Core Viewpoint - The article discusses the intense competition in the food delivery industry, highlighting the impact of promotional activities on both consumers and merchants, leading to a chaotic market environment where many merchants struggle to maintain profitability while trying to attract customers through discounts and promotions [3][4][6]. Group 1: Market Dynamics - The food delivery market has seen unprecedented order volumes, with Meituan reaching 150 million daily orders and Taobao Flash Sale surpassing 80 million [6]. - Promotional activities have led to a surge in orders for some merchants, but the financial burden from platform fees and discounts has significantly reduced their profits [10][12]. - The competition has intensified, with platforms offering aggressive discounts, leading to a situation where merchants feel compelled to participate despite the financial strain [31][40]. Group 2: Merchant Experiences - Many merchants report overwhelming order volumes, with some experiencing a tenfold increase in orders, but ultimately receiving very little profit after expenses [8][10]. - Merchants like Xu Ting and Li Bin express frustration over the unsustainable nature of the promotions, where they end up with minimal earnings after fulfilling orders [10][33]. - New entrants to the market, such as Tang Tang, face challenges with promotional activities that lead to losses, highlighting the pressure from platforms to participate in discount campaigns [25][26]. Group 3: Consumer Behavior - The article notes a shift in consumer behavior, with many users taking advantage of low prices and discounts, leading to a temporary increase in demand for food delivery services [42][43]. - Consumers are increasingly participating in "sheep shearing" activities, where they seek to maximize benefits from promotions, often leading to a lack of loyalty to specific merchants [48][51]. - The influx of new customers attracted by low prices does not translate into repeat business for many merchants, as these customers are primarily motivated by discounts rather than brand loyalty [51][52]. Group 4: Long-term Implications - The article suggests that the current promotional strategies may harm the long-term viability of many restaurants, as low-price expectations could lead to a devaluation of their offerings [57][58]. - Merchants are concerned that the trend of low-cost consumer behavior will persist, potentially damaging their brand reputation and profitability [54][56]. - The competitive landscape is forcing merchants to adapt quickly, with some considering exiting the market due to unsustainable financial pressures [63][64].
餐饮商家，困在外卖大战里