外卖行业遇京东搅局，美团股价一度下跌超6%

第一财经2025-02-12

2月12日开盘，美团港股股价盘中下滑超过6%。截至发稿，美团股价下滑5.253%，为153.3港元。而在前一天，京东外卖宣布启动0佣金招募商家强势进入外卖行业，已签约商家佣金从2月11日 0点起，按照全年免佣调整。这一佣金策略让不少商家激动不已。一位商家对第一财经表示，目前的外卖平台服务费加上配送费等，收取的费用在营业额的25%左右。因此在定价时他将外卖平台上的菜品价格上调了20%。同时，他希望...

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0点起，按照全年免佣调整。这一佣金策略让不少商家激动不已。一位商家对第一财经表示，目前的外卖平台服务费加上配送费等，收取的费用在营业额的25%左右。因此在定价时他将外卖平台上的菜品价格上调了20%。同时，他希望尝试一下京东外卖，如果有流量也可以做更多投入。京东外卖才推出不久，但两家已有不小的火药味。在京东宣布0佣金招募商家之前，出现了京东外卖佣金率为5%，让美团不得不降低抽佣的传言。对于这一情况，美团方面确认，网传的关于美团外卖30%的高佣金率数据不实，美团外卖实际商户佣金率为6%～8%，商家选择美团配送时会产生履约服务费。目前，京东外卖属于京东的“秒送”业务之一，而秒送在运力方面由达达承担。在人才方面，据公开资料，2024年1月，原美团S-team成员郭庆加入了京东，担任京东集团顾问。2024年8月，达达发布公告，郭庆出任达达集团董事会主席。郭庆此前在美团担任酒旅负责人，并且带领团队完成了酒旅业务的搭建。虽然不曾直接负责外卖业务，但达达承担了京东在即时零售上的野心。对此，数字经济学者、工信部信息通信经济专家委员会委员盘和林对第一财经表示，美团股价下跌与京东推出外卖业务有关，外卖市场很长一段时间都较为固定，缺乏新参与者挑战，如今竞争对手的进入会分走一部分市场份额。盘和林表示，对于京东而言，进入外卖市场对京东原有的业务和资源进行了一次拓展，比如京东可以将其配送员转化为外卖员，提高其物流基础设施的利用率。京东可以更好地和线下商超合作，提供平台服务，扩展业务边界。此外，京东可以更好地通过本地配送服务来满足京东会员的潜在消费需求，满足消费者多重需求。当下，外卖市场仍有不小的空间。一方面，外卖需求仍在持续爆发，需要外卖的消费者越来越多，另一方面，外卖平台可拓展的新业务越来越多。如生鲜配送、本地服务（如维修、家政等服务的平台销售）以及本地影院电影票销售等。市场之广阔，使得现有的头部外卖平台无法独揽所有本地平台业务，而消费者也希望有更多的可选平台。因此，京东进入外卖市场仍有广阔空间。艾媒咨询数据显示，2024年中国在线餐饮外卖行业市场规模为16357亿元，预计2027年达19567亿元。未来，外卖市场规模的增长动力将更多来源于三线及以下城市和乡镇地区，下沉市场正成为外卖行业的重要增量来源。同时，下沉市场的外卖用户数量呈现出快速增长的态势，下沉市场有望成为外卖行业规模增长的新动力源。下沉外卖平台正逐步向多元化服务方向发展，开始涉足日用品、医疗用品等其他领域的配送服务。另一方面，盘和林认为美团仍有自己的护城河。规模是其护城河之一，互联网赢者通吃，消费者在高频消费上形成了习惯，用户黏性会提高。不过，市场一旦进入三国状态，价格战或许难以避免，可能会影响美团的份额。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"-1","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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