闪购茶饮促销价普遍涨到10元以上

Core Viewpoint - The article discusses the recent regulatory intervention by the market supervision authority regarding aggressive subsidy practices in the food delivery industry, signaling a need for platforms like Ele.me, Meituan, and JD to adjust their promotional strategies to avoid excessive competition and ensure fair practices [2][4]. Group 1: Regulatory Actions and Industry Response - On July 18, the market supervision authority held talks with major food delivery platforms, emphasizing the need to regulate promotional behaviors and indicating that the aggressive subsidy wars must change [2][4]. - Prior to the talks, various regional restaurant associations had called for a halt to extreme subsidies, highlighting the negative impact on traditional dining establishments and the unsustainable pressure on restaurant profits [4][6]. Group 2: Impact on Businesses - Some businesses, like "Yixin Rice Ball," reported a nearly 30% increase in orders since May, primarily driven by delivery services, while maintaining a gross margin of around 65% despite participating in subsidy wars [6][8]. - However, many businesses experienced a decline in average profit margins by 10% to 30% during subsidy campaigns, as increased order volumes were accompanied by lower average transaction values [6][7]. Group 3: Challenges Faced by Restaurants - Restaurants are facing operational challenges due to sudden spikes in low-priced orders, which disrupt service quality and delivery efficiency, leading some to withdraw from platform partnerships [7][8]. - The disparity in resource allocation favors larger chain brands, leaving smaller businesses struggling to compete for visibility and customer engagement on these platforms [7][10]. Group 4: Future Considerations - Experts suggest that the ongoing subsidy wars should not be simplistically categorized as "involution" but rather viewed as a complex interplay of market dynamics that could lead to improved operational efficiencies and data-driven management for smaller businesses [10][11]. - The focus should shift towards establishing fair subsidy rules and ensuring equitable distribution of traffic among all merchants, with an emphasis on long-term sustainability and quality competition rather than short-term price wars [11][12].