's entrepreneurial roots, emphasizing the need for innovation in the face of AI technology's risks and opportunities [9] - This call to action signals a significant organizational transformation aimed at breaking down barriers and fostering a culture of entrepreneurship [9] Group 9: Baidu Group - Baidu Apollo and Shenzhou Car Rental signed a strategic cooperation agreement to launch the world's first autonomous vehicle rental service [11][12] - This collaboration aims to accelerate the application of autonomous driving technology across diverse scenarios, enhancing user safety and convenience [12]

从流量层面来看，淘宝作为国内电商巨头，拥有海量的用户流量。淘宝闪购借助淘宝首页一级流量入口的优势，能够将庞大的淘宝用户引流至即时零售业务 中。相比之下，饿了么此前在阿里生态体系内，虽有资源支持，但流量转化效率并不高。而此次与淘宝闪购合作，直接解决了饿了么长期以来流量不足的痛 点，让饿了么的配送服务有了更广阔的施展空间。 图源：淘宝 在商品供给方面，淘宝闪购的优势同样明显。淘宝闪购通过与品牌商家城市仓、线下门店合作，打通了天猫官方旗舰店和淘宝闪购的货盘及价格。消费者在 淘宝闪购上，既能享受到电商平台的低价优势，又能体验到即时零售的小时内送达服务。饿了么以往在商品丰富度上相对美团存在一定差距，而淘宝闪购丰 富多元的品牌供给，极大地弥补了这一短板，使饿了么的配送服务可以覆盖更多品类的商品，满足消费者多样化的即时消费需求。 此外，双方在营销策略上也展现出了强大的协同效应。淘宝闪购联合饿了么推出 "免单 1 亿杯奶茶" 活动，引发了广泛关注，相关话题迅速冲上热搜，带动 多地外卖订单量激增。这一活动不仅精准地吸引了年轻消费群体，而且通过社交传播，进一步扩大了活动影响力，提升了淘宝闪购与饿了么的品牌知名度。 在即时零售的赛 ...

头图/《逃出亚卡拉》 京东和美团围绕即时零售业务大打出手之际，过去两个月里几乎没什么声量的阿里，终于坐不住了。 过去一周里，官宣将即时零售业务"淘宝小时达"升级为"淘宝闪购"，并在淘宝App首页开放一级流量入口以来，淘宝闪购动作频频，力度也在不断加大： 和饿了么联合发起的"饿补超百亿"补贴、分别签下歌手汪苏泷和田径运动员吴艳妮为代言人和品牌大使、在淘宝闪购频道发放奶茶"免单卡""请客卡"，等 等。 上述动作之下，淘宝闪购跑出了不错的速度。5月5日，淘宝闪购上线6天后，单日订单量超过1000万单。 短期大规模补贴推高订单量峰值，这也是过去两个月里京东拿到的成绩。4月22日，京东外卖的单日订单量也突破了1000万单，那之前，京东外卖在4月11 日上线了百亿补贴。 他们与美团差距依然明显。前段时间，美团核心本地商业CEO王莆中在社媒平台上喊话京东的那段发言中提到，2024年美团仅非餐饮即时零售日单量已经 超过了1800万单。 饶是如此，从2月份京东外卖下场，到如今淘宝闪购激进出击，即时零售赛道的市场格局，还是在变得更加波诡云谲。 阿里压力倍增。过去数年，饿了么始终无法从美团口中吃下更多蛋糕，早在五年前它也基本接受了 ...

Core Insights - The collaboration between Ele.me and Taobao has resulted in a significant surge in orders, with Taobao Flash Sale achieving over 10 million daily orders within just six days of its launch [1][9] - The integration of Taobao's traffic and Ele.me's delivery capabilities has created a closed-loop ecosystem that enhances consumer engagement and order frequency [4][6] Group 1: Launch and Performance - Taobao Flash Sale was launched on April 30, leveraging Taobao's traffic and Ele.me's delivery services, resulting in a rapid increase in orders [1][2] - By May 6, 63 cities had surpassed their historical peak in daily logistics orders, with over 1,500 brands experiencing record sales on Ele.me [1][3] - The launch of Taobao Flash Sale led to a 200% year-on-year increase in milk tea delivery orders in cities like Guangzhou and Shenzhen [1][9] Group 2: Strategic Collaboration - The partnership is characterized by the combination of "massive traffic" and "instant fulfillment," allowing Taobao to bypass initial trial and error phases in its instant retail business [3][4] - Ele.me's established instant delivery infrastructure enables the transportation of various perishable goods, allowing for rapid entry into the instant retail market without heavy investments in offline infrastructure [3][4] Group 3: Merchant Benefits - Merchants have quickly recognized the opportunities presented by Taobao Flash Sale, with the service expanding from 50 cities to nationwide within just two days due to high demand [8][9] - The collaboration has proven beneficial for brands, with significant increases in order volumes, such as a 20-fold increase in flower orders during Valentine's Day [8][9] - Ele.me plans to invest over 1 billion yuan in 2025 to support merchants through various initiatives, including fee reductions and digital operational services [11][12] Group 4: Future Prospects - Taobao Flash Sale aims to expand beyond food delivery to include categories like apparel, beauty, and electronics, indicating a broader vision for instant retail [14][15] - The instant retail market in China is projected to grow significantly, with a market size expected to exceed 2 trillion yuan by 2030, highlighting the potential for further growth in this sector [14][15] - Ele.me's ongoing investment in instant retail and logistics aims to reshape consumer experiences and create new market opportunities for merchants [15]

5月9日06时,中央气象台发布强对流天气黄色预警、暴雨蓝色预警和大风蓝色预警,预计5月9日08时至10 日08时全国多地有大到暴雨,其中华北东部局地有雷暴大风或冰雹等强对流天气,北京、天津、河北局地 会出现大暴雨。 在配送方面,京东七鲜也已提前协调运力,在强降雨天气订单量激增、配送可能出现延迟的情况下,全力保 障每一份订单都能及时送达市民手中。广大用户可放心通过京东七鲜APP、京东七鲜微信小程序、京东 主站APP自营秒送频道等多个渠道线上下单,享受"又好又快又便宜"的购物体验。 京东七鲜作为京东旗下即时零售平台,拥有丰富的商品种类和高效的配送能力。用户只需通过京东APP 京东七鲜入口、七鲜APP或微信小程序等线上渠道下单,即可享受最快30分钟送达的即时服务,新用户还 可领取77元新人券包,首单购买生鲜产品立减15元、前4单返券,更有京东PLUS会员下单免邮费的超值权 益。 面对强降雨天气影响,民生物资保障工作面临考验。记者了解到,京东旗下即时零售平台京东七鲜已提前 启动"恶劣天气预案",加大民生商品的供给储备,包括新鲜蔬菜、水果、肉禽蛋以及水产等民生商品,确保 极端天气的民生供应充足和稳定的价格。 尤其是面对 ...

图片来源：视觉中国 在美团与京东的即时零售大战持续多月后，阿里终于采取了动作。 4月30日，淘宝小时达升级为淘宝闪购，在淘宝App首页以一级流量入口展示，由饿了么保障配送服务，并提供大额补贴，吸引消费者。截至5月5日20 时，淘宝闪购单日订单量已突破1000万单。 即时零售是一种满足本地即时需求的零售业态，通过线上下单，线下履约的方式，配合高效物流配送系统，让商品能在短时间内（多数情况为2小时内） 送达至消费者手中。 开年以来，美团与京东两方的明争暗斗充分吸引了市场注意力。阿里此番加入斗争，最终结果当下无法判断，但行动本身就是意义。 在即时零售赛道，美团在中国市场的份额一直占据优势。据摩根士丹利预测，美团即时零售市场份额已达60%，且领先优势持续扩大。 但无论是外卖业务试水，还是即时零售概念的提出，阿里并不未晚于美团。2013年底，美团外卖正式上线。几乎在同时，阿里巴巴也推出了移动餐饮服务 平台"淘点点"，提供外卖和点菜功能，消费者可选择外卖或到店消费。 为了将淘点点打造成餐饮界的"淘宝+天猫"，阿里当年也为这项O2O项目提供了超级流量入口。但在之后的两年，淘点点遇到了美团、当时还不属于阿里 的饿了么，以及之 ...

安徽顺雅商贸即时零售项目完成天使轮融资 安徽顺雅商贸有限公司，一家在互联网背景下快速崛起的企业，从传统电商到即时零售市场的发展以来，安徽 顺雅目前拥有百货、美妆、礼品等完善的供应链。线下无人店到线上运营的成熟模式碰上当下即时零售的巨大市场，本轮募集资金主要用于团队建设、市场 推广、供应链优化，进一步巩固其在即时零售领域的核心竞争力。 线上线下融合发力 打造即时零售新标杆， 聚焦即时零售风口 深化全渠道布局 随着消费者对"线上下单、即时送达"需求的激增，即时零售市场规模持续扩大。顺雅商贸紧抓行业机遇，依托百货、美妆、礼品等多元化供应链体系，构 建"线下无人店+线上即时配送"双轮驱动模式，目前已形成覆盖社区、商圈的高效服务网络。 区别于传统零售模式，顺雅商贸通过智能化仓储管理、动态库存调配系统与大数据分析技术，实现商品周转效率提升40%。其独创的"轻资产+重服务"运营 策略，有效降低终端运营成本，吸引多家投资机构关注。本轮融资完成后，公司将加速长三角区域市场覆盖，并探索下沉市场增量空间。构建零售新生态， 顺雅商贸工作人员表示："即时零售不仅是速度的竞争，更是供应链整合能力与用户场景化需求的深度契合。未来我们将持续 ...

Core Insights - The rapid growth of the instant retail industry is driven by technological advancements and the need for efficiency, with a focus on local networks and consumer habits [2][4][5] Group 1: Industry Dynamics - Instant retail has transformed consumer behavior with the promise of "30-minute delivery," creating a competitive landscape that prioritizes speed but requires long-term strategies for sustainability [2][6] - The cost structure of instant retail is heavily reliant on subsidies and operational efficiencies, with platforms needing to attract a large volume of orders to cover costs [3][6] - The industry is transitioning from a focus on rapid expansion to profitability, with companies reducing subsidies and optimizing operations to survive in a more competitive environment [6][7] Group 2: Competitive Advantages - Building a robust local network is essential for instant retail, requiring significant time and investment to establish a presence within 3-5 kilometers of consumers [4][5] - Consumer habits create a barrier to switching platforms, with high-frequency usage leading to brand loyalty that is difficult for new entrants to disrupt [5][6] - Data-driven operations enhance efficiency and customer satisfaction, with companies leveraging analytics to optimize delivery and inventory management [5][6] Group 3: Future Outlook - The future of instant retail will depend on the ability to deliver not just speed but also value, focusing on product quality and customer experience [6][7] - Collaboration among companies will become increasingly important, as partnerships can enhance service capabilities and address supply chain challenges [6][7] - The industry is expected to mature, leading to improved service quality and more reasonable pricing for consumers as competition shifts from aggressive expansion to sustainable practices [7]