一场「史诗级」外卖撒券大战

Core Viewpoint - The recent surge in orders for food delivery services, particularly in the tea and coffee sectors, has created unprecedented pressure across the entire supply chain, driven by aggressive coupon subsidies from major platforms like Alibaba and Meituan [1][2][3] Group 1: Consumer Behavior - Consumers are actively participating in the subsidy war, sharing their experiences of obtaining significant discounts and free items on social media, leading to a collective frenzy [4][6][7] - Many consumers are stockpiling drinks and food items due to the overwhelming availability of discounts, with some humorously noting the excessive consumption of sugary drinks [6][7] - The competition has led to some consumers missing out on deals due to late notifications about the offers, highlighting the chaotic nature of the promotion [7] Group 2: Merchant Experience - Merchants are experiencing extreme pressure with a sudden influx of orders, leading to overwhelmed staff and operational challenges, despite not necessarily seeing significant profit from the increased sales volume [8][9][10] - The profitability of individual orders has decreased due to the high level of discounts being offered, making it difficult for smaller businesses to sustain operations [9][10] - Some merchants have reported that the promotional strategies employed by platforms are leading to unsustainable business practices, with many considering halting their participation in delivery services [10] Group 3: Platform Dynamics - The competition between platforms has intensified, with Meituan and Alibaba's Taobao Flash Sale engaging in a fierce battle for market share, resulting in record-breaking order volumes [11][12] - On July 5, Meituan achieved a new record of 1.2 billion orders, showcasing its operational capabilities and strategic response to the competitive landscape [11] - The ongoing rivalry is prompting platforms to innovate and adapt their strategies, with indications that more aggressive marketing and promotional tactics will continue in the future [12][13]