平台补贴

Search documents
X @外汇交易员
外汇交易员· 2025-08-23 04:53
国家发改委:平台经营者应做到以下四点。一是价格标示明明白白。要求平台经营者、平台内经营者在其网站、应用程序软件(APP)、小程序,明确标示价格或者收费标准。二是促销规则清清楚楚。要求平台经营者、平台内经营者真实标明折价、减价基准,通过积分、礼券、兑换券、代金券、预付款等折抵价款的,应当以显著方式标明计算的具体办法。三是平台补贴清晰明了。要求平台经营者公平公正开展补贴促销,不得虚假、夸大宣传补贴金额和力度;在网站或者APP显著位置标示补贴及相关活动规则,明确补贴对象、补贴方式、参与条件、起止时间等信息。四是差别定价、动态定价规则透明。规定平台经营者、平台内经营者对不同交易条件的消费者实行不同价格的,应当公开相关规则。 ...
4000 家门店进驻淘宝闪购,曾只认美团的它,为何转身?
Sou Hu Cai Jing· 2025-08-22 13:17
Core Insights - The entry of Heytea into Taobao Flash Purchase marks a significant shift in the tea beverage industry, indicating that Taobao Flash Purchase is becoming an essential growth channel for brands [2][5][23] - The competitive landscape of the takeaway market has changed with the introduction of Taobao Flash Purchase, allowing tea brands to diversify their distribution channels and enhance their bargaining power [16][22] Group 1: Market Dynamics - Taobao Flash Purchase launched a series of promotional activities, including milk tea "free card" campaigns, which significantly increased consumer engagement, particularly among younger demographics [8][15] - The platform's promotional efforts during the "618" shopping festival included distributing 700,000 cups of free milk tea, further driving consumer interest and brand orders [8][15] - The competitive environment intensified in July, with the takeaway market experiencing a surge in competition among brands [9] Group 2: Financial Impact - Taobao Flash Purchase announced a substantial 50 billion yuan subsidy plan to stimulate consumer spending and support merchants, which has led to increased order volumes for tea brands [13][20] - Following the announcement of the subsidy plan, brands like Cha Bai Dao and Gu Ming saw stock price increases of up to 12%, with order volumes rising by 35% to 50% [14][20] - The financial forecasts for brands such as Mi Xue Ice City and Gu Ming have been adjusted upward, reflecting the positive impact of Taobao Flash Purchase on their profitability [14][20] Group 3: Brand Strategy - The collaboration with Taobao Flash Purchase allows tea brands to tap into a vast user base, enhancing their visibility and market reach [18][21] - The strategic importance of Taobao Flash Purchase within Alibaba's ecosystem has increased, providing brands with significant traffic and sales opportunities [18][20] - The competitive landscape has shifted from a duopoly to a more dynamic environment, enabling brands to leverage multiple platforms for greater market presence [22][23] Group 4: Consumer Engagement - The promotional activities and user engagement strategies have led to a notable increase in new customer acquisition for tea brands, with new customer numbers rising by 255% week-on-week [15][21] - The integration of promotional campaigns has created a strong association between Taobao Flash Purchase and tea consumption, establishing a solid foundation for future sales growth [8][15] - The data analytics capabilities of Taobao Flash Purchase provide brands with valuable insights into consumer preferences, allowing for targeted marketing and product development [21]
【财经分析】订单新高与补贴争议 淘宝布局即时零售的“AB面”
Xin Hua Cai Jing· 2025-08-13 08:01
Core Insights - Instant retail has seen a significant surge, with Taobao's flash purchase surpassing Meituan in daily order volume for the first time, indicating a competitive shift in the market [1][2] - Taobao's aggressive subsidy strategy has led to rapid order growth, but it has also created challenges for merchants, particularly in the restaurant sector, where they feel pressured to participate in these promotional activities [2][3] - The ongoing subsidy war is fundamentally a battle for market dominance among platforms, with significant implications for the sustainability of the industry and the well-being of small merchants [7][8] Group 1: Market Dynamics - Taobao's flash purchase achieved over 90 million daily orders in late July, indicating a strong competitive response to Meituan [2] - The shift in order volume reflects a broader trend of increasing demand for instant logistics services, with user numbers projected to grow from 293 million in 2017 to 799 million by 2024 [4] - The competition has intensified as platforms like JD and Meituan have ramped up their instant retail strategies, posing challenges to Alibaba's traditional e-commerce model [4][5] Group 2: Merchant Challenges - Merchants report being involuntarily included in promotional activities, leading to price distortions and operational disruptions [2][3] - Many small businesses are experiencing a decline in dine-in customers as consumers shift to cheaper delivery options due to subsidies, resulting in significant revenue losses [2][3] - The pressure on merchants is exacerbated by the platforms' control over pricing and promotional strategies, limiting their ability to operate independently [3][7] Group 3: Regulatory and Compliance Issues - The scale of Taobao's subsidy program, amounting to 500 billion yuan, raises concerns about compliance with anti-competitive regulations, especially given its size relative to previous penalties imposed on Alibaba [6][8] - Experts emphasize the need for regulatory frameworks to ensure fair competition and protect the rights of small merchants, advocating for a balanced approach to platform subsidies [6][8] - The long-term sustainability of the instant retail ecosystem depends on establishing fair practices that benefit all stakeholders, including consumers, merchants, and platforms [8]
对话山东大学曲创:治理内卷,应注重保护平台企业竞争积极性
Nan Fang Du Shi Bao· 2025-08-12 15:33
Core Viewpoint - The recent "takeaway war" has intensified due to marketing strategies like "the first cup of milk tea in autumn," highlighting the tea and coffee sectors as primary battlegrounds for delivery subsidies [1][8] Group 1: Nature of Competition - Price competition is a common market strategy, but attention should be paid to whether platforms force merchants to participate in subsidies and if these subsidies favor leading brands over smaller businesses [3][5] - The essence of the "takeaway subsidy war" is competitive behavior, driven by optimistic economic expectations, which should be protected [4][20] - "Involutionary" competition is characterized by low-price, low-quality dynamics, necessitating a focus on the underlying causes and key players involved [5][6] Group 2: Market Dynamics - "Involutionary" competition often arises from external forces, such as government subsidies in the new energy vehicle sector, which distort normal market competition [7] - The current competition landscape is shifting towards instant retail, appealing to the consumption habits of younger generations [9][10] - Platforms are willing to invest heavily in subsidies as an effective customer acquisition strategy, reallocating funds from traditional advertising to user subsidies [10][17] Group 3: Impact on Merchants - The surge in orders due to subsidies can overwhelm merchants' production capacities, leading to potential quality degradation or operational challenges [12][14] - Smaller merchants, particularly niche shops and family-run businesses, face significant challenges in participating in subsidy programs, which may threaten their survival [15][16] - The competitive advantage of smaller merchants may diminish as larger brands benefit more from subsidy programs, even when subsidies are applied uniformly [14][16] Group 4: Regulatory Considerations - Regulatory focus should be on whether platform subsidies harm market competition or consumer interests, with a need for nuanced, case-by-case analysis rather than blanket restrictions [16][21] - Encouraging platforms to support small merchants through favorable policies can help maintain a diverse market and effective competition [16][21][22] - The current economic climate suggests that regulatory measures should not stifle competitive behavior, as active competition reflects market vitality [20][21]
“平台补贴”掺水分 商家不愿发声 这场角力尚无终点
Mei Ri Shang Bao· 2025-07-23 10:57
Core Viewpoint - The recent external competition among food delivery platforms has led to a temporary halt in aggressive promotional activities, impacting consumer behavior and sales in the tea beverage sector [1][2][3] Group 1: Impact of Platform Subsidies - Many tea beverage stores have experienced an increase in order volume due to platform subsidies, but this increase is heavily reliant on the availability of these subsidies [2][3] - The demand for iced beverages like coffee and tea has surged during the summer, making them the most popular category among consumers [2][3] - The reduction or removal of subsidies has resulted in a noticeable decline in order volume, indicating that consumer interest is largely driven by promotional offers [2][3] Group 2: Nature of Subsidies - The so-called "platform subsidies" are not solely funded by the platforms; merchants also contribute to these discounts, complicating the overall financial picture for consumers [3][4] - Merchants are compelled to participate in subsidy programs to maintain order volume, as consumers tend to choose cheaper alternatives when discounts are not available [3][4] - The overall profitability for stores has decreased due to the reliance on subsidies, which has also affected customer retention rates [4] Group 3: Delivery Personnel Perspective - Delivery personnel report that while order volumes may increase during promotional periods, their income remains relatively stable and is primarily dependent on their delivery speed [4] - The income per delivery has not significantly changed, with average earnings around 6-7 yuan per order, regardless of the promotional activities [4]
外卖大战下,餐饮商家从内卷中觉醒
Sou Hu Cai Jing· 2025-07-18 15:16
Core Viewpoint - The ongoing "takeout war" in China's food delivery industry, characterized by unprecedented subsidy levels, is significantly impacting restaurant operators, leading to unsustainable business practices and financial strain [1][8]. Group 1: Subsidy Impact - Goldman Sachs estimates that Meituan, JD, and Alibaba may spend 25 billion RMB in a single month on subsidies, resulting in extremely low prices for consumers, such as 6.9 RMB for a cup of milk tea and 15 RMB for a meal [1]. - The cost structure for restaurants has become increasingly complex, with merchants often receiving less than 8 RMB from a 14 RMB order, while platforms provide only 3 RMB in subsidies [3][4]. Group 2: Business Operations - Many restaurants are experiencing a significant increase in order volume due to promotional activities, but the profitability of these orders is questionable, with some merchants reporting that they only cover basic ingredient costs [5][6]. - The disparity in order subsidies leads to unpredictable revenue for merchants, complicating cost management and financial forecasting [4][5]. Group 3: Market Dynamics - Platforms like Meituan and JD are using aggressive promotional strategies to attract customers, but this often results in higher costs for merchants, who feel pressured to participate in these activities to maintain visibility [5][6]. - Some merchants are opting out of platform activities altogether, focusing instead on in-store dining to achieve more sustainable business practices [6][7]. Group 4: Industry Reflection - Industry leaders are calling for a reevaluation of the current competitive landscape, emphasizing that the ongoing price war is unsustainable and detrimental to all parties involved [7][8]. - The expectation of low prices among consumers, driven by heavy subsidies, is creating a challenging environment for restaurants, which struggle to maintain profitability while competing with artificially low prices [8].
茶饮热度重回巅峰,一大批中小品牌快速借势突围
3 6 Ke· 2025-07-18 01:05
Core Insights - The tea beverage industry has experienced a significant surge in demand since July, driven by external subsidies and promotional activities, leading to record-breaking sales for many brands [1][2][4] - Smaller and regional brands have capitalized on this opportunity, achieving substantial growth and visibility in a competitive market [2][4][6] Group 1: Market Dynamics - The launch of a 500 billion yuan consumption voucher by Taobao has sparked an "external delivery war," resulting in unprecedented sales for the ready-to-drink tea industry [2][4] - Many stores are reporting daily orders in the thousands, reminiscent of the industry's peak five years ago, with some brands seeing order increases of over 200% [4][6] Group 2: Brand Performance - Local brands like Yongmin Handmade and Guizhou's Tea Mountain have seen their revenues double, while brands like Tea Talk have reported a 175% increase in daily orders [4][6] - The influx of new customers has been significant, with over 60% of orders for some brands coming from first-time buyers, indicating a successful customer acquisition strategy [10][12] Group 3: Competitive Landscape - The current market environment has allowed smaller brands to gain visibility and establish a foothold in the market, with many achieving record sales and brand recognition [12][19] - The competition has shifted from primarily head brands to include a diverse range of regional and smaller brands, benefiting from the shared flow of customers [8][19] Group 4: Operational Efficiency - Many brands have undergone a "stress test" due to the surge in orders, prompting improvements in supply chain management and operational efficiency [16][18] - The ability to handle increased demand has led to enhanced service capabilities and reduced customer wait times, showcasing the adaptability of these brands [18][22] Group 5: Long-term Implications - The current promotional activities are seen as a catalyst for long-term brand growth, with the potential to reshape product offerings and profitability models in the tea beverage sector [23] - The challenge for brands will be to convert price-sensitive customers into loyal patrons post-subsidy, emphasizing the importance of product innovation and brand identity [21][23]
上半年餐饮业竞争加剧,中国烹协建议精准施策保障市场活力
Xin Jing Bao· 2025-07-17 01:30
Core Insights - The national catering revenue in June 2025 reached 470.8 billion yuan, showing a year-on-year growth of 0.9%, while the revenue from above-designated size catering units decreased by 0.4% [1] - Cumulative catering revenue for the first half of 2025 was 2.748 trillion yuan, with a year-on-year increase of 4.3%, while above-designated size catering revenue was 799.6 billion yuan, growing by 3.6% [1] - The China Cuisine Association noted a trend of "slowing revenue growth, declining profits, and intensified competition" in the catering industry, indicating challenges that require targeted policies for sustainable development [1] Revenue Trends - In the first half of 2025, the growth rates of national catering revenue and above-designated size catering revenue decreased by 3.6 and 2.0 percentage points year-on-year, respectively, indicating weakened growth momentum [1] - The negative growth of above-designated size catering revenue in June (-0.4%) and the cumulative growth rate of 3.6% for the first half of the year being lower than the national catering revenue growth rate of 4.3% highlight the severe challenges faced by these enterprises [1] Industry Challenges - The decline in revenue growth and profits is attributed to the misapplication of the "prohibition of irregular dining" policy, which has adversely affected normal consumption patterns [1] - The policy has particularly impacted above-designated size catering enterprises that rely on mid-to-high-end dining and business clientele [1] Competitive Landscape - High subsidies from platforms have led to price wars, squeezing dine-in spaces and putting catering businesses in a position of "having orders but no profits" or "losing money to attract customers" [2] - The disproportionate allocation of platform subsidies towards leading brands has made it difficult for small and medium-sized catering enterprises to gain exposure and support, exacerbating unfair competition in the market [2] Recommendations - The China Cuisine Association suggests clarifying that "prohibition of irregular dining" does not equate to "prohibition of normal dining" and encourages normal dining consumption to maintain market vitality [2] - It is recommended to define the legal boundaries of platform subsidy behaviors to prevent unfair competition and to set limits on subsidy cost-sharing to alleviate the operational burden on businesses [2] - The association also advocates for a "quality first" principle in platforms, creating sections for quality merchants and promoting fair pricing practices [2]
抖音投入亿级补贴加入酒旅大战
news flash· 2025-07-15 04:51
Core Insights - Douyin announced a significant investment in its local lifestyle business, committing to a billion-level platform subsidy to support various initiatives [1] Group 1: Business Initiatives - The investment will support official live broadcasts for chain brand hotels, regional matrix accounts, merchant live streams, and celebrity influencer store visits [1] - New offerings include special discount calendars for hotel bookings, hotel exchange vouchers, and membership experience voucher packages [1] - Discounted room bookings will start from 60% off [1]
餐饮商家,困在外卖大战里
创业邦· 2025-07-15 04:09
Core Viewpoint - The article discusses the intense competition in the food delivery industry, highlighting the impact of promotional activities on both consumers and merchants, leading to a chaotic market environment where many merchants struggle to maintain profitability while trying to attract customers through discounts and promotions [3][4][6]. Group 1: Market Dynamics - The food delivery market has seen unprecedented order volumes, with Meituan reaching 150 million daily orders and Taobao Flash Sale surpassing 80 million [6]. - Promotional activities have led to a surge in orders for some merchants, but the financial burden from platform fees and discounts has significantly reduced their profits [10][12]. - The competition has intensified, with platforms offering aggressive discounts, leading to a situation where merchants feel compelled to participate despite the financial strain [31][40]. Group 2: Merchant Experiences - Many merchants report overwhelming order volumes, with some experiencing a tenfold increase in orders, but ultimately receiving very little profit after expenses [8][10]. - Merchants like Xu Ting and Li Bin express frustration over the unsustainable nature of the promotions, where they end up with minimal earnings after fulfilling orders [10][33]. - New entrants to the market, such as Tang Tang, face challenges with promotional activities that lead to losses, highlighting the pressure from platforms to participate in discount campaigns [25][26]. Group 3: Consumer Behavior - The article notes a shift in consumer behavior, with many users taking advantage of low prices and discounts, leading to a temporary increase in demand for food delivery services [42][43]. - Consumers are increasingly participating in "sheep shearing" activities, where they seek to maximize benefits from promotions, often leading to a lack of loyalty to specific merchants [48][51]. - The influx of new customers attracted by low prices does not translate into repeat business for many merchants, as these customers are primarily motivated by discounts rather than brand loyalty [51][52]. Group 4: Long-term Implications - The article suggests that the current promotional strategies may harm the long-term viability of many restaurants, as low-price expectations could lead to a devaluation of their offerings [57][58]. - Merchants are concerned that the trend of low-cost consumer behavior will persist, potentially damaging their brand reputation and profitability [54][56]. - The competitive landscape is forcing merchants to adapt quickly, with some considering exiting the market due to unsustainable financial pressures [63][64].