刀客_0622
01-07
这篇文章不错，转发给大家看看
打了2009天的社区团购，还是拼多多笑到了最后。
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00:00","market":"us","language":"zh","title":"打了2009天的社区团购，还是拼多多笑到了最后。","url":"https://stock-news.laohu8.com/highlight/detail?id=2601024317","media":"差评","summary":"赢了，又是拼多多赢了。现在，拼多多麾下的多多买菜成了目前全国性社区团购的第一、唯一赢家。拉扯长达五年的社区团购拉锯战，随着美团优选的彻底关停推出后，画上了句号。就是社区团购的工具类目里，拼多多旗下的快团团也是最后赢家。但是，在美团撤退之前，多多买菜就已经锁定胜局了。主要是 2021 年滴滴遭遇了监管重拳。所以，入场仅仅第二年，2022 年二季度，多多买菜的市场份额就反超了美团优选，达到了 45%。","content":"<html><body><div><p><span leaf=\"\">赢了，又是<a href=\"https://laohu8.com/S/PDD\">拼多多</a>赢了。</span></p><p><span leaf=\"\">现在，拼多多麾下的多多买菜成了目前全国性社区团购的第一、唯一赢家。</span></p><p><span leaf=\"\">拉扯长达五年的社区团购拉锯战，随着<a href=\"https://laohu8.com/S/MPNGY\">美团</a>优选的彻底关停推出后，画上了句号。</span></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/9bb1e833c0b5489aabdd97bddbb106bb\"/></span><span leaf=\"\"> 对很多人来说，这完全就是现实版的欧亨利式结尾。</span></p><p><span leaf=\"\"><span textstyle=\"\">情理之中是因为今年 6 月份，除浙江、广州之外的<a href=\"https://laohu8.com/S/03690\">美团</a>优选站点就已经关停了。</span></span></p><p><span leaf=\"\"><span textstyle=\"\">而意料之外则是，很多人都以为剩下两个核心城市，起码能苟过 2025 年。</span></span></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/c83db12784d14ad0bed5cdae8a86cd57\"/></p><p><span leaf=\"\">一位已经干了快 4 年的美团团长 ruby 和差评君说，他们完全没有想到。</span></p><p><span leaf=\"\">因为美团一退，意味着之前</span><strong><span leaf=\"\">砸掉的那几百亿，打下的<a href=\"https://laohu8.com/S/600389\">江山</a>、搭建的数万个仓储节点、培养的用户心智、一个个村子跑出来的团长，全部拱手送给拼多多。</span></strong></p><p><span leaf=\"\">多多买菜这边自然也没辜负美团的“ 好意 ”，连夜进场捡漏。</span></p><p><span leaf=\"\">先是捡了用户。ruby 和我说，美团没了之后，她本来已经不打算干了。</span></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/0df22155ed4e4c479cc71d81b0c6a001\"/></span><span leaf=\"\"> 但架不住小区居民都不同意，大家已经习惯了便宜菜送到家门口的感觉。最后没办法，在大家的要求下她开了多多买菜站点。</span></p><p><span leaf=\"\">更夸张的是，很多地方的多多买菜直接爆仓了。。。逼得人家连夜发通告，把截单时间提前了整整 1 个小时。</span></p><p><span leaf=\"\">有用户反映说，第二天的提货时间也从早上的十点，延后到了十一点左右。</span></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/5f427252b7e4415cb89ccca277d1c301\"/></p><p><span leaf=\"\">甚至有网友说，都给多多买菜整涨价了。</span></p><p><span leaf=\"\">自己常买的桶装水，从以前的 7.69、7.99 元涨到了现在的 9.99 元。</span></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/773443629c06490ea238b65a3e0acc6c\"/></p><p><span leaf=\"\">拱手让人的不仅是订单，多多买菜见缝插针地开始挖人。</span></p><p><span leaf=\"\">又是进美团优选供应商群抢人，又是涨佣金，助力你无缝衔接。</span></p><p><span leaf=\"\">不过 ruby 和世超说，</span><strong><span leaf=\"\">自从友商没了之后，多多的团长审核特别严格。只有曾经的美团大团长才能干，纯新人已经不让做了。</span></strong></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/b51fb9e205ec4bf09eaba0da87377978\"/></p><p><span leaf=\"\">其实原本打到后半场，大家增长都在放缓。但现在有了对手送上门的 buff 加成，估计多多买菜的团队能过个好年了。</span></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/655365434e68401db3a0fbf41f1c7e8c\"/></p><p><span leaf=\"\">还有一个很多人可能都忽略了的点。就是社区团购的工具类目里，拼多多旗下的快团团也是最后赢家。</span></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/2acca284494c47e3bbfd2e815eef6b18\"/></span><span leaf=\"\"> 一招“ 团长帮卖 ”，打飞了下场的<a href=\"https://laohu8.com/S/00700\">腾讯</a>、<a href=\"https://laohu8.com/S/JD\">京东</a>和美团。</span></p><p><strong><span leaf=\"\">现在私域看快团团，公域有多多买菜，拼多多一统社区团购的天下了。</span></strong></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/0ae3d329636c468ca2dc86785313904c\"/></p><p><span leaf=\"\">看着这热闹的一幕，我们不禁要去思考：</span></p><p><strong><span leaf=\"\">拼多多到底是怎么把对手一个一个清理出去的？</span></strong></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/db8d3b98423148e992c48735c6f2dfc4\"/></span><span leaf=\"\"> 即便放眼军备竞赛层出不穷的中文互联网，社区团购都称得上是最惨烈商战。</span></p><p><span leaf=\"\">行业里曾有滴滴做靠山的橙心优选，有获得<a href=\"https://laohu8.com/S/BABA\">阿里</a>注资的十荟团，还有一直对峙到最后的美团优选。</span></p><p><strong><span leaf=\"\">几位巨头打到激烈时，一分钱的鸡蛋，几毛钱的蔬菜满天飞。</span></strong></p><p><span leaf=\"\">根据美团过去几年的财报统计，新业务</span><strong><span leaf=\"\">从 2020 年到 2023 年累计亏损就超过了 770 亿人民币，其中烧钱的大头就是美团优选。</span></strong></p><p><span leaf=\"\">如果再把滴滴、京东、<a href=\"https://laohu8.com/S/09988\">阿里</a>以及各路资本都算上，整个中国互联网行业为了“ 让<a href=\"https://laohu8.com/S/603883\">老百姓</a>买便宜菜 ”这件事上，保守估计能烧掉了千亿级别的真金白银。</span></p><p><span leaf=\"\">但是，在美团撤退之前，多多买菜就已经锁定胜局了。</span></p><p><span leaf=\"\">根据《 晚点 LatePost 》的报道，截至今年 11 月下旬，多多买菜 2025 年的 GMV 已接近 3000 亿元，</span><strong><span leaf=\"\">超过了 2024 年多多买菜和美团优选的 GMV 之和。</span></strong></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/ed08fa773fb647b28ab2d57fa1748dcf\"/></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/fe103b37e024474c9e4584ce3f998370\"/></span><span leaf=\"\"> 但其实美团也好，多多买菜也罢，都不是最早一批做社区团购的。</span></p><p><span leaf=\"\">严格来说，湖南连锁便利店出身的兴盛优选和 2018 年拿到阿里投资的十荟团，才是真正意义上的玩法鼻祖。</span></p><p><span leaf=\"\">当年兴盛优选一度估值冲到了 100 多亿美金。那会没被毒打过的各路资本，都觉得这是门好生意。</span></p><p><span leaf=\"\">大家今晚下好单，明天就去精准进货。一根葱都不会浪费，还没有仓储压力。</span></p><p><span leaf=\"\">最重要的是，拼团之后菜价也低了。既比超市卖得便宜，又比网购快，简直完美生意。</span></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/7537df8ab27a4cd38c6de7b8e777d436\"/></p><p><span leaf=\"\">本来生意是做得好好的，结果两年之后，美团、拼多多、滴滴全来了。。。</span></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/e1b5a395b98940e09fadb508d7ab1cb1\"/></span><span leaf=\"\"> 接着上亿的钱就往池子里砸，我给你朗诵一下那时的各家名言:</span></p><p><strong><span leaf=\"\">橙心优选、滴滴 </span></strong><strong><span leaf=\"\">CEO</span></strong><strong><span leaf=\"\"> 程维：“ 投入不设上限，全力拿下第一 ”，美团优选王兴：“十年一遇的机会”，“这场仗一定要打赢”。</span></strong><strong><span leaf=\"\">拼多多也说</span></strong><strong><span leaf=\"\">：这是拼多多人的“ 试金石 ”</span></strong></p><p><span leaf=\"\">几分钱的菜来了，满大街的地推来了，广告宣传也来了。</span></p><p><span leaf=\"\">当时补贴猛到什么程度，国家直接出台了一份新规，明确禁止他们恶性补贴。</span></p><p><span leaf=\"\">但已经来不及了，几轮轰炸之后，像同程生活这种底子不够厚的，基本都非死即伤了。</span></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/22fd62b20354446c905d2bfa5a9f202b\"/></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/645a9c05b6374f289ee8dcd293a9b77a\"/></span><span leaf=\"\"> 即便像兴盛优选这种活下来的，也再没力气杀出湖南、湖北的大本营。</span></p><p><span leaf=\"\">至于为啥有钱有势，当时甚至冲到行业第二的滴滴橙心优选后来也退出？</span></p><p><span leaf=\"\">主要是 2021 年滴滴遭遇了监管重拳。自身难保之后，滴滴的首选就是切断了橙心优选这个烧钱的大洞。</span></p><p><span leaf=\"\">到底烧得有多肉疼的，在 2021 年第三季度财报中，</span><strong><span leaf=\"\">滴滴认领了一个高达 208 亿元人民币 的净投资亏损。</span></strong></p><p><strong><span leaf=\"\"><img src=\"https://static.tigerbbs.com/4d51ab36b06241e7a131451bec745e35\"/></span><span leaf=\"\"> 你更要知道的是，滴滴这笔钱只供它烧了 14 个月而已。</span></strong></p><p><span leaf=\"\">最后，留下一地鸡毛和一位投资人的叹息：</span><strong><span leaf=\"\">“钱烧了，但什么都没留下。”</span></strong></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/bf42a7b9bd5a49979c3867bbb96dc8e8\"/></p><p><span leaf=\"\"><span textstyle=\"\">再后面的二人转故事，大家就很熟悉了。</span></span></p><p><span leaf=\"\">回到这次美团的离场，算是内因外因综合作用下的无奈之举。</span></p><p><span leaf=\"\">在 2023 年的财报里，美团就说过，</span><strong><span leaf=\"\">这块市场比他们预想的要难。</span></strong></p><p><span leaf=\"\">和多多不同，美团做社区团购做得很重。不仅中心仓自营，对冷链、仓储的各项指标都卡得死死的。这导致美团的履约成本极高，一度高达 15% 甚至 20%。</span></p><p><span leaf=\"\">多多则野蛮、高效得多，本来就是做<a href=\"https://laohu8.com/S/000061\">农产品</a>起家的，有现成的供货商和物流网。借网的同时，还借人。</span><strong><span leaf=\"\">利用“ 网格仓加盟 ”模式，把仓储配送外包给小加盟商们。</span></strong><span leaf=\"\">早期奉行的谁便宜我用谁的“ 竞价机制 ”，让它价格也极具竞争力。</span></p><p><span leaf=\"\">所以，入场仅仅第二年，2022 年二季度，多多买菜的市场份额就反超了美团优选，达到了 45%。</span></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/eb44cd36bbdf4bbb9f12c795d4f20c73\"/></span><span leaf=\"\"> 从那一刻起，两种模式的胜负或许已经有些苗头。</span></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/587c4ad3e0f74a9482c33b69a25f66a5\" type=\"block\"/></p><p><span leaf=\"\">再加上，近期阿里对于美团的消耗。有可能让美团开始考虑，到底要不要继续花这个望不到头的钱。</span></p><p><strong><span leaf=\"\">毕竟滴滴的故事已经告诉我们了，局势一紧张，社区团购往往就是最先被献祭的。</span></strong></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/a22cff2104f545b0986e596883810af6\"/></p><p><span leaf=\"\">当然了，最后世超也不是想替美团挽尊啥的。</span></p><p><span leaf=\"\">但你去翻翻社交媒体上的评论，会发现大家对美团优选的评价都挺好的。这次关停后，更多的人还是在感慨，</span><strong><span leaf=\"\">没了它以后该怎么办。</span></strong></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/01cf21c91ccb4bafb1f25f290ff99e90\"/></p><p><span leaf=\"\">然而，商业世界最残酷的逻辑就在这里。对我们来说最方便的模式，不一定就是好的商业模式。</span></p><p><span leaf=\"\">美团优选的离场，倒不是输得有多彻底。</span></p><p><span leaf=\"\">而是美团终于承认，有些骨头即便啃下来了，也是带血的负资产。</span></p><p><span><strong><span><span leaf=\"\">撰文</span></span></strong><span><span leaf=\"\">：star </span></span></span></p><p><span><strong><span leaf=\"\">编辑</span></strong><span leaf=\"\">：莽山烙铁头 & 面线 </span></span></p><p><span><strong><span leaf=\"\">美编</span></strong><span leaf=\"\">：焕妍</span></span></p><p><span><strong><span><span leaf=\"\">图片、资料来源</span></span></strong><span><span leaf=\"\">：</span></span></span></p><p><span><span><span leaf=\"\">小红书 @</span><span leaf=\"\">他在时间门外</span></span></span></p><p><span><span><span leaf=\"\">晚点LatePost|不做外卖不谈 AI，拼多多暗度陈仓</span></span></span></p><p><span><span><span leaf=\"\">界面新闻|</span><span leaf=\"\">美团优选全国关停，社区团购格局一家独大、</span><span leaf=\"\">美团优选仓促离场，多多买菜“爆单”忙接盘</span></span></span></p><p><span><span><span leaf=\"\">36kr|</span><span leaf=\"\">2021，社区团购大降温｜深氪</span></span></span></p><p><span><span><span leaf=\"\">新京报|黄峥5周年内部讲话曝光：买菜业务是拼多多的试金石</span></span></span></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/acb824ce33a74beda35b222288708913\"/></span></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/2a31da52961a41b18bb84452e83ca8a6\"/></span></p><p><span><img src=\"https://static.tigerbbs.com/afa841848ca64b80aff7c0b537f51e29\" type=\"block\"/></span><span><img src=\"https://static.tigerbbs.com/e8dd3c19c52648c39632aef469526bd8\" type=\"block\"/></span></p></div></body></html>","source":"weixin_highlight","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>打了2009天的社区团购，还是拼多多笑到了最后。</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; 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打了2009天的社区团购，还是拼多多笑到了最后。\n</h2>\n\n<h4 class=\"meta\">\n\n\n<a class=\"head\" href=\"https://laohu8.com/wemedia/51\">\n\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/e78a24fbaddf4277b2db99987f943b42);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">差评 </p>\n<p class=\"h-time\">2026-01-05 00:00</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<html><body><div><p><span leaf=\"\">赢了，又是<a href=\"https://laohu8.com/S/PDD\">拼多多</a>赢了。</span></p><p><span leaf=\"\">现在，拼多多麾下的多多买菜成了目前全国性社区团购的第一、唯一赢家。</span></p><p><span leaf=\"\">拉扯长达五年的社区团购拉锯战，随着<a href=\"https://laohu8.com/S/MPNGY\">美团</a>优选的彻底关停推出后，画上了句号。</span></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/9bb1e833c0b5489aabdd97bddbb106bb\"/></span><span leaf=\"\"> 对很多人来说，这完全就是现实版的欧亨利式结尾。</span></p><p><span leaf=\"\"><span textstyle=\"\">情理之中是因为今年 6 月份，除浙江、广州之外的<a href=\"https://laohu8.com/S/03690\">美团</a>优选站点就已经关停了。</span></span></p><p><span leaf=\"\"><span textstyle=\"\">而意料之外则是，很多人都以为剩下两个核心城市，起码能苟过 2025 年。</span></span></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/c83db12784d14ad0bed5cdae8a86cd57\"/></p><p><span leaf=\"\">一位已经干了快 4 年的美团团长 ruby 和差评君说，他们完全没有想到。</span></p><p><span leaf=\"\">因为美团一退，意味着之前</span><strong><span leaf=\"\">砸掉的那几百亿，打下的<a href=\"https://laohu8.com/S/600389\">江山</a>、搭建的数万个仓储节点、培养的用户心智、一个个村子跑出来的团长，全部拱手送给拼多多。</span></strong></p><p><span leaf=\"\">多多买菜这边自然也没辜负美团的“ 好意 ”，连夜进场捡漏。</span></p><p><span leaf=\"\">先是捡了用户。ruby 和我说，美团没了之后，她本来已经不打算干了。</span></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/0df22155ed4e4c479cc71d81b0c6a001\"/></span><span leaf=\"\"> 但架不住小区居民都不同意，大家已经习惯了便宜菜送到家门口的感觉。最后没办法，在大家的要求下她开了多多买菜站点。</span></p><p><span leaf=\"\">更夸张的是，很多地方的多多买菜直接爆仓了。。。逼得人家连夜发通告，把截单时间提前了整整 1 个小时。</span></p><p><span leaf=\"\">有用户反映说，第二天的提货时间也从早上的十点，延后到了十一点左右。</span></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/5f427252b7e4415cb89ccca277d1c301\"/></p><p><span leaf=\"\">甚至有网友说，都给多多买菜整涨价了。</span></p><p><span leaf=\"\">自己常买的桶装水，从以前的 7.69、7.99 元涨到了现在的 9.99 元。</span></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/773443629c06490ea238b65a3e0acc6c\"/></p><p><span leaf=\"\">拱手让人的不仅是订单，多多买菜见缝插针地开始挖人。</span></p><p><span leaf=\"\">又是进美团优选供应商群抢人，又是涨佣金，助力你无缝衔接。</span></p><p><span leaf=\"\">不过 ruby 和世超说，</span><strong><span leaf=\"\">自从友商没了之后，多多的团长审核特别严格。只有曾经的美团大团长才能干，纯新人已经不让做了。</span></strong></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/b51fb9e205ec4bf09eaba0da87377978\"/></p><p><span leaf=\"\">其实原本打到后半场，大家增长都在放缓。但现在有了对手送上门的 buff 加成，估计多多买菜的团队能过个好年了。</span></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/655365434e68401db3a0fbf41f1c7e8c\"/></p><p><span leaf=\"\">还有一个很多人可能都忽略了的点。就是社区团购的工具类目里，拼多多旗下的快团团也是最后赢家。</span></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/2acca284494c47e3bbfd2e815eef6b18\"/></span><span leaf=\"\"> 一招“ 团长帮卖 ”，打飞了下场的<a href=\"https://laohu8.com/S/00700\">腾讯</a>、<a href=\"https://laohu8.com/S/JD\">京东</a>和美团。</span></p><p><strong><span leaf=\"\">现在私域看快团团，公域有多多买菜，拼多多一统社区团购的天下了。</span></strong></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/0ae3d329636c468ca2dc86785313904c\"/></p><p><span leaf=\"\">看着这热闹的一幕，我们不禁要去思考：</span></p><p><strong><span leaf=\"\">拼多多到底是怎么把对手一个一个清理出去的？</span></strong></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/db8d3b98423148e992c48735c6f2dfc4\"/></span><span leaf=\"\"> 即便放眼军备竞赛层出不穷的中文互联网，社区团购都称得上是最惨烈商战。</span></p><p><span leaf=\"\">行业里曾有滴滴做靠山的橙心优选，有获得<a href=\"https://laohu8.com/S/BABA\">阿里</a>注资的十荟团，还有一直对峙到最后的美团优选。</span></p><p><strong><span leaf=\"\">几位巨头打到激烈时，一分钱的鸡蛋，几毛钱的蔬菜满天飞。</span></strong></p><p><span leaf=\"\">根据美团过去几年的财报统计，新业务</span><strong><span leaf=\"\">从 2020 年到 2023 年累计亏损就超过了 770 亿人民币，其中烧钱的大头就是美团优选。</span></strong></p><p><span leaf=\"\">如果再把滴滴、京东、<a href=\"https://laohu8.com/S/09988\">阿里</a>以及各路资本都算上，整个中国互联网行业为了“ 让<a href=\"https://laohu8.com/S/603883\">老百姓</a>买便宜菜 ”这件事上，保守估计能烧掉了千亿级别的真金白银。</span></p><p><span leaf=\"\">但是，在美团撤退之前，多多买菜就已经锁定胜局了。</span></p><p><span leaf=\"\">根据《 晚点 LatePost 》的报道，截至今年 11 月下旬，多多买菜 2025 年的 GMV 已接近 3000 亿元，</span><strong><span leaf=\"\">超过了 2024 年多多买菜和美团优选的 GMV 之和。</span></strong></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/ed08fa773fb647b28ab2d57fa1748dcf\"/></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/fe103b37e024474c9e4584ce3f998370\"/></span><span leaf=\"\"> 但其实美团也好，多多买菜也罢，都不是最早一批做社区团购的。</span></p><p><span leaf=\"\">严格来说，湖南连锁便利店出身的兴盛优选和 2018 年拿到阿里投资的十荟团，才是真正意义上的玩法鼻祖。</span></p><p><span leaf=\"\">当年兴盛优选一度估值冲到了 100 多亿美金。那会没被毒打过的各路资本，都觉得这是门好生意。</span></p><p><span leaf=\"\">大家今晚下好单，明天就去精准进货。一根葱都不会浪费，还没有仓储压力。</span></p><p><span leaf=\"\">最重要的是，拼团之后菜价也低了。既比超市卖得便宜，又比网购快，简直完美生意。</span></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/7537df8ab27a4cd38c6de7b8e777d436\"/></p><p><span leaf=\"\">本来生意是做得好好的，结果两年之后，美团、拼多多、滴滴全来了。。。</span></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/e1b5a395b98940e09fadb508d7ab1cb1\"/></span><span leaf=\"\"> 接着上亿的钱就往池子里砸，我给你朗诵一下那时的各家名言:</span></p><p><strong><span leaf=\"\">橙心优选、滴滴 </span></strong><strong><span leaf=\"\">CEO</span></strong><strong><span leaf=\"\"> 程维：“ 投入不设上限，全力拿下第一 ”，美团优选王兴：“十年一遇的机会”，“这场仗一定要打赢”。</span></strong><strong><span leaf=\"\">拼多多也说</span></strong><strong><span leaf=\"\">：这是拼多多人的“ 试金石 ”</span></strong></p><p><span leaf=\"\">几分钱的菜来了，满大街的地推来了，广告宣传也来了。</span></p><p><span leaf=\"\">当时补贴猛到什么程度，国家直接出台了一份新规，明确禁止他们恶性补贴。</span></p><p><span leaf=\"\">但已经来不及了，几轮轰炸之后，像同程生活这种底子不够厚的，基本都非死即伤了。</span></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/22fd62b20354446c905d2bfa5a9f202b\"/></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/645a9c05b6374f289ee8dcd293a9b77a\"/></span><span leaf=\"\"> 即便像兴盛优选这种活下来的，也再没力气杀出湖南、湖北的大本营。</span></p><p><span leaf=\"\">至于为啥有钱有势，当时甚至冲到行业第二的滴滴橙心优选后来也退出？</span></p><p><span leaf=\"\">主要是 2021 年滴滴遭遇了监管重拳。自身难保之后，滴滴的首选就是切断了橙心优选这个烧钱的大洞。</span></p><p><span leaf=\"\">到底烧得有多肉疼的，在 2021 年第三季度财报中，</span><strong><span leaf=\"\">滴滴认领了一个高达 208 亿元人民币 的净投资亏损。</span></strong></p><p><strong><span leaf=\"\"><img src=\"https://static.tigerbbs.com/4d51ab36b06241e7a131451bec745e35\"/></span><span leaf=\"\"> 你更要知道的是，滴滴这笔钱只供它烧了 14 个月而已。</span></strong></p><p><span leaf=\"\">最后，留下一地鸡毛和一位投资人的叹息：</span><strong><span leaf=\"\">“钱烧了，但什么都没留下。”</span></strong></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/bf42a7b9bd5a49979c3867bbb96dc8e8\"/></p><p><span leaf=\"\"><span textstyle=\"\">再后面的二人转故事，大家就很熟悉了。</span></span></p><p><span leaf=\"\">回到这次美团的离场，算是内因外因综合作用下的无奈之举。</span></p><p><span leaf=\"\">在 2023 年的财报里，美团就说过，</span><strong><span leaf=\"\">这块市场比他们预想的要难。</span></strong></p><p><span leaf=\"\">和多多不同，美团做社区团购做得很重。不仅中心仓自营，对冷链、仓储的各项指标都卡得死死的。这导致美团的履约成本极高，一度高达 15% 甚至 20%。</span></p><p><span leaf=\"\">多多则野蛮、高效得多，本来就是做<a href=\"https://laohu8.com/S/000061\">农产品</a>起家的，有现成的供货商和物流网。借网的同时，还借人。</span><strong><span leaf=\"\">利用“ 网格仓加盟 ”模式，把仓储配送外包给小加盟商们。</span></strong><span leaf=\"\">早期奉行的谁便宜我用谁的“ 竞价机制 ”，让它价格也极具竞争力。</span></p><p><span leaf=\"\">所以，入场仅仅第二年，2022 年二季度，多多买菜的市场份额就反超了美团优选，达到了 45%。</span></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/eb44cd36bbdf4bbb9f12c795d4f20c73\"/></span><span leaf=\"\"> 从那一刻起，两种模式的胜负或许已经有些苗头。</span></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/587c4ad3e0f74a9482c33b69a25f66a5\" type=\"block\"/></p><p><span leaf=\"\">再加上，近期阿里对于美团的消耗。有可能让美团开始考虑，到底要不要继续花这个望不到头的钱。</span></p><p><strong><span leaf=\"\">毕竟滴滴的故事已经告诉我们了，局势一紧张，社区团购往往就是最先被献祭的。</span></strong></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/a22cff2104f545b0986e596883810af6\"/></p><p><span leaf=\"\">当然了，最后世超也不是想替美团挽尊啥的。</span></p><p><span leaf=\"\">但你去翻翻社交媒体上的评论，会发现大家对美团优选的评价都挺好的。这次关停后，更多的人还是在感慨，</span><strong><span leaf=\"\">没了它以后该怎么办。</span></strong></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/01cf21c91ccb4bafb1f25f290ff99e90\"/></p><p><span leaf=\"\">然而，商业世界最残酷的逻辑就在这里。对我们来说最方便的模式，不一定就是好的商业模式。</span></p><p><span leaf=\"\">美团优选的离场，倒不是输得有多彻底。</span></p><p><span leaf=\"\">而是美团终于承认，有些骨头即便啃下来了，也是带血的负资产。</span></p><p><span><strong><span><span leaf=\"\">撰文</span></span></strong><span><span leaf=\"\">：star </span></span></span></p><p><span><strong><span leaf=\"\">编辑</span></strong><span leaf=\"\">：莽山烙铁头 & 面线 </span></span></p><p><span><strong><span leaf=\"\">美编</span></strong><span leaf=\"\">：焕妍</span></span></p><p><span><strong><span><span leaf=\"\">图片、资料来源</span></span></strong><span><span leaf=\"\">：</span></span></span></p><p><span><span><span leaf=\"\">小红书 @</span><span leaf=\"\">他在时间门外</span></span></span></p><p><span><span><span leaf=\"\">晚点LatePost|不做外卖不谈 AI，拼多多暗度陈仓</span></span></span></p><p><span><span><span leaf=\"\">界面新闻|</span><span leaf=\"\">美团优选全国关停，社区团购格局一家独大、</span><span leaf=\"\">美团优选仓促离场，多多买菜“爆单”忙接盘</span></span></span></p><p><span><span><span leaf=\"\">36kr|</span><span leaf=\"\">2021，社区团购大降温｜深氪</span></span></span></p><p><span><span><span leaf=\"\">新京报|黄峥5周年内部讲话曝光：买菜业务是拼多多的试金石</span></span></span></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/acb824ce33a74beda35b222288708913\"/></span></p><p><span leaf=\"\"><img src=\"https://static.tigerbbs.com/2a31da52961a41b18bb84452e83ca8a6\"/></span></p><p><span><img src=\"https://static.tigerbbs.com/afa841848ca64b80aff7c0b537f51e29\" type=\"block\"/></span><span><img src=\"https://static.tigerbbs.com/e8dd3c19c52648c39632aef469526bd8\" type=\"block\"/></span></p></div></body></html>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"LU1794554557.SGD":"Allianz All China Equity AT Acc H2-SGD","HK0000320223.HKD":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES FUND \"A\" (HKD) ACC","BK4505":"高瓴资本持仓","PDD":"拼多多","LU0516422440.USD":"FULLERTON LUX FUNDS - ASIA FOCUS EQUITIES \"A\" (USD) ACC","LU1242518857.USD":"FULLERTON LUX FUNDS - ASIA ABSOLUTE ALPHA \"I\" (USD) ACC","BK4504":"桥水持仓","LU0821914370.USD":"贝莱德亚洲成长领袖A2","LU0823413660.USD":"BNP PARIBAS EMERGING EQUITY \"C\" (USD) INC","LU0502904849.HKD":"FIDELITY FUNDS CHINA INNOVATION \"A\" (HKD) ACC","LU0589944569.HKD":"ALLIANZ EMERGING ASIA EQUITY \"AT\" (HKD) ACC","LU0259732245.USD":"EASTSPRING INVESTMENTS DRAGON PEACOCK A","LU0823397103.USD":"BNP PARIBAS SUSTAINABLE ASIA 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7.69、7.99 元涨到了现在的 9.99 元。拱手让人的不仅是订单，多多买菜见缝插针地开始挖人。又是进美团优选供应商群抢人，又是涨佣金，助力你无缝衔接。不过 ruby 和世超说，自从友商没了之后，多多的团长审核特别严格。只有曾经的美团大团长才能干，纯新人已经不让做了。其实原本打到后半场，大家增长都在放缓。但现在有了对手送上门的 buff 加成，估计多多买菜的团队能过个好年了。还有一个很多人可能都忽略了的点。就是社区团购的工具类目里，拼多多旗下的快团团也是最后赢家。 一招“ 团长帮卖 ”，打飞了下场的腾讯、京东和美团。现在私域看快团团，公域有多多买菜，拼多多一统社区团购的天下了。看着这热闹的一幕，我们不禁要去思考：拼多多到底是怎么把对手一个一个清理出去的？ 即便放眼军备竞赛层出不穷的中文互联网，社区团购都称得上是最惨烈商战。行业里曾有滴滴做靠山的橙心优选，有获得阿里注资的十荟团，还有一直对峙到最后的美团优选。几位巨头打到激烈时，一分钱的鸡蛋，几毛钱的蔬菜满天飞。根据美团过去几年的财报统计，新业务从 2020 年到 2023 年累计亏损就超过了 770 亿人民币，其中烧钱的大头就是美团优选。如果再把滴滴、京东、阿里以及各路资本都算上，整个中国互联网行业为了“ 让老百姓买便宜菜 ”这件事上，保守估计能烧掉了千亿级别的真金白银。但是，在美团撤退之前，多多买菜就已经锁定胜局了。根据《 晚点 LatePost 》的报道，截至今年 11 月下旬，多多买菜 2025 年的 GMV 已接近 3000 亿元，超过了 2024 年多多买菜和美团优选的 GMV 之和。 但其实美团也好，多多买菜也罢，都不是最早一批做社区团购的。严格来说，湖南连锁便利店出身的兴盛优选和 2018 年拿到阿里投资的十荟团，才是真正意义上的玩法鼻祖。当年兴盛优选一度估值冲到了 100 多亿美金。那会没被毒打过的各路资本，都觉得这是门好生意。大家今晚下好单，明天就去精准进货。一根葱都不会浪费，还没有仓储压力。最重要的是，拼团之后菜价也低了。既比超市卖得便宜，又比网购快，简直完美生意。本来生意是做得好好的，结果两年之后，美团、拼多多、滴滴全来了。。。 接着上亿的钱就往池子里砸，我给你朗诵一下那时的各家名言:橙心优选、滴滴 CEO 程维：“ 投入不设上限，全力拿下第一 ”，美团优选王兴：“十年一遇的机会”，“这场仗一定要打赢”。拼多多也说：这是拼多多人的“ 试金石 ”几分钱的菜来了，满大街的地推来了，广告宣传也来了。当时补贴猛到什么程度，国家直接出台了一份新规，明确禁止他们恶性补贴。但已经来不及了，几轮轰炸之后，像同程生活这种底子不够厚的，基本都非死即伤了。 即便像兴盛优选这种活下来的，也再没力气杀出湖南、湖北的大本营。至于为啥有钱有势，当时甚至冲到行业第二的滴滴橙心优选后来也退出？主要是 2021 年滴滴遭遇了监管重拳。自身难保之后，滴滴的首选就是切断了橙心优选这个烧钱的大洞。到底烧得有多肉疼的，在 2021 年第三季度财报中，滴滴认领了一个高达 208 亿元人民币 的净投资亏损。 你更要知道的是，滴滴这笔钱只供它烧了 14 个月而已。最后，留下一地鸡毛和一位投资人的叹息：“钱烧了，但什么都没留下。”再后面的二人转故事，大家就很熟悉了。回到这次美团的离场，算是内因外因综合作用下的无奈之举。在 2023 年的财报里，美团就说过，这块市场比他们预想的要难。和多多不同，美团做社区团购做得很重。不仅中心仓自营，对冷链、仓储的各项指标都卡得死死的。这导致美团的履约成本极高，一度高达 15% 甚至 20%。多多则野蛮、高效得多，本来就是做农产品起家的，有现成的供货商和物流网。借网的同时，还借人。利用“ 网格仓加盟 ”模式，把仓储配送外包给小加盟商们。早期奉行的谁便宜我用谁的“ 竞价机制 ”，让它价格也极具竞争力。所以，入场仅仅第二年，2022 年二季度，多多买菜的市场份额就反超了美团优选，达到了 45%。 从那一刻起，两种模式的胜负或许已经有些苗头。再加上，近期阿里对于美团的消耗。有可能让美团开始考虑，到底要不要继续花这个望不到头的钱。毕竟滴滴的故事已经告诉我们了，局势一紧张，社区团购往往就是最先被献祭的。当然了，最后世超也不是想替美团挽尊啥的。但你去翻翻社交媒体上的评论，会发现大家对美团优选的评价都挺好的。这次关停后，更多的人还是在感慨，没了它以后该怎么办。然而，商业世界最残酷的逻辑就在这里。对我们来说最方便的模式，不一定就是好的商业模式。美团优选的离场，倒不是输得有多彻底。而是美团终于承认，有些骨头即便啃下来了，也是带血的负资产。撰文：star 编辑：莽山烙铁头 & 面线 美编：焕妍图片、资料来源：小红书 @他在时间门外晚点LatePost|不做外卖不谈 AI，拼多多暗度陈仓界面新闻|美团优选全国关停，社区团购格局一家独大、美团优选仓促离场，多多买菜“爆单”忙接盘36kr|2021，社区团购大降温｜深氪新京报|黄峥5周年内部讲话曝光：买菜业务是拼多多的试金石","news_type":1,"symbols_score_info":{"PDD":1.96}},"isVote":1,"tweetType":1,"viewCount":10,"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/519254315553112"}
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