外卖大战步入下半场：平衡品质与规模，撬动增量市场

Core Viewpoint - The competition among food delivery platforms is shifting from subsidy wars to enhancing kitchen transparency and food safety, as companies like Meituan and JD.com focus on quality and consumer trust in response to rising demands for food safety and brand recognition [1][3][11] Group 1: Subsidy Wars and Market Dynamics - The recent "subsidy war" in the food delivery industry has led to inflated order numbers, but Meituan's CEO acknowledged that most of these numbers are "bubble" and lack long-term significance [2][3] - Merchants are caught in a dilemma during the subsidy wars, with reports indicating that high subsidies temporarily boost order volumes but lead to a drop in average order value and customer retention once subsidies cease [2][3] - A survey revealed that 93.3% of consumers prefer to order from restaurants with dine-in options, indicating a shift towards quality and safety over mere convenience [2][3] Group 2: Transition to Quality-Oriented Models - Platforms are recognizing the need to transition from a rough operating model to one that prioritizes quality over price, with Meituan's "Raccoon Kitchen" initiative exemplifying this shift [3][4] - The "Raccoon Kitchen" operates as a centralized delivery kitchen, ensuring transparency in food preparation through live streaming of the cooking process, which helps build consumer trust [3][4] - Meituan's infrastructure development aims to support merchants by providing a standardized management system, which simplifies compliance with food safety regulations [5][6] Group 3: JD.com's Supply Chain Strategy - JD.com has adopted a different approach by emphasizing supply chain control, requiring all partnered restaurants to have dine-in capabilities to address consumer concerns about "ghost kitchens" [7][9] - The launch of "Seven Fresh Kitchen" allows JD.com to directly manage the supply chain, focusing on quality and affordability while ensuring food safety through strict ingredient sourcing [7][9] - JD.com aims to create a competitive market for affordable meals priced between 10-20 yuan, targeting the segment previously dominated by higher-priced restaurants [10][11] Group 4: Industry Trends and Future Outlook - The shift towards quality food delivery reflects a broader trend in the industry, moving from price competition to a focus on service quality and product differentiation [11] - Major players are investing in enhancing service quality, with Alibaba's CFO highlighting the potential for digital transformation in the service industry, including food delivery [11] - The future success of food delivery platforms will depend on their ability to balance quality, scale, and inclusivity, as they navigate the evolving market landscape [11]