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Alibaba’s Amap Hits Record 360 Million Users on First Day of China’s Extended Holiday

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Alibaba Group’s mapping app Amap reached an all-time record of over 360 million daily active users on the first day of China’s eight-day National Day holiday, the company announced on Wednesday.

The surge highlights Amap’s growing dominance in the travel and lifestyle app ecosystem and marks a significant milestone in its ongoing rivalry with Meituan, another major player in China’s digital services market.

AMAP’S STRATEGIC SHIFT AND AI FEATURES

Traditionally known for navigation, Amap has been expanding into lifestyle and local services, directly challenging Meituan’s Dazhong Dianping platform. It now offers AI-powered rankings of restaurants, hotels and tourist destinations through its new feature called “Street Stars”, which leverages artificial intelligence algorithms to generate destination lists for users.

As part of the launch campaign, Amap rolled out 1 billion yuan ($140.43 million) worth of subsidies, including ride-hailing discounts and in-store coupons, to boost engagement during the peak holiday period.

MARKET REACTION AND HOLIDAY BOOST

The announcement sent Alibaba’s shares up 4% in Hong Kong trading on Thursday after JPMorgan raised its price target on the stock to HK$240 ($30.85) from HK$165, citing stronger-than-expected user activity and positive outlooks in the company’s digital services ecosystem.

The record usage coincided with China’s National Day and Mid-Autumn Festival, which this year were combined into an eight-day “super holiday”, one of the country’s busiest travel periods.

According to state broadcaster CCTV, China’s national railway handled 23.13 million passenger trips on the first day alone — an 8% increase year-on-year and a new single-day record, underscoring the nationwide travel boom.

ALIBABA VS. MEITUAN: A DIGITAL LIFESTYLE BATTLE

Amap’s evolution reflects Alibaba’s broader effort to capture local-lifestyle market share from Meituan by transforming a simple mapping tool into a comprehensive travel and experience platform.
Chinese consumers, who traditionally turned to Meituan’s Dazhong Dianping for restaurant reviews and bookings, are increasingly finding similar services integrated directly within Amap’s app — backed by AI personalization and user subsidies.

As China’s consumer and tourism sectors rebound post-pandemic, the battle for digital lifestyle dominance between Alibaba and Meituan is set to intensify — with Amap’s record user engagement during the National Day holiday offering Alibaba a strong start.

Alibaba’s Amap Enters Local Business Rankings, Challenging Meituan

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Alibaba’s mapping app Amap is expanding beyond navigation by launching AI-driven rankings for restaurants, hotels, and tourist destinations, directly competing with Meituan’s Dianping platform in the lucrative local-lifestyle services market.

Key Details

  • Street Stars Launch: Amap’s new feature, called Street Stars, ranks local businesses for its 170 million daily active users.

  • Financial Incentives: Alibaba is offering 1 billion yuan ($140 million) in subsidies for coupons on ride-hailing and in-store services.

  • Coverage: The service initially spans 300 cities and 1.6 million local business listings.

Competitive Landscape

  • Meituan’s Response: Meituan countered with 25 million coupons tied to top-rated restaurants, signaling an intensifying rivalry.

  • Instant Retail Battle: Both firms are locked in a discount-heavy price war in China’s booming one-hour delivery and lifestyle services segment.

  • CEO Vision: Alibaba CEO Eddie Wu described Amap’s AI transformation as a step toward making it a “gateway for future lifestyle services.”

Regulatory Angle

  • Scrutiny Rising: Chinese regulators have repeatedly warned against race-to-the-bottom pricing strategies and have summoned top firms for discussions.

  • Economic Context: The competition comes as consumer spending remains weak due to housing market troubles and job insecurity, pushing platforms to rely on aggressive subsidies.

Implications

Amap’s pivot signals Alibaba’s intent to build a comprehensive consumption ecosystem, but regulators’ intervention could determine how far the subsidy-driven price war continues in China’s local services and lifestyle economy.

China’s E-Commerce Giants Burn Billions in Price War Over “Instant Retail”

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China’s biggest e-commerce firms — Alibaba, JD.com, and Meituan — are locked in a bruising price war to dominate the fast-growing “instant retail” one-hour delivery market, a battle that is slashing profits, fueling deflationary pressures, and drawing regulatory scrutiny.

To capture market share, the platforms are showering consumers with deep discounts and coupons, triggering a cash burn estimated at $4 billion in Q2 alone, according to Nomura. S&P Global projects the three companies could collectively spend 160 billion yuan ($22B) over the next 12–18 months, with little chance of margin recovery for at least two years.

  • JD.com’s CEO Sandy Xu called the rivalry “unsustainable excessive competition.”

  • Meituan’s CEO Wang Xing described a “new phase of competition.”

  • PDD Holdings’ co-CEO Zhao Jiazhen said the intensity had “further escalated.”

The fight began earlier this year when JD.com launched a service to challenge Meituan’s core food-delivery business, prompting Alibaba (via its Ele.me app) to also ramp up spending. Analysts liken the standoff to a “game of chicken,” where whichever firm blinks first risks wasting billions.

Meituan faces the biggest hit, since food delivery is its primary revenue driver. JD.com nearly saw its food-delivery losses erase Q2 profit, while Alibaba is cushioned by its more diversified model.

Despite the bloodletting, executives argue the long-term prize is worth it. Alibaba’s Jiang Fan projects the instant retail segment could add 1 trillion yuan ($137B) in incremental annualized GMV within three years. Early signs show cross-platform benefits: JD.com’s active users grew 40% YoY in Q2, and Alibaba’s Taobao app saw MAUs jump 25% in August, helped by converting food-delivery users.

Still, Beijing is watching closely. Regulators have warned against a “race to the bottom”, and in July the companies pledged to curb destructive price wars under government “anti-involution” measures. Analysts expect some rationalization in competition by 2025, but until then, short-term pain looks inevitable as firms chase long-term dominance.