反思外卖之战：多方角力中的五个核心真相

Core Viewpoint - The article discusses the ongoing competition in the food delivery industry, highlighting the regulatory scrutiny and the financial dynamics between platforms, merchants, and delivery riders, emphasizing the need for rationality and common sense in the market [2][3]. Summary by Sections Regulatory Environment - The National Market Regulation Administration and other departments have urged platforms like JD, Meituan, and Ele.me to comply with laws and regulations, ensuring fair competition and protecting the rights of consumers, merchants, and delivery riders [3]. Market Competition - The food delivery sector has been highly competitive for over 20 years, with platforms relying on subsidies as a primary strategy to attract users. The competition intensified with Alibaba's entry into the market through Taobao and Ele.me [3]. Merchant Economics - Platforms charge a commission of 6%-8%, but after accounting for delivery fees and promotions, merchants often receive 20%-30% less than the original order price. For example, a merchant's actual income from a 46.9 yuan order can drop to 27.83 yuan after deductions [4][8][10]. - The actual costs for merchants include promotional subsidies and delivery fees, which can significantly impact their net income [10][11]. Delivery Operations - Meituan's delivery operations show that a significant portion of orders are unprofitable, with a reported loss of 0.39 yuan per order in 2023. Over 80% of Meituan's orders utilize its delivery service, which is crucial for maintaining operational stability [9][10]. Market Dynamics - Meituan dominates the market with over 700 million daily orders, significantly outpacing competitors like Ele.me. Merchants often perceive the difference between their received amounts and platform commissions as excessive, leading to dissatisfaction [10][11]. - The competitive landscape is shifting, with JD entering the market aggressively, offering substantial subsidies to attract merchants and consumers [12][13]. Subsidy Structures - The burden of promotional costs is increasingly falling on merchants, with JD's early subsidies being fully covered by the platform. However, as order volumes grow, merchants are now being invited to participate in subsidy programs [15][16]. Delivery Capacity - JD has reported a peak of 10 million daily orders, but many of these are fulfilled by riders from other platforms due to insufficient in-house delivery capacity. The reliance on external riders poses challenges for maintaining service quality [19][20]. Social Responsibility - The issue of social security for delivery riders is complex, with JD committing to cover full-time riders' social insurance. However, other platforms like Meituan and Ele.me are adopting more flexible approaches due to their larger rider bases [24][25]. Industry Challenges - The food delivery industry faces significant challenges, including rising consumer price sensitivity and increased competition, leading to a high number of restaurant closures. In 2023, 1.36 million restaurant licenses were revoked or canceled [18]. Conclusion - The article concludes that the food delivery market must return to rationality, as the unsustainable practices of heavy subsidies and low margins cannot continue indefinitely. The industry is at a crossroads where all parties must find a balance between costs and service quality [26][27].