对话暨南大学仲春：平台内卷打“价格战”无赢家，破局需共治

Core Viewpoint - The recent commitment from multiple food delivery platforms to resist malicious competition and regulate promotional activities marks a significant shift in the ongoing "subsidy war" within the industry, following regulatory discussions two weeks prior [1] Group 1: Nature of Price Wars - Price wars are seen as an aggressive competition strategy aimed at rapidly capturing market share and user resources, driven by structural motivations and competitive dynamics [1] - New platforms utilize subsidies to quickly attract users, while established platforms respond to defend their market share, leading to a cycle of competitive pressure among mid-tier platforms and merchants [1][2] - Despite being unsustainable, price wars often become institutionalized due to the "flow logic" and "competitive path dependence" in platform economies, resulting in normalized "involution" competition [1] Group 2: Regulatory Perspectives - Not all price wars are illegal; the legality hinges on whether they disrupt market order or harm fair competition, with key considerations including cost levels, forced participation, and exclusionary effects [4] - Short-term promotional subsidies are generally acceptable, but long-term, systemic below-cost subsidies may violate competition laws [4][5] Group 3: Short-term and Long-term Impacts - Short-term effects of price wars include a surge in orders and user growth, creating a false sense of prosperity that collapses once subsidies are withdrawn, leading to market instability [6] - Long-term consequences include profit compression for merchants, potential market exits of small businesses, and increased risks related to food safety and delivery pressures [7][8] Group 4: Consumer Behavior and Market Dynamics - Price wars can distort consumer expectations, leading to a dependency on subsidies and a decline in the perceived value of product quality and service [8] - The instability in labor markets and employment quality arises from the pressures of price wars, resulting in temporary employment and increased workload for delivery personnel [8] Group 5: Regulatory and Market Solutions - Effective governance should aim to distinguish between legitimate competition and "involution" competition, focusing on maintaining a healthy market environment [10][11] - The ultimate goal of countering "involution" is to foster a market that encourages differentiated competition and efficiency, allowing stakeholders to make autonomous decisions [13] Group 6: Role of Government - The government should create conditions for innovation-driven development, expanding market opportunities and reducing reliance on low-price models [16] - By enhancing infrastructure and regulatory frameworks, the government can support small businesses and facilitate a transition from price competition to value creation [16]