浙江工商大学伍蓓：从“流量内卷”转向“价值创造”的破局之道

Core Viewpoint - The platform economy is currently facing challenges such as "low-price competition" and "subsidy wars," necessitating a comprehensive investigation to promote healthy development in the sector [1]. Group 1: Investigation and Analysis - The "anti-involution" investigation action initiated by the Digital Economy New Media & Think Tank aims to address the issues within the platform economy [1]. - The investigation involves collaboration with experts from various fields, including professors, analysts, and investors, to deeply analyze the "involution-style" competition in the platform economy [8][24]. Group 2: Characteristics of Involution in Platform Economy - Involution in the platform economy manifests in three main aspects: 1. Homogeneous price wars leading to a sharp decline in industry profit margins, creating a dilemma for merchants [13]. 2. Rising customer acquisition costs, with some sellers spending up to 35% of sales on advertising while conversion rates decline [13]. 3. Loss of brand value due to over-reliance on low-price strategies, resulting in poor supply chain quality and insufficient innovation [13]. Group 3: Solutions to Break the Involution - The platform economy must shift from a "traffic algorithm" to an "industry algorithm," focusing on digitalizing industry capabilities and improving supply chain efficiency [15]. - The proposed solutions include: 1. Technical Drive: Emphasizing innovation and increasing investment in emerging technologies like big data and AI [16]. 2. Integrated Development: Enabling platforms to empower small and medium-sized enterprises by lowering digitalization barriers and fostering collaborative models [17]. 3. Global Openness: Expanding international markets and establishing trade standards to facilitate cross-border data flow and compliance [19]. Group 4: Focus Areas of the Investigation - The investigation will focus on various types of platforms, including: 1. Retail e-commerce platforms such as JD.com, Taobao, Pinduoduo, and Douyin [30]. 2. Local life (instant retail) platforms like Meituan and Ele.me [30]. 3. Cross-border e-commerce platforms including Amazon and SHEIN [30]. 4. Ride-hailing platforms such as Didi and Cao Cao [30]. 5. Online travel platforms like Ctrip and Qunar [30].