外卖大战中的餐饮商家：订单量涨了、净利率也降了

Core Viewpoint - The ongoing "takeaway war" driven by massive subsidies from platforms is creating significant operational pressure on restaurants, leading to a decline in profitability despite an increase in order volume [2][11][13]. Group 1: Impact on Restaurants - Many restaurants are facing a dilemma: participating in platform marketing activities can increase sales but decrease profit margins, while not participating risks lower visibility and fewer orders [3][11]. - A survey indicated that restaurants may pay up to 40% of the order value in various fees, including service and promotional costs, which severely impacts their profitability [2][11]. - The owner of a rice bowl restaurant reported a drastic drop in daily revenue from 6,000 yuan to around 1,000 yuan after the subsidy war began, highlighting the unsustainable nature of current operations [5][6]. Group 2: Financial Strain - The financial burden on restaurants is exacerbated by fixed costs such as rent and labor, which remain high even as revenues decline [6][9]. - For example, a restaurant selling a dish for 21.8 yuan ends up with only 4.11 yuan after deducting various fees, while the total cost of providing that dish is around 10 yuan [6][9]. - The overall profitability of many restaurants has decreased, with some reporting a 10% drop in dine-in revenue compared to the previous year [11]. Group 3: Industry Response - The China Chain Store & Franchise Association has called for a halt to the price subsidy wars, citing the negative impact on market fairness and the sustainability of the restaurant industry [13][14]. - Multiple industry leaders have expressed concerns that the current low-price competition model is damaging the quality of service and products, ultimately harming consumer interests [13][14]. - The government is also taking action by urging major platforms to comply with existing laws and promote fair competition to ensure a healthy ecosystem for consumers, merchants, and delivery personnel [14]. Group 4: Long-term Considerations - Despite the short-term appeal of low prices, consumers ultimately prefer high-quality products and services, indicating that the current strategy may not be sustainable in the long run [15][16]. - Restaurants with both dine-in and takeaway services tend to perform better, as consumers feel more secure ordering from establishments they can physically visit [15].