Core Viewpoint - The Chinese food delivery industry is experiencing a new round of "subsidy wars" in the first half of 2025, with major platforms like Taobao Flash Purchase, Ele.me, Meituan, and JD Delivery offering substantial subsidies to capture market share and user traffic [1] Group 1: Impact of Subsidy Wars - The subsidy competition has stimulated food delivery orders, positively affecting penetration rates and changing consumer habits, particularly in western regions where order volumes and rider numbers have significantly increased [1] - A survey by the Beijing Cooking Association indicates that 1/3 of respondents perceive a disparity in platform subsidies favoring large chains over small merchants [1] Group 2: Advantages of Large Merchants - Large merchants benefit from mature supply chain management and operational efficiency, allowing them to respond quickly to increased order volumes and effectively utilize subsidies to attract more traffic [2] - Platforms prefer to negotiate with large merchants for subsidies due to their ability to absorb costs, leading to a bias against small merchants [2] Group 3: Consumer Behavior and Merchant Operations - Continuous low-price subsidies distort consumer price perceptions, with concerns that the end of subsidies could lead to a decline in demand [3] - The surge in orders during subsidy peaks creates operational pressures for merchants, potentially compromising customer experience and leading to lower quality due to cost-cutting measures [3] Group 4: Employment Market Fluctuations - The rapid expansion of demand has resulted in nearly 10 million riders, primarily through crowdsourcing, with significant daily increases in rider numbers reported [3] - The influx of riders has raised safety concerns, as some platforms have relaxed hiring standards, which could lead to issues once subsidies decrease and order volumes drop [3] Group 5: Resource Waste Concerns - High subsidies and low-price promotions have led to excessive consumption and operational overload for merchants, resulting in food waste and operational inefficiencies [4] - Some platforms have implemented practices that increase the burden on merchants, such as requiring them to absorb costs from unsold food due to excessive orders [4] Group 6: Recommendations for Sustainable Practices - Companies need to shift from unsustainable loss-driven subsidies to long-term value creation, focusing on service quality and supporting small merchants [5] - Enhancing corporate social responsibility is crucial, with platforms needing to balance support for small merchants and ensure rider safety through better governance and incentives [5]
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