"立秋奶茶大战"前，外卖平台集体官宣规范促销补贴

Core Insights - Multiple platforms including Meituan, Taobao, and Ele.me have issued statements to regulate promotions and limit subsidy behaviors, aiming to foster healthy competition in the industry [1][3] - The upcoming "Autumn First Cup of Milk Tea" event, a significant promotional period, has prompted these platforms to collectively emphasize the importance of avoiding irrational competition [1][5] Group 1: Industry Response - The State Administration for Market Regulation has previously conducted talks with food delivery platforms, urging them to rationalize promotional activities and engage in healthy competition [3] - Following these discussions, platforms have shown varying degrees of marketing contraction, although large subsidies like zero-yuan purchases and one-cent purchases continue, with merchants bearing about 70% of the subsidy costs [3] Group 2: Market Trends - Recent commentary from major media outlets highlights the ongoing price wars in the food delivery sector, indicating that such competition has not led to increased consumer spending, with a reported 3.6 percentage point decline in national catering revenue growth in the first half of the year [4] - The "Autumn First Cup of Milk Tea" event has become a staple marketing initiative since 2020, with Taobao launching its campaign featuring a 22 yuan red envelope for new users and enlisting celebrity endorsement [5][7] Group 3: Promotional Activities - Taobao has initiated its promotional activities for the "Autumn First Cup of Milk Tea," including a significant discount campaign and the use of a well-known celebrity as a spokesperson [2][5][7] - The collective statements from the platforms serve as a preemptive measure to signal adherence to anti-involution policies ahead of the competitive promotional period [5]