They are all fighting all the way and have experienced "bloody battles", so when they start, JD.com and Meituan are not ruthless at all.

Under the fierce offensive, it did have a "miraculous effect". JD Takeaway announced on April 24 that at 8:19 pm on April 22, the daily order volume of JD Takeaway exceeded 10 million orders . It was only disclosed on April 15 that JD Takeaway had more than 5 million orders per day. "Daily Economic News" reporter noticed that from the official launch of 5 million orders on March 1, it took 46 days for JD Takeout; from the daily order volume of 5 million to 10 million, it took JD Takeout only about one week .

Recalling the past week: Liu Qiangdong, founder and chairman of JD Group, personally came to deliver food, took photos with consumers, invited deliverymen to eat hot pot, and even promised to give priority to the rider's job... The JD Takeaway system once "collapsed" twice due to excessive traffic, and the topics related to "JD Takeaway collapsed" have become hot searches twice.

Although the daily order volume is 10 million, there is still a certain gap with Meituan in terms of size, this growth rate is undoubtedly amazing. JD Blackboard News shows that from the first order of takeaway to the 10 millionth order today, JD Takeaway has served 166 cities across the country.

Whether it is the "Hundred Groups War" in the past or the current takeaway dispute between JD.com and Meituan, it fully demonstrates that the business model of the takeaway business is not simple, and local life is not a track that can tell a "small but beautiful" story. What is the key to this "life and death situation"? After JD Takeaway reaches the order of 10 million orders, who should take the lead in sounding the alarm?

Only 7 days are needed to go from 5 million to 10 million daily orders

Merchants have zero commissions to settle in, pay "five insurances and one fund" to riders, and launch "10 billion subsidies" for takeout. On merchants, riders and users, JD Takeout has given almost "highest" treatment. It is impossible to rely on courage to use these "three tricks". A series of actions must have been planned for a long time and rigorously calculated.

In terms of market considerations, regarding why you do takeout, JD.com CEO (CEO) Xu Ran said in a recent small-scale communication that the most important thing for JD.com to do takeout is to solve the industry's pain points and meet user needs. She believes that "the takeaway industry is a broad track that can completely accommodate multiple platforms."

At least one year of preparations will allow JD.com to be with Meituan as soon as the beginning of the year. On the same day as the daily order volume exceeded 5 million (April 15), a piece of internal speech by Liu Qiangdong, founder and chairman of the board of directors of JD.com Group, was exposed for the first time. He directly blamed the delivery platform for too high commissions and required JD.com's takeaway profit margin to be no more than 5%, which immediately pushed the confrontation to a climax.

However, on April 21, JD.com issued an "Open Letter to All Takeaway Riders Brothers". In response to the situation where some platforms force takeaway riders to "choose one of two" and cannot accept orders on the JD platform in seconds, in order to support riders to take orders freely and ensure income, JD.com has launched a number of measures, including increasing the recruitment of full-time riders, and will increase the number of recruitment from 50,000 to 100,000 in the next three months. Meituan then refuted the rumor again and denied "choose one of two".

The heat of this new confrontation has not dissipated. On the same day, a user named "Jeffery" posted a message on a social platform, saying, "I received the first order of takeaway from Brother Dong. I am honored to enjoy the service of a boss over 100 billion yuan. I wish JD.com a prosperous business and a prosperous future!" JD.com responded to the reporter of "Daily Economic News" that the news was "true". Immediately afterwards, a video obtained by a reporter from "Daily Economic News" showed that after Liu Qiangdong personally participated in takeaway delivery, he invited takeaway riders to eat Haidilao hotpot. During the meal, Liu Qiangdong talked about his feelings about delivering food and paying "five insurances and one fund" for riders, and expressed his hope that JD.com will have more than 1 million full-time delivery staff in the future.

In just two days, many JD takeaway related entries frequently reached the hot search highs.

In an interview with reporters on WeChat, Li Chengdong, an e-commerce analyst and founder of Dolphin Think Tank, believed that the daily order volume ranged from 5 million to 10 million orders in just one week, which shows that JD.com's execution ability is indeed strong. "On the one hand, the takeaway subsidy is strong enough, and on the other hand, the publicity is strong, attracting a large number of takeaway users to flock to JD.com." Li Chengdong said.

Who wants to sound the alarm: Meituan or Ele.m.

"Ascending to the order of 10 million orders, it may be considered an obvious threat to Meituan." When JD Takeout exceeded 5 million per day orders, Li Chengdong made such a prediction to reporters at the time, but unexpectedly, JD Takeout's 10 million per day orders came so quickly.

Regarding the surge in daily order volume in a short period of time, Li Chengdong told reporters, "When the order density increases, the loss per order can be reduced; if the order density is not enough, the delivery order volume will be relatively small and the income will be small." According to him, " At present, JD Takeout is still losing money per order. With such a large subsidy, it is feasible to short-term volume, but it is unsustainable in the long run ."

As for which order level to reach to balance losses, Li Chengdong believes that the daily order volume of 20 million orders is the most basic.

In fact, the profit margin of the takeaway business itself is not high, but because it has a trillion-yuan market size and meets the "high-frequency" demand, with large traffic and high activity, the takeaway business has always been a "must-fight place" for the Internet. Baidu is the first, Douyin, Kuaishou is the second one. Behind the takeaway, the instant retail market, which is also a huge scale, is also the focus of competition among the platforms.

Then, in a larger local life field, we pay more attention to scale effects.

Pan Helin, a member of the Information and Communications Economic Expert Committee of the Ministry of Industry and Information Technology, said in an interview with the WeChat reporter of "Daily Economic News": "JD.com has entered the takeaway track through the idea of ​​releasing social value, forming a positive resonance among the consumer group and gaining a relatively advantage. The barriers to the takeaway business are not that high, and cultivating user habits is the key."

It is unknown how much "cakes" from Meituan and Ele.me have been eaten by JD Takeout for 10 million per day, but it is certain that the takeout business has been a "hot potato" for new entrants. There was Baidu Takeaway, which had already ended. After a series of organizational and business structure adjustments, Douyin Takeaway was still "strategically let go". Kuaishou is more cautious - there was news that Kuaishou's takeaway function is still affiliated with the group buying business, lacking entrance and delivery systems, and there is still a big gap with the real takeaway platform.

Because the food delivery business itself has very high requirements and threshold for comprehensive capabilities, investment such as distribution, operation system and technical algorithms, one of the keys to JD Takeaway's breakthrough this time is that it first has the Dada rider network. The scale of the market increment is relatively limited. As long as strong new entrants appear, some people will lose some resources.

However, Pan Helin believes that Ele.me's market share is relatively large compared with Meituan. In the past, due to the similar models of the two platforms, Ele.me did not leverage Meituan's share. "After JD Takeaway enters the market, it actually has a neutral impact on Ele.me. The part that Ele.me lost from JD Takeaway may be taken back from Meituan with the help of this reshuffle of the takeaway market." Pan Helin said so.

From the "two heroes" of takeaway to the "melee" of takeaway, some market space will be squeezed, but new value will definitely be released. "Ele.me must go the right path. Where is the uniqueness of the platform? You need to find it yourself." Pan Helin continued.

However, short-term subsidies are still limited in developing users' consumption habits. Which platform users choose should consider more about the experience, supply-side diversity, quick and accurate matching of demand, and cost-effectiveness, etc. Breaking out of the appearance of platform competition, the new round of fighting in the takeaway market is still closely linked to the themes of efficiency and scale.

In other words, the "JD Meituan dispute" around takeaway will continue, and more participants in the takeaway market are still on the way. This trillion-yuan market size dispute is far from over.

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