外卖竞争应回归产品本质

Core Viewpoint - The summer season has seen unprecedented promotional activities from food delivery platforms, leading to record-high order volumes and significant market competition driven by aggressive subsidies [1][2]. Group 1: Promotional Activities and Market Impact - Major platforms like Meituan and Taobao Flash Sale launched substantial discounts, resulting in Meituan achieving a record of 1.2 billion orders in a single day and Taobao Flash Sale surpassing 80 million orders [1]. - The promotional activities have led to a surge in consumer demand, with some restaurants reporting that they sold half a year's inventory in a single day [1]. - The ongoing subsidy war, initiated by JD.com with a commitment of over 10 billion yuan, has prompted other platforms to follow suit, increasing the competitive pressure in the market [1]. Group 2: Concerns and Long-term Implications - Industry experts express concerns that while the subsidies boost short-term order volumes, they may not be sustainable in the long run, potentially leading to a significant drop in orders once subsidies are removed [2]. - The intense competition characterized by "involution" may distort pricing mechanisms and lead to a decline in service quality, as platforms rely heavily on low prices to attract users [2]. Group 3: Regulatory Response and Future Directions - Regulatory authorities have intervened to address the negative impacts of the subsidy war, urging platforms to adhere to social responsibilities and maintain fair competition [3]. - The emphasis is on transitioning from a focus on "traffic dividends" to "quality dividends," encouraging businesses to innovate in products and services rather than relying solely on capital-driven strategies [3]. - Platforms are advised to adopt differentiated business strategies to avoid price wars and ensure long-term sustainability in the market [3].