连锁茶饮的外卖战争“大逃杀”

Group 1 - The large subsidies on food delivery platforms have not disappeared despite regulatory discussions, indicating ongoing competitive practices among major players like Ele.me, Meituan, and JD [1] - The food delivery battle is shifting from short-term bursts to a more normalized cyclical competition, with low-priced tea drinks becoming a key tool for platforms to boost order volumes [2][4] - The expectation of a "win-win-win" scenario for platforms, merchants, and consumers has not been realized, raising questions about the role of chain tea brands in this competitive landscape [3] Group 2 - Merchants face opaque cost structures behind discount orders, with platform subsidies often tied to merchant concessions, leading to increased operational costs [5][6] - The "explosive red envelope" subsidy model requires merchants to bear a minimum cost per order, complicating their financial outcomes [6][7] - The current phase of the food delivery competition has intensified, with platforms directly targeting each other to suppress competitors like Taobao Flash Sale [8] Group 3 - The surge in low-priced orders is squeezing normal product sales, leading to a decline in actual revenue for merchants despite high order volumes [16][12] - Merchants are increasingly reliant on external platforms, which may undermine their offline business efficiency and raise operational costs [31] - The average price of tea drinks has dropped significantly, with industry profit margins declining from 21.4% in 2023 to an estimated 14.7% in 2024 [29] Group 4 - The competitive landscape is marked by a high store opening and closing ratio, indicating a challenging environment for new tea brands [30] - The reliance on platform subsidies may provide temporary relief for merchants but could lead to long-term sustainability issues once subsidies are reduced [32] - The ongoing price competition is reshaping consumer perceptions, with lower price points becoming the new norm in the market [33]