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外卖大战下的“被报名”商家:赔本赚吆喝,困在流量游戏里
Sou Hu Cai Jing·2025-07-15 03:29

Core Insights - The ongoing price war in the food delivery industry is causing significant financial strain on merchants, with many being forced into unprofitable promotional activities without their consent [2][3] - Merchants are experiencing a drastic decline in dine-in customers, with reports of a nearly 50% drop in foot traffic due to aggressive discounting strategies [3] - Regulatory bodies are taking action against the harmful practices in the industry, urging platforms to reduce predatory pricing and improve traffic distribution mechanisms [3] Group 1 - Merchants are facing severe financial losses due to forced participation in promotional activities, with some reporting that they receive as little as 3 yuan for orders after discounts and fees [2] - The pressure to participate in these promotions is driven by regional managers who are incentivized to meet high participation targets, often resorting to coercive tactics [2] - The quality of food is at risk as some merchants are substituting fresh ingredients with lower-quality or expired products to cut costs [2] Group 2 - Consumers have become accustomed to low prices, leading to a perception that food quality should match these prices, resulting in negative reviews for merchants who cannot maintain low pricing [3] - Merchants are caught in a dilemma where not participating in promotions leads to a lack of customer traffic, while participating damages their brand reputation [3] - Regulatory measures are being implemented to address these issues, including a call for major platforms to reform their marketing tools and reduce the emphasis on aggressive pricing strategies [3]