淘宝为什么打这场“闪购之战”?双11告诉我们答案

Ofweek光电信息网
Nov 12, 2025

文|罗拉今年双11,淘宝闪购第一次加入,这无疑是外界最关心的话题之一。这场闪购大战,与以往还是有本质的不同。无论是在下沉市场阻击拼多多,还是迎战短视频平台,都更接近“份额之争”,而今年的即时零售之战,表面是同美团争夺外卖份额,实则却是阿里跨入增量市场,用商业形态升级来破局的新机会。“外卖”只是引子,阿里的真实意图,是要开拓新模式、寻找新增长路径。据我们了解,阿里内部早就有个共识——只有通过全局的...

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