春节攻势！抖音狙击，美团没事？

搜狐号02-26

张书乐人民网、人民邮电报专栏作者外卖大战，依然是三家大战，没第四方势力跟风烧钱余地。这个春节，抖音凶猛发力。2月16日除夕夜，其作为总台春晚的独家媒体伙伴，1.8亿人完成竖屏观看，春晚相关话题全平台总播放量达到百亿级，将抖音流量推到一个高峰。高举高打，抖音同样觊觎屏外，借势春晚的密集曝光，撬动全国本地商家的生意。自2月开始，抖音APP在团购板块，上线“新春吃喝玩乐节”；10日，官方又上架一款“抖省...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260226105717a7206fd0&s=b><strong>搜狐号</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>张书乐人民网、人民邮电报专栏作者外卖大战，依然是三家大战，没第四方势力跟风烧钱余地。这个春节，抖音凶猛发力。2月16日除夕夜，其作为总台春晚的独家媒体伙伴，1.8亿人完成竖屏观看，春晚相关话题全平台总播放量达到百亿级，将抖音流量推到一个高峰。高举高打，抖音同样觊觎屏外，借势春晚的密集曝光，撬动全国本地商家的生意。自2月开始，抖音APP在团购板块，上线“新春吃喝玩乐节”；10日，官方又上架一款“抖省...</p>\n\n<a 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Douyin sniper, is Meituan okay?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"83690":0.9,"03690":1.96,"HMTD.SI":0.6,"MPNGY":1.96,"METmain":0.6},"content_text":"张书乐人民网、人民邮电报专栏作者外卖大战，依然是三家大战，没第四方势力跟风烧钱余地。这个春节，抖音凶猛发力。2月16日除夕夜，其作为总台春晚的独家媒体伙伴，1.8亿人完成竖屏观看，春晚相关话题全平台总播放量达到百亿级，将抖音流量推到一个高峰。高举高打，抖音同样觊觎屏外，借势春晚的密集曝光，撬动全国本地商家的生意。自2月开始，抖音APP在团购板块，上线“新春吃喝玩乐节”；10日，官方又上架一款“抖省省”的新应用。抖音APP“新春吃喝玩乐节”活动，已覆盖餐饮、酒店、服饰、百货等多个品类。官方发送“春节特惠”券，且2月10日起，连续两周每天3场红包雨，奖品有茅台、爱玛电动车等。从2025年开启的本地生活战场，处处是刀光剑影。京东高调入局外卖，直刺美团最核心的腹地；阿里整合饿了么与淘宝闪购，织就一张密不透风的合围网；抖音则凭其流量霸权，悄然切入到店业务，蚕食美团的基本盘。三大巨头齐出，美团的四面楚歌，来得猝不及防。2026年2月13日，美团发布盈利预警公告，预计2025年度净亏损约233亿元至243亿元。反观京东和阿里，前三季度，前者盈利223.44亿元，后者盈利616.68亿元。更令人唏嘘的是，这场围剿战，至今仍未真正进入白热化。而很多人开始叹息，同款套餐，京东和阿里依旧维持着高额补贴，而美团的补贴力度早已大不如前。这一轮，抖音避开正面战场，直接进击本地生活服务，又让美团原本稳固的战略纵深，出现了缺口。此次外卖补贴战被描述为“即时零售生态卡位战”。美团、京东、饿了么三家平台在即时零售的打法上显著差异点何在？对京东而言，切入外卖是否更多是防御性策略，反击美团闪购对其3C数码腹地的渗透？对阿里而言，饿了么与淘宝闪购的整合，是否本质是将外卖作为淘天电商的引流工具？各平台在流量见顶的背景下，即时零售维系用户粘性的主要关键竞争点是在哪里？对此，商学院杂志记者王雅迪和书乐进行了一番交流，本猴以为：抖音无法和美团、淘宝、京东争夺即时零售，只能学小红书在本地生活上找点存在感。外卖大战的赛点，依然是三家大战，没有第四方势力跟风烧钱的余地。但是，不得不说，目前竞争，更多的依然是在外卖领域，还没有真正让即时零售的消费习惯得到孵化，也没有显著的差异。或者说，三家事实上都没有真正打开即时零售市场的绝妙大招。只是用补贴的方式，在过去只有外卖的界面上，逐步加入更多零售店铺，让消费者“知晓”和尝试。目前而言，或许只有京东算是有自己的护城河，在即时零售领域，即3C数码。京东的3C数码，不是美团闪购能够撬动的领域。毕竟前者重点在于自营，后者则是撮合平台，两家不在同一个位面上竞争。同时3C数码对于消费者而言没有强烈的即时性需求，京东的次日达已经能够满足。京东切入外卖，和淘宝一样，都是从美团的阵地“经过”，用钱“烧”出一条通往即时零售的“快速路”。尤其是在传统的货架电商已经触及天花板的当下，迫切需要开辟第二战场，外卖只是开胃菜。总之，即时零售的竞争点有两个。一个是自营部分。用友商没有的商品（性价比极强的自有商品）来留住用户，形成高频复购。一个是长尾部分。线下零售店面的产品品类不足，消费者要想购齐所需，则要跨店购买，此处又涉及到配送费问题和时间成本。如何打破这种自营成本太高、跨店消费又麻烦的即时零售壁垒。目前仅仅靠补贴来贴补运费的方式，显然不是长久之计。#抖音 #外卖大战 #春节 #美团 #淘宝闪购 #京东","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":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,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.42.0","shortVersion":"4.42.0","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/2614629790","isCrawlerRequest":true}