Core Viewpoint - The topic "Ele.me crashed" has become a trending subject on Weibo, with users expressing frustration over order cancellations and delivery delays Group 1: User Experience Issues - Many users reported issues such as inability to cancel orders, long delivery times, and riders not accepting orders [2][3] - Users shared experiences of not receiving their meals on time, leading to dissatisfaction with the service [2] Group 2: Promotional Activities - Ele.me launched a promotional campaign in collaboration with Taobao Flash Sale, offering "free milk tea" to attract users [4][5] - The promotion gained traction, with "Taobao Flash Sale free milk tea" also trending on Weibo [7] - Other platforms like Meituan and JD.com introduced similar promotions, with Meituan offering 20 yuan coupons and JD.com launching a "first bite of fried chicken" campaign [9][11] Group 3: Market Dynamics - According to Galaxy Securities, the ongoing subsidy war in the food delivery sector is beneficial for leading tea brands, with daily order peaks expected to exceed 200 million in Q3 [13] - The report suggests that subsidy resources will increasingly concentrate on top tea brands due to their capacity to handle increased demand [13]

Core Viewpoint - The article discusses the recent issues faced by the food delivery platform Ele.me, which has been trending on social media due to service disruptions and user complaints about order cancellations and delivery delays [3][5]. Group 1: Service Disruptions - On August 7, the topic "Ele.me crashed" became a hot search on Weibo, with many users expressing frustration over the inability to cancel orders and delays in delivery [3]. - Users reported long wait times for delivery riders to accept orders, as well as issues with order cancellations and refunds [5]. Group 2: Promotional Activities - On the same day, Ele.me launched a promotional campaign in collaboration with Taobao Flash Sale, offering "free milk tea" to attract users [8]. - The official Weibo account of Ele.me announced a limited offer of 10,000 free milk tea vouchers, which quickly gained attention on social media [9][11]. - Other platforms like Meituan and JD.com also initiated similar promotional activities, with Meituan offering discounts on milk tea and JD.com providing subsidies for fried chicken delivery [15][17]. Group 3: Market Impact - According to Galaxy Securities, the ongoing competition in the food delivery market, particularly in the beverage sector, is expected to benefit leading tea brands, as delivery subsidies are likely to concentrate on these brands due to their capacity to handle increased demand [21].