美团、淘宝、京东共同宣布，外卖0元购结束

澎湃新闻2025-08-03

出品/壹览商业作者/蒙嘉怡编辑/木鱼8月1日上午，美团、淘宝闪购、京东外卖先后发文，共同强调不以显著低于成本的价格销售商品和服务，并坚决抵制恶性竞争。此举被视为对市场监管总局此前行动的响应。7月18日，市场监管总局约谈饿了么、美团、京东三家平台企业，要求相关平台企业严格遵守法律法规规定，严格落实主体责任，进一步规范促销行为，理性参与竞争。种种信号表明，持续数月的“外卖大战”或将画上句号。外卖大战的...

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股道自然
2025-08-03
股道自然
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09:43","market":"hk","language":"zh","title":"美团、淘宝、京东共同宣布，外卖0元购结束","url":"https://stock-news.laohu8.com/highlight/detail?id=2556821219","media":"澎湃新闻","summary":"出品/壹览商业作者/蒙嘉怡编辑/木鱼8月1日上午，美团、淘宝闪购、京东外卖先后发文，共同强调不以显著低于成本的价格销售商品和服务，并坚决抵制恶性竞争。7月18日，市场监管总局约谈饿了么、美团、京东三家平台企业，要求相关平台企业严格遵守法律法规规定，严格落实主体责任，进一步规范促销行为，理性参与竞争。而随着美团、京东、阿里三大平台的集体发声，外卖和即时零售市场的竞争格局与商业模式，或将迎来新调整。","content":"<div>\n<p>出品/壹览商业作者/蒙嘉怡编辑/木鱼8月1日上午，美团、淘宝闪购、京东外卖先后发文，共同强调不以显著低于成本的价格销售商品和服务，并坚决抵制恶性竞争。此举被视为对市场监管总局此前行动的响应。7月18日，市场监管总局约谈饿了么、美团、京东三家平台企业，要求相关平台企业严格遵守法律法规规定，严格落实主体责任，进一步规范促销行为，理性参与竞争。种种信号表明，持续数月的“外卖大战”或将画上句号。外卖大战的...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250803094438a6cfe0ea&s=b\">网页链接</a>\n\n</div>\n","source":"tencent","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" 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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250803094438a6cfe0ea&s=b><strong>澎湃新闻</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>出品/壹览商业作者/蒙嘉怡编辑/木鱼8月1日上午，美团、淘宝闪购、京东外卖先后发文，共同强调不以显著低于成本的价格销售商品和服务，并坚决抵制恶性竞争。此举被视为对市场监管总局此前行动的响应。7月18日，市场监管总局约谈饿了么、美团、京东三家平台企业，要求相关平台企业严格遵守法律法规规定，严格落实主体责任，进一步规范促销行为，理性参与竞争。种种信号表明，持续数月的“外卖大战”或将画上句号。外卖大战的...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250803094438a6cfe0ea&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"83690":"美团-WR","89618":"京东集团-SWR","89988":"阿里巴巴-WR","LU1303224171.USD":"NINETY ONE GSF ALL CHINA EQUITY \"A\" (USD) INC","SG9999001051.SGD":"United Asia Fund SGD","LU2257852520.SGD":"JPMorgan Funds - Asia Growth A (acc) SGD","LU1868837565.USD":"CT (LUX) I GLOBAL EMERGING MARKET EQUITIES \"1\" (USD) ACC","09618":"京东集团-SW","09988":"阿里巴巴-W","LU0128522157.USD":"TEMPLETON ASIAN GROWTH \"A\" 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Acc"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250803094438a6cfe0ea&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2556821219","content_text":"出品/壹览商业作者/蒙嘉怡编辑/木鱼8月1日上午，美团、淘宝闪购、京东外卖先后发文，共同强调不以显著低于成本的价格销售商品和服务，并坚决抵制恶性竞争。此举被视为对市场监管总局此前行动的响应。7月18日，市场监管总局约谈饿了么、美团、京东三家平台企业，要求相关平台企业严格遵守法律法规规定，严格落实主体责任，进一步规范促销行为，理性参与竞争。种种信号表明，持续数月的“外卖大战”或将画上句号。外卖大战的爆发与升级这场“战争”，始于今年元宵。2月11日，京东上线“京东外卖”，推出百亿补贴、免佣政策和骑手社保保障，刘强东亲自下场送外卖，甚至开启“Boss直聘”，当场招揽两位竞对的配送骑手；美团随即加强骑手权益保护，并于4月15日推出即时零售品牌“美团闪购”应战；在京东与美团夹击之下，阿里也于4月30日将“小时达”升级为“淘宝闪购”，外卖市场“三国杀”格局正式形成。7月，竞争进一步白热化。7月5日，暑期的第一个周六，阿里内部代号“淮海战役”的百日闪购增长计划迎来第一个冲单日，美团迅速阻击，发放大量大额券，部分外卖甚至能“零元购”。7月8日，京东外卖宣布正式启动“双百计划”，投入超百亿真金白银扶持更多品类标杆品牌，让其销量破百万。在巨额补贴的刺激下，外卖市场订单总量从年初的日均1亿单，增长至7月中旬单日约2.5亿单，主要增量在美团，达到1.5亿单，饿了么8000万单，京东1000多万单。7月28日，淘宝闪购和饿了么联合宣布，连续两个周末日订单超9000万。补贴下的真实账本表面上看，平台补贴、商家爆单，骑手与商家收入似乎水涨船高。但实际情况果真如此吗？为了深入探究补贴对市场主体的影响，壹览商业选取了杭州某餐饮商家的同一套餐，分别于7月3日（战役前）和7月12日（战役后），在美团、饿了么、京东外卖这三个平台上下单，并以此为基础对成本进行了详细拆解。需要强调的是，壹览商业的测试仅为杭州区域个案，结果因地域、客单价、活动参与度等因素存在差异，旨在揭示成本构成逻辑，具体数值仅供参考。对7月3日三平台成本拆解后，可以发现：从消费端看，京东对消费者最友好，淘宝闪购次之，美团消费者支付最高。从商家端看，美团商家实际收入最高，京东次之，淘宝闪购最低。值得注意的是，京东平台商家收入甚至高于消费者支付价，凸显京东对商家的强力补贴。从平台端看，淘宝闪购各类费用总额最高，占消费者实付额35%；美团费用占比仅25%。平台单均净收入方面，京东预计亏损至少1.3元，淘宝闪购与美团预期盈利。对7月12日三平台成本拆解后，可得出下列结论：第一，京东外卖并未因为阿里投入补贴而进行调整，消费者的实际支付和商家的实际收入都没有发生变化。第二，阿里与美团均提升了补贴力度，消费者实际支付显著下降。第三，平台扣点降低，除京东外，商家收入与顾客实付与7月3日相比都有所提升。第四，补贴由商家与平台共担，美团承担比例最低，阿里最高约58%，且绝对成本最高。第五，计入骑手配送成本后，三大平台单均净收入均为负数：美团至少亏1.86元，京东至少亏2.75元，淘宝闪购亏3.2元。不可持续的零元购这场以极端补贴为特征的竞争，负面影响正迅速显现。商家们在这场大战中苦不堪言。多位商家向壹览商业反馈，订单量暴涨并未带来利润增长。扣除物料、补贴、平台费、配送费后，实际利润反而缩水。嘉和一品创始人刘京京直言“倒闭的商家会越来越多”，南城香创始人汪国玉也称客单价下滑、利润率下降是必然结果。同时，补贴吸引的多为价格敏感、忠诚度低的“羊毛党”，难以带来长期、稳定利润，甚至分流了原本利润更高的线下顾客。更严峻的是，线下客流被线上补贴大量虹吸，商家陷入两难：不参与补贴则面临客流下滑、经营困难；参与则利润微薄甚至亏损。此外，“幽灵外卖”或将更加泛滥。这类免堂食成本的店铺，本就凭借低价和购买竞价排名挤压正规商家。补贴大战进一步摧毁正规商家本已微薄的利润空间，迫使其或降质，或转为“幽灵店铺”，或被迫关停线上业务。最终损害的是消费者获得品质餐品的权益。激增的订单量也极大考验了配送运力，骑手工作强度陡增，配送时效和服务质量压力加大，其权益保障问题在高速扩张期也面临挑战。全国各地的餐饮协会发出集体呼吁，希望能够叫停这场非理性竞争。美团核心本地商业CEO王莆中也坦言，大额补贴带来的订单量绝大多数是泡沫，“行业价值有限”。这些来自行业内部和平台高层的清醒认知，侧面说明依靠“高额补贴”换取增长的策略难以为继。正是在行业内外对高额补贴危害形成广泛共识、并强烈要求回归理性的背景下，三大平台集体承诺抵制恶性竞争，这不仅是响应监管要求，更是对自身战略和行业长期健康发展的主动调整。值得注意的是，壹览商业在此前发布的《外卖与即时零售双擎竞速，美团、京东与阿里战略布局全解析报告》指出，补贴本身并非终极目的。美团希望通过补贴稳固其市场主导地位；而阿里和京东则意在通过补贴激活自身电商生态，实现内部业务协同，从而讲出新故事。这些战略目标能否真正实现，只有在非理性的补贴大战结束后才能逐渐显现。而随着美团、京东、阿里三大平台的集体发声，外卖和即时零售市场的竞争格局与商业模式，或将迎来新调整。","news_type":1,"symbols_score_info":{"83690":0.9,"89618":0.9,"89988":0.6,"HBBD.SI":0.6,"BABA":0.6,"ALBmain":0.6,"JD":0.6,"09988":1,"METmain":0.6,"03690":1,"MPNGY":0.6,"09618":1,"HMTD.SI":0.6}},"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"}],"isCommentEnd":false,"newsSizeData":{"likeSize":0,"commentSize":1,"repostSize":1,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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