补贴退潮消费者心智已固外卖江湖“三分天下”已成定局

中金在线2025-09-18

随着夏天的结束，2025年这轮外卖补贴大战也渐渐落下帷幕，市场正在告别此前的混战，逐步回归理性发展轨道。最新的外卖行业报告显示：这场大战不仅改变了用户的消费习惯，更推动外卖行业形成了新的格局，淘宝、京东、美团“三分天下”的局面依然形成。(补贴高峰期消费者对外卖平台的选择)(补贴退潮后消费者对外卖平台的选择)用户的选择偏好，直接预示了未来市场格局的走向。调研结果非常清晰的呈现：外卖补贴大战的逐渐落幕...

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股道自然
2025-09-19
股道自然
外卖市场26%，淘宝54，这他马真敢写

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20:15","market":"hk","language":"zh","title":"补贴退潮 消费者心智已固 外卖江湖“三分天下”已成定局","url":"https://stock-news.laohu8.com/highlight/detail?id=2568778174","media":"中金在线","summary":"最新的外卖行业报告显示：这场大战不仅改变了用户的消费习惯，更推动外卖行业形成了新的格局，淘宝、京东、美团“三分天下”的局面依然形成。外卖补贴退潮后，用户心智的固化与分化，叠加平台生态协同能力的差异，共同促成了外卖行业“三分天下”的稳定格局。","content":"<html><body><article><p>随着夏天的结束，2025年这轮外卖补贴大战也渐渐落下帷幕，市场正在告别此前的混战，逐步回归理性发展轨道。最新的外卖行业报告显示：这场大战不仅改变了用户的消费习惯，更推动外卖行业形成了新的格局，淘宝、<a href=\"https://laohu8.com/S/JD\">京东</a>、<a href=\"https://laohu8.com/S/MPNGY\">美团</a>“三分天下”的局面依然形成。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20250918202901271d201q8c9ox25qw9\"/><p>(补贴高峰期消费者对外卖平台的选择)</p><img src=\"https://fid-75186.picgzc.qpic.cn/20250918202910751d2016qc5ysqn2df\"/><p>(补贴退潮后消费者对外卖平台的选择)</p><p>用户的选择偏好，直接预示了未来市场格局的走向。调研结果非常清晰的呈现：外卖补贴大战的逐渐落幕，但补贴大战的深层影响并未随补贴退潮而消散，反而在用户消费心智中留下了两大不可逆的改变，为后续市场格局的分化奠定了坚实基础。在整体外卖市场，用户会将外卖订单相对平均地分配给三大平台。淘宝闪购/饿了么以微弱优势占据34.2%的预期份额，京东紧随其后，获得33.5%，<a href=\"https://laohu8.com/S/03690\">美团</a>则占据28.9%。三大巨头之间的差距极小，没有任何一方拥有绝对的统治力，整体市场呈现出高度胶着的竞争态势。</p><p>造成如今外卖市场三分天下格局的两大核心因素：</p><p>其一，补贴大战前后消费者的选择行为发生了变化——即对外卖高频依赖固化的同时，关注锚点从价格转而更关注商品质量与整体的服务体验。调研显示，配送速度上，京东秒送/外卖以32.70%的高占比居首，美团外卖(24.80%)和淘宝闪购/饿了么(21.17%)紧随其后，显示出京东秒送在配送领域的优势。服务体验方面，京东秒送/外卖也是获得用户评价最高的平台。</p><p>从用户分化情况来看，三类群体的特征十分鲜明。占比最大的是价格驱动型用户，达到49.3%，他们对价格波动最为敏感，补贴退潮后要么转向价格更低的平台(25.0%)，要么明显减少消费频率(24.3%)，是各平台争夺的基础用户盘。其次是价值驱动型用户，占比26.8%，这一群体最具价值，不将价格作为首要考量，更关注商品质量与服务体验，倾向于维持原有消费频率，对平台品牌忠诚度较高。最后是机会主义型用户，占比19.5%，仅在平台推出促销、补贴活动时下单，消费行为与营销活动强度高度绑定，是平台可通过精细化运营争取的“摇摆客群”。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20250918202911617d201zicgm56sg9f\"/><p>其二，生态协同能力定胜负，京东差异化优势凸显，如今外卖市场的竞争，早已超越单纯的流量争夺，进入生态协同的深度比拼阶段。平台能否将外卖业务与自身核心优势有效联动，形成“获客-留存-增值”的完整闭环，直接决定其在“三分天下”格局中的竞争力，而京东凭借独特的生态布局，展现出显著的差异化优势。</p><p>外卖业务不仅是独立的战场，更是为平台主营业务输送高频次、高价值用户的“超级入口”。而协同价值的真正深度，体现在不同平台在用户心智中已形成了泾渭分明的“品类领地”。调研显示，京东外卖用户跨品类消费人均选择3.4个品类，远超淘宝(2.4个)和美团(1.8个)，外卖流量成功转化为高客单价消费，形成“外卖获客-全品类留存”高效闭环。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20250918202912208d201qwiknz535ld\"/><p>外卖补贴退潮后，用户心智的固化与分化，叠加平台生态协同能力的差异，共同促成了外卖行业“三分天下”的稳定格局。</p></article></body></html>","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\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>补贴退潮 消费者心智已固 外卖江湖“三分天下”已成定局</title>\n<style 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margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n补贴退潮 消费者心智已固 外卖江湖“三分天下”已成定局\n</h2>\n\n<h4 class=\"meta\">\n\n\n2025-09-18 20:15 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250918202913a7285c1b&s=b><strong>中金在线</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>随着夏天的结束，2025年这轮外卖补贴大战也渐渐落下帷幕，市场正在告别此前的混战，逐步回归理性发展轨道。最新的外卖行业报告显示：这场大战不仅改变了用户的消费习惯，更推动外卖行业形成了新的格局，淘宝、京东、美团“三分天下”的局面依然形成。(补贴高峰期消费者对外卖平台的选择)(补贴退潮后消费者对外卖平台的选择)用户的选择偏好，直接预示了未来市场格局的走向。调研结果非常清晰的呈现：外卖补贴大战的逐渐落幕...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250918202913a7285c1b&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":{"89618":"京东集团-SWR","89988":"阿里巴巴-WR","LU1023057109.AUD":"BGF CHINA \"A2\" (AUDHDG) ACC","LU1720051108.HKD":"ALLIANZ GLOBAL ARTIFICIAL INTELLIGENCE \"AT\" (HKD) ACC","LU0348805143.USD":"ALLIANZ ENHANCED ALL CHINA EQUITY \"A\" (USD) INC","LU0449509016.USD":"HSBC GIF BRIC EQUITY \"AC\" (USD) ACC","09618":"京东集团-SW","LU1720050803.USD":"安联全方位中国股票基金","LU0456827905.SGD":"JPMorgan Funds - China A (acc) 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A-SGD"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250918202913a7285c1b&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2568778174","content_text":"随着夏天的结束，2025年这轮外卖补贴大战也渐渐落下帷幕，市场正在告别此前的混战，逐步回归理性发展轨道。最新的外卖行业报告显示：这场大战不仅改变了用户的消费习惯，更推动外卖行业形成了新的格局，淘宝、京东、美团“三分天下”的局面依然形成。(补贴高峰期消费者对外卖平台的选择)(补贴退潮后消费者对外卖平台的选择)用户的选择偏好，直接预示了未来市场格局的走向。调研结果非常清晰的呈现：外卖补贴大战的逐渐落幕，但补贴大战的深层影响并未随补贴退潮而消散，反而在用户消费心智中留下了两大不可逆的改变，为后续市场格局的分化奠定了坚实基础。在整体外卖市场，用户会将外卖订单相对平均地分配给三大平台。淘宝闪购/饿了么以微弱优势占据34.2%的预期份额，京东紧随其后，获得33.5%，美团则占据28.9%。三大巨头之间的差距极小，没有任何一方拥有绝对的统治力，整体市场呈现出高度胶着的竞争态势。造成如今外卖市场三分天下格局的两大核心因素：其一，补贴大战前后消费者的选择行为发生了变化——即对外卖高频依赖固化的同时，关注锚点从价格转而更关注商品质量与整体的服务体验。调研显示，配送速度上，京东秒送/外卖以32.70%的高占比居首，美团外卖(24.80%)和淘宝闪购/饿了么(21.17%)紧随其后，显示出京东秒送在配送领域的优势。服务体验方面，京东秒送/外卖也是获得用户评价最高的平台。从用户分化情况来看，三类群体的特征十分鲜明。占比最大的是价格驱动型用户，达到49.3%，他们对价格波动最为敏感，补贴退潮后要么转向价格更低的平台(25.0%)，要么明显减少消费频率(24.3%)，是各平台争夺的基础用户盘。其次是价值驱动型用户，占比26.8%，这一群体最具价值，不将价格作为首要考量，更关注商品质量与服务体验，倾向于维持原有消费频率，对平台品牌忠诚度较高。最后是机会主义型用户，占比19.5%，仅在平台推出促销、补贴活动时下单，消费行为与营销活动强度高度绑定，是平台可通过精细化运营争取的“摇摆客群”。其二，生态协同能力定胜负，京东差异化优势凸显，如今外卖市场的竞争，早已超越单纯的流量争夺，进入生态协同的深度比拼阶段。平台能否将外卖业务与自身核心优势有效联动，形成“获客-留存-增值”的完整闭环，直接决定其在“三分天下”格局中的竞争力，而京东凭借独特的生态布局，展现出显著的差异化优势。外卖业务不仅是独立的战场，更是为平台主营业务输送高频次、高价值用户的“超级入口”。而协同价值的真正深度，体现在不同平台在用户心智中已形成了泾渭分明的“品类领地”。调研显示，京东外卖用户跨品类消费人均选择3.4个品类，远超淘宝(2.4个)和美团(1.8个)，外卖流量成功转化为高客单价消费，形成“外卖获客-全品类留存”高效闭环。外卖补贴退潮后，用户心智的固化与分化，叠加平台生态协同能力的差异，共同促成了外卖行业“三分天下”的稳定格局。","news_type":1,"symbols_score_info":{"89618":0.6,"89988":0.6,"03690":0.9,"HBBD.SI":0.6,"ALBmain":0.6,"JD":0.6,"BABA":0.6,"09988":0.66,"09618":0.88}},"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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补贴退潮 消费者心智已固 外卖江湖“三分天下”已成定局

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补贴退潮消费者心智已固外卖江湖“三分天下”已成定局