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赔本赚吆喝外卖大战“卷”坏商家 官方出手“反内卷”保护餐饮业

Core Viewpoint - The ongoing "subsidy war" among major food delivery platforms has led to record-breaking order volumes, but many restaurant operators report that their profits are being severely squeezed, resulting in financial losses despite increased sales [1][38][40]. Group 1: Impact on Restaurant Profitability - Many restaurants participating in the subsidy programs are experiencing reduced actual income after accounting for costs, with some reporting that their revenue barely covers expenses [5][9][12]. - For example, a tea shop in Yichang reported a net income of only 5.05 yuan from a 19.4 yuan order after deducting various fees, which is nearly equal to the cost of the product [1]. - A dessert shop in Hefei indicated that their actual revenue from online sales was only 6,082 yuan out of a gross sales figure of 11,207 yuan, leading to a loss when fixed costs were considered [5][12]. Group 2: Competitive Pressure and Market Dynamics - Restaurants face a dilemma: participating in subsidies to attract customers or opting out and risking a loss of business to competitors who do participate [7][27]. - A fast-food restaurant in Changsha noted that while their order volume increased significantly, the average income per order decreased by 6.12 yuan, which directly impacts their profit margins [29][31]. - The competitive landscape has shifted, with many restaurants feeling pressured to engage in promotional activities to maintain visibility on delivery platforms, despite the financial strain it imposes [37][40]. Group 3: Structural Issues in the Industry - The complex commission structures and promotional requirements imposed by delivery platforms create a challenging environment for restaurant operators, often leading to a situation where they are effectively "working for the platform" rather than earning a sustainable profit [33][48]. - The reliance on delivery platforms has resulted in a significant decline in dine-in customers, further complicating the financial viability of traditional restaurants [35][37]. - The ongoing subsidy competition has raised concerns about the long-term sustainability of the restaurant industry, as many operators are forced to compromise on quality and service to remain competitive [54][58]. Group 4: Regulatory Response and Future Outlook - In response to the unsustainable practices in the industry, regulatory bodies have begun to intervene, aiming to establish fair competition and protect the interests of restaurants and consumers [49][63]. - Recent statements from major delivery platforms indicate a shift towards more rational subsidy practices, with a focus on creating a healthier market environment [62][64]. - The industry is at a crossroads, with stakeholders advocating for a transition from price competition to value and service competition to ensure long-term viability [60][64].