宣抚使
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开商超、明日达，拼多多全力迎战即时零售
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src=\"https://fid-75186.picgzc.qpic.cn/20260121203248020v163b53f6yhwxpz\"/><p>众所周知，论及即时零售在消费侧最核心的竞争力，一小时达乃至半小时达的极速履约效率无疑是一个绕不开的话题。这所反映的是当下消费者对电商服务的时效需求，从“容忍等待”向“即时满足”的跃迁。所以尽管拼多多没有直接参与这一轮即时零售大战，但也需要打破“低效/慢递”的固有印象。</p><p>于是近日有消息称，拼多多将联合大型仓配服务商推出共享仓仓配服务，为商家提供仓储+履约的一体化解决方案，实现全国范围明日达/后日达服务，帮助商家拓展流量、降低履约风险。而在此之前，商家的明日达服务受限于自有仓地理位置，仅能覆盖周边区域。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20260121203249586v1630zql02y5tnn\"/><p>除了送得更快，拼多多还在尝试送得更广。不久前拼多多推出送货入村服务，并主动承担送货入村订单产生的中转费用。考虑到物流基础设施薄弱、配送成本高，一直是阻碍电商进入乡村市场的核心痛点。拼多多此举显然是希望凭借多年深耕<a href=\"https://laohu8.com/S/000061\">农产品</a>供应链的积累，将物流末梢转化为消费增量入口，借送货入村激发消费者此前被物流抑制的需求，将市场渗透从“乡镇级”推进到“村级”，巩固自身“下沉之王”的地位。</p><p>谈及“下沉市场”，拼多多自然绕不开“价格”二字。但随着行业竞争加剧，单纯的低价已难以维系用户粘性，所以拼多多正在通过价格体系的升级，从“低价吸引”向“价值留存”转型。</p><p>例如，近期拼多多升级价保服务，将百亿消费券等平台优惠纳入保障范畴，看似是服务细节的优化，实则是对价格信任体系的重构。毕竟下沉市场用户对价格敏感的同时，更怕“买贵吃亏”，价保服务升级的本质是用平台信誉背书，解决用户的决策顾虑。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20260121203250693v163r9xcphu57ho\"/><p>而价格体系的优化之外，消费场景的拓展也是拼多多提升用户活跃度、留存率与复购率的另一抓手。例如，拼多多正在内测一项名为“百亿超市”的业务，该板块依托平台成熟的百亿补贴体系，以限时限量发券、低价补贴为核心玩法。毕竟水果蔬菜、零食母婴等商超品类，天然具备高频消费需求，同样是不容错过的流量入口。</p><p>再加上拼多多并非完全放弃近场零售，而是选择了一条与即时零售差异化的路径。当<a href=\"https://laohu8.com/S/09988\">阿里</a>、<a href=\"https://laohu8.com/S/03690\">美团</a>纷纷选择战略聚焦、舍弃社区团购业务，拼多多的多多买菜则仍在坚守，也因此成为了“独大”的存在。凭借“次日达+自提”模式，多多买菜正精准卡位下沉市场近场需求。</p><p>当然，对于沟通供需两侧的拼多多而言，所有前端战略的落地，都离不开后端商家生态的支撑。可以看到，继2024年“百亿减免”、“电商西进”、“新质商家扶持计划”等惠商举措后，2025年拼多多相继推出“千亿扶持”等举措反哺商家的举措。</p><p>抛开宏观层面不谈，以共享仓为例，值得注意的是，商家加入平台与仓配服务商提供的共享仓后，延迟发货、虚假发货、欺诈发货、延迟送达、虚假轨迹等履约违规，均由共享仓服务商承担，商家无需担责，就相当于有了一层履约全托管保障。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20260121203256606v163coaltf48tq2\"/><p>总而言之，在即时零售浪潮的冲击下，拼多多并没有陷入“为做而做”的跟风陷阱，而是尝试通过战略聚焦、能力强化与边界拓展，构建一套“以我为主”的对冲体系。其核心逻辑在于不与对手在非优势领域硬拼，而是深耕自身壁垒，消解即时零售的替代性冲击。</p><p>不可否认的是，拼多多这套对冲体系并非毫无挑战，究竟能否生效、可以发挥多大的作用仍有待时间验证。例如百亿超市入口较深，用户覆盖率与转化效果有待全面开放后验证。又比如多多买菜虽占据市场主导地位，但面临着品质管控、服务标准化等长期挑战。</p><p>但在跟风盛行的互联网行业，拼多多的这份定力或将为更多互联网企业提供借鉴之处。</p><p>【本文图片来自网络】</p><p>推荐阅读：</p><p>专注高端游戏体验，联发科点破手机市场的主旋律</p><p>补齐散热与性能，红魔颠覆了“超薄手机”的规则。</p><p>向旧技术宣战：海信引爆RGB-Mini LED“降维打击”</p><p>从背光、屏幕到音响，海信端出新的“影游旗舰”。</p></article></body></html>","source":"tencent","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>开商超、明日达，拼多多全力迎战即时零售</title>\n<style 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margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n开商超、明日达，拼多多全力迎战即时零售\n</h2>\n\n<h4 class=\"meta\">\n\n\n2026-01-21 19:25 北京时间 <a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2026012120330497a2c760&s=b><strong>三易生活</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>即时零售天花板越来越高，拼多多的沉默也越来越刺眼。当美团、阿里、京东在即时零售赛道投入数百亿资金，上演“以分钟为单位”的履约竞速，抖音、快手等内容电商平台不甘示弱，将“明日达”纳入即时零售范畴时，拼多多既无自建履约团队的动作，也没有大规模前置仓布局的规划。但面对即时零售赛道这一趋势的冲击，拼多多也并不是毫无动作，毕竟用户的钱袋子总归是有限的。众所周知，论及即时零售在消费侧最核心的竞争力，一小时达...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2026012120330497a2c760&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"LU0871576103.HKD":"HSBC GIF CHINESE EQUITY \"AC\" (HKD) ACC","LU2264538146.SGD":"Fullerton Lux Funds - Global Absolute Alpha A Acc SGD","LU0320764599.SGD":"FTIF - Templeton China A Acc SGD","LU1794554557.SGD":"Allianz All China Equity AT Acc H2-SGD","HK0000320223.HKD":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES FUND \"A\" (HKD) ACC","LU1242518857.USD":"FULLERTON LUX FUNDS - ASIA ABSOLUTE ALPHA \"I\" (USD) ACC","LU0516422440.USD":"FULLERTON LUX FUNDS - ASIA FOCUS EQUITIES \"A\" (USD) ACC","LU0821914370.USD":"贝莱德亚洲成长领袖A2","BK4220":"综合零售","LU0823413660.USD":"BNP PARIBAS EMERGING EQUITY \"C\" (USD) INC","LU0502904849.HKD":"FIDELITY FUNDS CHINA INNOVATION \"A\" (HKD) ACC","LU0259732245.USD":"EASTSPRING INVESTMENTS DRAGON PEACOCK A","HK0000320264.USD":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES 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INC"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2026012120330497a2c760&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2605439104","content_text":"即时零售天花板越来越高，拼多多的沉默也越来越刺眼。当美团、阿里、京东在即时零售赛道投入数百亿资金，上演“以分钟为单位”的履约竞速，抖音、快手等内容电商平台不甘示弱，将“明日达”纳入即时零售范畴时，拼多多既无自建履约团队的动作，也没有大规模前置仓布局的规划。但面对即时零售赛道这一趋势的冲击，拼多多也并不是毫无动作，毕竟用户的钱袋子总归是有限的。众所周知，论及即时零售在消费侧最核心的竞争力，一小时达乃至半小时达的极速履约效率无疑是一个绕不开的话题。这所反映的是当下消费者对电商服务的时效需求，从“容忍等待”向“即时满足”的跃迁。所以尽管拼多多没有直接参与这一轮即时零售大战，但也需要打破“低效/慢递”的固有印象。于是近日有消息称，拼多多将联合大型仓配服务商推出共享仓仓配服务，为商家提供仓储+履约的一体化解决方案，实现全国范围明日达/后日达服务，帮助商家拓展流量、降低履约风险。而在此之前，商家的明日达服务受限于自有仓地理位置，仅能覆盖周边区域。除了送得更快，拼多多还在尝试送得更广。不久前拼多多推出送货入村服务，并主动承担送货入村订单产生的中转费用。考虑到物流基础设施薄弱、配送成本高，一直是阻碍电商进入乡村市场的核心痛点。拼多多此举显然是希望凭借多年深耕农产品供应链的积累，将物流末梢转化为消费增量入口，借送货入村激发消费者此前被物流抑制的需求，将市场渗透从“乡镇级”推进到“村级”，巩固自身“下沉之王”的地位。谈及“下沉市场”，拼多多自然绕不开“价格”二字。但随着行业竞争加剧，单纯的低价已难以维系用户粘性，所以拼多多正在通过价格体系的升级，从“低价吸引”向“价值留存”转型。例如，近期拼多多升级价保服务，将百亿消费券等平台优惠纳入保障范畴，看似是服务细节的优化，实则是对价格信任体系的重构。毕竟下沉市场用户对价格敏感的同时，更怕“买贵吃亏”，价保服务升级的本质是用平台信誉背书，解决用户的决策顾虑。而价格体系的优化之外，消费场景的拓展也是拼多多提升用户活跃度、留存率与复购率的另一抓手。例如，拼多多正在内测一项名为“百亿超市”的业务，该板块依托平台成熟的百亿补贴体系，以限时限量发券、低价补贴为核心玩法。毕竟水果蔬菜、零食母婴等商超品类，天然具备高频消费需求，同样是不容错过的流量入口。再加上拼多多并非完全放弃近场零售，而是选择了一条与即时零售差异化的路径。当阿里、美团纷纷选择战略聚焦、舍弃社区团购业务，拼多多的多多买菜则仍在坚守，也因此成为了“独大”的存在。凭借“次日达+自提”模式，多多买菜正精准卡位下沉市场近场需求。当然，对于沟通供需两侧的拼多多而言，所有前端战略的落地，都离不开后端商家生态的支撑。可以看到，继2024年“百亿减免”、“电商西进”、“新质商家扶持计划”等惠商举措后，2025年拼多多相继推出“千亿扶持”等举措反哺商家的举措。抛开宏观层面不谈，以共享仓为例，值得注意的是，商家加入平台与仓配服务商提供的共享仓后，延迟发货、虚假发货、欺诈发货、延迟送达、虚假轨迹等履约违规，均由共享仓服务商承担，商家无需担责，就相当于有了一层履约全托管保障。总而言之，在即时零售浪潮的冲击下，拼多多并没有陷入“为做而做”的跟风陷阱，而是尝试通过战略聚焦、能力强化与边界拓展，构建一套“以我为主”的对冲体系。其核心逻辑在于不与对手在非优势领域硬拼，而是深耕自身壁垒，消解即时零售的替代性冲击。不可否认的是，拼多多这套对冲体系并非毫无挑战，究竟能否生效、可以发挥多大的作用仍有待时间验证。例如百亿超市入口较深，用户覆盖率与转化效果有待全面开放后验证。又比如多多买菜虽占据市场主导地位，但面临着品质管控、服务标准化等长期挑战。但在跟风盛行的互联网行业，拼多多的这份定力或将为更多互联网企业提供借鉴之处。【本文图片来自网络】推荐阅读：专注高端游戏体验，联发科点破手机市场的主旋律补齐散热与性能，红魔颠覆了“超薄手机”的规则。向旧技术宣战：海信引爆RGB-Mini LED“降维打击”从背光、屏幕到音响，海信端出新的“影游旗舰”。","news_type":1,"symbols_score_info":{"PDD":1.96}},"isVote":1,"tweetType":1,"viewCount":178,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"CN","currentLanguage":"CN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":27,"optionInvolvedFlag":false,"xxTargetLangEnum":"ZH_CN"},"commentList":[],"isCommentEnd":true,"isTiger":false,"isWeiXinMini":false,"url":"/m/post/528780803879760"}
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