网经社电子商务研究中心特约研究员、浙大管理学院院长助理王小毅认为，补贴大战与"反内卷"存在明 显矛盾：过度聚焦低价竞争，会导致资源集中于流量争夺而非服务升级，挤压商家利润空间，也可能忽 视骑手权益保障，与"共同富裕"和"高质量发展"的导向相悖。 2025年8月1日，中国外卖行业迎来历史性转折点。美团、淘宝闪购（联合饿了么）、京东外卖三大平台 罕见同步发布声明，共同承诺"规范促销行为""抵制恶性竞争"，明确叫停"0元购"等极端补贴活动，标 志着持续数月的"外卖补贴大战"正式落幕。 这场由资本驱动的价格战曾席卷全国，引发商家在盈亏间挣扎、骑手超负荷、行业生态失衡等连锁反 应。在监管介入与行业反思的双重压力下，平台竞争重心正从"烧钱抢市场"转向"服务与生态建设"。 价格战始末：从"三国杀"到集体刹车 2025年2月，京东以"百亿补贴+骑手五险一金"策略高调进军外卖市场，打破美团、饿了么的双寡头格 局，正式上线4个月，已有近200个餐饮品牌在京东外卖上销量突破百万。4月，阿里整合饿了么推出"淘 宝闪购"，并开启第一波"饿补超百亿"活动抢占市场；美团则紧急升级"闪购"品牌迎战，三足鼎立格局 形成。 7月5日，美团推出" ...

万物皆可闪购，"小服务"汇成"大消费"。 县域市场展现出强劲的消费潜力。淘宝闪购7月数据显示，有623个县的餐饮订单相比6月实现翻倍增 长，834个县的非餐订单环比翻倍增长。 中小商家在淘宝闪购上收入稳步提升。近一周，有5.7万家非餐小店订单量创下新高，超10万家非餐小 店实收月环比增长超100%。 近期以来，政策导向反复强调要有效释放内需潜力。在扩大商品消费的同时，培育服务消费新的增长 点。 在烟台、北京等地，相关协会积极关注平台对地方经济的带动作用，鼓励实体门店拥抱数字化转型实现 新的收入增长。 从大中城市到县域：县城"万单店"数量增加274% 县域服务业消费爆发力惊人。淘宝闪购7月数据显示，湖南会同县、山东利津县、陕西定边县、四川汉 源县、贵州凤冈县等地餐饮订单环比6月增长超过10倍，新疆洛浦县、山东冠县、四川珙县、山西新绛 县、广西武宣县、宁夏西吉县等地非餐订单环比增长超过10倍。 夜间县城的热闹不亚于大城市。7月，平台上全国县域夜间订单日均环比6月增长70%，其中，江苏昆 山、浙江义乌、福建晋江、广东普宁、浙江慈溪位列夜间最活跃县级市前5名，它们同时常年霸榜"全国 百强县"。 灵活的县城小店在淘宝闪 ...

Core Insights - The county market demonstrates strong consumer potential, with significant growth in both dining and non-dining orders on Taobao Flash Purchase in July [1][5] - Small and medium-sized businesses are seeing steady income increases, with over 57,000 non-dining small shops achieving record order volumes [1][5] - Recent policy directions emphasize the need to effectively unleash domestic demand potential, focusing on expanding goods consumption and nurturing new growth points in service consumption [1] Group 1: County Market Growth - In July, dining orders in counties like Hunan and Shandong saw over 10-fold growth compared to June, while non-dining orders in several counties also exceeded 10-fold growth [5] - Nighttime orders in county markets increased by an average of 70% compared to June, with top-performing counties being Jiangsu Kunshan and Zhejiang Yiwu [5] - The number of "ten-thousand order stores" in counties grew by 274% in July, indicating a significant increase in local business activity [5] Group 2: Consumer Preferences - County residents show a preference for leisure snacks, beverages, and cooling foods, with snack orders increasing by 126% and outdoor sports products by 114% in July [6] - The platform economy plays a crucial role in activating demand in lower-tier markets, contributing to the diversification of consumption patterns [6] Group 3: Expansion of Service Consumption - The entry of brands like VERO MODA and JACK & JONES into Taobao Flash Purchase has resulted in significant order increases, with some brands seeing daily orders grow by 5 times [7] - Over 12,000 non-dining physical stores joined Taobao Flash Purchase in July, with brands like Moutai and Xiaomi reporting record order volumes [8] Group 4: Local Brand Performance - Local brands such as "Longjiang Good Days" in Mudanjiang and "Guobai Fruit" in Wuhu have seen daily order increases of over 5 times and 104% respectively after joining Taobao Flash Purchase [9] - The integration of local brands into the platform has led to substantial revenue growth, with some stores reporting order increases of over 10 times [9] Group 5: Digital Transformation - The "Aoxiang" SaaS platform aids retailers in managing operations across multiple channels, significantly reducing operational costs for small and medium-sized businesses [10] - The number of stores using the "Aoxiang" system has increased by 17.6% since May, indicating a growing trend towards digitalization in retail [10] - The integration of Alibaba's supply chain resources into Taobao Flash Purchase enhances procurement efficiency and reduces stockouts for participating merchants [10]

Core Viewpoint - The article discusses the recently released "Compliance Guidelines for Charging Behavior of Online Trading Platforms," which aims to regulate platform charging practices, reduce the burden on platform operators, and promote mutual development between platforms and their operators [2][4]. Summary by Sections Development of Platform Economy - The platform economy in China has seen rapid growth, with online shopping users expected to reach 974 million by December 2024, accounting for nearly 90% of internet users. The online retail sales of physical goods are projected to reach 13,081.6 billion yuan, representing 26.8% of total retail sales [2]. Issues in Charging Practices - There are numerous complaints from merchants regarding the complexity and lack of transparency in platform charging practices. Issues include excessive and unclear fees, forced purchases of services, and hidden charges [2][4]. Focus on Reducing Burden on Operators - The guidelines emphasize the need to reduce the financial burden on platform operators, recognizing that both platforms and operators are in a symbiotic relationship. The success of one is tied to the success of the other [3][6]. Specific Requirements for Charging Practices - The guidelines outline several unreasonable charging behaviors that need to be addressed, such as duplicate charges, charging without providing services, and price discrimination among operators with similar transaction conditions [4][5]. Compliance as a Foundation - Compliance with laws and industry standards is crucial for platform charging practices. The guidelines encourage industry associations to promote self-regulation and establish communication mechanisms with platforms to ensure fair charging practices [5]. Support for Small and Medium-sized Enterprises - The guidelines advocate for platforms to provide preferential services and support for small and medium-sized enterprises (SMEs), recognizing their vulnerable position and the importance of their participation in the platform economy [6][7].

Core Viewpoint - The National Market Supervision Administration has implemented the "Guidelines for Compliance of Charging Behavior on Online Trading Platforms" to regulate the fees charged by platforms to operators, aiming to promote fair competition and optimize the platform economy ecosystem [1][2]. Group 1: Regulation of Charging Behavior - The guidelines aim to standardize the charging behavior of online platforms, which includes commissions, service fees, and promotional fees, to ensure transparency and fairness in the market [2][3]. - Experts highlight issues such as platforms using traffic support as leverage to force merchants into purchasing promotional services, which undermines fair competition [2][3]. - The guidelines require platforms to establish clear charging standards and publicize their fee structures, which will help make hidden costs visible to merchants [3][4]. Group 2: Reducing Burden on Operators - The guidelines encourage platforms to adopt flexible pricing strategies that benefit small and medium-sized merchants, thereby reducing their operational costs and enhancing their profitability [4][5]. - By lowering the financial burden on operators, the guidelines are expected to stimulate market vitality and enhance the survival space for small businesses [4][5]. - The shift in focus from "traffic operation" to "service innovation" is anticipated to create a win-win situation for both platforms and merchants, fostering a more sustainable platform economy [6].

Core Viewpoint - The newly released "Compliance Guidelines for Charging Behavior of Online Trading Platforms" aims to reduce the burden on platform operators, enhance self-discipline, and standardize charging behaviors within the platform economy [1][2]. Summary by Relevant Sections Platform Economy Development - As of December 2024, China's online shopping user base is projected to reach 974 million, accounting for nearly 90% of internet users. The online retail sales of physical goods are expected to reach 13,081.6 billion yuan, representing 26.8% of total retail sales of consumer goods. The platform economy has also created approximately 200 million jobs [1]. Issues in Charging Practices - The compliance guidelines address various issues in charging practices, including numerous and complex fee structures, lack of transparency, and coercive practices forcing operators to purchase services or participate in promotional activities [1][3]. Unreasonable Charging Behaviors - The guidelines identify several unreasonable charging behaviors, such as duplicate charges, charging without providing services, shifting costs that should be borne by the platform, and price discrimination among operators with similar transaction conditions [3][4]. Compliance as a Foundation - Compliance is emphasized as a fundamental requirement, which includes adherence to laws and industry standards. The guidelines encourage industry associations to strengthen self-discipline and establish communication mechanisms with platforms to regulate charging behaviors [4]. Support for Small and Medium-sized Enterprises - The guidelines advocate for platforms to provide preferential services and support to small and medium-sized enterprises (SMEs), recognizing their vulnerable position and the importance of their participation in the platform economy [5][6]. Sustainable Development of Platform Economy - The guidelines stress the need to balance the interests of platforms, operators, and consumers to achieve healthy and sustainable development of the platform economy [6].

打造参与国际竞争合作的新标杆。浙江实施网络交易平台品质提升行动，推动平台企业联合中小企业建 立品牌联盟，支持企业尤其是平台企业走出去。今年4月份，浙江省市场监管局联合阿里巴巴启动"货通 全球产业带出海"计划，带动了该省40个产业链拓展欧洲、东南亚、中东等市场。 打造激发消费活力的新标杆。为更好发挥平台企业的独特作用，浙江实施"浙江精品"培育计划，提升产 品服务品质；推动"人工智能﹢消费"，打造一批创新应用消费场景。 记者近日从浙江省市场监管局(浙江省平台经济工作领导小组办公室)获悉，浙江正加快推进平台经济高 质量发展强省建设三年行动，目标是到2027年，力争全省平台企业数量超过1000家，其中百亿级规模平 台企业超50家，活跃网络经营主体达到1000万家；平台企业营收总额达到2.2万亿元；网络零售额年均 增速保持在5%，网络消费满意度显著提高。 前不久召开的浙江省平台经济高质量发展大会强调，要推动平台经济从规模驱动向创新驱动转型，持续 擦亮平台经济"金名片"，建设平台经济高质量发展强省。三年行动计划根据浙江省委、省政府总体部 署，提出把打造六个新标杆作为重点任务。 打造科技引领的新标杆。浙江将继续引导头部平台 ...

Core Viewpoint - The article emphasizes the importance of service quality and the need to balance the interests of platforms, merchants, delivery personnel, and consumers, while considering the market and social implications at multiple levels [1][5][6] Industry Overview - Multiple food delivery platforms have recently advocated for healthy competition, responding to regulatory guidance aimed at promoting fair practices and avoiding unsustainable competitive behaviors like "zero-yuan purchases" [2][3] - The current competitive environment reflects new challenges and opportunities brought by platform economies, where merchants face pressures not only from market conditions but also from platform-driven market dynamics [3][4] Market Dynamics - The intense competition in the market is seen as a response to broader market conditions, and it is unrealistic to expect a complete separation between online and offline retail sectors [3] - Platforms and merchants share a common interest in stimulating consumption through pricing and subsidies, with service consumption identified as a significant growth area [3][4] Economic Impact - Research indicates that effective subsidy strategies can significantly boost consumer spending, with every 1 yuan of effective flash purchase subsidy generating an additional 6.76 yuan in consumer spending, potentially leading to a 676 billion yuan increase in overall consumption [4] - The article highlights the tension between market efficiency and the survival of small, unique businesses, stressing the need for platforms to support diverse market participants during competitive pressures [4][6] Conclusion - The food delivery market is becoming a crucial driver of consumption upgrades, job creation, and public service, necessitating a focus on service quality and the coordination of interests among all stakeholders for sustainable industry development [5][6]

Core Insights - The establishment of the 1688 Platform Economic Service Station in Linping District marks a significant step towards the digital transformation of the local garment industry [1][2] - The service station aims to provide professional e-commerce operation guidance and diversified skills training to local garment enterprises, enhancing their market competitiveness [1] - Linping District is leveraging its historical strengths in the garment industry to innovate and upgrade production and sales models through the "Platform + Industry" dual empowerment initiative [2] Group 1 - The 1688 Platform Economic Service Station integrates digital operations, market expansion, brand enhancement, and service support for local garment enterprises [1] - Local businesses, such as Hangzhou Kanong Garment Accessories Co., have benefited from the platform, achieving significant growth and market leadership [1] - The district has nearly 8,000 garment enterprises, with a total output value exceeding 20 billion yuan last year [2] Group 2 - The Linping District Market Supervision Bureau has implemented a special plan focusing on various dimensions such as "Platform + Factory" and "Live Streaming + Brand" to drive innovation in the garment industry [2] - Future plans include attracting more well-known e-commerce platforms and MCN institutions to integrate their operational capabilities with local industry characteristics [2] - The district aims to establish a collaborative protection center for intellectual property rights in the garment and home textile industry to enhance resilience and vitality [2]

Core Viewpoint - The recent revision of the Price Law in China aims to address the issue of "involution" in market competition, particularly in the context of food delivery platforms and other sectors, by implementing stricter regulations on pricing practices and promoting fair competition [1][2]. Group 1: Background and Context - The "subsidy" war among food delivery platforms has brought "involution" competition into public view, prompting the government to take significant reform measures [1]. - The Price Law, in effect since 1998, has played a crucial role in resource allocation and consumer protection, and its first revision seeks to adapt to new economic realities, including digital and platform economies [1][2]. Group 2: Key Changes in the Price Law - The revision includes ten main points focusing on improving government pricing regulations, clarifying standards for unfair pricing practices, and enhancing legal responsibilities for price violations [2]. - The changes aim to regulate typical issues such as predatory pricing, price discrimination, and price gouging [2]. Group 3: Positive Transformations - The revision shifts the role of consumers from passive recipients to active participants in the pricing process, allowing them to influence pricing mechanisms [3]. - It aims to better protect the rights of workers, particularly in flexible employment sectors, by curbing vicious price wars and redirecting funds towards production and research [4]. - The revision also adapts price governance to address new economic developments, including algorithmic pricing discrimination and platform responsibilities, ensuring a fairer competitive environment [5][6]. Group 4: Implications for Economic Development - The changes are expected to foster a market environment that prioritizes quality over low-cost competition, enabling companies to focus on technological innovation and enhancing overall industry competitiveness [6]. - The revision serves as a critical measure against market chaos and supports high-quality economic development by promoting a fair competition order [6].