东京烘焙职业人·2025-07-14 08:01Core Viewpoint - The article discusses the ongoing "burning money war" in the food delivery industry, particularly focusing on the implications of the "0 yuan purchase" strategy employed by major platforms like Alibaba, Meituan, and JD.com, which is leading to unsustainable business practices and consumer behavior changes [2][3][5][7]. Group 1: Industry Dynamics - Major platforms have released significant amounts of delivery coupons, leading to a surge in orders, with Meituan reporting over 120 million instant retail orders in a single day [6][7]. - The cumulative investment from these platforms in subsidies is approaching 100 billion yuan, comparable to national consumer subsidy levels [7]. - The "0 yuan purchase" strategy is a direct and aggressive growth tactic that can inflate user acquisition and order volume in the short term [9]. Group 2: Long-term Consequences - The reliance on "0 yuan purchase" creates a dependency on subsidies, leading to a decline in customer loyalty and retention as users become accustomed to low prices [9][10]. - The influx of orders driven by extreme subsidies can distort actual consumer demand, resulting in increased operational costs and decreased service efficiency [9][10]. - Platforms face a competitive arms race, where stopping subsidies could mean losing market share, ultimately driving down profit margins across the board [10]. Group 3: Impact on Merchants - Merchants are caught in a challenging position, as they must participate in subsidy programs to gain visibility and orders, often at a loss [15][18]. - The pressure from increased order volumes can overwhelm staff and resources, leading to operational strain and higher labor costs [14][17]. - Long-term low pricing strategies can harm brand positioning and profitability for merchants, as they become reliant on platform-driven traffic rather than cultivating their own customer base [16][18]. Group 4: Consumer Behavior - Consumers are currently benefiting from the price wars, enjoying significant discounts and promotions, which has led to a temporary spike in consumption [19]. - However, this behavior is likely to distort future purchasing habits, as consumers may develop a mindset that only values discounts, negatively impacting the overall pricing structure of the market [19].