第一财经·2025-07-18 13:06Core Viewpoint - The article discusses the ongoing subsidy war in the food delivery industry, highlighting the negative impacts on businesses and the need for regulatory intervention to ensure sustainable competition and a healthy market ecosystem [1][2][4]. Group 1: Industry Dynamics - The subsidy war has intensified since July 5, with platforms like Meituan and Ele.me offering significant discounts, leading to a surge in order volumes but also raising concerns about waste and the sustainability of business models [1][4]. - The market regulator has urged platforms to comply with relevant laws and to engage in rational competition, emphasizing the importance of a balanced ecosystem for consumers, merchants, and delivery personnel [1][2]. - Industry leaders, including Meituan's CEO, have criticized the current state of competition as harmful, indicating that the aggressive discounting strategies are unsustainable and detrimental to long-term business health [2][4]. Group 2: Impact on Merchants - Merchants are feeling the pressure from the subsidy war, with many stating that the burden of discounts falls heavily on them, leading to unsustainable business practices [4][5]. - The disparity in cost-sharing during promotions has been highlighted, with merchants often covering a significant portion of the discounts, which can lead to financial strain [4][5]. - Concerns have been raised about the long-term effects of the subsidy war on consumer behavior, with fears that once discounts cease, order volumes may plummet, leading to a potential "autumn reckoning" for businesses [4][5]. Group 3: Future Outlook - Analysts suggest that the current subsidy strategies may lead to a market consolidation where only the most efficient and brand-strong companies survive, as the industry shifts from a "capital war" to an "efficiency war" [5][6]. - The need for platforms to transition from a focus on capital expenditure to value creation through innovation and improved services is emphasized as crucial for long-term success [6]. - The article concludes that while short-term metrics may appear positive, the real challenge lies in retaining users and ensuring sustainable profitability without relying solely on price wars [5][6].