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Core Viewpoint - The article discusses the competitive strategies of Ele.me in the ongoing food delivery war, emphasizing that Ele.me is strategically choosing when and how to engage in aggressive promotions rather than simply following competitors' actions [3][4][11]. Group 1: Ele.me's Strategy - Ele.me has started issuing large coupons, making products cheaper than supermarket prices, indicating a shift to a more aggressive marketing strategy [7][14]. - The company previously refrained from aggressive competition while rivals were heavily engaged in price wars, allowing Ele.me to benefit from the situation without incurring costs [11][13]. - The current strategy aims to force competitors to incur losses by increasing their promotional efforts, thereby shifting the focus back to pricing [14][15]. Group 2: Market Dynamics - The competitive landscape has changed, with Ele.me seizing the opportunity to act now that competitors are showing signs of fatigue in their promotional efforts [14][15]. - The article highlights that the logic of competition has shifted from profit margins to relative losses, where Ele.me is willing to incur losses if it can cause greater losses for its competitors [15]. - Ele.me's historical resilience in past market battles is noted, suggesting that the company is not intimidated by the prospect of increased competition [15]. Group 3: Consumer Impact - The article emphasizes that consumers should focus on protecting their wallets by taking advantage of the ongoing competition and choosing the cheapest options available [17]. - It encourages consumers to support the competition among delivery services, as this will ultimately benefit them through better deals and promotions [17].