人民网评“外卖大战”

Core Viewpoint - The ongoing "takeaway war" among major platforms, characterized by high subsidies and discounts, has led to record-breaking order volumes but raises questions about its long-term sustainability and impact on the restaurant industry [2][10]. Group 1: Market Dynamics - Since April, platforms have collectively invested nearly 1 trillion yuan in subsidies, creating a "catfish effect" that initially benefits consumers and merchants but may not lead to sustainable profits for smaller businesses [2][3]. - The competition has shifted from a marketing strategy to a prolonged battle, altering the market landscape and creating a complex "butterfly effect" where many restaurants report losses despite increased sales [2][3]. Group 2: Impact on Small Businesses - Small and medium-sized enterprises (SMEs) face an unequal competitive environment, where participation in subsidy programs erodes profits, while non-participation risks marginalization [3][4]. - The reliance on single platforms for revenue limits the operational autonomy of these businesses, and the ongoing price wars may force unique local eateries out of the market [3][4]. Group 3: Consumer Choices and Market Diversity - The apparent increase in consumer choices may actually lead to a reduction in market diversity, as smaller brands struggle to compete against large chains offering standardized products [4][10]. - The heavy reliance of many businesses on a few platforms diminishes the overall resilience of the restaurant retail system, raising concerns about the long-term health of the industry [4][10]. Group 4: Long-term Industry Implications - The "takeaway war" is not just a battle for market share but also a test of platforms' social responsibility and their role in fostering a healthy ecosystem for all business sizes [4][11]. - A shift from a "traffic-driven" mindset to a "symbiotic" approach is necessary for sustainable growth, ensuring that all types of businesses can thrive while providing quality service to consumers [4][11]. Group 5: Challenges of Price Competition - Price-based competition leads to management challenges for restaurants, as increased order volumes can strain resources and result in higher operational costs without corresponding revenue growth [8][10]. - The focus on low prices does not incentivize quality improvements among merchants, potentially harming innovation and customer satisfaction [8][10]. Group 6: The Need for Structural Change - The current "involution" competition model, characterized by short-term survival tactics, risks long-term industry decline and inefficiency [11][12]. - Emphasizing technological innovation and management efficiency is crucial for sustainable growth, rather than relying on aggressive price competition [12].