據報美團(03690.HK)阿里(09988.HK)於「瘋狂星期六」共燒錢近16億人幣
美團(03690.HK)及阿里巴巴(09988.HK)(BABA.US)自7月5日起,同步啟動「瘋狂星期六」促銷活動,通過「0元購」券與滿減紅包爭奪訂單。內媒報道,美團周六(12日)當日投入補貼3億至4億元人民幣(下同),淘寶閃購補貼額突破12億元,兩平台合計「燒錢」約16億元。
報道指,雖然兩個平台均通過發放優惠券帶動訂單增長,但形式不同,美團主要在最近兩個周六發放茶飲、小吃等「0元購」券,而且部分優惠券為自提。此外,不同等級的會員所享受的權益不同,在一定程度上攤薄了成本。美團單日發放免單券約2,000萬,其中超過1,000萬單用戶在使用免單券後,仍需要加購其他商品才能達到起送要求,另外1,000萬為自提訂單,美團和商家以較低價格結算,故降低補貼成本。
淘寶閃購優惠券均為外賣滿減優惠券,合「滿18.8元減18.8元,滿28元減18.8元及滿20元減10元」等,用戶只需支付較小金額可獲一單外賣,暫未支援用戶下單後自提。
報道提及,今年外賣大戰由京東挑起,京東外賣今年4月初曾上線百億補貼爭奪訂單。針對美團和淘寶競爭,京東集團(09618.HK)日前指出,是次外賣「零元購」等外賣惡性補貼是嚴重內捲,屬惡性競爭,完全沒有參與。
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