美团杀入新战场，海外业务正在起飞

新浪财经01-06

（来源：电商行业）王兴：“美团注定会成为一家全球化的公司。”出品 | 电商行业作者 | 千帆外卖大战自2025年年初开打，打到现在，几大巨头基本都处于缓慢而持续的“失血”状态。打补贴战、流量战，投入的资金过大，纵使本钱再雄厚，也扛不住这种持续的输出。所以我们看到，阿利润同比下降53%至206.12亿元，现金流量净额也同比下降68%至100.99亿元；京东归属于公司普通股股东的净利润从上一年...

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千帆外卖大战自2025年年初开打，打到现在，几大巨头基本都处于缓慢而持续的“失血”状态。打补贴战、流量战，投入的资金过大，纵使本钱再雄厚，也扛不住这种持续的输出。所以我们看到，阿利润同比下降53%至206.12亿元，现金流量净额也同比下降68%至100.99亿元；京东归属于公司普通股股东的净利润从上一年同期的117亿元降至53亿元；美团则经调整溢利净额录得160亿元亏损。不可否认的是，在国内白热化的市场竞争中，外卖平台想要取得突破，势必需要付出很大代价。不过，平台们如今也在积极调整，向海外探索更多新财路。美团Keeta出海狂飙近日，美团旗下国际外卖品牌Keeta正式进军巴林市场，已经在巴林正式启动外卖配送业务。一些高级官员、商界领袖和餐饮业代表都出席了这次启动仪式。THE DAILY tribune NEWS OF BAHRAIN公开信息显示，为了给用户提供快速可靠的配送服务，提升用户体验，Keeta与巴林当地许多热门餐厅、区域和国际品牌建立长期合作关系。以国内的美团类似，Keeta也会系统分析交通状况、距离和订单详情等因素，来提高配送准确率，确保服务质量；如果出现未能按时送达的情况，Keeta也会有相应的补偿机制。另外，为了庆祝上线、吸引消费者，Keeta还推出了一系列促销活动，包括餐厅折扣和免配送费，等等。以及在本地化运营方面，Keeta投资建设了专门的体系，比如打造配送骑手网络，配备全天候响应的客服团队。与此同时，对于那些与平台合作的餐饮商家，Keeta也会提供入驻流程、日常运营以及通过数据洞察等支持。事实上，进军巴林市场，是Keeta在中东进行战略扩张的一环，将进一步推动其从单点突破走向区域深耕，触摸更高的国际化业务上限。自前两年在香港完成业务试水、并后续顺利成为香港第一大外卖平台之后，Keeta将全球化重心放在中东市场，于2024年正式上线中东首站沙特阿拉伯站，在不到一年的时间里覆盖了沙特阿拉伯20多个城市，成功打响一定的知名度。到了2025年，Keeta提出“三年覆盖海湾六国（即沙特阿拉伯、阿联酋、卡塔尔、科威特、阿曼、巴林这六个海合会国家，属于中东地区经济最发达、消费能力最强的区域）”的目标，就此加快在中东的扩张脚步，先后上线卡塔尔、科威特、阿联酋三个中东站点。后续，Keeta还开辟南美新市场、上线巴西站点。Keeta从这一系列市场布局可以看到，Keeta不是在随机撒网，它进军的国家和城市，尤其是中东地区的几个国家，基本上都是人口密集、用户消费能力较强的地区，意味着市场需求较大，且用户可能会有较高的付费意愿；同时，这些国家和地区外卖渗透率普遍不高，意味着有很大的增量空间可以发展。值得一提的是，Keeta前段时间还在相关软件发布了大量与海外业务有关的岗位，比如日本、新加坡、韩国、英国的高阶管理岗，开出的月薪高达6万以上，可以说是诚意满满，只为招聘高素质人才。这或许在一定程度上预示着，Keeta接下来计划在西欧、东南亚等更多市场扩展业务。一切的一切，都体现出美团的全球化野心。回想前几年，美团创始人王兴判断互联网下半场三大方向：上天、入地、全球化。其中，上天是指高科技，用科技来突破边界、创造新空间和驱动新增长；入地是指接地气，深入产业链；而“全球化”，就是指出海、中国企业走出去，站到更广阔的世界舞台。“中国企业不能很好的走出去，不能更好的服务更大的经济体的话，长期来看是缺乏竞争力的。”当时+零售”的战略优势放大到全球市场中。王兴更是在去年第一季度的财报电话会上预言：“美团注定会成为一家全球化的公司。”整体而言，在国内十余年的互联网大战中，美团经历过补贴厮杀、舆论压力与监管调整的反复考验，已经形成了一套成熟的系统能力，而这些能力有望帮助美团在全球市场走得更远。当然，美团出海，也势必会面临一些挑战。一方面，合规与制度差异会给美团国际化业务带来更多复杂性，国内已经高度成熟的骑手管理、补贴机制和算法调度逻辑，放到海外可能并不适用，这就需要美团不断摸索、做好平衡。另一方面，作为“外来者”，美团将与许多国家和地区的本土外卖平台进行正面交锋，要想在当地市场站稳脚跟，除了价格与补贴，还需在履约稳定性、商家服务以及品牌信任感上持续投入。所以说，后续Keeta将如何扩张、如何面对挑战，还有待后续观望。互联网巨头集体卷出海美团并不是唯一一家大力投入出海的电商巨头。在国内互联网流量红利逐渐触顶、市场转入存量博弈阶段的当下，出海，成了巨头们寻找第二增长曲线的重要途径。近年来，阿里通过收购等方式掌握了多家跨境电商平台，根据不同市场的环境进行因地制宜布局。该巨头旗下的速卖通被称为“海外版淘宝”，已经在全球两百多个国家上线；专注于东南亚市场的Lazada，稳扎稳打，持续巩固其在当地的电商版图；面向西班牙、葡萄牙等欧洲市场中高端消费群体的Miravia，不断完善服务，影响力逐步提升；还有扎根南亚地区的Daraz，正在稳步进行区域扩张，等等。相较于阿里，拼多多的海外业务显得没有那么“大而全”，而是专注于“Temu”这一个平台进行全球性扩张。截至目前，Temu站点已经覆盖北美、西欧、东南亚等地区的90多个国家，凭借拼多多一贯的极致性价比策略和拼单降价玩法成功打开消费者心智，屡屡登上全球多国下载量榜，月活也已经达到2.464亿。Similarweb京东则依旧选择深耕供应链，去年先后拿下新加坡几个重要的物流枢纽，并收购欧洲消费电子零售巨头Ceconomy，致力于构建一张覆盖全球主要消费市场的“零售+物流”基础设施网络。图源：京东产发总的来说，这一轮互联网巨头集体出海，把长期积累的系统能力嵌入到当地市场的商业与生活结构中，既延续了国内的一些特色和打法，也根据具体情况做了策略上的调整，在平台治理、多市场运营能力、效率平衡、基础设施建设等方面给出自己的解法。可以肯定的是，全球市场是决定互联网下一阶段格局的重要竞技场，出海不再是“可选项”，而是一场无法回避的长期工程。未来，真正能穿越周期的，也一定是那些具备组织韧性和在陌生环境中慢慢扎根的耐心的玩家。","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 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