“平台补贴”掺水分 商家不愿发声 这场角力尚无终点

Core Viewpoint - The recent external competition among food delivery platforms has led to a temporary halt in aggressive promotional activities, impacting consumer behavior and sales in the tea beverage sector [1][2][3] Group 1: Impact of Platform Subsidies - Many tea beverage stores have experienced an increase in order volume due to platform subsidies, but this increase is heavily reliant on the availability of these subsidies [2][3] - The demand for iced beverages like coffee and tea has surged during the summer, making them the most popular category among consumers [2][3] - The reduction or removal of subsidies has resulted in a noticeable decline in order volume, indicating that consumer interest is largely driven by promotional offers [2][3] Group 2: Nature of Subsidies - The so-called "platform subsidies" are not solely funded by the platforms; merchants also contribute to these discounts, complicating the overall financial picture for consumers [3][4] - Merchants are compelled to participate in subsidy programs to maintain order volume, as consumers tend to choose cheaper alternatives when discounts are not available [3][4] - The overall profitability for stores has decreased due to the reliance on subsidies, which has also affected customer retention rates [4] Group 3: Delivery Personnel Perspective - Delivery personnel report that while order volumes may increase during promotional periods, their income remains relatively stable and is primarily dependent on their delivery speed [4] - The income per delivery has not significantly changed, with average earnings around 6-7 yuan per order, regardless of the promotional activities [4]