Since April, mainland Chinese consumers have been spoiled for choice, as instant commerce competition brought dazzling promotional subsidies and speedy deliveries right to their doorsteps. Instant commerce – a turbocharged combination of online shopping and swift dispatch – had already made a typical lunchbox order cost around US$1 or US$2, which covered the food and the delivery fee. On-demand delivery giant Meituan’s “Grouping for Good Meals” campaign, for example, offered a four-dish set meal...