Core Viewpoint - The ongoing competition in the food delivery market should not devolve into a price war but should focus on healthy competition that benefits consumers, merchants, platforms, delivery personnel, and society as a whole [1][2] Regulatory Concerns - The State Administration for Market Regulation has emphasized the need for platforms to adhere to their responsibilities, standardize promotional behaviors, and engage in rational competition to foster a win-win ecosystem [2] - Recent issues during the subsidy war, such as waste from "0 yuan purchases" and delivery delays, highlight the need for a more thoughtful examination of the competition's nature [2][3] Need for Competition - Competition is essential for market vitality, and subsidies can be a legitimate means to attract users, but the method of implementation is crucial [3] - The waste caused by simplistic subsidy methods and the delivery capacity crisis indicate that a rough subsidy war is unsustainable and may harm multiple stakeholders [3] Innovative Competitive Strategies - Taobao Shanguo has introduced a differentiated approach through a "platform direct subsidy" model, investing 500 billion yuan without pressuring merchants to lower prices, focusing instead on store, product, and delivery subsidies [4] - This strategy has led to significant growth, with over 3,074 merchants and more than 260,000 stores seeing order volume increase by over 100% since its launch, particularly benefiting small and medium-sized businesses [4] Market Expansion and Positive Cycles - The subsidy war has resulted in rapid market expansion, with daily order volumes increasing from over 1 billion to 2 billion, and Taobao Shanguo contributing 60% of the new orders [7] - The competition has activated a segment of non-frequent delivery users, demonstrating the positive impact of competition on market scale [7] Differentiated Competitive Landscape - The competitive landscape is diversifying, with Taobao Shanguo leveraging its e-commerce user base and delivery capabilities, while JD.com and Meituan are seeking their own differentiation strategies [7][8] - This shift from homogeneous price wars to diverse value competition marks a significant evolution in the industry [8] Conclusion - The evolution of the competition from "who subsidizes more" to "who can create incremental value" is crucial for achieving a multi-win scenario for consumers, merchants, delivery personnel, platforms, and the broader economy [8]
观察｜高质量的“外卖大战”该是什么样子？
Guang Zhou Ri Bao·2025-07-20 11:45