美团拼好饭与汉堡王合作定制早餐 价格战之后加码改造供应链

Core Insights - The competition in the food delivery industry is shifting towards supply chain optimization rather than price wars, as evidenced by Meituan's "Pin Hao Fan" initiative [2][8] - Meituan's CEO Wang Xing stated that price wars do not create value and are unsustainable, indicating a strategic pivot towards enhancing supply-side capabilities [2][4] Group 1: Supply Chain Development - The "Pin Hao Fan" team is currently developing new dishes and will create a selection list and process standards for various cuisines, indicating a focus on improving product quality [3] - As of July 2025, "Pin Hao Fan" is projected to reach a peak daily order volume of over 35 million, showcasing its rapid growth since its launch in 2020 [3] - The introduction of "Pin Hao Fan" has led to a 30% increase in merchant orders and a 20% reduction in operational costs, highlighting its positive impact on business efficiency [3][4] Group 2: Strategic Partnerships - Meituan has launched a "10,000 Brands" initiative to support 10,000 well-known restaurant brands with traffic allocation and joint custom services, aiming to enhance brand collaboration [4] - The collaboration with Burger King to offer customized meal packages at competitive prices reflects a strategy to attract price-sensitive consumers while ensuring quality [5][7] - Other brands, including KFC and Haidilao, have also partnered with "Pin Hao Fan" to develop customized meal options, indicating a trend towards collaborative product development in the industry [7] Group 3: Industry Trends - The shift from price wars to supply-side competition is becoming a key focus in the food delivery sector, as companies seek to establish sustainable business models that balance cost and quality [8] - The collaboration model between "Pin Hao Fan" and brands is seen as a test of the platform's ability to define products and enhance supply chain efficiency [8] - The evolving consumer preferences towards value and quality over mere low prices are driving this transformation in the food delivery landscape [7][8]