刚刚过去的这个周末，“爆单”成为不少外卖骑手口中的高频词。

7月5日当天，美团单日零售订单突破历史纪录，达1.2亿单，其中餐饮订单超过1亿单。

这波订单激增，与美团外卖大额补贴的投入密切相关。据多位网友在社交平台反馈，美团当天投放了大量“0元购”外卖红包券，用户领取后可免费获得奶茶、汉堡等商品。选择外送需满足一定下单金额并支付配送费，选择到店自取则完全免费。

Over the weekend, "order explosion" became a buzzword among food delivery riders, as food delivery platform Meituan set a new single-day retail order record on Saturday — surpassing 120 million orders, including over 100 million in the food and beverage category.

The surge was fueled by Meituan's aggressive subsidy campaign, which included a wave of "0 yuan" coupons circulating on social media. Users reported receiving vouchers that allowed them to order items like milk tea and burgers for free, either with minimal delivery fees or completely free when opting for in-store pickup.

网友： “实在是喝不下了”

如此力度的折扣，迅速引发全国范围内的外卖订单激增。不少消费者在网上晒出自家冰箱中堆满蜜雪冰城、茶百道等饮品的照片，直呼“实在是喝不下了”。

The deep discounts triggered a nationwide surge in delivery demand. Social media was quickly flooded with photos of refrigerators stuffed with popular drinks from chains like Mixue and Chabaidao, with users joking, "I can't drink anymore!"



图源：小红书@奶油

周末因为高温宅家的赵佳（化名）则向记者展示了自己用券买到不少免费奶茶的战绩。



“前段时间淘宝闪购的补贴力度较大，所以用淘宝、饿了么更多，现在美团开始新一轮补贴，又开始用美团点外卖了。”

据澎湃新闻，有餐饮门店店长透露，自己旗下门店最高预约单量已经接近400单，而有门店更是预约了超过3000单，有奶茶店员甚至坦言，“一天把半年的库存都卖完了。”

According to a store manager, one of his stores received nearly 400 pre-orders, while another reported over 3,000. A milk tea shop employee even admitted, "We sold out half a year's worth of inventory in just one day."

骑手客单价格翻倍

在外卖骑手卢叔（化名）看来，这一轮外卖补贴力度升级，最终原因还是各家外卖平台之间竞争激烈，正在彼此争夺市场份额。

For food delivery riders like Lu (pseudonym), the sudden spike in orders reflects the intensifying competition between major platforms battling for market share.

“美团的补贴投放是突然进行的，就在昨天下午，提前没有任何通知。”卢叔回忆道，“点进主页一看，突然发现单量哗啦啦的，单子深不见底，跑了这么久的外卖，都没见过昨天这么大的场面。”

据他透露，从昨天开始，他和上海周边一些骑手，时薪都超过百元，其中客单价格相比之前翻倍——原本每单只能挣到6-7元，如今直接能挣十几元，以每天工作12小时推算，月收入破万几乎毫无问题。

“不仅可以破万，甚至月收入2万元、3万元都不稀奇。”卢师傅表示，他同时在美团和阿里（淘宝闪购、饿了么）平台接单，虽然单量不缺，但是如今遇到的新问题是“卡单”：因为点外卖的人太多，奶茶店来不及制作，往往要排队超过40分钟，这也影响了骑手接单、送单的速度。

“平台之间的竞争，让骑手赚到了钱，我们还是开心的。”卢师傅坦言，不少原本工作6、7小时的外卖员，在补贴的刺激下，如今每天工作长达12个小时，就连半夜也有人在点奶茶。

He noted that since the campaign started, he and fellow riders in the greater Shanghai area have seen their hourly earnings soar past 100 yuan. "The payout per order has doubled from 6-7 yuan to over 10 yuan. If you work 12 hours a day, earning over 10,000 yuan a month is practically guaranteed."

"This level of competition has put more money in riders' pockets. We're happy," he said. Riders who used to work 6–7 hours a day are now pulling 12-hour shifts — and even late-night milk tea orders have become common.

高额补贴能否持续？

外界普遍认为，这一轮新的外卖交锋，主要源于淘宝闪购的入局。

7月2日，淘宝闪购宣布启动规模高达500亿元的补贴计划，将在12个月直补消费者及商家。数据显示，补贴首日，餐饮连锁品牌和中小餐饮商家生意分别环比增长170%和140%。

“近日外卖平台投放大量高额补贴导致外卖爆单现象发生，表明外卖平台之间的竞争态势日趋白热化、极限化，已经进入存量竞争、红海竞争时代。”华东政法大学竞争法研究中心执行主任翟巍表示，也表明高额补贴驱动的低价竞争依然是外卖平台争夺用户的主要手段。

在翟巍看来，目前高额补贴打响的外卖战争不可持续，各大外卖平台只可能在短期内进行高额补贴驱动的低价竞争，而无法承担长期高额补贴的成本。

"The recent surge in orders triggered by large-scale subsidies shows that competition between food delivery platforms has entered a phase of intense, zero-sum rivalry," said Zhai Wei, an expert in competition law from East China University of Political Science and Law.

Zhai warned that such aggressive subsidy-driven competition is unsustainable. "This strategy may work in the short term, but platforms cannot afford to maintain such high costs indefinitely."

从行业健康发展角度，外卖平台应当从短期的高额补贴竞争转为长期的“高质量竞争”，应当以提升平台服务质量和促进平台服务迭代升级为竞争导向，这才可以提升消费者的长期福祉。

来源：澎湃新闻