Jin Rong Jie·2025-08-07 09:37Core Insights - The "First Cup of Milk Tea in Autumn" promotional event has led to significant competition among major food delivery platforms, particularly Meituan and Ele.me, resulting in system crashes for Ele.me during peak hours [1][2][3] - The event, which has become a staple marketing strategy since 2020, is crucial for the platforms as they engage in a subsidy war to attract customers [3][4] - Both Meituan and Ele.me have launched aggressive marketing campaigns, with Meituan offering 1 million discount coupons worth approximately 20 million yuan, while Ele.me introduced a 15-minute free order activity [1][4] Company Strategies - Meituan and Ele.me have been preparing for the "First Cup of Milk Tea in Autumn" event since late July, indicating the importance of this marketing initiative [3] - Meituan has partnered with various tea brands for new product launches and has engaged celebrities for promotional activities, enhancing its brand visibility [4] - Ele.me faced significant operational challenges during the event, with reports of system crashes and delivery issues, highlighting the risks associated with high-demand promotions [2][6] Industry Trends - The competition among food delivery platforms is intensifying, with all major players, including JD.com, emphasizing the need for fair competition and responsible promotional practices [6][7] - Recent regulatory changes in China's pricing law aim to address issues related to unfair competition and price manipulation, which could impact promotional strategies in the food delivery sector [7][8]