复旦团队研究了全国4万多商户 得出外卖补贴大战的影响数据

Core Insights - The research indicates that the recent subsidy wars among internet platforms have led to an increase in order volume for restaurants, but overall revenue has declined due to high subsidy costs and a shift from dine-in to takeout [1][2][3] Group 1: Impact on Restaurant Revenue - The study shows that since July, during the intensified competition phase, the average total order volume for restaurants (including takeout and dine-in) increased by 7%, while the average actual revenue decreased by approximately 4% [2] - In the context of stable takeout profit margins, the total profit for restaurants decreased by an average of 1.7% during the initial competition phase, with the decline expanding to 8.9% in the intensified phase [2] Group 2: Effects on Non-Participating Merchants - Non-participating merchants are also affected by a significant "siphoning effect," where customers shift to subsidized merchants, creating a dilemma of low profits if they participate and low orders if they do not [3] - Merchants that focus on dine-in services show greater resilience during the subsidy wars, with dine-in revenue declines being significantly smaller compared to those primarily focused on takeout [3] Group 3: Differentiation Among Merchants - Brand chain merchants have a higher participation rate in the subsidy wars and experience greater benefits in takeout revenue, while independent stores face more substantial losses [3] - The negative impact of large takeout subsidies on dine-in services has spillover effects, potentially reducing foot traffic in surrounding restaurants and other service sectors [3] Group 4: Regulatory Recommendations - The research suggests establishing a regulatory framework for platform subsidy behaviors, defining reasonable limits and boundaries for subsidies to prevent market price distortion [4] - It emphasizes the need to protect the pricing autonomy and operational rights of small and medium-sized merchants to avoid excessive subsidy burdens [4]