Sou Hu Cai Jing·2025-09-10 06:29Core Viewpoint - The Chinese food delivery market is entering a "strong constraint" era due to intensified regulations aimed at curbing irrational competition and excessive subsidies among major platforms [1][4][6]. Regulatory Environment - The State Administration for Market Regulation (SAMR) has mandated major food delivery platforms to adhere strictly to laws and regulations, prohibiting unfair competition and harmful subsidies [4][6]. - The revised Anti-Unfair Competition Law introduced in 2025 explicitly prohibits platforms from forcing merchants to sell below cost, providing a legal basis to combat harmful subsidies [6]. Market Dynamics - The food delivery market has seen a significant shift in competition, evolving from a "duopoly" dominated by Meituan and Ele.me to a "tripartite" battle involving Meituan, Alibaba, and JD.com [3][14]. - Following JD.com's entry into the market with a "0 commission + 10 billion subsidies" strategy, a fierce subsidy war ensued, leading to extreme promotional tactics and a surge in order volumes [5][9]. Financial Impact - The intense competition has severely eroded profits for the major players. For instance, Meituan's adjusted net profit for Q2 2025 plummeted by 89% year-on-year, while Alibaba and JD.com also reported significant profit declines [9][10]. - High marketing expenditures have become a norm, with the three companies collectively spending over 1 trillion yuan on sales and marketing in Q2 2025, averaging over 30 billion yuan per month [9][10]. Merchant and Consumer Behavior - Merchants are increasingly diversifying their partnerships across multiple platforms to mitigate risks associated with reliance on a single platform [11]. - The competitive landscape has led to a re-evaluation of consumer preferences, with active user engagement on the apps of Meituan, Alibaba, and JD.com showing varying growth rates [14]. Future Outlook - Analysts predict a potential shift towards a "duopoly" market structure, with Alibaba and Meituan leading, contingent on continued financial investments and strategic adaptations [16]. - The industry is expected to transition from a "price war" to a "value war," focusing on technological innovation and sustainable business practices to foster long-term growth [17].