外卖平台“零元购” 内卷没有赢家

Core Viewpoint - The recent massive coupon distribution by major food delivery platforms has led to a chaotic situation, revealing the harsh reality of the internet platform industry's intense competition and "involution" [1][2]. Group 1: Industry Competition - The phenomenon of "three collapses" (system, merchants, and delivery personnel) during the food delivery price war highlights the detrimental effects of excessive competition, which undermines overall industry competitiveness and disrupts the development ecosystem [1]. - The current price war is a classic "prisoner's dilemma," where both parties attempt to gain market share through short-term discounts, leading to a cycle of price cuts and losses [1][2]. - Historical evidence shows that relying solely on price wars does not establish sustainable competitive advantages, and the food delivery platforms are no exception [2]. Group 2: Impact on Merchants - Merchants are becoming the primary victims of this involution, facing operational challenges such as service quality decline due to overwhelming order volumes [2]. - The pressure to maintain low prices forces merchants to compromise on quality, ultimately resulting in a loss of repeat customers and a lack of pricing power [2]. - The short-term spike in orders distorts merchants' operational decisions, leading to overstocking and inefficiencies [2]. Group 3: Delivery Personnel Challenges - Delivery personnel face increased health and safety risks due to heightened work intensity and traffic violations, with their additional earnings coming at a significant cost [2]. - The current compensation structure for delivery workers is inadequate, as they require a more reasonable pay system and labor protections rather than temporary financial gains [2]. Group 4: Future Directions - To break the cycle of involution, the industry must shift from a "traffic-driven" mindset to a "value-driven" approach, focusing on efficiency, experience optimization, and innovation rather than aggressive price competition [3]. - Investment in areas such as cold chain logistics, food safety, and intelligent scheduling is essential for platforms to create real value [3]. - The ultimate goal of business should be to create value rather than simply defeating competitors [3].