Core Viewpoint - The recent intense competition in the food delivery market, particularly among tea beverage brands, has led to unprecedented order volumes and promotional activities, but the actual revenue for merchants may not reflect this surge due to high discounting and operational challenges [1][5][9]. Group 1: Market Dynamics - A significant promotional event occurred on July 5, with platforms like Taobao and Meituan offering substantial discounts, leading to a spike in tea beverage orders across the country [1][5]. - Taobao's subsidy plan, amounting to 500 billion yuan, resulted in a 170% increase in orders for restaurant chains and a 140% increase for small businesses on the first day [5][8]. - Meituan reported over 1.2 billion daily orders, with restaurant orders exceeding 1 billion, surpassing previous records [8]. Group 2: Merchant Experience - Many merchants reported overwhelming order volumes, with some stores selling out their entire stock in a single day, indicating a significant increase in demand [3][11]. - Despite the high order volumes, many merchants expressed concerns about profitability, with some reporting losses on individual orders due to the high level of discounts [9][12]. - Merchants noted that the actual revenue from these high volumes was often lower than expected, with some stating they earned only about 35% of the total order value after accounting for discounts and platform fees [12][19]. Group 3: Operational Challenges - The surge in orders has led to extreme pressure on staff, with reports of employees working non-stop and facing difficulties in maintaining service quality [16][19]. - Quality control issues have arisen, with frequent mistakes in order preparation and delivery, negatively impacting customer satisfaction [19]. - The rapid increase in order volume has also strained logistics, leading to delays and mishandling of products, further affecting brand reputation [19][20]. Group 4: Long-term Implications - The ongoing subsidy wars may lead to a market consolidation, with major brands potentially capturing up to 80% of market share, leaving smaller players at a disadvantage [20]. - There is a risk that consumer expectations regarding pricing will shift, making it difficult for brands to revert to standard pricing once subsidies are reduced [20]. - The unpredictability of platform subsidies creates challenges for businesses in planning and managing their operations effectively [20].
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