在业内人士看来，外卖作为即时零售生态的"起点"，已成为电商巨头博弈的初始战场。一场围绕即时零 售赛道，以履约效率为核心的激烈"角力"在电商巨头间拉开帷幕，本地生活服务领域将迎来更为白热化 的竞争格局，"万物到家"时代有望提速。 咖啡店、奶茶店 迎来订单高峰 "五一"消费旺季前夕，即时零售赛道再度成为行业焦点。 4月30日，淘宝"小时达"正式升级为"淘宝闪购"，依托"饿了么"配送体系，开启在即时零售赛道的新一 轮战略攻势。截至5月5日20时28分，上线仅6天的"淘宝闪购"订单量成功突破1000万单大关。 为进一步抢占市场份额、吸引消费者，5月6日，"淘宝闪购"推出每日免单抢购活动。 记者观察到，活动开始后的两分钟内，访问量急剧攀升，页面显示"访问人数较多，稍等一会儿就好 了"。 用户黏性强 市场份额更稳定 即时零售是以即时配送体系为基础的高时效性到家消费业态，主要特征是"线上下单，线下30分钟送 达"。商务部国际贸易经济合作研究院发布的报告显示，2030年，预计我国即时零售市场规模将超2万亿 元。 2024年11月份，商务部等7部门联合印发了《零售业创新提升工程实施方案》，支持到店与到家协同发 展，推广线上线下 ...

在电商江湖中，一场围绕即时零售的较量正悄然升温。曾几何时，京东外卖日均1000万单的目标令人瞩目，而饿了么的应对策略则是外 界关注的焦点。如今，随着阿里巴巴的强势介入，这场竞争已不再局限于单一业务范畴。 4月30日，淘宝天猫旗下的即时零售业务"小时达"迎来重要升级，正式更名为"淘宝闪购"，并在淘宝APP首页以一级流量入口的形式呈 现，首日即覆盖50个城市，随后迅速推向全国。同日，饿了么也启动了名为"饿补超百亿"的补贴计划，承诺带给用户前所未有的优惠。 那么，淘宝闪购如何在短时间内取得如此显著的成果？分析认为，这主要得益于阿里巴巴集中优势资源全力推进的策略。淘宝闪购不仅 打通了天猫官方旗舰店与"小时达"的货盘及价格，还覆盖了超市便利、买药、服饰百货、手机数码等多个领域，为消费者提供了"电商低 价+即时送达"的全新体验。 值得注意的是，这1000万单中不仅包含了外卖订单，还涵盖了非餐饮领域的即时零售业务。饿了么作为阿里巴巴即时零售的主力军，其 业务范畴早已超越传统外卖领域。这一成绩的背后，是阿里巴巴内部对于即时零售战略地位的重新认识与整合。 回顾过去，饿了么曾数次陷入"卖身"传闻，但阿里巴巴始终坚守即时零售阵地， ...

Core Viewpoint - Ele.me has officially launched a subsidy program exceeding 10 billion yuan, aiming to provide real benefits to users rather than engaging in verbal disputes with competitors [2][3][19]. Group 1: Ele.me's Strategy - Ele.me strategically avoids participating in the ongoing verbal battles in the instant retail market, focusing instead on direct financial incentives for users [3][12]. - The launch of the "10 billion subsidy" initiative is seen as a well-planned move to enhance user engagement and market presence [20][29]. - Ele.me's approach emphasizes the importance of delivering real value to users through substantial subsidies rather than engaging in superficial marketing tactics [16][18]. Group 2: Market Context - The recent entry of JD.com into the food delivery market has sparked a significant public debate, with both JD.com and Meituan involved in a war of words [5][10]. - Ele.me's decision to remain silent during this period reflects its deep understanding of the food delivery market's underlying logic, prioritizing user value over publicity [13][14]. - The competitive landscape has shifted, with Ele.me seizing the opportunity to attract attention while competitors are momentarily distracted by their disputes [24][30]. Group 3: Collaboration with Alibaba - Ele.me's subsidy initiative coincides with the rebranding of Alibaba's instant retail service, "Taobao Hourly Delivery," to "Taobao Flash Purchase," which Ele.me will support [29][35]. - The collaboration with Alibaba enhances Ele.me's market position, leveraging Taobao's traffic and product supply advantages to strengthen its own delivery capabilities [30][36]. - Ele.me's strategic alignment with Alibaba positions it as a key player in the instant retail sector, aiming to capture a larger market share amidst increasing competition [34][37].

文 ｜ 阑夕 一刻也没有为京东哀悼，立刻赶来战场的是淘宝闪购，前天——虽然还在五一假期当中——淘宝闪购就宣布提前全量上线了。 对于即时零售市场来说，节假日意味着消费的峰值到来，在终于有机会从沉重的劳作里挣脱出来享受生活之后，自我犒赏的订单如潮水般的涌向各大平 台，加上「京美大战」的硝烟未散，这让淘宝闪购推翻了按部就班的亮相计划。 从社交媒体上的强烈反馈也能看出，舆论普遍呈现出一种乐见其成的态度，除了吃瓜看戏的兴奋之外，「平台打架，用户受益」的记忆也被激活了，至 少，一言不合就发红包的做法，大伙从来都不嫌多。 淘宝自己的官号评论区，更是堆满了各地消费者催促开城的声音，在汹汹需求面前，公司只好苦一苦团队了，宁可加班也要提早上线，分秒必争的不容错 过这场盛宴。 或许到了三五年后回头来看，真正重要的，不会是那只挥动翅膀引发混战的蝴蝶，所有的偶然因素背后，都通往同一个必然，一个被称作电商「前置化」 的必然。 公允的说，淘宝闪购不是一款全新的产品，早在大约一年前，淘宝App的首屏一级入口就新增了「小时达」，意在重新组织用户的本地生活网络，从方兴 未艾的即时零售市场分上一杯羹。 淘宝闪购是产品和品牌同时升级后的产物，变化在 ...

Group 1 - Douyin's life service reported over 70% year-on-year growth in accommodation and family meal group purchase orders during the "May Day" holiday, with hotel and scenic spot package orders increasing by 116% and clothing chain store group purchase orders rising by 462% [1] - The strong growth in consumption during the "May Day" holiday indicates a more diversified consumer demand, with significant enhancement in offline consumption power [1] - Douyin successfully converted online traffic into offline consumption, strengthening its competitiveness in the local life service market [1] Group 2 - After the full launch of Taobao Flash Purchase, orders for Mi Village Mixed Rice on Ele.me increased by nearly 100% compared to April, exceeding expectations [2] - The collaboration between Taobao Flash Purchase and Ele.me has shown strong synergy, providing new business growth points for Ele.me and enhancing Taobao's competitiveness in the instant retail sector [2] - Future efforts should focus on optimizing supply chain and delivery efficiency to meet market competition and consumer demand changes [2] Group 3 - Fliggy reported a significant year-on-year increase in per capita travel spending during the "May Day" holiday, with high-star hotel bookings rising over 20% compared to last year [3] - Customized travel bookings surged over 80%, particularly in traditional destinations like Beijing, Tibet, Shaanxi, Xinjiang, and Sichuan, with average booking growth exceeding 300% [3] - The growth in customized travel reflects consumers' increasing demand for quality and personalized travel experiences, driving consumption upgrades in the travel market [3]

IT时报记者 孙妍 5月2日，淘宝官方微博宣布：淘宝闪购提前全量上线，而且每天都有大额外卖红包。 根据此前消息，淘宝闪购原定于5月6日全量上线，为何提前4天在全国上线？ 此前在京东与美团竞争胶着之时，《IT时报》采访多位商家发现，饿了么的订单量有下降趋势，而这也是饿了么和淘宝闪购不再低调观望的原因之一。而据 新浪科技报道，淘宝闪购上线24小时内，奈雪的茶饿了么外卖订单同比暴涨超200%，全国核心城市门店配送运力满负荷运转。 淘宝闪购除全部开放饿了么供给的同时，面向淘宝天猫平台所有品牌电商商家开放，与品牌商家城市仓、线下门店合作，打通天猫官方旗舰店和闪购货盘及 价格。换句话说，消费者可以电商的低价，外卖的速度买到想要的各种商品。 目前淘宝闪购已经上线美食外卖、超市便利、买药、服饰百货、手机数码等不同品类的商品。据阿里透露，此次不止饿了么出战，盒马、天猫即时零售等资 源都会整合在淘宝闪购中，在超市便利入口，就包含了盒马、叮咚买菜、大润发等门店。 目前淘宝闪购的运力由饿了么承接，在全国上线后，是否能保障全国范围内30分钟送达？5月2日全国上线首日，《IT时报》记者几乎同时在淘宝闪购和京东 秒送上下单，点的是同一家库 ...

潮新闻客户端 记者 黄伟芬 消费者享福利，有骑手被紧急召回 淘宝闪购推出时，淘宝官方曾对媒体表示，"只聚焦消费者福利"。 淘宝闪购红包 记者观察到，打开淘宝，除了可以领到满15元减12元、满9元减9元等外卖红包之外，还有品牌商品一口价、免单等福利。 "原价21块的大杯茉莉奶白，到手实付5.9元，不用出门能有这个价格简直了。"5月3日，宅在杭州家里的阮女士因为淘宝闪购的红包每天都能领，奶茶喝到 停不下来。 "太累了太累了，五一虽然没有出去玩，但是一天四单嘴也挺累。"一边啜着几块钱到手的奶茶，一边懊恼五一过后"没有一斤肉是无辜长出来的"，这大概是 很多人这个假期的"痛并快乐着"。 4月30日，淘宝天猫旗下即时零售业务"小时达"正式升级为"淘宝闪购"，并在淘宝app首页Tab以"闪购"一级流量入口展示，首日上线50个城市，在5月2日提 前全量上线。 淘宝闪购页面截图 此前，此前京东和美团外卖之争的时候，饿了么静悄悄，一度急坏了网友，如今松了一口气：终于等到你。 被召回的骑手 潮新闻记者 摄 今天中午，饿了么骑手小许告诉潮新闻记者是自己是被"紧急召回"的。上个月底，小许按照计划回到了安徽老家，"我是今天开始送的，小吃 ...

Core Viewpoint - The competition in the food delivery market has intensified with Taobao and Ele.me entering the fray, leveraging a strategy of "hundred billion subsidies + e-commerce low prices + instant delivery" to differentiate themselves from competitors like Meituan and JD [1][23]. Group 1: Market Dynamics - The launch of Taobao Flash Purchase and Ele.me's "Hundred Billion Subsidy" signifies a shift from mere traffic competition to a comprehensive battle focused on operational efficiency and user experience [2][23]. - Ele.me's strategic entry into the market is expected to disrupt the current stalemate among competitors, benefiting consumers, riders, and merchants alike [10][14]. Group 2: Subsidy Strategy - Ele.me's "Hundred Billion Subsidy" initiative is designed to provide genuine benefits rather than engage in a reckless cash-burning strategy, targeting consumers, riders, and merchants with tailored subsidies [4][7]. - The effectiveness of the subsidy program is evidenced by user feedback, with significant discounts leading to increased order volumes and user engagement [8][5]. Group 3: Preparedness and Timing - Ele.me's entry into the market is well-timed, capitalizing on competitors' fatigue and the upcoming peak consumption season during the May Day holiday [17][14]. - The company has made substantial investments in enhancing rider welfare and operational efficiency, ensuring a robust support system for its delivery personnel [14][17]. Group 4: Competitive Advantages - Ele.me's collaboration with Taobao Flash Purchase allows it to leverage Alibaba's extensive product supply and brand resources, creating a unique advantage in the instant retail space [21][23]. - The integration of AI technology to improve delivery efficiency and rider experience positions Ele.me favorably against competitors [19][20].

Core Viewpoint - The competition between JD and Meituan in the instant retail sector is intensifying, with Alibaba's entry through Taobao Flash Purchase and Ele.me marking a significant escalation in the battle for market share in this space [2][8]. Group 1: Market Trends - The retail industry is undergoing a major transformation, shifting from traditional e-commerce to instant retail, driven by consumer demand for faster delivery and convenience [3][10]. - Younger consumers increasingly prefer instant consumption, with over 50% of post-95 consumers wanting same-day or even half-day delivery, and 7% desiring delivery within two hours [10][11]. - The Ministry of Commerce predicts that the instant retail market will exceed 1 trillion yuan by 2025 and 2 trillion yuan by 2030, with a compound annual growth rate of approximately 15% over the next five years [12]. Group 2: Alibaba's Strategic Moves - On April 30, 2023, Taobao's instant retail service "Hour Delivery" was upgraded to "Taobao Flash Purchase," launching in 50 cities and offering significant consumer subsidies [6][7]. - Ele.me's merchant resources are fully integrated with Taobao Flash Purchase, allowing for a seamless experience that combines e-commerce pricing with rapid delivery [7][19]. - Alibaba's strategy emphasizes a user-first approach, leveraging Ele.me's existing infrastructure and delivery capabilities to enhance the consumer experience [19][27]. Group 3: Competitive Landscape - The competition is characterized by different strategies: JD focuses on enhancing supply-side capabilities, while Taobao Flash Purchase targets demand-side subsidies to attract consumers [8][19]. - The collaboration between Taobao and Ele.me is seen as a strategic advantage, allowing for rapid customer acquisition and order growth through shared resources [19][20]. - The battle for instant retail supremacy is expected to escalate further, with Alibaba's late but well-prepared entry into the market [21].

5月2日上午，淘宝官方微博发布消息称，"淘宝闪购"提前全国全量上线。今日起，全国用户可在"淘宝闪购"中领取大额红包点 外卖。 此前媒体消息还显示，升级后的"淘宝闪购"除了联合饿了么加大补贴力度外，还将与品牌商家的城市仓、线下门店合作，打通 天猫官方旗舰店和"小时达"的货盘和价格，为消费者提供"电商的低价，即时零售快速送达"的体验。 "即时零售大战"或将开启 淘宝的最新动作，意味着当前火热的"外卖大战"或将升级为"即时零售大战"。 4月30日，淘宝旗下即时零售业务"小时达"正式升级为"淘宝闪购"，并在淘宝App首页以"闪购"的一级入口形式展示，首日在50 个城市上线，原定于5月6日推广至全国。 目前，"淘宝闪购"中，主要包括美食外卖、超市便利、买药、服饰百货、手机数码等品类，并已针对外卖推出了多个红包优 惠。 当前，电商增长速度渐缓，但即时零售的规模增速仍保持在较高水平。据《即时零售行业发展报告（2024）》预测，2025年即 时零售规模将超过万亿元，2030年将超过2万亿元，未来5年CAGR约为15%。 华西证券研报指出，与传统零售相比，即时零售的商业模式更好形成壁垒，竞争者难以复制。虽然前期需要较大的投入， ...