Recently, Meituan and Taobao have ignited an intense ‘battle for users’ in the food delivery sector. This competition is not about recruiting delivery riders in the traditional sense, but rather about capturing the attention and usage habits of consumers—particularly younger demographics. Taobao, through its Ele.me platform, has ramped up subsidies, improved delivery experiences, and leveraged prominent placement within the Taobao app to drive traffic. Meanwhile, Meituan continues to solidify its market position with its well-established local services ecosystem, efficient fulfillment infrastructure, and extensive rider network. The two giants are competing across multiple fronts, including pricing, membership benefits, and delivery speed. Notably, this ‘user war’ reflects a broader shift in China’s platform economy—from chasing user growth to competing over existing users as market expansion slows. With user acquisition becoming harder, boosting engagement and increasing purchase frequency have become critical strategies. Additionally, new entrants like Douyin (TikTok) and WeChat are entering the local services arena, further intensifying competition. Going forward, the food delivery industry is likely to evolve from price-based rivalry toward a more holistic contest centered on service quality, technological innovation, and ecosystem integration.
近期，美团与淘宝在外卖领域掀起了一场激烈的‘抢人大战’。这场竞争的核心并非传统意义上的骑手招聘，而是争夺用户——尤其是年轻消费群体的注意力和使用习惯。淘宝通过其旗下饿了么平台加大补贴力度、优化配送体验，并借助淘宝App首页入口导流；而美团则凭借多年积累的本地生活服务生态、高效的履约体系和庞大的骑手网络持续巩固市场地位。双方在价格战、会员权益、配送速度等方面展开全方位比拼。值得注意的是，这场‘抢人’背后反映的是平台经济从增量扩张转向存量博弈的新阶段。随着用户增长放缓，如何提升用户粘性、挖掘消费频次成为关键。此外，抖音、微信等新玩家也陆续入局本地生活服务，进一步加剧市场竞争。未来，外卖行业或将从单纯的价格竞争转向服务体验、技术创新与生态协同的综合较量。
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