Di Yi Cai Jing·2025-07-12 12:57Group 1 - The article discusses the preparation and response of merchants and delivery riders ahead of a new round of subsidy wars in the food delivery industry, highlighting a more organized approach compared to the previous weekend's chaos [1][6] - On July 12, a store employee from Mixue Ice City reported that their sales exceeded 10,000 yuan during peak hours, significantly higher than the usual 7,000 to 8,000 yuan, indicating a successful sales day driven by promotional activities [2][5] - Different stores under the same brand experienced varying levels of order volume, with some reporting a significant increase in orders while others saw only a slight uptick, suggesting a disparity in promotional effectiveness [4][5] Group 2 - The competitive landscape in the food delivery sector is intensifying, with Meituan and other platforms engaging in aggressive subsidy strategies, including offering free drinks and substantial discount coupons to attract customers [6][7] - Analysts predict that the current competitive dynamics will persist at least until the Double Eleven shopping festival, with short-term operational pressures on merchants due to increased order volumes and the associated costs of subsidies [7] - The long-term outlook suggests a shift towards market consolidation, favoring companies with strong supply chain efficiency and brand power, as regulatory interventions push platforms to optimize subsidy structures and reduce merchant burdens [7]