饿了么CEO韩鎏：“新三年”继续坚定与生态共进继续坚定面向商家战略投入

作者：亿邦动力文章来源：亿邦动力

2024-10-23 16:09

作者：亿邦动力文章来源：亿邦动力

2024-10-23 16:09

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2024即时电商未来商业峰会核心要点，包括市场增长数据和饿了么新战略。

1. 即时电商市场高速发展：2023年订单量409亿单，同比增长22.8%，市场规模3410亿元，增长24.8%；预计2027年突破5万亿元，年均增速超30%。

2. 饿了么发布“近场品牌官方旗舰店”：帮助品牌商家打破时空限制，直连消费者，简化流转渠道，提升运营效率，实现“流量变留量，增单增利”的结构性增长。

3. 数字化社区建设：启动共建数字化未来社区，推动城市一刻钟便民生活圈，提升弱势群体服务能力，倡导外卖骑手“社区侠”参与。

4. 饿了么战略投入：未来三年坚定“1+2”长期战略，面向商家投入“澎湃计划”15亿专项资金，提升数智化能力，带来生意增长。

即时电商为品牌提供新增长机会和营销工具。

1. 品牌渠道建设：饿了么发布“近场品牌官方旗舰店”，允许品牌直连消费者，串联线下门店，打造品牌建设、用户互动到订单履约的一体化增长模式，提升互动效率。

2. 消费趋势与用户行为：市场数据显示即时配送订单年增22.8%，预计2027年达5万亿；凯度洞察指出，即时电商通过创新场景、餐零突破人群渗透边界等手段，为品牌带来结构性新增长。

3. 数智化支持：饿了么通过数智化CRM数据沉淀，帮助商家加快会员体系建设，优化消费者运营管理，提升品牌营销效率。

饿了么提供政策支持和增长机会，助力商家应对市场变化。

1. 增长市场与机会提示：即时电商市场规模年增24.8%，预计2027年突破5万亿，呈现高复合增长；商务部研究院强调，平台与政府合作可提升城市服务敏捷性，促进实体与数字生活圈融合。

2. 扶持政策与应对措施：饿了么启动“澎湃计划”，投入15亿专项资金，帮助商家提升数智化能力，带来生意增长；平台战略包括不与商家争利，多端共振（淘宝、支付宝等）突破履约限制。

3. 风险提示与学习点：新项目“近场品牌官方旗舰店”简化服务渠道，但需商家适应线上线下融合；饿了么CEO表示平台致力于健康可持续发展，商家可借鉴其数智化应用模式。

即时电商启示工厂推进数字化和产品优化。

1. 产品需求与设计启示：新项目“近场品牌官方旗舰店”强调线下门店串联，启示工厂考虑线上线下融合设计，满足即时商业简化流转需求。

2. 商业机会：市场高速增长（年增30%+），预计2027年5万亿规模，推动社区数字化建设（如便民生活圈），可能增加对高效生产产品的需求。

3. 数字化启示：饿了么投入数智化CRM和“澎湃计划”，工厂可探索应用技术提升生产流程，如通过数据沉淀优化供应链。

行业趋势和新技术解决客户痛点。

1. 行业发展趋势：即时电商市场订单量年增22.8%，规模年增24.8%，预计2027年达5万亿，保持高复合增长；客户痛点如服务敏捷性提升，商务部研究院报告指出平台可助力城市数字化转型。

2. 新技术应用：饿了么数智化CRM帮助商家沉淀数据，加快会员体系建设；共建数字化社区技术，利用外卖骑手参与，提升社区服务能力。

3. 解决方案：饿了么“近场品牌官方旗舰店”提供高效品牌互动方案，解决直连消费者问题；“澎湃计划”15亿投资提升商家数智化能力，应对运营效率挑战。

饿了么平台最新做法和运营策略。

1. 平台最新做法：发布“近场品牌官方旗舰店”，帮助品牌商家直连消费者，实现高效线上线下一体运营，打造品牌增长新范式。

2. 运营管理：启动“澎湃计划”投入15亿专项资金，提升商家数智化能力；与淘宝、支付宝、高德多端共振，突破时空履约限制，优化服务消费者。

3. 战略方向：饿了么CEO表示坚定“1+2”长期战略，面向商家投入，不争利；共建数字化未来社区，推动招商和风向规避，如建设便民生活圈。

产业新动向和商业模式创新启示。

1. 产业新动向：即时电商市场订单量409亿单（年增22.8%），规模3410亿元（年增24.8%），预计2027年突破5万亿元；新问题如时空履约限制，饿了么通过多端共振解决。

2. 商业模式：近场品牌官方旗舰店创新模式，串联线下门店，打造品牌建设到履约服务一体化；政策启示：商务部研究院建议，平台与政府合作可促进消费回暖、城市数字化转型和交通优化。

3. 研究案例：饿了么“澎湃计划”15亿投资提升数智化能力，为商业模式提供数据支持；凯度洞察观点指出即时电商通过创新场景为品牌增长创造可能。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

Key takeaways from the 2024 On-Demand E-commerce Future Business Summit, covering market growth data and Ele.me's new strategy.

1. Rapid growth of on-demand e-commerce: In 2023, order volume reached 40.9 billion, a 22.8% year-on-year increase, with the market size hitting 341 billion yuan, up 24.8%. It is projected to exceed 5 trillion yuan by 2027, with an average annual growth rate of over 30%.

2. Ele.me launches "Near-field Brand Flagship Stores": This initiative helps brands break through time and space constraints, connect directly with consumers, simplify distribution channels, improve operational efficiency, and achieve structural growth by "turning traffic into loyalty and increasing orders and profits."

3. Digital community development: The platform is promoting the co-construction of digital future communities, advancing the 15-minute便民生活圈 (convenient living circle) in cities, enhancing services for vulnerable groups, and encouraging delivery riders, termed "Community Heroes," to participate.

4. Ele.me's strategic investment: The company will adhere to its "1+2" long-term strategy over the next three years, investing 1.5 billion yuan in a special "澎湃计划" (Surge Plan) for merchants to enhance their digital capabilities and drive business growth.

On-demand e-commerce offers brands new growth opportunities and marketing tools.

1. Brand channel development: Ele.me's "Near-field Brand Flagship Stores" enable brands to connect directly with consumers and integrate offline stores, creating a unified growth model from brand building and user interaction to order fulfillment, thereby improving interaction efficiency.

2. Consumer trends and user behavior: Market data shows a 22.8% annual increase in on-demand delivery orders, with the market expected to reach 5 trillion yuan by 2027. Kantar Insights highlights that on-demand e-commerce drives structural growth for brands through innovative scenarios and expanding consumer reach beyond traditional boundaries.

3. Digital intelligence support: Through its digital CRM and data accumulation, Ele.me helps merchants accelerate membership system development, optimize consumer operations, and enhance marketing efficiency.

Ele.me provides policy support and growth opportunities to help sellers adapt to market changes.

1. Market growth and opportunity alerts: The on-demand e-commerce market grew 24.8% annually and is projected to exceed 5 trillion yuan by 2027, showing high compound growth. The Chinese Academy of International Trade and Economic Cooperation emphasizes that platform-government collaboration can enhance urban service agility and integrate physical and digital living circles.

2. Support policies and countermeasures: Ele.me's "Surge Plan" involves a 1.5 billion yuan special fund to help sellers improve digital capabilities and boost business growth. The platform's strategy includes not competing with sellers for profits and leveraging multi-platform resonance (e.g., Taobao, Alipay) to overcome fulfillment limitations.

3. Risk alerts and learning points: The new "Near-field Brand Flagship Stores" project simplifies service channels but requires sellers to adapt to online-offline integration. Ele.me's CEO stated the platform is committed to healthy, sustainable development, and sellers can learn from its digital application models.

On-demand e-commerce insights for factories to advance digitalization and product optimization.

1. Product demand and design insights: The "Near-field Brand Flagship Stores" project emphasizes integrating offline stores, suggesting factories consider online-offline fusion designs to meet the simplified flow requirements of instant commerce.

2. Business opportunities: The market's rapid growth (over 30% annually), projected to reach 5 trillion yuan by 2027, is driving digital community development (e.g., convenient living circles), potentially increasing demand for efficiently produced goods.

3. Digitalization insights: Ele.me's investments in digital CRM and the "Surge Plan" indicate factories can explore applying technology to enhance production processes, such as optimizing supply chains through data accumulation.

Industry trends and new technologies to address client pain points.

1. Industry development trends: The on-demand e-commerce market saw a 22.8% annual order volume increase and 24.8% market size growth, projected to reach 5 trillion yuan by 2027, maintaining high compound growth. Client pain points include improving service agility; reports from the Chinese Academy of International Trade and Economic Cooperation note platforms can aid urban digital transformation.

2. New technology applications: Ele.me's digital CRM helps merchants accumulate data and accelerate membership system development. Co-building digital community technologies, involving delivery riders, enhances community service capabilities.

3. Solutions: Ele.me's "Near-field Brand Flagship Stores" offer efficient brand interaction solutions for direct consumer connections. The 1.5 billion yuan "Surge Plan" investment boosts merchants' digital capabilities to address operational efficiency challenges.

Ele.me's latest platform initiatives and operational strategies.

1. Latest platform initiatives: The launch of "Near-field Brand Flagship Stores" helps brands connect directly with consumers, enabling efficient online-offline integrated operations and creating a new paradigm for brand growth.

2. Operations management: The "Surge Plan" involves a 1.5 billion yuan special fund to enhance merchants' digital capabilities. Multi-platform resonance with Taobao, Alipay, and Amap overcomes time and space fulfillment constraints, optimizing consumer service.

3. Strategic direction: Ele.me's CEO affirmed a firm commitment to the "1+2" long-term strategy, focusing on merchant investments without competing for profits. Co-building digital future communities promotes merchant recruitment and risk mitigation, such as developing convenient living circles.

New industry movements and business model innovation insights.

1. Industry developments: The on-demand e-commerce market reached 40.9 billion orders (22.8% YoY growth) and 341 billion yuan in size (24.8% YoY growth), projected to exceed 5 trillion yuan by 2027. New challenges, like spatiotemporal fulfillment constraints, are addressed by Ele.me through multi-platform resonance.

2. Business models: The innovative "Near-field Brand Flagship Stores" model integrates offline stores, creating a seamless process from brand building to fulfillment services. Policy insights from the Chinese Academy of International Trade and Economic Cooperation suggest platform-government collaboration can boost consumption recovery, urban digital transformation, and traffic optimization.

3. Research cases: Ele.me's 1.5 billion yuan "Surge Plan" investment in digital capabilities provides data support for business models. Kantar Insights notes that on-demand e-commerce creates growth potential for brands through innovative scenarios.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

10月23日，2024即时电商未来商业峰会在上海举行，探讨即时电商平台和商家新商业模式，共建未来社区服务能力，并通过各行业前沿趋势发布，为即时电商各行业商家提供经营指南。

在峰会主旨演讲中，饿了么CEO韩鎏表示，面向即时电商迅猛发展的趋势，所有生态参与方应致力于打造更创新、共进的商业模式，为社会提供更好的服务，作为平台方也有责任创造对生态更为友好的营商环境。韩鎏同时表示，在未来三年，饿了么将坚定“1+2”长期战略，并面向商家坚定战略投入。

论坛上，饿了么联合多方正式启动共建数字化未来社区，推动社区数字化转型，建设城市一刻钟便民生活圈；要以有温度的数字化，提升针对社区弱势群体的生活服务能力；倡导外卖骑手“社区侠”等新就业群体参与共建数字化社区。

同时，饿了么在此次峰会上还正式发布平台最新战略级项目——近场品牌官方旗舰店。通过品牌官方旗舰店，品牌商家将在即时电商的经营上建设更高效的品牌互动阵地，饿了么也将以此更好帮助商家实现运营效率持续提升，为商家带来结构性的增长红利，“使流量变为留量，从增单进而增利”。

饿了么CEO韩鎏发表主旨演讲

即时电商市场将产生万亿级市场生态规模

商务部研究院市场研究所最新报告显示：截至2023年，国内即时配送行业订单规模约409亿单，同比增长22.8%，即时配送市场规模为3410亿元，同比增长24.8%。当下，即时电商行业仍在持续保持高复合增长、年均增速超过30%，预计至2027年，即时电商市场规模将突破5万亿元。

在2024即时电商未来商业峰会上，商务部研究院市场研究所许英明表示，饿了么的案例表明，通过即时电商平台与政府紧密携手、精准施策，不仅将有效助力消费市场回暖与城市数字化转型，更将有效提升城市服务的敏捷性和智能化水平，促进实体生活圈与数字化生活圈深度融合，推动传统商圈的数字化升级和交通基础设施优化。

凯度洞察首席市场研究总监王亚丁认为，以饿了么为代表的即时电商将为品牌生意增长创造更多可能：通过创新场景洞察能力、打造新物种、餐零突破人群渗透边界、重点城市爆破营销等手段，即时电商的发展有机会为品牌商家带来结构性的新增长。

2024即时电商未来商业峰会活动现场

在峰会主旨演讲中，饿了么CEO韩鎏表示，在即时电商迅疾发展的背景下，作为平台方有责任引领市场良性、健康、可持续发展，建设即时电商商业未来的落脚点，也一定是更好服务用户和社会，更好帮助商家服务消费者。

近场品牌官方旗舰店释放商业经营新红利

在峰会现场，饿了么平台同步发布今年战略级项目“近场品牌官方旗舰店”，这被认为标志着品牌商家将打破即时商业中时间和空间的限制，更好地直连运营消费者、服务消费者，同时实现更高效的线上线下一体运营。通过官方旗舰店，可以实现品牌对消费者直接的服务和流转渠道简化，串联线下门店，共同打造出包含品牌建设、用户互动到订单履约服务为一体的品牌增长新模式。

饿了么商家生态总裁雷雁群在峰会上表示，面向未来三年，饿了么将通过数智化CRM的数据沉淀，帮助商家加快会员体系建设，做好消费者运营和管理，助力商家做好数智化应用。与此同时，饿了么已启动“澎湃计划”，投入15亿专项资金，帮助餐饮品牌商家提升数智化能力，从而带来生意增长。

饿了么资深副总裁、同城零售业务负责人胡秋根也在现场发布中表示，饿了么战略投入即时零售、坚定与生态共赢共进，坚决不与商家在供应链上争利。胡秋根表示，身处阿里巴巴生态体系中，饿了么将与淘宝、支付宝、高德等多端共振聚力，突破即时零售时间和空间履约限制，以更好帮助商家服务好消费者，铸造“时空”场景经营新范式。

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