On July 12, Meituan took the lead in “going crazy”, scattering unlimited milk tea, 1 point coffee, and iced explosive products for 0 yuan; Taobao flash sales and JD.com takeaway followed, with tens of billions of subsidies and crayfish prices bombarded in turn. The number of orders soared from 100 million to 200 million, riders earned 1,000 yuan a day, and stores ranked outside the thousand numbers – this is not a simple subsidy war, but an “infinite war” between Meituan, Alibaba, and JD.com for the instant retail throne. When “drinking enough water can save money on a meal” has become a new consumption philosophy, who can survive to the end?
Obviously, Meituan doesn’t want to be “stolen” anymore.
Compared with last weekend, Taobao flash sale launched a raid, Meituan was passive, and this weekend, Meituan chose to take the initiative to attack and take the initiative to provoke war.
AI Blue Media Hui noticed that since the middle of the week, various life groups have begun to release a new round of takeaway weekend wars, and Meituan is about to make a strong announcement.
Similar to “On July 12, the milk tea war is about to begin.” This time it’s 0 yuan! Starting tomorrow, Meituan 0 yuan milk tea can be bought directly without coupons! “It’s best to be hungry for a day, tomorrow Saturday is said to be an unprecedented three-way takeaway war” and other news, have begun to warm up.
A pair of tension and anticipation before a superstorm are waiting for the arrival of a new Saturday.
And then it came as scheduled.
On July 12, when users opened their eyes and opened the Meituan APP, the system directly popped up the page where the “0 yuan takeaway” had arrived, and after clicking on it, it was some brands of 0 yuan milk tea, coffee and other takeaways sent by Meituan, as well as self-pickup orders, such as Gu Ming’s fresh lemonade and Shanghai aunt’s fresh jasmine tea.
Compared with the temporary online order rush last weekend, this round of “0 yuan purchase” is like a flood of flooding.
Not only that, in addition to continuing to issue large coupons and free orders every day, Meituan has also launched activities such as “starting from 1 cent” to buy milk tea takeaway, as well as “iced explosive products starting from 1 cent”, and “big-name self-pickup from 1.68 yuan”. A cup of Aunt Shanghai’s jasmine milk green medium cup on the page only costs 1 cent.
In this round, the reason why Meituan took the lead in “going crazy” is also easy to understand.
On the one hand, it is natural to seize the initiative.
Whether it is JD.com’s strong entry at the end of February, Alibaba’s efforts in May, and the “home theft” of Taobao’s flash sale last week, JD.com Alibaba is targeting Meituan’s hinterland.
Instead of continuing to be passive and being coerced into the game, it is better to rush to attack first and turn passivity into initiative.
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On the other hand, Meituan also tasted the sweetness of “being stolen”.
Last weekend, you chased me, which directly created an explosion of instant retail orders. For many years, the scale of the original instant delivery market totaled more than 100 million daily orders, directly doubling to 200 million daily orders.
Image source: Internet
This is not only a huge amount, but also an increment. Meituan itself benefited from this, with the peak of 98 million in the past directly rising to 120 million last weekend.
The potential of the market can be seen. Since the window has opened, Meituan naturally wants to pursue the victory again.
Wang Xing once made it clear that Meituan will win “at all costs” and try its best to defend its market share.
Now, it is a critical moment to “do whatever it takes”.
Crazy Saturday
“Meituan is crazy”, “I can’t finish drinking, I can’t finish drinking at all”, “Stop, I really don’t want to gain weight this summer.” ”
Liu Yi’s mutual aid order rush group, since today, the news has been pushing non-stop.
The group friends are not only continuing to share the coupon grabbing information of Meituan, JD.com, and Alibaba, but also constantly sharing their own snap-up records.
“One point of American ancient tea, I can’t drink five cups.” One group member said, and another group member immediately continued, “I understand, the essence of the takeaway war is to let you drink water and drink enough, so that you don’t have to eat.”
Of course, it’s not just Meituan who is crazy.
Taobao flash sales and JD.com takeaway are also not idle.
AI Blue Media Hui noticed that Taobao flash sale played the slogan of “Super Saturday” today, releasing a large coupon package of 188 yuan, declaring that “5 meals a day are all inclusive”. Many users have basically gotten a number of large coupons of “18.8 minus 18.8” and “18.8 minus 28.8”.
At the same time, Taobao’s “0 yuan purchase” activity focuses on instant retail, and the free coupons such as “ice cream 0 yuan” and “0 yuan drink/beer” given to users are suitable for convenience store delivery scenarios.
JD.com also followed up, not only issuing a large amount of tens of billions of subsidy coupons, but also launching a “fixed price of 16.18″ on Friday night! Please eat quality crayfish for users across the country”. Many users have already taken the lead in trying it out.
This also makes it a crazy Saturday again, which is being staged.
Of course, Liu Yi also engaged in a “0 yuan purchase”, but “one cup is enough”.
“Having a cup is to respect this weekend’s takeaway war, and only having one cup is to respect yourself. I can’t drink too much, it’s really too fat. ”
Liu Yi, 26, works in Tianjin, is a Dianping V6 user and is also a Black Diamond member of Meituan. In the past week, in her words, “I really can’t drink”.
With this takeaway war, she previously had more of her trading orders on Ele.me, such as Cudi coffee for 2.68 yuan, Mixue Bingcheng double cup stick fresh orange for 2.88 yuan, O yuan on Meituan to pick up “wind rising green mang”, and various free orders to win prizes.
It’s not just about eating and drinking, it’s about having fun. “Recently, the winning rate of Meituan’s free trial is also very high, I go out to play PS5 and fitness without spending money, and it is enough to use the winning coupon.” She said that in the past, every time there was a World Cup, she would say that a goal would be played out of the summer, but now, it is a cup of wine that drinks the whole summer.
At the same time, the merchant side was also transferred.
This Saturday, many brand stores such as milk tea and coffee in the market have experienced a “burst order” phenomenon. For example, a user in Chongqing said on Xiaohongshu that he ordered the ancient tea coffee he bought for “0 yuan” an hour in advance, but when he arrived at the store, he still needed to queue up for a long time; Some users in Hubei said that they went to pick up their own meals, and the number of picking up meals has been more than 1,000, and the employees who shake milk tea behind them have entered a state of selflessness……
A generation has its own egg essentials, and this generation, under the frenzy of takeaway Three Kingdoms, is 0 yuan milk tea.
AII in Takeaway
The rider end, just as crazy.
Chen Ke in Shanghai is ready to go to play with friends. He ordered a case of Budweiser beer from JD.com in seconds, ready to drink it with his friends in the evening.
As soon as he arrived at the friend’s community, he happened to meet a JD delivery brother who was carrying Budweiser.
After Chen Ke first confirmed with the little brother whether it was a certain address, he told the little brother, don’t send it, it’s time to the elevator, and he took it up. But unexpectedly, the other party rejected this request.
“I didn’t expect that the little brother said this as soon as he opened his mouth, in the past few days, the takeaway tripartite war, my delivery fee is very expensive, or I will deliver it to the door in person, otherwise I will be embarrassed to make money.” Chen Ke told AI Blue Media Exchange that the distance was less than 3 kilometers, and the little brother said that this order was 11 yuan, more than double the usual.
AI Blue Media Hui learned that in recent times, with the rapid growth of orders, there has been a tight phenomenon on the capacity side. In some areas, the platform has withdrawn the delivery fee from 5.8 yuan/order to 8 yuan/order during peak hours, which is still difficult to alleviate the “rider shortage”. In the same period, the income of delivery riders has also increased significantly. Some takeaway brothers said that they usually earn two or three hundred a day, but on July 5, it rushed to about 1,000 yuan.
Image source network
Behind this, it is the takeaway war that is currently in full swing.
After completing the integration of Taobao Flash Sale, Alibaba’s determination to build a “big consumption” platform after combining its own e-commerce with instant retail has been extremely obvious. JD.com, with founder Liu Qiangdong personally grasping takeaway, wine and tourism and other businesses, is expanding its boundaries step by step. Meituan wants to use instant retail to subvert the underlying logic of the entire retail market.
Tens of billions, 50 billion, and even possible hundreds of billions of subsidies are constantly smashing into this market.
This is not only competition, but also a conspiracy.
Since the beginning of the market, this has been a war of involution stock.
But it was found that this leveraged a wide range of increments.
Judging from the existing volume, JD.com has achieved a daily order volume of 25 million, Taobao flash sale has received 80 million, and Meituan has achieved 120 million, all of which have achieved ultra-high growth in their ideal expectations. And this further means that from the warm-up to the short combat, from the current development trend, the competition between Meituan, Alibaba, and JD.com, the three main players in instant retail, will be more intense and normalized for the key point of the weekend.
An infinite war of three AII in takeaway is starting, even if it has to bear high losses, but there is no end in sight yet.
