Exclusive: Meituan Adds Subsidies to Attack 1 Billion Orders, JD.com Focuses on New Product Launch

Tech news from Phoenix Online August 5th. The offline retail platform "First Cup of Milk Tea in Autumn" is about to launch its promotional season, and Meituan and JD.com have basically confirmed their marketing strategies. Taobao has internally proposed a plan for the autumn battle, aiming to start a "Three-Day Dash" on August 7-9. Meituan, on the other hand, has not set a specific target for this round of promotions.

Sources close to the matter said that Meituan is currently cooperating with tea drink brands such as Luckin Coffee and Mcdonald's to launch new products, with the goal of strengthening its relationship with these brands.

Prior to this, there were reports that Taobao would attack 1 billion orders on August 8, which was later denied by Taobao. According to sources, the latest autumn battle plan will focus on three days, with August 7 being the traditional "Autumn Milk Tea" promotion, August 8 being Taobao's VIP member day, and August 9 being Taobao's "Super Saturday" sale.

To ensure stable logistics during the autumn season, Meituan has recently joined forces with JD.com to summon top tea drink brands in Hangzhou for coordination and support. Prior to this, some milk tea shops had prioritized processing Meituan orders during peak hours, leading to delays on other platforms. This time, advance communication aims to avoid similar issues.

Public information shows that Taobao's flash sale has already announced actor Jin Chen as the spokesperson for "First Cup of Milk Tea in Autumn" since July 31. Meituan has recently announced table tennis player Xu Yisha as the ambassador for its "Delicious Life" campaign.

Analysts believe that based on these signs and internal information, Taobao will attempt to hit record orders during the autumn battle period. Prior to this, Taobao had publicly released a statement claiming that it has maintained stable orders of over 90 million per week for several weeks.

Regarding these reports, Meituan's side did not respond immediately.

However, according to an urban manager at Meituan privately revealed that the company does not have a specific target for "First Cup of Milk Tea in Autumn" and will mainly focus on utilizing marketing nodes to deepen relationships with brands. Even if Taobao breaks through record orders, it is unlikely to exceed Meituan's 1.5 billion orders in the short term.

According to sources close to Meituan, the company has been intensively interacting with top tea drink brands during the autumn battle period, hoping to lock down inventory and especially achieve "new product joint launch" on that day. For milk tea brands, Meituan's users, including VIP members, are still an important core consumer group, so it is likely that Meituan will use the concept of "new product launch" to continue deepening its relationship with key users during the autumn season.