形成理性竞争的外卖市场

Core Insights - The newly implemented national standard for food delivery platforms aims to address key pain points in the industry, including merchant management, pricing behavior, delivery personnel rights protection, and consumer rights protection [1][2] Group 1: Industry Overview - The online food delivery user base in China has reached 545 million, accounting for approximately 50% of the total internet users [1] - In response to the competitive landscape, food delivery platforms have launched significant subsidy campaigns, such as "100 billion subsidies" and "large discount coupons," leading to record-high order volumes [1] Group 2: Regulatory Developments - The new standards require platforms to bear the costs of promotional activities themselves and prohibit them from transferring these costs to merchants or delivery personnel [2] - Platforms are also restricted from coercing merchants into participating in promotional activities and must not penalize non-participating merchants by reducing their visibility or access to traffic [2] Group 3: Implementation Challenges - The transition from written standards to industry norms will depend on effective implementation and enforcement by the platforms [2] - Platforms are expected to take responsibility for improving service quality and algorithm governance, while merchants should focus on enhancing marketing strategies and food safety [2] Group 4: Future Directions - The industry must shift towards rational competition and sustainable development, fostering a value co-creation relationship among platforms, merchants, delivery personnel, and consumers [2]