Di Yi Cai Jing·2025-11-27 12:34Core Insights - The report reveals the troubling reality of the food delivery industry, highlighting that while order volumes have increased, actual revenue for merchants has decreased due to aggressive subsidy wars [1][3][10] - The competition among major players in the food delivery market has led to a significant decline in profits for many restaurants, as they struggle to balance between participating in subsidies and maintaining profitability [4][10] Group 1: Industry Dynamics - A study covering over 40,000 merchants indicates that during the peak of subsidy wars, daily order volumes increased by an average of 7%, but actual revenue dropped by approximately 4%, leading to an average profit decline of 8.9% [1][3] - The phenomenon of "substitution effect" is evident, where food delivery is replacing dine-in services, resulting in a decline of over 10% in both order volumes and actual revenue for dine-in services [4][10] - Merchants not participating in subsidies are also affected, as customers shift towards competitors offering subsidies, creating a dilemma for them [4][10] Group 2: Competitive Landscape - The food delivery war began in February 2025 when JD.com announced its entry into the market with a "0 commission" policy, leading to a series of aggressive subsidy initiatives from major players like Meituan and Alibaba [5][6] - By July 2025, Meituan reported a daily order volume exceeding 1.2 billion, while Alibaba's Taobao Flash Purchase reached 80 million orders, showcasing the scale of competition and the financial stakes involved [5][6] - Despite the intense competition, regulatory scrutiny has increased, with the market regulator intervening to address the ongoing subsidy wars [6][10] Group 3: Strategic Implications - The competition is not merely about food delivery but reflects a broader strategy among giants to capture higher-frequency consumer engagement and enhance user activity on their platforms [7][8] - JD.com aims to leverage its supply chain capabilities to support the entire food service industry, while Alibaba focuses on creating synergistic effects within its ecosystem to enhance user experience [13][10] - Meituan is committed to maintaining its delivery network and has initiated plans to support merchants financially, indicating a shift towards a more sustainable business model [9][10] Group 4: Future Outlook - The ongoing battle suggests a shift from zero-sum competition to a more complex ecosystem where companies must innovate beyond subsidies to create sustainable value [12][14] - The industry's future will depend on the ability of these companies to build healthier, more equitable ecosystems that balance efficiency with fairness and short-term gains with long-term value [12][14]