对话山东大学曲创：治理内卷，应注重保护平台企业竞争积极性

Core Viewpoint - The recent "takeaway war" has intensified due to marketing strategies like "the first cup of milk tea in autumn," highlighting the tea and coffee sectors as primary battlegrounds for delivery subsidies [1][8] Group 1: Nature of Competition - Price competition is a common market strategy, but attention should be paid to whether platforms force merchants to participate in subsidies and if these subsidies favor leading brands over smaller businesses [3][5] - The essence of the "takeaway subsidy war" is competitive behavior, driven by optimistic economic expectations, which should be protected [4][20] - "Involutionary" competition is characterized by low-price, low-quality dynamics, necessitating a focus on the underlying causes and key players involved [5][6] Group 2: Market Dynamics - "Involutionary" competition often arises from external forces, such as government subsidies in the new energy vehicle sector, which distort normal market competition [7] - The current competition landscape is shifting towards instant retail, appealing to the consumption habits of younger generations [9][10] - Platforms are willing to invest heavily in subsidies as an effective customer acquisition strategy, reallocating funds from traditional advertising to user subsidies [10][17] Group 3: Impact on Merchants - The surge in orders due to subsidies can overwhelm merchants' production capacities, leading to potential quality degradation or operational challenges [12][14] - Smaller merchants, particularly niche shops and family-run businesses, face significant challenges in participating in subsidy programs, which may threaten their survival [15][16] - The competitive advantage of smaller merchants may diminish as larger brands benefit more from subsidy programs, even when subsidies are applied uniformly [14][16] Group 4: Regulatory Considerations - Regulatory focus should be on whether platform subsidies harm market competition or consumer interests, with a need for nuanced, case-by-case analysis rather than blanket restrictions [16][21] - Encouraging platforms to support small merchants through favorable policies can help maintain a diverse market and effective competition [16][21][22] - The current economic climate suggests that regulatory measures should not stifle competitive behavior, as active competition reflects market vitality [20][21]