平台配送费为何由商家承担

Core Viewpoint - The article discusses the shift in the burden of delivery fees from consumers to merchants in the context of intense competition among small and medium-sized businesses in the delivery service industry [1][2][10]. Delivery Fee Dynamics - In the digital economy, various instant delivery platforms are thriving, leading merchants to adopt aggressive promotional tactics, including discounts and absorbing delivery costs to attract customers [2][10]. - Globally, delivery fees are typically paid by consumers, with models in countries like the US and UK emphasizing consumer awareness of delivery costs through membership systems [4]. - In China, however, delivery fees are increasingly borne by merchants, particularly small and medium-sized ones, as platforms encourage them to absorb these costs to boost sales [5][10]. Theoretical Background of Delivery Fees - Delivery fees have evolved from being a straightforward cost to a complex variable in market competition, influenced by logistics, labor costs, and platform algorithms [7][8]. - The rise of instant delivery services has further complicated the structure of delivery fees, which now include various factors such as rider costs and peak time surcharges [8]. Merchant Behavior Regarding Delivery Fees - Merchants are often compelled to absorb delivery fees to improve their visibility and competitiveness on platforms, leading to a reliance on discounts rather than quality improvements [10][11]. - This behavior creates a "path dependency trap," where merchants focus on short-term gains at the expense of long-term brand building and customer loyalty [11][12]. Long-term Strategies for Merchants - To escape the cycle of competing on price, merchants should focus on enhancing product quality and brand recognition, moving away from the reliance on delivery fee absorption [15]. - Large chain brands exhibit resilience against price wars due to established supply chains and brand equity, allowing them to maintain order volumes without resorting to aggressive pricing strategies [11]. Recommendations for Industry Improvement - The article suggests a multi-faceted approach to address the over-competition in delivery fees, including platform governance, regulatory oversight, merchant upgrades, and consumer education [14][16]. - Platforms should shift towards a value-oriented algorithm that prioritizes quality and service stability over immediate sales metrics, thereby reducing the pressure on merchants to absorb delivery costs [14]. - Consumers should be educated to recognize the value of quality service over the lowest price, fostering a culture of rational consumption [16]. Regulatory Perspective - Regulators are encouraged to enhance fair competition rules and transparency in cost allocation, ensuring that delivery fee structures are clear and equitable [17].