Shang Hai Zheng Quan Bao·2025-08-01 04:48Core Viewpoint - Major food delivery platforms including Meituan, Taobao, Ele.me, and JD.com have collectively announced commitments to regulate promotions and limit subsidy behaviors, aiming to establish a fair and orderly industry environment [1][3][4]. Group 1: Industry Response - On August 1, Meituan, Taobao, Ele.me, and JD.com released statements emphasizing the need to avoid selling goods and services at prices significantly below cost, which distorts price signals and disrupts market competition [3][4]. - Meituan highlighted five commitments to regulate promotional activities, including transparency in subsidy information and ensuring fair treatment of merchants [3][4]. - Taobao and Ele.me plan to focus on rational subsidy distribution, resist unhealthy competition, and enhance service quality [4]. Group 2: Upcoming Marketing Events - The upcoming "Autumn Battle" on August 7, coinciding with the traditional promotion period for milk tea, is seen as a critical time for observing the platforms' actual marketing strategies [6][10]. - Taobao has already initiated its promotional activities by inviting a celebrity to endorse its "first cup of milk tea" campaign, marking a significant marketing effort ahead of the competition [6]. Group 3: Regulatory Context - The State Administration for Market Regulation previously held discussions with major platforms, urging them to comply with relevant laws and promote healthy competition [12]. - Following these discussions, there has been a noticeable contraction in marketing activities, although some forms of substantial subsidies continue to persist [12].