品牌观丨告别恶性价格战，回归“品牌价值战”

Core Viewpoint - The three major food delivery platforms in China, Meituan, Ele.me, and JD, have collectively announced an end to "zero-yuan purchases" and other forms of vicious competition, signaling a shift towards healthy competition focused on brand value [1][3][5]. Industry Response - Following the announcement, the stock prices of Meituan, Alibaba, and JD rose sharply, with increases exceeding 3% [2]. - The capital market's positive reaction indicates a strong endorsement of the food delivery industry's transition away from price wars towards brand value competition [3][5]. Impact of Price Wars - The price wars have been detrimental to the industry, leading to a "lose-lose" situation where all parties suffer, including merchants, delivery personnel, and consumers [3][4]. - The unsustainable model of "subsidy-burning" has eroded the core capabilities of platforms, such as technology and service, while creating a distorted ecosystem where only large brands thrive [4]. Shift to Brand Value Competition - The collective shift by the three platforms marks the beginning of a new phase in the Chinese internet sector, moving from "capital-driven" competition to "co-constructed rules" [5][6]. - This transition emphasizes quality over quantity, with initiatives like Meituan's "Raccoon Canteen" and JD's "Seven Fresh Kitchen" focusing on improving food quality and customer experience [5][6]. Technological and Ecological Advancements - The industry is evolving from human-driven operations to technology-enabled efficiencies, with Meituan deploying smart helmets for delivery personnel and JD optimizing logistics to reduce delivery times [5][6]. - The platforms are also restructuring their ecosystems to promote mutual benefits, such as providing social security for delivery workers and ensuring fair pricing for merchants [6]. Conclusion - The end of vicious price wars is seen as a new starting point for brand value competition, reflecting a strategic upgrade from "traffic thinking" to "brand thinking" in the internet sector [7].