美团外卖开打心智攻坚战豪请周杰伦代言能抵“百亿补贴”吗？

每日经济新闻12-18

外卖三巨头（美团、淘宝闪购、京东外卖）先后表态“不打补贴战”后，美团外卖再出大招。　　12月18日，美团外卖正式宣布周杰伦成为品牌代言人。记者从官方发布的两段视频中看到，视频背景音乐均选用了周杰伦的经典歌曲和场景台词，突出的则是“一对一急送，20分钟送达”的服务承诺。　　图片来源：美团外卖视频截图　　这一动作被业界解读为美团在外卖大战“后价格战时代”发起的品牌心智攻势，选择周杰伦代言，或是...

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Can it offset the \"tens of billions of subsidies\" by asking Jay Chou to endorse?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"HMTD.SI":0.6,"03690":1.97,"MPNGY":1.97,"METmain":0.6},"content_text":"外卖三巨头（美团、淘宝闪购、京东外卖）先后表态“不打补贴战”后，美团外卖再出大招。　　12月18日，美团外卖正式宣布周杰伦成为品牌代言人。记者从官方发布的两段视频中看到，视频背景音乐均选用了周杰伦的经典歌曲和场景台词，突出的则是“一对一急送，20分钟送达”的服务承诺。 　　图片来源：美团外卖视频截图　　这一动作被业界解读为美团在外卖大战“后价格战时代”发起的品牌心智攻势，选择周杰伦代言，或是美团外卖希望借助其跨越世代的影响力，与用户建立更深层的情感联结。值得注意的是，同日，阿里巴巴旗下千问App宣布接入高德地图，通过AI（人工智能）技术优化出行与生活规划，一定程度上也能看出本地生活赛道的竞争正从粗暴补贴向生态协同与体验升级延伸。　　在今年三季度财报发布后的电话会上，阿里高管直接表态，将在下个季度“显著收缩”相关投入。美团CEO王兴也在三季报电话会中明确表示，外卖业务亏损已见顶，未来将根据竞争态势调整投资策略，“无意参与价格战”。由此看出，巨头“补贴大战”告一段落，新一轮战争已正式打响。　　对于美团外卖来说，这场由周杰伦代言掀起的品牌浪潮，能否真正将流量转化为用户对“美团更快、更好”的持久信任？又是否将成为美团外卖赢得“心智战”的关键？　　外卖大战进入新阶段美团外卖为何选中周杰伦？　　回看美团外卖此前签约代言人的策略，其早期选择杨洋、赵丽颖等当红明星，侧重于开拓市场与吸引年轻用户，通过流量明星的号召力快速扩大用户基数；2023年，美团外卖签约刘亦菲，则标志着品牌进入形象塑造与稳定发展期。　　如今美团外卖选择周杰伦，无疑是一次新的战略调整。周杰伦作为华语娱乐圈的常青树，其影响力横跨多个时期，覆盖从青少年到中年人群，这与外卖服务用户年龄层拓宽的趋势高度契合。　　美团这一策略调整背后，或是外卖行业竞争逻辑的根本变化。随着市场增速放缓，单纯依靠补贴已难以持续拉动增长，甚至可能陷入“伤敌一千自损八百”的困境。在今年三季报电话会上，美团管理层披露，在实付15元以上订单的市场份额中，美团占比超过三分之二；实付30元以上订单的市场份额占比超过70%。管理层此举意在显示美团在高价值用户群体中已占据优势。　　眼下，通过周杰伦代言强化品牌情感属性，或许是美团为了巩固这部分用户的忠诚度，并吸引更多中高消费力人群。　　同时，记者发现，在周杰伦官宣视频中，美团外卖重点突出“一对一急送，20分钟送达”，一遍遍强化其在履约效率上的核心优势，试图将明星流量转化为对服务品质的认知。从市场开拓到品牌塑形，再到情感共鸣，美团的代言人演变路径，正映射出本地生活服务行业从规模扩张到价值深耕的战略转型。　　值得一提的是，今年以来，外卖大战打得火热，三家外卖平台的代言人签约一度走向谐音梗和“玄学”。　　今年5月19日，美团外卖与上海籍歌手黄龄携手，围绕咖啡场景推出了一支沪语版《夜上海》改编MV《外卖，黄的更灵》；6月1日，饿了么官宣演员蓝盈莹成为其活动代言人，以“蓝的一定赢”的谐音梗强势回应美团；京东手机通讯此后也采纳了网友建议，邀请惠英红担任推广大使，并围绕“红的会赢”这一主题展开互动。　　告别巨额补贴时代平台竞争转向生态协同　　值得一提的是，今年以来，随着京东外卖的入局，外卖和即时零售行业掀起多轮战争，“红包补贴”“满减折扣”也成为美团、京东、淘宝闪购三家外卖平台抢占市场的核心武器。如今，战火正悄然转向对高价值会员的争夺与全链路服务体验的优化。　　就在美团外卖官宣周杰伦为代言人的同日，阿里千问App宣布接入高德，通过系统级对接，千问App不再只是生成一段文字建议，而是能够调用高德地图、扫街榜等底层服务，即时生成包含推荐餐厅、酒店、地理位置及出行方案的可视化决策卡片。由此也可以看出，本地生活竞争正走向更高维度的生态协同之战。　　知名经济学者、工信部信息通信经济专家委员会委员盘和林在12月初接受《每日经济新闻》记者采访时表示，外卖大战应该还会打下去，但烈度会有所降低，“因为管理层不愿意外卖大战过度持续，且外卖平台本身也将更加关心补贴对现金流和盈利能力的影响”。　　在他看来，即时零售行业本身就不是有技术壁垒的行业，在外卖领域壁垒就是规模，用户选择某个平台，其就能保持高频交易和规模化客户触达。“对于平台企业来说，需要从补贴大战中获得的不是利润，而是市场份额和用户触达能力。”盘和林说。　　百联咨询创始人庄帅向《每日经济新闻》记者表示，外卖作为电商产业变革周期的战略单元而不是盈利单元，接下来各大电商平台要实现盈利不可能依赖外卖业务，需要与实物电商、即时零售、生活服务等品类形成高度协同，并从营销、供应链、物流和技术等产业服务要利润。外卖大战的下半场，已经进入到效率之战和协同之战的阶段。　　对于不同平台之间的竞争走向，庄帅表示，未来各大平台会根据平台业务模式的不同、生态差异和技术水平进行差异化竞争，最终形成一个动态平衡的竞争关系。重点还是供给和服务的差异化，AI技术和无人配送技术是最大的变量。（文章来源：每日经济新闻）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","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; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.35.12","shortVersion":"4.35.12","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2592900217","isCrawlerRequest":true}

美团外卖开打心智攻坚战 豪请周杰伦代言能抵“百亿补贴”吗？

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美团外卖开打心智攻坚战豪请周杰伦代言能抵“百亿补贴”吗？