补贴与流量下的“立秋奶茶大战”，远没有想象中那样甜

Core Viewpoint - The "first cup of milk tea in autumn" has sparked a fierce competition in the delivery market, leading to a surge in orders but also overwhelming store operations and creating a dilemma between high traffic and low actual revenue [2][6][7]. Group 1: Order Surge and Operational Challenges - On August 7, many milk tea stores experienced a significant increase in orders, with some reporting a 200% to 300% rise in order volume due to platform subsidies and promotional activities [6][7]. - Employees at various stores reported extreme workloads, with some stores even shutting down their delivery order channels due to the overwhelming number of orders [3][4]. - The first wave of orders peaked around noon, causing long wait times for customers, with some stores unable to fulfill orders in a timely manner [4][5]. Group 2: Profitability Concerns - Despite the high order volumes, the profitability of stores remains uncertain, especially in first- and second-tier cities where delivery orders significantly cut into profit margins [7][8]. - The reliance on delivery orders, which typically incur higher platform fees, has led to lower actual revenue for stores compared to in-store dining, which generally has a higher profit margin [7][8]. - Many franchise owners expressed concerns about the sustainability of relying on delivery orders, as the high volume does not necessarily translate to higher profits [8]. Group 3: Competitive Landscape and Strategic Implications - The competition among delivery platforms is intensifying, with tea and coffee becoming a battleground due to their operational flexibility and high standardization, making them ideal for delivery [9][10]. - Platforms are using the tea and coffee category to enhance rider engagement and test their operational capabilities, which could have implications for more complex food categories in the future [9][11]. - The current delivery war is not only about increasing order volumes but also about managing rider resources effectively, as rider availability directly impacts order fulfillment and customer satisfaction [11].