阿里，美团"全军出击"，它将成为零售市场下个"爆发点"！
"您有一个新的外卖订单!"这样的语音提示，如今时不时会从各个菜市场传出，卖菜卖肉的摊主们开始通过外卖平台挖掘线上增量。从菜场到家的最后一公里，近来再次成为电商平台的"兵家必争之地".
苏宁小店宣布将在APP上推出苏宁菜场模块，美团买菜业务上线测试。之前，已有饿了么、每日优鲜、盒马菜市等大佬相继入局，互联网买菜俨然成为电商投资新风口。
市场调研机构Trustdata发布的2018年移动互联网行业分析报告显示，2018年各电商品类中生鲜电商MAU（月活跃用户量）同比增长率达到了133%，潜力巨大。
另一组数据显示，预计2019年中国生鲜市场交易规模将达到5.31亿元。
在这近5万亿的市场规模赛道上，"菜市场"是主要的流通市场。儿传统蔬菜批发商、夫妻店模式的小商贩会面临配送效率和体验方面的问题。因此，从体验和效率两个维度来讲，生鲜电商巨大市场潜力显现下的"菜市场"尚有升级空间。
如今，互联网"菜场"正逐渐成为新消费模式。以饿了么为例，其通过App上的"买菜"版块业务，连接上不少城市的线下实体菜商：2018年，6成的买菜外卖订单实现了客单价超过40元。其中，定福庄北一区农贸市场2018年的订单量同比增长了11倍。近一年来，北京消费者线上买菜的客单价接近60元，比全国整体高出18%。
继生鲜电商、社区电商之后，线上买菜是否会成为新的风口，目前还不知道。
但是，可以明确的一点是，巨头们都不愿意放弃这个可能的风口。
互联网和电商大佬们，此番纷纷入局菜市场，比拼的无非是谁的菜多、谁覆盖的地域更广、谁送得更快，更要比拼的则是烧钱的能力。
如果说开放平台更多是整合了传统菜市场的菜商，社区生鲜店则是将自己定位成了大型菜市场。对于巨头而言，短期盈利并非当务之急。阿里的盒马鲜生，美团的小象生鲜，这类定位新零售的新物种，下的可能是一盘更大的棋。有分析认为，美团上线美团买菜，可以共用美团的配送和技术基础设施，从长远来看会和小象生鲜形成功能互补.
无论如何，巨头和创业公司已经盯上了菜市场这个市场。蛋糕也好，硬骨头也罢，它们都将投入资源一较高下，传统菜市场也必将迎来冲击和改造。
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