Meituan and Ele.me Battle for Attention on the Streets
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For the past few years, the food delivery battle in China has been represented by two colours: yellow for Meituan Dianping and blue for Alibaba-owned Ele.me. In many cities, drivers from rival brands can be seen wearing uniforms consisting mostly of their respective employer's colours while roaming the streets on scooters painted in the same hue.
在过去的几年中，中国的外卖大战以两种颜色代表：黄色代表美团点评，蓝色代表阿里巴巴所有的饿了么。在许多城市中，可以看到各自品牌的骑手穿着主要由各自“爸爸”制定颜色组成的制服，同时在涂有相同色调的踏板摩托车上漫游。
Recently, though, a new image contest has emerged and this time it's focused on the head.
不过最近啊，他们两家出现了“头上有犄角”的头盔竞赛。
Chinese social media users have been sharing photos of delivery drivers sporting eye-catching headgear.
中国网民们就在网上po出了他们夺人眼球的戴头盔的照片。
Workers from Meituan can be seen wearing a pair of kangaroo ears on their helmets, representing the leaping marsupial that is the company logo. Ele.me riders, meanwhile, have been spotted donning what's known as a bamboo-copter: a toy propeller best known for its appearance in the classic Japanese anime series Doraemon.
迎面而来的是来自美团的骑手们，他们头盔上戴着一对袋鼠耳朵，代表着公司徽标上那只跳跃有袋动物。同时，饿了么的骑手也不甘示弱，他们插着竹蜻蜓走来了。（竹蜻蜓：《哆啦A梦》的竹蜻蜓，会飞的）
"Saw this on the road just now, pretty cute," one Weibo user wrote alongside shots of a Meituan delivery driver.
一位微博用户po出美团小哥的头盔照并附文：“就在刚刚我看到了耶，太可爱了。”
"Took this shot a few days ago hahaha," another said of an Ele.me driver he photographed. "Cuteness overload."
“几天前拍了这张照片hahaha，”另一位拍到饿了么小哥的司机说 “可爱得有点上头。”
Weibo posts with the hashtag "delivery men outfit battle" have been read more than 240 million times.
“骑手头盔大战”标签的微博帖子已被阅读超过2.4亿次。
A Meituan spokeswoman said that the company introduced the attachable kangaroo ears in 2016. The accessories gained attention this month after the company started giving them out to more drivers as part of a marketing campaign. Ele.me rolled out a similar social media promotion back in late April.
美团一位女发言人说，该公司于2016年推出了可粘在头盔上的袋鼠耳朵。该配件在本月作为营销活动的一部分开始向更多驾驶员分发后，在本月得到了关注。饿了么在四月下旬推出了类似的社交媒体促销活动。
China's food delivery platforms have grown popular by bringing cheap meals to users' doors after just a few taps on a smartphone. They have become particularly popular with white-collar workers and university students in big cities. Meituan Dianping and Ele.me are the largest players, controlling around 90 per cent of the market, according to Daxue Consulting.
中国的外卖平台变得备受欢迎，用户只需在智能手机上点击几下，就能送来物美价廉的食物。外卖在大城市的白领和大学生中尤其受欢迎。根据博圣轩咨询公司的数据，美团点评和饿了么是业内最大的两家公司，占了约90%的市场份额。
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