7月7日早上，淘宝、饿了么联合宣布，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。 三个数字，处处透露出蒋凡的狠劲，这个同时掌控淘系、ONE ALIBABA的实际业务一号位正在做"沉默的狠人"。 闪购证明了ONE ALIBABA的正确，以及蒋凡的狠劲 1、淘宝闪购上线2个月，号称100亿补贴基础上再增加补贴500亿，要知道淘宝2024年全年也只有797亿的净利润，这意味着闪购要烧掉75%阿里巴巴的净利 润。这是蒋凡的魄力，也是阿里巴巴的魄力。 2、蒋凡敢于做最狠的决策。重掌淘天业务后，蒋凡一直是闷声干活的状态，但每次都是下重手，从不说狠话。从最早被迫于京东闪购上线淘宝闪购，到主 动加码补贴，再到持续追高订单，蒋凡做的是ONE AILIBABA的决心，也证明了ONE AILIBABA才能调动全组织的资源，做一场调动全公司的战役。 3、淘宝闪购最厉害之处营销、留存的一体化，这是一套系统工程。营销补贴是最容易的，只要补贴奶茶这个品类就能带来订单，但淘宝经历过10年的外卖 大战，蒋凡经历过"发配国际业务"的谷底，更加明白留存的重要性。所以，和竞对推6日仓促推0元奶茶不一样的是，淘宝闪购做的 ...

Core Insights - The perception of online shopping speed has changed, with consumers feeling that delivery times have slowed despite actual improvements in logistics efficiency [1][2] - Major platforms are heavily investing in instant retail, with significant subsidies and promotional activities aimed at enhancing consumer experience and stimulating demand [2][3] Industry Trends - Instant retail is rapidly becoming a central battleground for major e-commerce players, with platforms like Meituan and JD.com reporting substantial growth in their instant retail segments [3][5] - The daily order volume in China's instant retail market has surged from approximately 100 million to 160 million in just three months [4] Consumer Behavior - Consumers are increasingly favoring instant retail options over traditional e-commerce, leading to a decline in the appeal of major shopping festivals like Double Eleven and 618 [11][18] - The 2024 618 sales event saw a 7% decline in total sales compared to the previous year, indicating a shift in consumer purchasing habits towards immediate gratification rather than bulk buying [13][18] Competitive Landscape - Major platforms are adopting aggressive strategies to capture market share in instant retail, with significant subsidies and promotional offers to attract consumers [2][10] - The competition is intensifying, with platforms like Taobao, JD.com, and Meituan expanding their instant retail offerings and enhancing delivery capabilities [20][21] Future Outlook - The instant retail sector is projected to continue growing, with estimates suggesting it could exceed 2 trillion yuan by 2030, driven by a growing user base and evolving consumer preferences [10][18] - Traditional e-commerce events may transform into instant retail showcases, reflecting the changing dynamics of consumer shopping behavior [18][19]

京东、美团、阿里在新战场相聚。 文 丨 管艺雯 编辑 丨 黄俊杰 据我们了解，在 4 月的最后一天，阿里将淘天旗下即时零售业务淘宝 "小时达" 升级为淘宝 "闪 购"，先在 50 多个城市上线，并将在 5 月 6 日覆盖全国。 升级后，最重要的变化会集中在三个方面：消费者侧，淘宝闪购将联合饿了么共同补贴，规模 超过百亿元，提供免单、大额优惠券等；供给侧，饿了么的供给面向淘宝闪购全部开放，也包 括餐饮外卖，此外，结合淘天在品牌电商商家的优势，与它们的城市仓、线下门店合作设立品 牌即时零售旗舰店，目标是首先覆盖 200 家核心连锁品牌；组织侧，淘系内部所有和即时零售 相关的业务将由淘宝闪购全面负责，饿了么全力协同。 我们在去年底曾分析 ：做外卖的美团和阿里京东等电商公司，看似在不同赛道，但最终都会进入同一 个战场 —— 如今，这个战局已经到来。 美团从送外卖扩展到送酒送菜送衣服送电子产品，在全国招纳零售商家设置闪电仓。阿里和京东则试 图从远距离的全国电商配送拉近到一个城市内。现在即时零售一致变成了这三个零售平台的第二条增 长曲线，竞争变得直接、激烈。 据我们了解，淘宝闪购原计划 618 大促期间上线，五一假期开始 ...