低价泡沫消退，外卖产业释放积极信号，但如何实现更有含金量的增长？

上观新闻10-23 21:36

“泡沫逐渐消退、订单结构更健康，外卖行业重回积极向好的信号明显。”美团外卖总经理薛冰在2026外卖产业大会上表示，美团将通过各种方式帮助商家实现更有含金量的增长。　　今年上半年，多项数据释放出外卖经营积极向好的信号：实付单均价回升、低价订单占比下降、营业商家数增速趋缓。美团还发布“妙手外卖版 · 袋鼠管家”，并宣布为全国餐饮商家送一个“懂外卖运营的AI店长”，通过AI让专业的外卖运营能力走进每一家...

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growth?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"KWEB":0.6,"03690":1.91,"MPNGY":1.91,"HMTD.SI":0.6,"METmain":0.6},"content_text":"“泡沫逐渐消退、订单结构更健康，外卖行业重回积极向好的信号明显。”美团外卖总经理薛冰在2026外卖产业大会上表示，美团将通过各种方式帮助商家实现更有含金量的增长。　　今年上半年，多项数据释放出外卖经营积极向好的信号：实付单均价回升、低价订单占比下降、营业商家数增速趋缓。美团还发布“妙手外卖版 · 袋鼠管家”，并宣布为全国餐饮商家送一个“懂外卖运营的AI店长”，通过AI让专业的外卖运营能力走进每一家门店。　　外卖与堂食能否相互承接　　“周姐，你们农耕记外卖做这么多，会不会影响你们的堂食生意？”湘菜品牌农耕记CEO周桂良经常碰到这个“灵魂拷问”。　　她的答案是，“外卖，不是堂食的敌人，它是一条新的经营渠道。”　　但确实，如何分配正餐品牌的堂食和外卖，是一道难题。在餐饮行业看来，外卖是一把双刃剑，用得好，披襟斩棘拓展影响力，用得不好也会伤害自己。　　最早，农耕记也在堂食大店里面做外卖，但订单越来越多之后，问题就来了，同一家堂食店，一套后厨，既要服务堂食顾客，又要服务外卖顾客。高峰期的时候，同时跑两套节奏，时间长了，肯定矛盾重重。“于是我们开始思考，既然外卖已经成长为独立的消费需求，那我们何不把它独立出来单独做，打造专门服务外卖客群的门店，去挖掘新客群、新消费场景。”周桂良做了一个重要决定。　　事实证明，这个决定是对的。通过单人套餐、盖码饭、湘菜小炒等产品，从多人聚餐延伸至一人食、工作餐及家庭用餐，很多堂食没有到达的城市，消费者先通过外卖认识品牌，随后到店就餐，让外卖与堂食相互承接。　　数据显示，通过卫星店项目，农耕记在美团全年累计触达消费者2.4亿人次，全年服务消费用户超1000万人，目前卫星店已覆盖全国19省、300多家门店，外卖每年为品牌链接百万新客。　　大会披露数据显示，今年上半年，全国餐饮外卖商家的营收增速领先餐饮大盘，薛冰表示，这一数据说明外卖需求仍在持续增长。　　润米咨询创始人刘润认为，餐饮行业的三大核心特征是小额、高频、巨量，任何一个场景都会有大量机遇。今天，中国外卖的用户总规模已经达到6.3亿，每一年的配送超过了600亿单，外卖市场占餐饮总市场的24.5%。这是消费者生活方式的变化，谁能满足他，谁能去跟上这个变化，谁就能赢得机遇。　　未来增长如何更有含金量　　值得一提的是，外卖行业本身也在发生新变化，订单结构出现可喜改善。数据显示，今年餐饮商家外卖订单中，15元以下低价订单占比同比减半，商家外卖订单的价值正在回升，行业过去的低价泡沫正在消退。　　“外卖行业迎来了积极向好的信号，泡沫消退，未来增长会更有含金量。”薛冰表示，在需求增长、订单结构改善的情况下，美团将通过各种方式帮助商家实现更有含金量的增长。　　在他看来，外卖有独特的需求和履约要求，商家经营方式也需要跟着变。商品怎么设计、生产怎么组织、线上怎么运营，都需要按外卖的特点来考虑。　　薛冰将产品创新、店型创新和AI创新总结为“外卖效率三角”。在产品创新上，美团神抢手借助用户和商圈数据、智能组套等能力，帮助商家开发新商品、新套餐，并给予补贴和流量支持。在店型创新上，推出了外卖店型“超级厨房”，并为商家提供商圈选址、商品选择、厨房布局和动线设计等支持，数据显示，超级厨房日订单量可达数千单。　　会上，美团还发布“妙手外卖版·袋鼠管家”，将向全国餐饮商家免费提供一个懂外卖经营的“AI店长”。“妙手外卖版”是美团外卖近期为商家研发的AI经营产品，能力覆盖经营诊断、门店巡检、商品运营、新店运营等核心场景，能结合美团和商家数据提供分析与建议，并协助商家执行、跟进结果。此前，已有数万中小商家将“妙手外卖版”率先用于日常经营。　　今年，米村拌饭将更多资源投入产品分量、包装和价格调整，改善顾客体验承接需求增长。米村拌饭联合创始人、品牌副总裁魏延萍介绍，今年2月，米村拌饭调整了线上活动结构，减少大额促销，将投入转向产品与服务，比如，招牌肥牛锅的肥牛从100克增加至150克。8月，米村拌饭在美团外卖实付交易额同比去年增长32.4%，店均订单量同比增长22.4%。“当品牌把资源投在产品与服务上，外卖增长的确定性反而高于任何一边大力度活动投放。”她说。　　“产品创新将成为餐饮行业下一阶段最重要的增长动力，美团也会把更多补贴和流量，向更贴合用户需求的新商品、新套餐倾斜。”薛冰表示。（文章来源：上观新闻）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"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 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