第一财经·2026-01-09 13:18Core Viewpoint - The article highlights the ongoing issues of disorderly competition in the food delivery industry, prompting regulatory scrutiny and a shift towards efficiency competition as platforms face pressure to move away from unsustainable subsidy wars [3][4]. Regulatory Investigation - The State Administration for Market Regulation has initiated an investigation into the competitive landscape of the food delivery service industry, citing concerns over excessive subsidies, price wars, and their negative impact on the real economy [3][6]. - The investigation aims to establish rules for high-quality development in the industry, rather than merely suppressing platforms [9]. Industry Response - Major platforms like Meituan, Taobao Shanguo, and JD have expressed support for the investigation, committing to fair competition and innovation in the food delivery sector [5][6]. - The platforms acknowledge that low prices can no longer be the primary focus of competition, prompting a need to explore other competitive factors [5][10]. Financial Performance - Meituan reported a 2.8% year-on-year decline in revenue for its core local business in Q3 2025, resulting in an operating loss of 14.1 billion yuan, with a loss rate of 20.9% [10]. - Alibaba's instant retail business saw a 60% year-on-year revenue increase to 22.9 billion yuan, but adjusted EBITA fell by 78% to 9.073 billion yuan due to investments in user experience and technology [10]. - JD reported steady growth in food delivery GMV and order volume, attributing this to improved operational efficiency [10]. Shift in Competitive Strategy - The article suggests that the future of competition in the food delivery industry may hinge on high average order values rather than low prices, with platforms focusing on enhancing the quality of user engagement [6][9]. - Analysts predict that regulatory pressure will encourage platforms to return to sustainable development practices, moving away from aggressive subsidy strategies [7][9].