外卖市场格局重构，饿了么升级商家扶持计划

国际金融报2025-06-16

6月16日，《国际金融报》记者获悉，饿了么宣布全面升级“优店腾跃计划”，追加10亿元专项投入，以费率优惠、流量扶持及AI技术赋能三重举措，进一步抢占外卖商家服务赛道。而这一动作正值京东外卖订单量突破2500万单、市场格局从 “双雄争霸” 迈向 “三足鼎立” 的关键节点。　　据介绍，即日起至8月底期间，饿了么将继续加码超过10亿元，通过提供新店最高3个月免佣、增加最高3个月新店期流量扶持权益，以及...

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张力/摄　　饿了么加码该计划背后，行业竞争态势急剧变化。记者留意到，饿了么的“优店腾跃计划”始于今年3月，是平台2025年商家扶持战略的核心举措之一。该计划承诺全年投入超10亿元，涵盖费率优惠、专项补贴、专属流量、数字化运营服务及AI技术赋能等多个维度，旨在帮助线下餐饮商家加速数字化转型，拓展线上业务增量。　　近年来，随着数字经济快速发展、城市化进程加速以及消费者生活方式转变，外卖已深度融入日常生活，成为餐饮行业的重要增长引擎。行业分析显示，2024年，美团与饿了么两大平台合计占据98%的市场份额，其中美团以65%的市场占有率保持领先地位，饿了么则以33%的份额紧随其后。　　然而，进入2025年，市场竞争格局随着京东的入局出现新的变化。2月11日，京东正式启动“品质堂食餐饮商家”招募，高调入局外卖竞争；4月11日宣布百亿补贴全面上线，在骑手、商家和消费者各端向美团开战；4月30日，阿里宣布入局参战，当日，饿了么推出“饿补超百亿”大促。而在即时零售赛道，淘宝天猫将原有“小时达”业务全面升级为“淘宝闪购”，并提升至淘宝App首页一级入口，首期覆盖50城后，已于5月6日推广至全国。　　“截至2025年6月1日，京东外卖日均订单量已突破2500万单，占据全国外卖市场超31%的份额，在品质外卖细分领域约有45%的市场占有率，与美团、饿了么共同构建起‘三足鼎立’的行业新格局。”近日，艾瑞咨询在相关研报中指出，这一发展态势标志着外卖市场正从双雄争霸迈向三强竞逐的新阶段。（文章来源：国际金融报）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","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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