Sou Hu Cai Jing·2026-01-15 01:16Core Insights - The article discusses the impact of discount coupons, particularly from platforms like Meituan, on restaurant profits and the broader implications for the food delivery industry [4][6][7] Group 1: Mechanism of Discount Coupons - There are two main types of discount coupons: platform-subsidized coupons funded by Meituan to attract users, and merchant-funded coupons that directly reduce the merchant's revenue [4] - A real case example shows that a restaurant received only 70.22 yuan from a total order of 101 yuan after various discounts, highlighting the financial strain on merchants [4] Group 2: Pricing Strategies and Merchant Challenges - Many merchants adopt a "high price, big discount" strategy to align with platform discount systems, leading to a situation where they may earn less than their offline sales [5] - Merchants face additional costs beyond discounts, including platform service fees typically ranging from 6% to 8% and delivery fees that can account for about 15% of the order total [5] Group 3: Future Directions and Industry Dynamics - Platforms like Meituan and Ele.me are beginning to recognize the challenges faced by merchants and have committed to regulating promotional activities to foster a fairer industry environment [6] - The article suggests that the sustainability of the current discount model is in question, as excessive pressure on merchant profits could lead to declines in product quality or market exits [6][7] - Future strategies may involve more refined and transparent discount mechanisms, with a focus on balancing costs among platforms, merchants, and consumers to achieve a healthier ecosystem [7]