财联社·2025-07-10 13:24Core Insights - The article discusses the ongoing competition among e-commerce platforms, highlighting significant consumer subsidies that stimulate spending [1][2] - It raises the question of who ultimately bears the cost of these subsidies, indicating a complex relationship between consumers, platforms, and merchants [2] Group 1: Consumer Behavior and Sales Data - As of July 8, JD.com reported nearly 200 restaurant brands achieving over 1 million sales on its platform, while Taobao's flash sales reached a daily order volume of 80 million by July 7, and Meituan's instant retail surpassed 120 million orders in a single day by July 5 [1] - Consumers are benefiting from substantial discounts, with promotions like "2 yuan for a cup of Luckin Coffee" and "0 yuan for milk tea" trending on social media [1] Group 2: Merchant Strategies and Profitability - Merchants participating in platform promotions view these as a strategy to exchange lower prices for increased sales volume, with some reporting that despite lower consumer spending, they earn more per order due to platform subsidies [3] - A merchant from Taobao's flash sales noted that while users enjoy "0 yuan purchases," the platform provides a subsidy of 4 to 5 yuan per order, leading to a significant increase in repurchase rates [3] - Merchants often feel pressured to participate in promotional activities due to platform incentives, with one Meituan merchant stating that order volumes increase when participating in such events [3][4] Group 3: Cost Structure and Sustainability of Subsidies - The cost structure behind these promotions is complex, with merchants often sharing the burden of discounts alongside platform subsidies [4] - For example, in a typical order of 56 yuan with an 18 yuan discount, the merchant bears 12 yuan of the discount while the platform covers 6 yuan, in addition to other fees [4] - Some merchants choose not to engage in aggressive discounting, reporting stable order volumes despite the promotional activities [4] Group 4: Future of Competition and Market Dynamics - Experts predict that the price wars among platforms will continue, as the current market dynamics require one party to sacrifice more [5] - The competition is not only about food delivery but also about establishing a comprehensive local delivery ecosystem, with platforms like Meituan, JD.com, and Taobao vying for market share [5][6] - The sustainability of subsidies is seen as a way for platforms to explore diverse monetization strategies, with the competition focusing on which platform can better leverage traffic for revenue generation [6]