无独有偶，在今年3月，饿了么就宣布启动"优店腾跃计划"，在2025年，向商家投入超过10亿元，在费 率优惠、专项补贴、专属流量、数字化运营服务和硬件设施以及AI技术能力等多方面，助力餐饮商家 提升数字化经营能力、收获新渠道生意增量。6月16日，饿了么升级"优店腾跃计划"，再投入逾10亿 元，提供新店扶持，进一步吸引连锁品牌与中小餐饮商家入驻。 在今年5月、7月，市场监管总局等五部门约谈京东、美团、饿了么等平台，引导行业合法规范经营，公 平、理性竞争，构建多方共赢生态。8月1日，多个外卖行业平台接连在自己官方社交媒体发文表态，倡 导良性竞争。 近日，美团宣布，面对近期餐饮行业竞争加剧的情况，正式启动中小商户发展扶持计划，向中小商户发 放助力金，支持更多餐饮小店实现稳定增长。计划在此前助力金的基础上，进一步追加现金和补贴投 入，重点支持长期经营、复购高、口碑好的中小餐饮商户。预计到今年年底，美团助力金将新增覆盖超 10万家餐饮小店，单店助力金最高5万元。 现在，外卖平台则从单纯"抢用户"转向"谁能为商家创造更大价值"的良性的、深层次的竞争。在供给 端，通过补贴、技术驱动等方式，鼓励商家在产品、品牌、运营等方面，发 ...

Group 1 - Meituan has launched a support plan for small and medium-sized merchants in the restaurant industry, providing cash and subsidies to help over 100,000 small restaurants achieve stable growth by the end of the year, with individual support up to 50,000 yuan [1] - Ele.me has also initiated the "优店腾跃计划," committing over 1 billion yuan to support merchants through fee discounts, special subsidies, exclusive traffic, digital operation services, and AI technology capabilities [1] - Regulatory bodies have engaged with major platforms like JD, Meituan, and Ele.me to promote fair competition and a win-win ecosystem in the industry [1][2] Group 2 - The recent merchant support policies are seen as a response to regulatory requirements and a necessary evolution in the market, aiming for healthy competition rather than escalating price wars [2] - The understanding of food delivery platforms has evolved; they are now recognized as entities that stimulate demand, enhance industry efficiency, and innovate business models, rather than merely converting offline demand to online [3][4] - Food delivery platforms have expanded market boundaries and created new demand by transforming household tasks into social divisions of labor, especially during adverse conditions like bad weather or pandemics [4] Group 3 - The industry is transitioning from demand-driven growth based on price competition to a focus on creating greater value for merchants, encouraging them to develop core competencies in products, branding, and operations [4] - This shift is expected to drive the restaurant industry towards modernization and data-driven operations, enhancing efficiency, service quality, and food safety, ultimately meeting higher consumer demands [4] - Merchants are encouraged to leverage the tools and opportunities provided by platforms to build their unique core value, while also recognizing the importance of emotional value in the dining experience [5][6]

Group 1 - Meituan has launched a support plan for small and medium-sized merchants in the restaurant industry, providing cash assistance to help over 100,000 small restaurants achieve stable growth by the end of the year, with individual support up to 50,000 yuan [1] - Ele.me has also initiated the "优店腾跃计划," committing over 1 billion yuan to support merchants through various means including fee discounts, special subsidies, and digital operation services, with an additional investment of over 1 billion yuan announced in June [1] - Regulatory bodies have engaged with major platforms like JD, Meituan, and Ele.me to promote fair competition and a win-win ecosystem in the industry [1][2] Group 2 - The recent merchant support policies are seen as a response to regulatory requirements and a necessary evolution in the market, aiming for healthy competition rather than escalating price wars [2] - The understanding of food delivery platforms has evolved; they are now recognized as entities that stimulate demand, enhance industry efficiency, and innovate business models, rather than merely converting offline demand to online [3][4] - Food delivery platforms have expanded market boundaries and created new demand by transforming household labor into social division of labor, especially during adverse conditions like bad weather or pandemics [4] Group 3 - The industry is transitioning from demand-driven growth based on price competition to a model focused on creating greater value for merchants, encouraging them to develop core competencies in products, branding, and operations [4] - This shift is expected to drive the restaurant industry towards modernization and data-driven operations, enhancing efficiency, service quality, and food safety, ultimately meeting higher consumer demands [4] - Merchants are encouraged to leverage the tools and opportunities provided by platforms to build their unique core value, while also recognizing the importance of emotional value in the dining experience [5][6]

Core Viewpoint - Ele.me is intensifying its efforts in the competitive food delivery market by launching the upgraded "优店腾跃计划" with an investment exceeding 1 billion yuan to support quality merchants and enhance its market position during the peak season [2][3]. Group 1: Strategic Initiatives - The "优店腾跃计划" was initially launched in March 2023, and the recent doubling of investment indicates Ele.me's commitment to supporting new merchants [2]. - The company aims to establish a clear market position by focusing on profitability and operational efficiency under the leadership of the new management team, which emphasizes a "1+2" long-term strategic framework [2][5]. - Ele.me's daily order volume has surged to over 40 million, reflecting a fourfold increase within 21 days, showcasing its competitive response to market challenges [3][4]. Group 2: Support Measures for Merchants - Ele.me is implementing fee waivers for new merchants, offering up to three months of commission-free service to encourage new store openings [4]. - The platform is enhancing traffic support for new merchants by providing additional free traffic packages, aiming to improve visibility and order conversion rates [4]. - The introduction of an "intelligent merchant management system" includes various AI tools designed to improve operational efficiency for merchants [4]. Group 3: Market Position and Future Outlook - The competition in the food delivery market is intensifying, particularly with the entry of JD.com, prompting Ele.me to increase subsidies and promotional activities [3][5]. - Ele.me's strategy focuses on enhancing supply-side capabilities to differentiate itself in the market, which is crucial for competing against strong rivals like JD.com and Meituan [4][6]. - The collaboration between Ele.me and Taobao Shanguo is seen as a strategic move to leverage Alibaba's resources for sustained growth, with the potential for Ele.me to remain an independent service provider [6].

6月16日，《国际金融报》记者获悉，饿了么宣布全面升级"优店腾跃计划"，追加10亿元专项投入，以费率优惠、流量扶持及AI技术赋能三重举措，进 一步抢占外卖商家服务赛道。而这一动作正值京东外卖订单量突破2500万单、市场格局从 "双雄争霸" 迈向 "三足鼎立" 的关键节点。 据介绍，即日起至8月底期间，饿了么将继续加码超过10亿元，通过提供新店最高3个月免佣、增加最高3个月新店期流量扶持权益，以及联合阿里生态 流量资源提高曝光和订单转化等系列升级举措，进一步吸引线下优质锁品牌以及中小餐饮商家入驻，更好支持优质餐饮商家的数字化生意增长。 饿了么加码该计划背后，行业竞争态势急剧变化。记者留意到，饿了么的"优店腾跃计划"始于今年3月，是平台2025年商家扶持战略的核心举措之一。 该计划承诺全年投入超10亿元，涵盖费率优惠、专项补贴、专属流量、数字化运营服务及AI技术赋能等多个维度，旨在帮助线下餐饮商家加速数字化转 型，拓展线上业务增量。 近年来，随着数字经济快速发展、城市化进程加速以及消费者生活方式转变，外卖已深度融入日常生活，成为餐饮行业的重要增长引擎。行业分析显 示，2024年，美团与饿了么两大平台合计占据98% ...

6日16日上午，饿了么官方宣布将进一步升级"优店腾跃计划"：即日起至8月底期间，继续加码超过 10亿元，通过提供新店最高3个月免佣、增加最高3个月新店期流量扶持权益，以及联合阿里生态流 量资源提高曝光和订单转化等系列升级举措，进一步吸引线下优质锁品牌以及中小餐饮商家入驻。 ...

6日16日上午，饿了么官方宣布将进一步升级"优店腾跃计划"：即日起至8月底期间，继续加码超过 10亿元，通过提供新店最高3个月免佣、增加最高3个月新店期流量扶持权益，以及联合阿里生态流 量资源提高曝光和订单转化等系列升级举措，进一步吸引线下优质锁品牌以及中小餐饮商家入驻。 ...

6月16日，饿了么宣布即日起全面升级"优店腾跃计划"，再投入逾10亿元，加码抢滩品质外卖商家。 ...

金十数据6月16日讯，6日16日上午，饿了么官方宣布将进一步升级"优店腾跃计划"：即日起至8月底期 间，继续加码超过10亿元，通过提供新店最高3个月免佣、增加最高3个月新店期流量扶持权益，以及联 合阿里生态流量资源提高曝光和订单转化等系列升级举措，进一步吸引线下优质锁品牌以及中小餐饮商 家入驻。 （一财） 饿了么再投入超10亿元支持优质餐饮商家 ...