Jing Ji Guan Cha Wang·2026-01-10 05:31Core Viewpoint - The State Administration for Market Regulation has initiated an investigation into the competitive landscape of the food delivery platform industry due to issues such as excessive subsidies, price wars, and traffic control, which have negatively impacted the real economy and intensified "involution" competition [1][6]. Group 1: Regulatory Actions - The investigation aims to promote lawful and compliant operations among food delivery platforms, ensuring fair competition and a healthy market order [1]. - Previous regulatory actions included multiple discussions with major platforms like Meituan, JD, and Ele.me, urging them to adhere to legal regulations and foster a good market environment [2]. - The regulatory body has emphasized the need for platforms to engage in rational competition and has set basic management requirements for food delivery services since the end of 2025 [1][2]. Group 2: Market Competition Dynamics - Since 2025, platforms like Taobao, Meituan, and JD have engaged in a subsidy war exceeding 100 billion, leading to intensified competition and various market issues [1][2]. - The average daily order volume for merchants has increased by 7%, but their average revenue has decreased by approximately 4%, indicating a decline in profitability during the competition escalation period [4]. - The competition has led to a "zero yuan purchase" phenomenon, where consumers can access meals at significantly reduced prices, but this strategy pressures small businesses to compromise on quality and service [2][3]. Group 3: Financial Impact on Companies - The financial repercussions of the subsidy wars are evident, with JD reporting a negative operating profit margin of -0.2% in Q2 2025, a significant drop from 3.6% in the same period of 2024 [5]. - Meituan's adjusted net profit fell by 89% year-on-year to 1.49 billion yuan in Q2 2025, primarily due to competitive pressures [5]. - Alibaba's revenue from instant retail, which includes Taobao and Ele.me, reached 22.9 billion yuan in Q3 2025, a 60% increase year-on-year, but its adjusted EBITA dropped by 78% to 9.073 billion yuan due to investments in user experience and technology [5]. Group 4: Industry Responses - Companies like Meituan and Taobao have expressed their commitment to cooperating with regulatory investigations and promoting fair competition within the industry [6][7]. - Industry observers note that the market has shifted to a stage of stock competition, with a focus on building service ecosystems rather than merely competing on user subsidies [7]. - The regulatory intervention is expected to accelerate industry reshuffling, encouraging platforms to transition from "traffic competition" to "value creation," benefiting consumers, merchants, delivery personnel, and platforms alike [7].