Core Insights - The report by QuestMobile highlights significant growth in the food delivery market driven by competition, which is expected to boost sales during the upcoming Double 11 shopping festival [1][2]. Group 1: Market Dynamics - The food delivery market has seen rapid growth since July, with platforms like JD and Taobao entering the market, leading to a new competitive landscape [1]. - Daily order volume in the food delivery market surged from approximately 100 million in May to over 200 million by August [1]. - Taobao's flash purchase feature reached a peak of 120 million daily orders in August, with monthly active users nearing 370 million [1]. Group 2: User Engagement - In Q3, monthly active users for Taobao, Meituan, and JD experienced significant growth, with Taobao's monthly active users approaching 1 billion in August and September, marking a historical high [1]. - The average usage frequency and duration per user for Taobao and JD saw double-digit growth in September [1]. Group 3: Advertising and Revenue - The rapid development of food delivery services has significantly increased the advertising value for platforms, with Taobao's advertising revenue market share rising by approximately 2 percentage points compared to last year [1]. Group 4: Broader Market Impact - The food delivery boom has positively impacted related sectors, with active users in tourism, performances, and hotel services showing notable growth of 11.9% and 16.1% year-on-year in September [5]. - The overall online retail growth rate has rebounded to 9.8%, with online service consumption increasing by 20.2% from January to September [8]. Group 5: Competitive Landscape - The market is becoming increasingly competitive, with consumers opting for multiple platforms for comparison. The overlapping user base among Taobao, Meituan, and JD grew by nearly 20% year-on-year in September [8]. - The number of active delivery riders has expanded significantly, with a 140% increase in monthly active users for rider apps compared to January [8]. Group 6: Industry Standards - In response to intense competition, platforms are focusing on building food safety ecosystems and enhancing service quality, with continuous upgrades to rider support and protection systems [11].

Core Viewpoint - The article highlights the issue of social media accounts exploiting the narratives of delivery riders, particularly those involving hardship stories, to gain attention and generate revenue through misleading content [1][5]. Group 1: Company Actions - Meituan has publicly refuted the claims made by certain social media accounts that spread false narratives about delivery riders, specifically addressing the account "胥小路的vlog" which was penalized by the Shenzhen Cyberspace Administration for spreading malicious content [1]. - The company has reported relevant leads to law enforcement, resulting in administrative penalties against individuals involved in creating misleading content for personal gain [1]. Group 2: Industry Trends - There is a growing trend on social media where content creators fabricate stories about delivery riders, such as "a single father carrying a sick child while delivering" and "a female rider placing her child in a food delivery box," to attract views and direct traffic to their personal accounts [2][5]. - These fabricated narratives not only misrepresent the actual conditions faced by delivery riders but also overshadow the voices of families who genuinely need assistance [5].

Core Viewpoint - Meituan refutes claims regarding the educational background of its delivery riders, stating that such information lacks factual basis and is spread as false information for gaining attention [3][14]. Group 1: Meituan's Response - Meituan's official account clarified that any claims about the educational qualifications of riders, such as "30% of riders are undergraduates" or "70,000 master's degree holders," are unfounded and should be verified through official channels like the Ministry of Education or relevant educational institutions [3][14]. - The company emphasized that the total data regarding riders' educational backgrounds is not supported by facts and is merely speculative [3][14]. Group 2: Case of Ding XZ - Ding XZ, a 39-year-old individual claiming to have multiple prestigious degrees, has gained attention for his contrasting identity as a delivery rider [3][5]. - Meituan conducted an investigation into Ding XZ's delivery activity, revealing that he registered as a rider on February 15 and has only worked a few days, averaging about 2 hours of work per day with a total income of 174.3 yuan from 34 deliveries [3][4]. - Ding XZ's videos, which prominently feature his educational background, have seen a significant increase in viewership, particularly during a period of intense posting [5].