Core Viewpoint - Kuaishou is entering the food delivery market by launching an independent "takeout" section on its app, aiming to differentiate itself through a "Meituan supply chain + self-owned merchants" light asset model amid intense competition in the food delivery sector [2][3]. Company Strategy - Kuaishou's new takeout service relies on Meituan's merchant vouchers, requiring users to complete orders through Meituan's mini-program, with delivery handled by Meituan or third-party services [5][10]. - The company has previously explored local lifestyle services, partnering with various platforms and establishing a dedicated local lifestyle division in 2022 [6][8]. - Kuaishou's strategy includes a dual approach of leveraging Meituan's supply chain while also incorporating its own local merchants, with approximately 90% of products sourced from Meituan [10]. Market Context - The food delivery market is highly competitive, with major players like Meituan, Alibaba, and JD.com already established [2][9]. - Kuaishou's entry into this market comes as its core business faces growth challenges, particularly in live streaming and e-commerce, where GMV growth has significantly slowed [12][16]. Financial Performance - In 2024, Kuaishou reported revenue of 1268.98 billion yuan, an 11.83% year-on-year increase, with a net profit of 153.35 billion yuan, up 139.76% [13]. - The company's e-commerce GMV reached 1.39 trillion yuan in 2024, with growth rates dropping from 78% in 2021 to 17% in 2024, highlighting a stark contrast with Douyin's performance [16][17]. User Engagement - Kuaishou's daily active users reached 408 million by Q1 2025, with over 62% from new tier cities, providing a potential consumer base for its food delivery services [10]. - The number of users paying for local delivery services increased by over three times in Q2 2024, indicating a shift in user behavior towards food delivery [11]. Competitive Landscape - Kuaishou's cautious approach in the food delivery sector is influenced by the challenges faced by Douyin, which has struggled to establish a successful delivery model despite its initial efforts [9][20]. - The company aims to explore new growth avenues through its food delivery initiative, potentially alleviating pressures from declining growth in its core businesses [18].

Core Viewpoint - Alibaba's Taobao Flash Sale has surpassed Meituan in daily order volume, indicating a shift in competitive dynamics within the food delivery market [1][4]. Group 1: Competitive Landscape - In the previous subsidy war, Meituan led with 150 million daily orders compared to Taobao Flash Sale's 80 million [1]. - However, from August 7 to 9, Taobao Flash Sale achieved over 100 million daily orders for three consecutive days, marking a significant turnaround [5][6]. - On August 8 and 9, Taobao Flash Sale's daily order volume exceeded that of Meituan for the first time [6]. Group 2: Marketing Strategies - Taobao's success in surpassing Meituan is attributed to a well-coordinated marketing campaign that linked events like "First Cup of Milk Tea" on August 7, "88VIP Day" on August 8, and "Super Saturday" on August 9 [7]. - The campaign included celebrity endorsements and widespread distribution of free order cards to incentivize user engagement [7][10]. Group 3: Internal Goals and User Engagement - There were rumors of an internal target for order volume during the promotional period, suggesting potential performance pressures within Taobao [10]. - Taobao has launched a membership system that integrates various Alibaba resources, enhancing user engagement and providing a steady flow of targeted traffic [11]. Group 4: Meituan's Position - Meituan has chosen not to compete directly with Taobao Flash Sale on order volume, downplaying its own promotional activities and refraining from releasing specific order data [14][17]. - Meituan's leadership has expressed skepticism about the sustainability of inflated order numbers driven by heavy subsidies, indicating a focus on long-term market health [17][19]. Group 5: Market Dynamics and New Entrants - The entry of JD.com into the food delivery market has intensified competition, although JD.com has opted for a differentiated approach rather than engaging in direct price wars [20][23]. - Other players like Douyin and Kuaishou are also exploring food delivery services, indicating a trend of increasing competition in the market [25][28].

Group 1 - Douyin is adjusting its instant retail business by merging Douyin Supermarket with Douyin Xiaoshida, which were previously parallel operations [2] - The merger is seen as a normal management restructuring, with no significant changes in specific business policies [2] - Douyin Xiaoshida was launched in 2022 and has been promoted to the homepage of Douyin Mall in the second half of 2023, relying on merchant self-delivery and third-party delivery teams [2] Group 2 - Douyin Supermarket, launched in early 2023, operates similarly to Tmall Supermarket, including both self-operated and consignment models [3] - The presence of Douyin's instant retail and delivery services is relatively weak due to low delivery timeliness and user unfamiliarity with the services [3] - Douyin is making significant investments in its takeaway business, which is part of its local life team, and has been adjusting its business model across different regions [3]

Core Insights - Douyin Supermarket will be merged into Douyin Xiaoshida to enhance the efficiency of instant retail business [1][6] - The initial launch of Douyin Supermarket aimed to meet user demands for e-commerce purchasing experiences, similar to JD Supermarket and Tmall Supermarket [1][2] - Instant retail has become a competitive focus among major players, with Douyin Xiaoshida gaining prominence alongside Douyin Supermarket [2][6] Summary by Sections Douyin Supermarket Launch and Strategy - Douyin Supermarket was launched in the first week after the 2023 Spring Festival, following a year of preparation and pilot testing in cities like Guangzhou, Shenzhen, and Hangzhou [1] - The operational model of Douyin Supermarket is a hybrid approach, combining consignment and self-operated sales, unlike JD Supermarket's fully self-operated model [1][5] Instant Retail and Competitive Landscape - Instant retail, characterized by rapid delivery services, has become a key area of competition, with Douyin Xiaoshida offering delivery within one hour for various product categories [2][5] - Major competitors like Taobao and JD have established their own instant retail services, enhancing market awareness and acceptance among consumers and merchants [6] Challenges and Operational Adjustments - Douyin Supermarket has faced challenges in delivery efficiency, with many products taking multiple days to deliver, while only a few can achieve next-day delivery [2][5] - The integration of Douyin Supermarket and Douyin Xiaoshida is seen as a strategic move to clarify their roles and improve operational efficiency in the instant retail space [5][6]

Core Viewpoint - Douyin Supermarket is being merged into Douyin Xiaoshida to enhance the efficiency of instant retail business, reflecting a strategic shift in Douyin's approach to e-commerce and instant delivery services [4][9]. Summary by Sections Douyin Supermarket Launch and Initial Strategy - Douyin Supermarket was launched in the first week after the 2023 Spring Festival, aiming to provide a self-operated online grocery service similar to JD Supermarket [4]. - The initiative was intended to meet user demands for e-commerce purchasing experiences, particularly in service and logistics efficiency [4]. - The supermarket underwent a year of preparation, with pilot programs in cities like Guangzhou, Shenzhen, and Hangzhou, aligning with Douyin's strategic goal of enhancing shelf-based e-commerce [4]. Operational Model and Challenges - Unlike JD Supermarket's fully self-operated model, Douyin Supermarket adopted a mixed operation model combining consignment and self-operated sales, similar to Tmall Supermarket [4][5]. - The fulfillment capability of Douyin Supermarket has been criticized for being slower than competitors, with many products taking several days for delivery, while only a few can achieve next-day delivery [5]. Instant Retail Competition - Instant retail has become a competitive focus among major players, with Douyin Xiaoshida's prominence increasing as it is featured alongside Douyin Supermarket [6]. - Instant delivery services, such as Xiaoshida, promise delivery within one hour, covering a range of products including fresh food and daily necessities [7]. Strategic Shift Towards Instant Retail - Douyin has shifted its focus back to instant retail, especially as Douyin Supermarket's operational challenges became apparent [8][9]. - The integration of Douyin Supermarket and Xiaoshida is seen as a logical step, as both services aim to fulfill similar consumer needs, but with Xiaoshida positioned to better meet the demand for immediate delivery [9]. Market Context and Consumer Expectations - The competitive landscape has evolved, with consumers now accustomed to instant retail services from platforms like Meituan and Taobao, which can deliver within 30 minutes [9]. - Douyin's decision to prioritize instant retail aligns with market trends and consumer expectations, suggesting a strategic pivot to enhance user engagement and revenue generation [9].

Core Viewpoint - Douyin Supermarket is being merged into Douyin Xiaoshida to enhance the efficiency of instant retail business [3][10]. Summary by Sections Douyin Supermarket Launch and Initial Strategy - Douyin Supermarket was launched in the first week after the 2023 Spring Festival, aiming to provide an online self-operated business similar to JD Supermarket [4]. - The initiative was intended to meet user demands for e-commerce purchasing experiences, particularly in service and logistics efficiency [4]. - The supermarket underwent a year of preparation and piloting in cities like Guangzhou, Shenzhen, and Hangzhou before its official launch [4]. Operational Model and Challenges - Douyin Supermarket adopted a mixed operational model combining consignment and self-operated sales, unlike JD Supermarket's fully self-operated approach [4]. - The fulfillment capability of Douyin Supermarket has been criticized, with many products taking several days for delivery, while only a few can achieve next-day delivery [4]. Instant Retail Competition - Instant retail has become a competitive focus among major companies, with Douyin Xiaoshida gaining prominence alongside Douyin Supermarket [6]. - Xiaoshida offers a one-hour delivery service for various products, including fresh produce and daily necessities, and has been integrated into the Douyin Supermarket interface [5][7]. Market Positioning and Future Directions - The integration of Douyin Supermarket and Xiaoshida reflects a strategic shift towards prioritizing instant retail, as the advantages of online supermarkets diminish [10]. - The industry has seen a growing acceptance of instant retail services, making it a more favorable option for Douyin at this time [10]. - Douyin's previous attempts in the food delivery sector faced challenges, leading to a renewed focus on Xiaoshida as the primary instant retail service [8][9].

Group 1: Financing Activities - Guangdong Orange Emperor Health Management Co., Ltd. completed a 10 million yuan angel round financing to enhance its internet hospital platform, expand health product supply chain, and promote brand chain store development [1] - Corn Technology Co., Ltd. announced the completion of Series A financing to drive technological innovation and market expansion for its fresh corn juice products [2] - Chengdu Fenglan Times Catering Management Co., Ltd. secured 50 million yuan in Series A financing to deepen supply chain construction, accelerate store expansion, and invest in product development [3] - Lingjing AI completed several million yuan in angel round financing to accelerate the development of multi-modal generation architecture in the AI animation field [4] - Yingmu Technology completed over 150 million yuan in B+ round financing to focus on next-generation product development, AI core capability construction, and offline scene expansion [5] Group 2: Company Developments - The acquisition of 85% equity of Dayao Soda by KKR has progressed, with the transaction expected to start this year, potentially leading to national and international expansion [6][7] - Dayao Soda's operational team remains stable, and its nationalization and youth-oriented strategies will continue unchanged post-acquisition [7] - Dayao Soda has established over a thousand national distributors and a million retail terminals across 31 provinces, indicating a strong market presence [8] Group 3: Market Trends - Douyin has denied plans to enter the takeaway market, focusing instead on in-store services, as its takeaway business has faced challenges compared to established competitors [9] - ByteDance refuted claims regarding the sale of TikTok's U.S. operations to Oracle-led consortium, with ongoing negotiations requiring government approval [10] - Xiaohongshu has rebranded its slogan to emphasize community and interests, aiming to enhance user engagement and growth [11] - Xiaohongshu announced the creation of "RED LAND," an open-world adventure event targeting gaming and anime enthusiasts, reflecting its commitment to the two-dimensional market [13] - Sweet Lala launched a new fruit and vegetable tea series in collaboration with Giant Network's game IP, focusing on health and affordability [14] Group 4: Industry Insights - The "2025 China Online Retail Top 100" report indicates that 25 consumer goods companies achieved double-digit growth, with total online sales reaching 2.17 trillion yuan, a 13.6% increase [15] - The summer box office has reached 3.5 billion yuan, showing a lukewarm performance compared to other entertainment sectors [16] - In June, 33 Chinese game companies collectively earned 1.76 billion USD, with Diandian Interactive maintaining a strong position in global mobile game revenue rankings [17] - The takeaway battle has driven significant sales growth for both restaurant and instant retail brands on platforms like Taobao, with many brands reaching historical sales peaks [18]

抖音生活服务发布公告，对商家准入要求做出调整，从6月30日开始，商家需以定向邀请的方式入驻"随 心团"业务，最重要的是商家要为品质商户（包括但不限于有堂食、履约体验、销量表现、品牌力等维 度进行评判）。一位行业人士表示，此次调整背后，是抖音在外卖领域从"试探性扩张"，到"精细化运 营"的转变。 ...

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]

作者：长桥社区@ 戴某DEMO 海豚君经授权发布。 继上篇《 十问十答：刘强东送外卖！京东葫芦里到底卖的什么药？ 》之后，本篇重点通过外卖市场的乱斗复盘、美团和京东的优劣势来深入分析京东这场迟到 的外卖大战。 先上核心判断： 在一个已经发展了 10 多年，增速即将进入个位数区间的存量业务中， 想要占住足够业务盈亏平衡的市场份额「30%的饿了么并未实现盈利」，需要具备许多必 要条件： 1. 数倍于展业红利期的投入； 2. 精准锐利的通过资源投入和得当的运营协作占据业务链条上的「关键竞争资源」； 3. 维持交付链、履约条上各个角色的稳态，将这种局部的竞争优势维持一段时间； 最终才有可能形成差异化的心智和供给，并建立同业效率差； 第一点，在投入这个数字我没具体核算，但饿了么当年在用户心智还未完全确立行业还能相对高速增长的竞争窗口期，真金白银投入了 30 亿补贴，并未对份额 有太大影响。 第二点，是需要创始人级别的一号位owner，对业务十分理解，并能找到差异化竞争的路径，长时间持续的投入； 因为在战略、路径、方法、节奏上都没有什么犯错的空间，空降的职业经理人很难胜任这个角色， 且可能出于 向上 管理的需要，还会增加 ...