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蓝鲸评论|三大电商平台集体“降温”,外卖平台集体划线,真正改变还要看下一步
Sou Hu Cai Jing·2025-08-01 05:40

Core Viewpoint - Major instant retail platforms, including Meituan, Taobao Flash Sale, Ele.me, and JD, have collectively announced their commitment to resist irrational price wars and return to rational operations, emphasizing the protection of merchant rights and the promotion of orderly industry development [2][3][4]. Group 1: Company Commitments - Meituan has made five key commitments, notably to stop selling goods and services at prices significantly below cost, aiming to avoid market distortion and waste [3][4]. - Taobao Flash Sale and Ele.me have outlined four action paths, including rational planning of subsidy activities and opposing irrational promotions like "0 yuan purchase" to protect merchant profit margins [3][4]. - JD has introduced four measures to regulate platform operations, including resisting harmful subsidies and promoting differentiated competition focused on quality and service [4][5]. Group 2: Regulatory Context - The collective cooling of the price war among these platforms comes in the context of the upcoming implementation of the revised Anti-Unfair Competition Law, which will regulate "involution-style competition" in the platform sector starting October 15, 2025 [4][5]. - The new law explicitly prohibits platforms from forcing merchants to sell at below-cost prices and requires the establishment of fair competition rules and reporting mechanisms for violations [5][6]. Group 3: Market Implications - The platforms' unified stance is seen as a response to long-standing dissatisfaction among merchants and aims to signal a shift away from aggressive price competition towards a focus on quality growth [6][7]. - The effectiveness of these commitments will depend on the platforms' ability to implement transparent subsidy mechanisms and ensure merchant interests are protected, which will be crucial for restoring consumer trust [6][7].