Core Insights - The first offline store of Little Elephant Supermarket is located in Beijing's Hualian Wanliu Shopping Center, filling a gap left by the closure of a major supermarket in the area [2] - Little Elephant Supermarket aims to integrate its offline and online operations into a "store-warehouse network integration" model, which is a clear trend in China's retail industry [2][11] - The store features a wide range of private label products and emphasizes customer service, similar to both Hema and Wumart's modified stores [5][12] Expansion Strategy - Little Elephant Supermarket is seen as a new hope for Meituan's grocery retail business, especially after the suspension of its "Tuan Hao Huo" service due to challenges in meeting instant retail demands [2][7] - Meituan plans to accelerate the expansion of Little Elephant Supermarket to cover all first- and second-tier cities in China [7] - The new business division, which includes Little Elephant Supermarket, reported a 15.9% year-on-year revenue increase to 28 billion yuan in Q3 2025, despite facing operational losses [7][10] Competitive Landscape - Little Elephant Supermarket faces intense competition from various players, including Pupu Supermarket, Dingdong Maicai, Hema Fresh, Sam's Club, and JD Seven Fresh [10] - The store's initial customer traffic was significantly lower than expected, with only one-third of the previous day's footfall reported [3][14] - The store's service model, which includes features like free drinking water and various food preparation services, aims to attract customers who prefer a more engaging shopping experience [5][12] Market Trends - The shift towards offline stores is driven by the exhaustion of online traffic growth and the rising costs of digital advertising [11][12] - Offline stores are seen as a stable and predictable source of customer traffic, particularly appealing to older consumers and those who prefer in-person shopping [12] - The integration of online and offline services is expected to enhance customer trust and loyalty, leveraging Meituan's existing user base [13]

Investment Rating - The report recommends investment in Alibaba, Meituan, Pinduoduo, and JD.com, indicating a positive outlook for these companies in the e-commerce sector [4]. Core Insights - Online consumption continues to grow steadily, with a total retail sales of 45.6 trillion yuan in the first 11 months of 2025, reflecting a year-on-year increase of 4.0%. The online retail sales reached 14.5 trillion yuan, up 9.1% year-on-year, with physical goods online retail sales growing by 5.7% to 11.8 trillion yuan, resulting in a penetration rate increase of 0.42 percentage points to 25.9% [1][12]. - The impact of the "old-for-new" policy from the previous year is starting to show, leading to a high base effect that is affecting growth rates. The express delivery business volume reached 180.74 billion pieces, a year-on-year increase of 14.9%, but this growth is slowing compared to the previous half of the year [1][12]. - The competition in the instant retail sector has peaked, with platforms shifting their strategies towards differentiation to improve user experience (UE). The report notes that the industry is entering a new phase of competition, focusing on quality and efficiency rather than just price competition [3][47]. Summary by Sections 1. Online Consumption and Retail Performance - Online consumption remains robust, with significant growth in penetration rates. The high base effect from last year's policies is now impacting growth rates, leading to a slowdown in the growth of express delivery and online retail sales [1][12]. - Major platforms are adjusting their strategies in response to the high base effect, with JD.com experiencing a notable decrease in GMV growth rates in Q3 [1][17]. 2. AI Investment and Development - The AI sector is witnessing intensified competition, with major internet companies launching numerous updates and iterations of AI models. The focus is shifting from broad capabilities to specialized strengths, enhancing user experience and application in consumer-facing products [3][34]. - Alibaba's cloud business is accelerating, with AI-related product revenues achieving triple-digit year-on-year growth for nine consecutive quarters, indicating a successful transition from technology investment to value realization [3][34]. 3. Instant Retail Sector Dynamics - The instant retail sector has seen a peak in competition, with platforms initially investing heavily to capture market share. However, as the market stabilizes, strategies are shifting towards differentiation and quality improvement [3][47]. - The report highlights that platforms like Meituan and Taobao are focusing on enhancing user experience and profitability, moving away from aggressive subsidy strategies [3][47]. 4. Performance of Major E-commerce Platforms - Alibaba's core business revenue growth remains strong, while Meituan's local business is under pressure. JD.com and Pinduoduo are expected to see profit recovery in the upcoming quarters, driven by strategic investments and operational efficiencies [3][4]. - The report notes that the profitability of platforms is becoming increasingly differentiated, with expectations for Alibaba and Meituan to see profit recovery soon [4].

Core Viewpoint - The essence of the e-commerce business is "traffic," and the competition in the industry has evolved into a complex and multi-dimensional landscape, driven by various factors such as technology, consumer habits, and supply chain dynamics [1][2]. Group 1: E-commerce Competition Dynamics - In February 2025, Liu Qiangdong initiated a fierce competition in the food delivery sector, disrupting the market with substantial subsidies, leading to increased spending on sales and marketing by major players like Meituan, Alibaba, and JD.com, which collectively spent an additional 614 billion yuan in the third quarter [1]. - The competition is characterized by a shift from traditional e-commerce to instant retail, with platforms like JD.com, Meituan, and Alibaba engaging in a "comprehensive war" rather than a zero-sum game [2][6]. - The integration of AI in consumer decision-making and the transition of supply chains from a focus on scale to efficiency and resilience are reshaping the industry's development logic [2]. Group 2: Strategic Moves and Financial Implications - JD.com launched a recruitment initiative for quality dining merchants, offering zero commission for early entrants, marking the beginning of the food delivery war [4]. - Alibaba's recent performance indicates a significant growth in its instant retail business, with revenues reaching 229.06 billion yuan, a 60% year-on-year increase, despite a 53% drop in net profit for the second quarter of fiscal year 2026 [6][7]. - The competitive landscape is intensifying, with platforms reflecting on their strategies, as evidenced by Meituan's CEO acknowledging the unsustainable nature of past competitive practices [9]. Group 3: Market Trends and Future Outlook - The ongoing battle for market share in instant retail is not just about creating new consumption scenarios but also about capturing traditional e-commerce users and offline market shares [7][10]. - The industry is entering a phase of refined and localized operations, moving away from "barbaric growth" towards a more sophisticated approach [2][12]. - The exploration of local life and instant retail by platforms like Xiaohongshu and Douyin continues, despite challenges, indicating that the competition will remain dynamic and multifaceted [10].

Investment Rating - The report recommends investment in Alibaba, Meituan, Pinduoduo, and JD.com, indicating a positive outlook for these companies in the upcoming quarters [3][4]. Core Insights - Online consumption remains stable, with a total retail sales of 45.6 trillion yuan in the first 11 months of 2025, a year-on-year growth of 4.0%. The online retail sales reached 14.5 trillion yuan, growing by 9.1% year-on-year, while the physical goods online retail sales grew by 5.7% to 11.8 trillion yuan [2][14]. - The Double Eleven shopping festival saw an extended promotional period, averaging 3 days longer than previous years, leading to a robust growth in sales across major platforms [2][26]. - The competition in the instant retail sector has peaked, with platforms shifting strategies towards differentiation rather than direct price competition [2][49]. - Cloud business performance has been strong, with significant revenue growth from AI-related products, indicating a shift towards high-quality development driven by ecosystem investments [2][37]. Summary by Sections 1. Online Consumption and Retail Dynamics - Online consumption continues to grow steadily, with a penetration rate increasing to 25.9%. The high base effect from last year's trade-in policy is now impacting growth rates, leading to a slowdown in the growth of express delivery and online retail sales [2][14][19]. - Major platforms are increasing their investment in instant retail, with JD.com experiencing a significant decrease in GMV growth due to the high base effect from last year [19][20]. 2. AI and Product Development - The AI industry is experiencing intensified competition, with major internet companies completing 182 updates or iterations of large models in Q3 2025. This shift is moving from a broad approach to a more focused strategy on optimizing parameters and enhancing user experience [2][37][42]. - Alibaba's cloud business has shown accelerated revenue growth, with AI-related products achieving triple-digit year-on-year growth for nine consecutive quarters [2][37]. 3. Instant Retail and Competitive Landscape - The instant retail sector has seen peak competition, with platforms investing heavily to maintain market share. However, as the sector enters a seasonal downturn, competition is stabilizing, and platforms are focusing on differentiation strategies [2][49]. - Meituan and Taobao's flash sales have stabilized daily order volumes, while JD.com maintains a steady volume in its delivery services [49][51]. 4. Investment Recommendations - The report suggests that while the platforms are entering a high base period, the long-term profit elasticity remains strong, with Alibaba and Meituan expected to see profit recovery in the upcoming quarters [3][4].

Group 1 - The core trend for New Year's consumption is the pursuit of self-indulgence and ritual among young consumers, with various products catering to these desires becoming popular [1] - Sales of alcoholic beverages surged, with craft beer and white wine seeing over 100% year-on-year growth, while brandy sales increased by over 230% and fruit-flavored beer by over 70% [1] - Innovative alcoholic products, such as low-alcohol options, gained traction, exemplified by the launch of a 29-degree Five Grains Liquor, which quickly became a hot item [1] Group 2 - Young consumers are the main force in New Year's spending, prompting multiple platforms to offer consumer incentives [2] - Meituan Flash Purchase plans to distribute a maximum of 2026 yuan in New Year's flash purchase vouchers from December 31, 2025, to January 1, 2026, enhancing the shopping experience [2]

中国商报（记者 蒋永霞）"周末到公园玩，用无人机外卖叫了寿司，体验好棒，真的是躺在草坪上就能原地吃午饭。"北京消费者王女士在社交平台分享的 这段经历，不仅引来众多点赞，也刷新了她对即时履约的认知。这一幕，正是2025年中国即时零售行业转型变革的生动缩影。 2025年，随着京东、淘宝等电商巨头高调入局，外卖市场一度陷入"百亿补贴"混战；随后监管重拳及时出手，推动行业迅速踩下"内卷"刹车，一场从"拼价 格"到"拼体验"的理性竞争新纪元已然开启。 巨头入局引爆"补贴大战" 2025年，京东、淘宝等电商巨头强势入局，彻底搅动外卖格局。京东正式上线外卖业务，主打"品质堂食+百亿补贴"；阿里巴巴将"小时达"升级为"淘宝闪 购"，很快实现全国覆盖；美团则加速防御，市场由此形成"三足鼎立"的激烈竞争态势。 为争夺有限的用户心智与商户资源，各平台纷纷祭出高额补贴策略："0元购""满减神券""免配送费"等营销手段层出不穷。消费者短期内享受到了低价红 利，外卖订单量激增。 阿里巴巴2026财年第二季度财报显示，其即时零售业务收入同比增长60%，单位经济效益（UE）自9月以来显著改善，用户留存率提升，平均订单价格提 高，业务规模持续 ...

Group 1 - The core viewpoint of the article highlights a significant increase in sales of trendy digital products and beverages on Meituan's platform ahead of the New Year, indicating a shift in consumer preferences towards health-conscious and innovative products [1] Group 2 - Smartwatch sales on Meituan increased by 610% year-on-year, while tablet sales grew by over 210% [1] - Various trendy alcoholic beverages gained popularity among young consumers, with craft beer and white wine sales increasing by over 100%, and brandy sales rising by over 230% [1] - The search volume for hot wine sets surged by 212% compared to the previous week, while searches for Xinjiang milk skin beer increased by nearly 30% and fruit-flavored beer searches rose by 38% [1] - New and creative fruit and flower products became popular among young people for New Year celebrations, with related product searches on Meituan increasing 13 times compared to the previous week [1]

电商生意的本质是"流量"。 从AI深度介入消费决策，到直播电商进入冷静增长期，再到供应链从"规模之争"转向"效率与韧性之 争"，行业的发展逻辑正在被重写。 与此同时，消费者的代际变迁与价值取向变化，也在倒逼平台与品牌重新思考价值主张。可以预见，电 商不再是"野蛮生长"，而是进入精细化、本土化运营的新阶段。 每一个切面背后，都是机遇与挑战并存。展望2026年，从业者的心愿是希望打开新的蓝海，而不是在红 海存量里厮杀。 "饿了么"重写命运轨迹 2025年，当人们以为电商巨头的格局已定时，刘强东在2月打响了外卖大战的第一枪，市场的平静彻底 被打破。凭借数百亿补贴，从美团的主营业务"外卖"下手，京东和阿里巴巴撕开了一道流量的口子。 规律总是相似的，从千团大战到社区团购再到生鲜配送到家、特价电商……每一个火起来的电商形态背 后，都是阿里巴巴、京东、拼多多、美团等头部玩家们的身影。随之而来的是熟悉的烧钱补贴、薅羊毛 的用户、被"卷"下场的对手以及监管部门发声。 从财务数据来看，外卖业务补贴给平台带来了亏损，公司整体盈利水平下降。2025年三季报显示，仅在 第三季度，美团、阿里、京东三家平台的销售和市场费用就分别增加了16 ...

富了即时零售的商品供给品类，加速了 "内容引流 + 电商交易 + 即时配送" 的生态深度融合，推动即时零售与内容生态的联动更紧密。 2 月 11 日，京东外卖正式启动 "品质堂食餐饮商家" 招募计划，明确 2025 年 5 月 1 日前入驻的商家可享受全年免佣金福利，同时京东将为全职骑手足额 缴纳五险一金。此次京东以 "品质外卖" 为核心切入点，正式进军即时零售赛道，直接打破了此前美团、饿了么长期主导的双强格局，让即时零售行业从 "双雄争霸" 正式迈入美团、饿了么、京东三足鼎立的 "三国杀" 时代，行业竞争格局迎来根本性重塑。 3 月 18 日，抖音小时达宣布将带货权限面向全量电商达人开放，达人无需额外申请即可通过短视频种草、直播带货等形式推广即时零售商品，消费者下 单后依托抖音配送网络，最快 30 分钟就能收到商品。这一举措不仅为广大内容创作者开辟了全新的变现路径，让流量快速转化为实际收益，还进一步丰 3 月中旬，多家媒体报道显示，2024 年朴朴超市实现首度全年盈利，全年收入约 300 亿元，毛利率达 22.5%，全段履约费用率控制在 17.5% 以内，全国布 局 400 多个大型前置仓。2025 年朴朴 ...

Core Insights - The article highlights the competitive landscape of instant retail among major e-commerce players, indicating that 2025 is expected to be a pivotal year for the sector as companies shift from price competition to a focus on overall business ecosystem capabilities [1][8]. Group 1: Market Dynamics - On December 25, 2023, 30 stores of Qixian Xiaochu in Beijing received over 16,000 orders, driven by promotional activities such as free chocolate for users [2]. - Major e-commerce platforms like JD.com, Meituan, and Taotian are intensifying their marketing efforts with significant discounts and promotional campaigns ahead of the New Year [3][4]. - The instant retail market in China is projected to reach 971.4 billion yuan in 2023, with expectations to surpass 1 trillion yuan in 2024 and potentially reach 2 trillion yuan by 2030, reflecting an annual growth rate of 12.6% during the 14th Five-Year Plan period [7]. Group 2: Competitive Strategies - JD.com has adopted a strategy focused on quality and zero commission, achieving over 25 million daily orders within 90 days of launching its services, while also offering social security for delivery personnel [4][7]. - Meituan has shifted its focus to instant retail by closing non-core businesses and enhancing its delivery services, with over 30,000 flash warehouses established across 2,800 counties and cities [5][7]. - Alibaba is integrating its resources to enhance its instant retail offerings, with a focus on improving user experience and increasing profitability through innovative business models like the Taobao convenience store [7]. Group 3: Future Outlook - The competition in the instant retail market is expected to evolve beyond mere subsidies and order volumes, emphasizing the importance of ecosystem collaboration, operational precision, and supply chain efficiency [8].