Core Viewpoint - The recent subsidy war among food delivery platforms has led to significant challenges for restaurant operators, who feel increasingly dependent on these platforms for their business survival [2][3][5]. Group 1: Subsidy War Dynamics - Major platforms like Meituan and Taobao Shanguo have launched aggressive subsidy campaigns, with Meituan reporting a peak of 1.5 billion orders and Taobao Shanguo exceeding 800 million daily orders [6][7]. - The subsidy amounts are substantial, with reports indicating Meituan's daily subsidies ranging from 300 million to 400 million yuan and Taobao Shanguo's exceeding 1.2 billion yuan [7]. - Restaurant operators are bearing a significant portion of the subsidy costs, with some reporting that they now cover over 60% of the total subsidies, leading to a decrease in average order value from 20 yuan to 15 yuan [8][11]. Group 2: Impact on Restaurant Operators - While some small businesses benefit from increased order volumes due to subsidies, many face a paradox of "increased volume without increased revenue," with net profits declining by over 60% for some [10][11]. - The pressure to participate in subsidy campaigns is high, as non-participation can lead to a drastic drop in order volume, forcing many to comply despite the financial strain [8][12]. - The subsidy war is accelerating a deep reshaping of the restaurant industry, favoring chain brands over single-store operators, which struggle to adapt to the new competitive landscape [12][13]. Group 3: Strategic Responses - Many restaurant operators are seeking to adapt by optimizing their menu structures to align with platform discount rules and exploring offline channels to balance revenue [12][14]. - There is a call for restaurants to establish clear operational boundaries and focus on enhancing customer satisfaction rather than solely relying on subsidies [14].
外卖大战，有商家利润下滑超60%，每10元补贴中自己要补7元