1.2亿单、8000万单，订单高峰导致APP宕机……即时零售在这个暑期掀起了第一波消费热潮。 7月8日，京东外卖宣布正式启动"双百计划"，承诺投入超百亿元扶持更多品类标杆品牌销量破百万。以外卖为起 点的即时零售"三国杀"进入白热化阶段。7月5日，美团、淘宝闪购和京东三大平台单日订单总量突破2亿单，创下 行业纪录。 这远不止是一场简单的补贴狂欢——从餐饮到非餐品类的扩张，从用户端到商户、骑手的全链补贴，平台竞争的 底层逻辑正从"流量争夺"转向"生态构建"。即时零售的战场，已从"送外卖"进化到"送万物"，单纯的价格战博弈 正迈向"履约系统+全域供给"的长期较量。 补贴战拉高点单频率，夏季消费高峰提前一个月 "我这个好久没点外卖的人都忍不住下了几单"，何女士告诉南都记者，最近每天两杯茶饮或咖啡是她的标配。另 一边，于女士向南都记者展示了2块钱的珍珠奶茶、1块3的汤粉订单截图，直言每天的快乐是外卖给的。"满25减 20"、"满18减18"……几大外卖平台的大额优惠补贴被网友们戏称为几乎是"0元购"。 巨大的补贴"诱惑"下，消费者们都在用"手"投票：据美团内网公布信息显示，截至7月5日22时54分，美团即时零 售当日订 ...

Core Insights - The Chinese instant retail industry experienced unprecedented growth on July 5, with Meituan's daily order volume surpassing 120 million, while Alibaba's Taobao Flash Sale and Ele.me combined exceeded 80 million orders, indicating a significant increase in market capacity from an average of 100 million daily orders in May to 200 million currently [1][2] Group 1: Market Dynamics - The competition in the instant retail sector reflects broader changes in the Chinese e-commerce landscape, with major players like Alibaba, JD.com, and Pinduoduo actively participating [2][3] - Instant retail has been positioned as a "core battlefield" for Alibaba, highlighting its strategic importance [4] - JD.com has also prioritized its instant retail service, "JD Seconds," and has actively engaged in the food delivery market, further influencing the industry landscape [5][6] Group 2: Marketing and Subsidies - Companies are heavily investing in marketing to capture consumer attention, with Taobao Flash Sale sponsoring sports teams and JD.com utilizing high-profile promotions [7] - Both JD.com and Taobao Flash Sale are engaged in substantial subsidy programs, with JD.com launching a 10 billion yuan subsidy initiative and Taobao Flash Sale spending approximately 8 billion yuan monthly [8][10] - Taobao Flash Sale's 50 billion yuan subsidy is directed at both consumers and merchants, enhancing its competitive edge [9] Group 3: Competitive Landscape - Pinduoduo has entered the instant retail space with its "Duoduo Grocery," testing self-built warehouses and planning to launch instant delivery services [11] - The market is shifting from a dominant player to a multi-strong coexistence model, with all three major e-commerce giants now involved [13] - Instant retail is becoming a strategic area for giants to counteract growth slowdowns and explore future value [24] Group 4: Future Projections - The instant retail market is projected to reach 1.5 trillion yuan by 2025, with a potential growth rate of 25% annually [18] - The integration of instant retail and traditional e-commerce is expected to enhance overall platform vitality and consumer engagement [20][34] - Companies are focusing on high-frequency instant consumption to drive low-frequency traditional e-commerce sales, indicating a shift in consumer behavior [22][24] Group 5: Operational Strategies - Companies are adopting different operational strategies, with Meituan favoring a light-asset model and JD.com maintaining a heavy-asset approach [30][32] - The emphasis on rapid delivery and service experience is becoming crucial for consumer satisfaction in the instant retail sector [29] - The blurring lines between instant retail and traditional e-commerce highlight the need for effective collaboration and resource allocation among platforms [25][33]

Group 1 - The core point of the article highlights a significant subsidy war initiated by Chinese internet platforms, leading to a record high of 220 million food delivery orders in a single day [1][2] - This surge in orders reflects a shift towards a "cyber lazy economy," where consumers increasingly rely on platforms for decision-making and convenience [3][10] - The article discusses the emergence of a "trust" in platform scheduling systems, indicating a trend towards outsourcing time and life management to these platforms [12] Group 2 - Alibaba recognizes this trend and uses tea as a key product to attract users during the promotional event, aiming to change consumer perceptions about ordering food through its platform [13][14] - The article notes that on July 5, various categories such as grains, frozen foods, and household items saw over 100% year-on-year growth in orders, similar to the "Double 11" shopping festival [14] - However, it points out that Alibaba lacks a scalable front warehouse for instant retail, relying heavily on outsourcing delivery to Ele.me, which exposes structural weaknesses [15][16] Group 3 - The article suggests that Alibaba's strategy is akin to a gamble, aiming to capture user mindset through subsidies before fully developing its capabilities [17][18] - The concept of "Super Saturday" is introduced, with aspirations to create a consumer holiday similar to "Double 11," transforming collective emotional experiences into shopping events [19][21] - It discusses how the natural connection between culture and consumption is being reversed, with platforms creating artificial shopping holidays that prioritize transactions over cultural significance [21][28] Group 4 - The potential implications of "Super Saturday" include a restructured consumer lifestyle, where weekends may become dominated by algorithm-driven purchasing peaks rather than personal choice [25][26] - The article warns that this shift indicates a future where platforms dictate consumer demand rather than merely fulfilling it, leading to standardized collective consumption [27] - It concludes with a cautionary note about the trade-offs of convenience, questioning whether the efficiency gained is worth the loss of personal autonomy in daily life [29]

Core Insights - The summer surge in food delivery orders has been unexpected, with Meituan reaching a peak of over 120 million daily orders on July 5, while Taobao Flash reported over 80 million orders on the same day [1][5][12] - The competition among major players like Meituan, Alibaba, and JD.com is intensifying, focusing on the "instant retail" market, with significant consumer engagement driven by subsidies [1][5][15] - Despite the surge in order volumes, there is a lack of corresponding increase in physical store activity, indicating a potential disconnect between online and offline demand [1][6][12] Company Strategies - Taobao Flash announced a direct subsidy plan of 50 billion yuan over the next 12 months to boost consumer and merchant engagement [5][12] - JD.com has reported that nearly 200 restaurant brands have surpassed one million orders on its platform within four months of launching its food delivery service [5][12] - The competition is characterized by high subsidy levels, raising questions about the sustainability of such strategies and the true demand for instant retail [5][12][15] Market Dynamics - The increase in order volumes is attributed to consumer behavior changes due to hot weather and ongoing platform subsidies [6][12] - The number of cities with daily orders exceeding one million has doubled in the past week, with some cities experiencing order growth of up to 300% [7][12] - The delivery workforce is expanding, with JD.com planning to recruit an additional 150,000 full-time riders [11][12] Future Outlook - The "flash battle" in food delivery is becoming a regular occurrence, with both Meituan and Taobao Flash achieving their order volume goals [12][15] - Analysts suggest that while the current competition is fierce, the long-term impact of subsidies on market structure may be minimal [12][15] - The ongoing battle for market share in instant retail is expected to continue, with companies leveraging their existing logistics and consumer bases to enhance service offerings [15][17]

各位童鞋搭嘎猴啊，上周 "AI应用生态发展"看的怎么样？有童鞋在后台留言："这日子过 的，在帝都感受到了老家的蒸笼桑拿，尘封的记忆在内心深处复苏……"童鞋，虽然没 有证据，但是俺很怀疑你怀念的不是蒸笼桑拿而是大汗蒸腾下的曼妙众生O(∩_∩)O~相比之 下，俺们纯粹多了，最近持续薅外卖大战的羊毛，尘封了十多年的"平台大战"记忆也在内心 深处复苏，喝不下，实在喝不下了 言归正传，今天就给大家分享一下2025年即时零售领域APP流量竞争洞察。过去半年多， 随着京东掀起"外卖三国杀"，沉默了许久的即时零售领域再度"战火熊熊"，电商平台、本地 生活玩家纷纷布局，闪购、闪送、前置仓、店仓一体等等词汇成了热词，用户量也呈现快速 上涨的趋势，Qu e s tMobi l e数据显示，截止到2025年5月份，即时零售APP行业月活跃用 户规模达到5.51亿，同比增长了6%，其中，生鲜电商APP行业月活用户规模达到1.28亿， 同比增长了15%。 实际上，随着美团、淘宝重组"闪购"、抖音强化"小时达"、京东发力"秒送"，目前即时零售 的"三大阵营"已经形成，平台聚合模式如美团、京东、淘宝纷纷主打"全品类+骑手网 络"，"店仓一体 ...

文 | 唐辰同学 把美团打得最疼的还是淘宝闪购。 7日上午，淘宝闪购联合饿了么发布了一组数据：日订单数超8000万；非餐饮订单超1300万；淘宝闪购日活跃用户超过2亿。 "真是太快了！" 这组数据是什么概念？做两个对比，一是和"淘宝闪购x饿了么"自身比：淘宝闪购于5月2日正式上线，5月底日订单超4000万，6月底日订单超6000万。上 线两个月，淘宝闪购即突破日订单8000万。 "淘宝"公众号还更新了一张趋势图，可以从中看到其增势的迅猛。官方自我评价都带着震惊："真是太快了！" 图源："淘宝"公众号 值得玩味的是，7月5日被传是淘宝闪购的"冲单日"，加上此前淘宝闪购500亿消费者及商家补贴，美团终于坐不住了，将Q1财报后的低调动作摆在了明 处，也在当天发放海量优惠券，尤其是针对奶茶、咖啡等新茶饮的小额高频订单，冲高订单量。 比如7月5日当晚，我就抢到了美团的免单券，包括5张外卖配送免单券和5张到店自取免单券，均为果茶、咖啡等大众饮品，包括茶百道、蜜雪冰城、沪上 阿姨、益禾堂等品牌。而且，大部分免单券在当晚23：59到期。 美团这波冲单是有作用的，直接创下1.2亿单即时零售新纪录，美团App还史无前例的短暂宕机 ...

Core Viewpoint - Meituan's daily order volume has reached a peak of over 120 million, driven by aggressive subsidy strategies in the competitive food delivery market, with a significant portion of this growth attributed to the company's response to Alibaba's substantial investment in its own delivery services [1][2]. Group 1: Order Volume and Growth - In July 2025, Meituan announced that its daily order volume exceeded 120 million, with over 100 million from food delivery and more than 20 million from instant retail [1]. - The peak order volume for Meituan's food delivery has increased from 40 million in 2020 to 98 million in 2024, with the average daily order volume ratio dropping from 87% in 2020 to approximately two-thirds in 2024 [1]. - For Q3 2025, the average daily order volume is estimated to be around 75 million, reflecting an 11-12% year-on-year growth [1]. Group 2: Subsidy Impact and Financial Projections - The intensified competition in the food delivery market has led to an increase in subsidy investments, particularly in mid-to-high tier cities, with an estimated doubling of subsidies for about 45% of order volume [2]. - The expected daily average order volume for food delivery in Q2 is projected to be 64.8 million, with an average profit per order of approximately 1.2-1.3 RMB [2]. - Instant delivery services are anticipated to see a 13% year-on-year growth, reaching a daily average order volume of 77 million [2]. Group 3: Profitability and Market Position - Despite the ongoing subsidy war, Meituan is expected to maintain its market leadership, with a projected revenue growth of 10% for CLC in Q3, although operating profit is expected to decline by 9% due to high base effects from Q2 [3]. - The closure of loss-making areas in Meituan's preferred selection service may release approximately 3-4 billion RMB in losses, which could be reinvested into food delivery subsidies [3]. - The company is likely to see stable operating profits despite the competitive landscape, with a target price maintained at 165 HKD, indicating a buy rating [3].

专家解读"外卖大战"20250707 摘要 淘宝闪购通过淘宝 APP 导流，DAU 增加约 1.1 亿，用户平均停留时长 增加 5 分钟，购买频次提高约 1.5 次，显著拉动主站电商 GMV，6 月为 电商带来 5,200 万订单和 86 亿元 GMV。 饿了么在上海市占率超 50%，杭州约 45%，江浙沪优势明显。一线城 市市占率约 40%，二线城市 35%-45%，三四五线城市较低，多在 20%-30%，低线城市市场拓展是重点。 平台计划未来 12 个月投入 500 亿元补贴，主要用于骑手端（约 50 亿）、商户和代理商端（约 50 亿）以及用户端（约 400 亿），用户端 补贴 7-8 月预计花费 160 亿元以稳定日均单量。 淘宝闪购增长最快的品类是奶茶咖啡及快餐，非餐饮类别中，商超、生 鲜水果、服饰百货增长较快，3C 家电、母婴美妆及酒水食品等类别也表 现出显著增长潜力。 2025 年 7 月初饿了么单均亏损 4.6 元，补贴力度加大后亏损增至 6 元。 计划通过调整补贴分摊比例，逐步减少平台承担比例，降低亏损，目标 年底单均亏损降至 2 元多，明年 6 月实现单月盈利。 Q&A 近日淘宝闪购和饿了 ...

Core Insights - The competition in the instant retail market has intensified, with Meituan and Alibaba launching aggressive subsidy campaigns to capture market share [2][5][11] - Alibaba announced a direct subsidy of 50 billion yuan to consumers and merchants over the next 12 months, while Meituan responded with significant coupon distributions [2][4] - The rapid increase in order volumes indicates a shift in consumer behavior and heightened competition among platforms [5][9] Group 1: Company Strategies - Meituan's daily order volume for instant retail surpassed 120 million, with non-food orders showing significant growth [5][9] - Alibaba's Taobao Flash Sale reported over 80 million orders within three days of launching its subsidy program, with a focus on enhancing its local service capabilities [5][6] - Both companies are leveraging their existing platforms to drive traffic and improve conversion rates, with Alibaba integrating Ele.me into its local services strategy [5][6] Group 2: Market Dynamics - The instant retail market is characterized by a high frequency of orders, with Meituan's non-food category growing at a rate of 23% year-on-year [5][6] - High delivery costs are expected to pressure profitability across the industry, as platforms compete for user acquisition through subsidies [6][11] - The market share of the top three players has decreased from 82% in 2020 to 67%, indicating increased competition and fragmentation [11] Group 3: Consumer Behavior - Consumers are benefiting from the competitive landscape, with reports of increased order volumes and promotional offers leading to a surge in demand for various products [8][9] - The influx of orders has created challenges for merchants in fulfilling demand, highlighting the need for efficient logistics and delivery systems [8][9] - The competition has empowered merchants, allowing them to negotiate better terms with platforms due to increased options [9][10]

Core Viewpoint - A significant subsidy war has erupted among instant retail platforms, leading to a surge in order volume, with daily orders increasing from approximately 100 million in May to 200 million currently, driven by substantial financial incentives from platforms like Taobao Flash Sale and Meituan [1][6][7]. Group 1: Market Dynamics - The recent subsidy war involves a broader range of categories and merchants, including independent coffee shops, fast food, bakeries, and community fresh food stores, unlike previous subsidy battles that focused mainly on chain brands [4]. - Taobao Flash Sale announced a direct consumer and merchant subsidy of 50 billion yuan over 12 months, significantly boosting its daily order volume and user engagement [6][7]. - As of July 5, Meituan reported over 1.2 billion daily orders, with more than 1 billion being food delivery orders, indicating a strong competitive response to Taobao's initiatives [7]. Group 2: Competitive Landscape - JD's entry into the market with a 10 billion yuan subsidy has also intensified competition, with JD's daily order volume surpassing 25 million and capturing over 31% of the national food delivery market [6]. - The instant retail market in China is rapidly growing, with a projected scale of 6.5 trillion yuan in 2023, reflecting a year-on-year growth of 28.89%, and expected to exceed 20 trillion yuan by 2030 [7][8]. Group 3: Operational Challenges - Merchants have expressed challenges in handling the sudden influx of orders due to the unexpected nature of the subsidy campaigns, leading to operational strains [4][5]. - Delivery personnel have reported increased workloads and delays in order fulfillment, highlighting the logistical challenges posed by the surge in demand [5].