The battle for China’s “instant retail” market, meaning orders delivered within an hour, has escalated into a price war that is squeezing the profit margins of major companies.
Alibaba, Meituan and JD.com are offering massive discounts and coupons to gain market share, but this strategy has led to huge losses and intense investor concern.
In the second quarter of 2025 alone, the three companies “burned” more than $4 billion to finance subsidies and price cuts. It is estimated that in the next 12 months, the total costs of defending market share in the rapid distribution sector will exceed 160 billion yuan (about $22.4 billion).
Key points
- Meituan: hit hardest, as food delivery is the backbone of its revenue.
- JD.com: Losses from food delivery service almost wiped out second-quarter profits.
- Alibaba: has less exposure to the sector, although it sees an opportunity for an additional 1 trillion yuan in turnover in three years.
- Pinduoduo: keeps its distance from the “war” but loses the advantage of being the cheapest player.
Regulatory pressure in China
The Chinese government has repeatedly warned of the dangers of an uncontrolled “race to the bottom” on prices, fueling deflationary pressures in an already fragile economy. Under the weight of these pressures, in July the three leading platforms publicly pledged to limit aggressive pricing policies.
The big picture
It is difficult to believe that profit margins will recover within the next 2 years. However, companies are betting that today’s sacrifices will pay off in the long term, creating a new consumer habit with huge turnover.
The battle for dominance in instant retail resembles a “coward’s game”; whoever retreats first risks losing the billions they have already invested. The question is whether there will ultimately be a winner or whether regulators will abruptly put the brakes on before the losses become uncontrollable.
