China's E-commerce Giants Shift Focus to Hourly Delivery as Price War Ends

Chinese e-commerce companies have entered a new phase after ending a year-long price war between Meituan, Alibaba, and JD.com. The competition no longer focuses on food delivery coupons or free discounts; instead, it centers on the ability to deliver daily essentials like groceries, cosmetics, electronics, and medicines within an hour. Companies argue that billions spent during the subsidy war did not go to waste but changed consumer expectations, particularly in major cities. Speed has become a critical factor in purchase decisions. This shift has opened the door for instant retail to compete in the world's largest e-commerce market. Shawei Chen, chief financial officer of Meituan, stated that rapid commerce has fundamentally reshaped consumer expectations regarding convenience and reliability. He described the transformation as significant, though the specific quote was cut off in the provided material.