北大光华研究报告：高强度外卖补贴竞争引各方关注，打造多目标协同治理体系推动形成良性市场竞争

Core Insights - The report from Peking University's Guanghua School of Management highlights the significant impact of "flash purchase" coupons on consumer spending and merchant revenue in the food delivery sector, particularly in the context of intense competition driven by substantial subsidies from platforms like Meituan and Taobao [1][2][3] Group 1: Impact on Consumer Spending - Flash purchase coupons have shown a sustained and significant effect on consumer spending, lasting approximately six months, which has positively influenced the online revenue of participating merchants [1][3] - The study tracked 5,271 merchants, revealing that both large and small merchants experienced increased weekly revenue and order volume due to the use of flash purchase coupons [3][4] Group 2: Effects on Merchants - For small merchants, flash purchase coupons significantly boosted both online and offline revenue, with an average increase of 1,468 yuan in weekly online revenue and 164.8 yuan in offline revenue, leading to a total weekly revenue increase of 1,633 yuan [3][4] - The positive impact of flash purchase coupons was more pronounced for small merchants operating below the 50th percentile in terms of business scale [3] Group 3: Impact on Delivery Riders - As the penetration rate of flash purchases increased, delivery riders saw significant growth in their income and order completion rates, with the rise in average daily income outpacing the increase in completed orders [4] - The report indicates that the income growth for riders may be attributed to higher average earnings per order or increased incentives, rather than just an increase in the number of deliveries [4] Group 4: Market Competition and Recommendations - The ongoing high-intensity subsidy competition in the food delivery sector, involving 300 million users, millions of merchants, and riders, has garnered widespread attention and has shown to have a lasting effect on consumer spending [4] - The research suggests that fostering a healthy competitive market can provide consumers, riders, and merchants with more choices, while also encouraging platforms to enhance operational management and service quality for long-term customer retention and growth [4]