Recently, Chinese internet giants Meituan and JD.com have attracted a lot of attention as competition in the food delivery and instant retail sectors has intensified. The trigger for this business war is Meituan's official launch of the instant retail brand "Meituan Flash Sale" on 150.

In the promotional video for the "Meituan Flash Sale", a cartoon dog pattern similar to the JD.com logo was accompanied by the text "Your Dongdong and Wait", which was seen by the outside world as a direct provocation to JD.com's food delivery business. The contradiction between the two sides has appeared as early as 12/0, with Wang Puzhong, CEO of Meituan's core local business, mocking JD.com for being "big and inadequate", and JD.com founder Liu Qiangdong responded that he "doesn't fight a war of words", but his actions are unambiguous.

劉強東在外賣業務上的布局可謂來勢洶洶。2月11日，京東外賣宣布啟動“品質堂食餐飲商家”招募計劃，以全年免傭金的特別優惠吸引商家入駐，直接挑戰美團6%-8%的傭金比例。京東還設立了嚴格的商家入駐審核標準和管理制度，以確保食品安全。一周後，京東又宣佈將逐步為全職騎手繳納五險一金，這一舉措在外賣行業中尚屬首次，不僅提升了騎手的福利待遇，也直擊行業痛點。

4月9日，京東外賣再次發力，宣布上線“百億補貼”計劃，一年內將投入超百億元補貼使用者，最高可達20元。這一消息隨著蔚來創始人李斌與劉強東在京東總部共進外賣的合影一同衝上熱搜，為京東外賣賺足了眼球。

面對京東的猛烈攻勢，美團也迅速作出了回應。美團不僅在外賣市場繼續鞏固其領先地位，還在3C市場發力，利用國家補貼政策，試圖分一杯羹。4月初，美團外賣在北京等地推出國家補貼活動，手機、平板等3C類產品可享受高額補貼，價格優勢明顯。

Meituan has also made organizational changes to improve efficiency and combat effectiveness. The Dianping Division was included in Meituan's core local business sector, with Li Shubin, a member of the S-team and head of the Meituan platform, concurrently serving as the leader. This change shows Meituan's determination and ability to act in response to competition.

However, in this contest between giants, Ele.me has become the most innocent "pond fish". As the "second" in the takeaway market, Ele.me is powerless under the attack of Meituan and JD.com. The subsidy and price wars between Meituan and JD.com will undoubtedly have a profound impact on the food delivery market structure, and it is difficult for Ele.me to escape from this competition due to its lack of sufficient resources and confidence.

It is worth noting that JD.com's attack on the food delivery market this time was not impulsive. Liu Qiangdong's long-standing image of "big brother" has given him a high reputation among merchants and consumers. JD.com's entry into the takeaway market with the attitude of rectifying the industry and making profits for merchants and consumers this time has undoubtedly won it a lot of goodwill.

However, despite JD.com's menacing, Meituan is not idle. As a leader in the food delivery market, Meituan has a huge user base and a well-established delivery system. In response to competition, Meituan was able to quickly mobilize resources and adopt effective strategies to fight back. Therefore, it remains to be seen who will die in this contest between giants.

In this business war, both Meituan and JD.com have shown strong strength and determination. And for consumers, this competition will undoubtedly bring more choices and benefits. However, for small and medium-sized players such as Ele.me, how to survive in the cracks of giants will be a serious challenge.