一日关停两个项目，美团传统电商梦碎

新浪财经12-17

12月15日，美团团好货业务发布内部邮件，宣布暂停团好货业务。同一日，美团优选仅剩的几个服务城市，广州、杭州等也全面关停，当地用户收到“运力不足，暂时停售”的提醒。美团优选和团好货的同日关停，意味着美团 “远场电商”布局，以及“外卖带动电商、电商反哺外卖”的尝试以失败告终。同步开启，同日关停同日关停的美团优选和团好货，当年也几乎同步开启。美团优选成立于2020年，彼时被定为美团...

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优选所在的新业务单季亏损超百亿元。2023年财报显示，当年亏损主要来自 美团 优选；在同期电话会议上， 美团 管理层明确后续将减少补贴、提高加价率，更关注用户自然留存率而非盲目扩大市场份额。2024年， 美团 优选依然持续亏损， 美团 逐步关闭西北四省及北京的优选业务。2025年6月， 美团 优选突然启动全国范围内大面积关仓，上海、重庆、河南等19个省份业务暂停，仅广东、浙江等部分区域维持运营， 美团 对外称此次调整为战略转型升级。12月15日， 美团 优选最后几个服务城市也关停。相比 美团 优选的轰轰烈烈，团好货虽有过高光时刻，但整体宣传却更为低调。据了解，团好货是 美团 自主孵化的电商业务，2020年8月以小程序形式上线，主打“产地直发+低价拼团”，目标下沉市场。当年12月，团好货升级为“ 美团 APP”一级入口，后更名为 美团 电商，其战略重要性可见一斑。2021年，团好货全年总单量约为3600万单，GMV约为6.3亿元，日均单量徘徊在10-12万单左右。这是团好货的高光时刻。但转折出现在2021年9月，原网易严选CEO柳晓刚加盟 美团 并接手团好货，推动业务战略转向“精选+自营”，从下沉市场转向新国货、工厂品牌等中高端品类，试图打造“ 美团 版严选”。但转型后的团好货未能迎来新的突破。截至2022年末，团好货的日单量已降至4.8万单，不足峰值时期的一半，逐渐沦为边缘业务。2023年初，负责人柳晓刚离职，团好货事业部也被划入 美团 优选事业部。2025年12月15日，团好货业务通过内部邮件宣布暂停运营，食杂零售管理团队明确将战略重心转向零售新业态探索。外卖反哺电商是伪命题？虽然大厂偏爱跨界布局电商和即时零售，但实际上即时零售和 快递 电商的商业逻辑存在本质差异：前者是在方圆三公里的有限区域内满足用户即时需求，核心难点在于快速高效的运力分配；后者是在全国范围内为用户提供丰富商品选择，核心痛点是供应链、仓储和 物流 建设。而 美团 的团购和电商业务，确实带来了新的用户，但却没有在 美团 生态内形成互补。即时零售用户本质是一群追求时效性用户，偏爱“30分钟买到一切”；但团购和快递电商用户，更追求性价比。这种需求差异难以调和，此前 美团 团好货想从下沉市场转型，结果却导致单量锐减；而 美团 优选关停后，不少网友表示怀念 美团 优选1.99的娃娃菜，9.99的安井烧麦。而团购和快递电商也难以承接即时零售用户的核心需求，因此 美团 选择“我们将顺应趋势，主动求变。”实际上，不止 美团 ，此前 滴滴 也尝试跨界做电商和团购，最终全线关停； 抖音 在直播电商大火成功后，却在外卖业务上折戟；拥有两大国民级App的腾讯，更是在电商业务上屡败屡战。除了商业逻辑的不匹配，经历数月外卖大战的疯狂补贴后， 美团 也要集中力量转向以即时零售为代表的零售新业态探索。美团 2025年第三季度亏得很麻木。财报显示，三季度 美团 营收955亿元人民币，同比仅增长2.0%；调整后净亏损160亿元人民币，这是 美团 近三年来首次季度亏损。 美团 预测四季度外卖业务仍将承压，第四季度亏损状况预计将延续。目前，阿里 京东 美团 都已经发布了三季度财报，从现金储备看，阿里达到5739亿， 京东 为2105亿， 美团 为1413亿，阿里占有绝对优势，现金储备是 美团 的4倍多。甩掉远场电商的包袱，集中火力聚焦即时零售， 美团 已经抵达新的终极战场。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-2","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":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 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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