外卖大战 谁在买单、谁是赢家？专家呼吁提升补贴规则透明度

Core Viewpoint - The recent "subsidy war" among food delivery platforms aims to capture market share and enhance user engagement by offering significant discounts, raising concerns about long-term sustainability and competition dynamics [1][2][3]. Group 1: Subsidy War Dynamics - Since April, food delivery platforms have engaged in a "subsidy war" involving billions in discounts, significantly boosting order volumes [2]. - Platforms are reallocating funds previously spent on advertising to consumer subsidies, enhancing customer acquisition efficiency [2]. - Experts suggest that while consumers benefit in the short term, long-term implications may include price wars leading to compromised food safety and merchant rights [2][3]. Group 2: Market Competition and Strategy - The competition is not merely about food delivery but aims to dominate the "last mile" of local services, transitioning from food delivery to broader instant consumption scenarios [3]. - Platforms are leveraging subsidies to increase app usage frequency and user engagement, which is critical for future growth [3]. - The competition landscape has evolved into a multi-dimensional arena involving pricing, service quality, and data utilization [3][8]. Group 3: Transparency and Regulation - Experts advocate for greater transparency in subsidy rules to protect smaller merchants and ensure fair competition [4][6]. - The proposed regulations emphasize the need for platforms to disclose subsidy sharing ratios, duration, and merchant participation conditions [6][7]. - The draft rules also address concerns about predatory pricing and the need for fair treatment of all merchants on the platforms [7]. Group 4: Concerns Over "Involution" - There is a debate on whether the current price competition constitutes "involution," with experts urging a distinction between healthy competition and harmful price wars [8][9]. - The focus should be on ensuring that low prices do not lead to low-quality services, with existing laws on food safety and product quality being emphasized [9]. - A balanced approach is recommended to foster a vibrant yet orderly platform economy, benefiting all stakeholders involved [9].